General Manager – Fashion & E-commerce

Location: Primarily remote, with occasional in-person days in London for planning, collaboration, or problem solving.

Type: Full-Time

Salary: £60,000–£70,000 (depending on experience) + performance-based bonuses.

About The Hippie Shake: Founded in 2016, The Hippie Shake is a fashion brand creating heirloom-worthy pieces designed to be loved and worn forever. As a small, founder-led team with big ambitions and a growing global community, we’re entering an exciting new chapter — and looking for someone special to help us write it. With a baby joining our family this autumn and a brand to nurture and scale, we’re looking for a strategic, analytical and operationally minded General Manager to work closely with the founders and lead the day-to-day business – ensuring we can grow sustainably and creatively.

The Role: This is a broad, high-impact role that spans revenue growth, operational efficiency, and strategic execution. We’re on the lookout for a hands-on leader who can take the reins on day-to-day operations while driving sustainable, data-backed growth across all areas of the brand.

You’ll work closely with us (Naomi & Ben – co-founders), guiding freelancers, agencies, and partners to bring capsule launches to life and keep everything flowing. You’ll be the kind of person who can spot what needs doing, take ownership, and make decisions with clarity and care — freeing us up to focus on vision, design, and the bigger picture. You’ll bring proven experience growing a fashion or e-commerce brand and know how to connect the dots between marketing, ops, product, and performance.

Responsibilities:

• Growth & Performance: Own e-commerce performance – analysing sales, traffic, conversion, AOV, and retention. Work with our digital agency and social freelancer to optimise paid/organic performance. Keep the marketing calendar sharp and strategic – from email flows to capsule launches. Ensure ad spend, channels and customer journeys are aligned with brand goals. Use insights and analytics to guide smart decisions across the funnel.
• Operations & Project Management: Lead the day-to-day: coordinating capsule launches, product timelines, and agency handovers. Manage communication between our garment technologist, 3PL and creative leads. Own timelines and launch execution — keeping everything moving without chaos. Spot inefficiencies or blockers and fix them with pragmatic, systems-driven solutions. Optimise internal workflows and processes — from content planning to stock flow.
• Leadership & Communication: Act as the central link between all partners — holding freelancers and agencies accountable. Support and empower the founders by removing daily stress and decision bottlenecks. Contribute to a positive and collaborative culture rooted in creativity and care.
• Reporting & Strategy: Set up and maintain weekly performance dashboards – giving visibility into key metrics. Track budget performance, campaign ROI, and product/category insights. Flag opportunities or risks early – and make recommendations backed by data. Support in forecasting, goal-setting and strategic planning alongside the founders.

You’ll Thrive in This Role If...

• You’ve helped grow a fashion, lifestyle or ecommerce brand (ideally £1m–£10m revenue).
• You’re confident managing both creative processes and operational execution.
• You’re analytical – but not robotic. You trust your gut and your spreadsheets.
• You’ve worked with freelancers, agencies, and internal teams – and made it feel seamless.
• You love streamlining chaos – calendars, folders, assets, Slack channels and more.
• You have a good grasp of Shopify, Klaviyo, Google Analytics (or equivalents).
• You’re calm, capable, and kind – especially when things go a bit sideways.
• You’re highly organised, proactive and a natural problem-solver.

Bonus Points For...

• Previous roles like Head of Ops, Ecom Manager, GM or Fractional COO.
• A background in small/startup brands, especially those with a creative core.
• Experience with ethical/sustainable production models or circular fashion.
• A personal love of vintage & the 60s/70s.
• Implementing tools, systems or SOPs in a growing team.

Why Join Us?

• Be part of an independent brand with a loyal community and standout aesthetic.
• Work closely with passionate founders who genuinely care about creativity, culture and values.
• Flexibility around location, schedule and how you work best.
• Make a real impact — your ideas and leadership will shape the future of the brand.
• A slower, more thoughtful approach to fashion – one that values quality over hype.
• Every order plants a tree – and every piece is crafted to be loved, not landfilled.

How to Apply: Email us at ben@thehippieshake.co.uk with: Your CV, a short note (max 300 words) on why this feels like your next move, and any relevant links (LinkedIn, portfolio, case study, etc.).