Based in ourRyman Retail Support Centre, Crewe withregular travel to London
Reporting To: Trading Director
As Head of Ecommerce you will spearhead the digital performance, trading strategy, and customer experience across two iconic retail brands: Ryman (a national staple in office supplies, print, and stationery) and London Graphic Centre (LGC) (the UK's premier destination for fine art, graphic design, and creative supplies).
Based in Crewe with a presence in London, you will lead a dual-site team, bridge the gap between regional operations, and unlock scalable growth across web platforms, digital marketing channels, and online marketplaces. You will balance high-level strategic commercial planning with hands-on trading rigour.
What you'll be doing
- Strategic Growth & Dual-Brand Management
- Formulate and execute the overall ecommerce strategy for both Ryman and London Graphic Centre to meet and exceed revenue, gross margin, and profitability targets.
- Tailor distinct digital go-to-market strategies that protect and enhance the brand equity of both businesses catering to Ryman & Ryman Design's audience and LGC's specialist design and arts community.
- Identify cross-selling opportunities, channel expansions, and online exclusive range strategies across web properties and third-party marketplaces.
- Dual-Site Team Leadership & Culture
- Lead, mentor, and align a multi-site team split between Crewe and London, driving a high-performance, collaborative, and accountable culture.
- Establish unified trading frameworks, agile processes, and clear communication channels to ensure seamless cross-site execution.
- Define career progression plans, KPIs, and goals for direct reports, driving high engagement and team retention.
- Commercial Trading & P&L Accountability
- Full P&L ownership of digital channels, continuously monitoring performance metrics (Traffic, Conversion, AOV, CPA, LTV, ROAS, and Margin).
- Lead weekly, monthly, and quarterly commercial trading reviews; evaluate performance against budget and pivot rapidly to capture opportunities or mitigate sales gaps.
- Work alongside Buying and Merchandising teams to ensure optimal digital range curation, stock depth, pricing competitiveness, and promotional alignment.
- Digital Marketing & Customer Experience (CX)
- Collaborate with Digital Marketing and Performance agencies to optimise paid search, paid social, SEO, affiliate, and email/CRM retention campaigns.
- Champion site performance, UX/UI improvements, and conversion rate optimisation (CRO) strategies across desktop and mobile.
- Partner with IT and Project Management teams to deliver digital enhancements on key platforms (e.g., Magento / Adobe Commerce).
- Cross-Functional Leadership & Operational Presence
- Act as the digital voice within executive leadership, effectively influencing internal stakeholders across Logistics, Buying, Retail Operations, and Finance.
- Build external strategic relationships with third-party vendors, SaaS platform providers, digital agencies, and marketplace account managers.
- Travel regularly to the London office/stores to maintain strong operational integration with the LGC team and key creative partners.
Key Performance Indicators
Commercial KPIs
- Total Digital Sales, Gross Profit, and Net Margin vs. Budget (Ryman + LGC)
- End-to-end Channel Profitability (EBITDA contribution)
- Conversion Rate, AOV, and Repeat Purchase Rate expansion across platforms
- Marketplace revenue growth (Amazon, eBay, B2B portals)
Team & Operational KPIs
- Team engagement, retention, and cross-site synergy score
- ROI on digital marketing spend (Blended ROAS & CAC targets)
- On-time execution of promotional calendars and range launches
What you'll bring
- 5+ years’ experience in an Ecommerce Manager, Head of Ecommerce or Head of Digital role within a multi-channel retail environment.
- Strong commercial understanding and a proven ability to drive online sales, profitability and overall business performance through effective trading strategies.
- Excellent analytical and financial skills, including experience with GA4, web analytics and P&L management, with the ability to turn data into actionable insights.
- Strong knowledge of ecommerce platforms such as Magento/Adobe Commerce, Shopify Plus or similar, alongside Google Analytics, marketplaces and Excel.
- A strategic and hands-on approach, with the ability to balance high-level leadership with day-to-day trading, problem-solving and operational delivery.
- Experience working across multiple brands, with the ability to adapt to different customer audiences and commercial priorities, from volume-driven office supplies to design-led creative products.
- Proven ability to lead, motivate and bring together geographically dispersed teams, with strong communication, interpersonal and influencing skills.
- A customer-focused mindset, with a good understanding of customer behaviour and how to deliver an effective online experience that supports business growth.
- A results-driven approach, with the ability to evaluate performance, identify opportunities, prioritise actions and implement solutions that deliver measurable results.
- Flexibility to travel regularly between our Crewe and London offices.
What's in it for you?
- Competitive salary, company pension (with enhancement options), and a referral scheme.
- Generous holiday allowance plus an extra wellbeing day to recharge.
- Tailored training, structured career progression, and funded apprenticeship programmes.
- Exclusive discounts across all group brands (Ryman, Robert Dyas, Boux Avenue), Cycle2Work scheme, and access to mental health first aiders and wellness support.
- A collaborative team with recognition awards and regular social events.
About Ryman
With over 130 years of heritage, Ryman is the UK's go-to destination for stationery, office supplies, and tech. Operating over 200 stores alongside a thriving digital presence, we are proud to be part of the Theo Paphitis Retail Group (including Robert Dyas, Boux Avenue, and London Graphic Centre).
We are a resilient, innovative, and customer-first business. We believe in equipping our people with the tools they need to grow, thrive, and succeed.
Ryman is an equal opportunities employer. We celebrate diversity and are committed to building an inclusive environment where everyone can be themselves at work.
PLEASE NOTE THIS JOB DESCRIPTION IS NOT EXHAUSTIVE AND YOU MAY BE REQUIRED TO CARRY OUT OTHER DUTIES AS AND WHEN REQUIRED.
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Head of Ecommerce in Crewe employer: Theo Paphitis Retail Group
The Theo Paphitis Retail Group is an excellent employer, offering a vibrant and supportive work culture in Hemel Hempstead. With flexible working hours and comprehensive training, employees can thrive in their roles while enjoying opportunities for personal growth and development. Join a team that values enthusiasm and reliability, making every day rewarding and meaningful.
Contact Details:
Theo Paphitis Retail Group Recruitment Team
StudySmarter Expert Advice🤫
We think this is how you could land Head of Ecommerce in Crewe
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