Role Summary
We are seeking a commercially minded, entrepreneurial Online Channel Lead to lead the next phase of digital growth across multiple channels and markets. Reporting directly to the CCO, this role will own full online profitability, drive strategic growth initiatives and develop a high-performing team culture grounded in accountability, creativity and cross functional collaboration.
The Online Channel Lead will be responsible for the performance of our online channels (UK & IE storefronts and Amazon), while driving alignment between marketing, operations, and customer experience. This role requires someone equally comfortable with strategic thinking and hands-on execution, able to translate business objectives into scalable digital processes and measurable commercial results.
Key Responsibilities
The Online Channel Lead will lead performance across the following areas:
- Own and grow the ecommerce profitability, with full accountability for revenue, margin and customer KPIs.
- Lead ecommerce strategy across acquisition, retention, onsite optimisation, CRM, trading and performance marketing.
- Drive continuous improvement through data driven decision making, experimentation, and structured optimisation.
- Build, mentor, and motivate a high impact team, fostering an environment of trust, openness, and having a high level of emotional intelligence.
- Collaborate effectively with supply chain, finance, brand/marketing, operations, and senior leadership to achieve aligned commercial outcomes.
- Champion an entrepreneurial mindset, constantly testing new ideas, challenging assumptions, and identifying opportunities to accelerate profitable growth.
- Oversee ecommerce platforms, technology partners and agency relationships to ensure performance and scalability.
- Maintain a deep understanding of ecommerce best practices, customer behaviour, and emerging digital trends.
- Ensure a best-in-class customer service experience, overseeing the customer service team, escalated tickets, and CX KPIs, and using insights to feed into retention and product strategy.
Strategic Priorities
The Online Channel Lead will be expected to deliver profitable measurable growth and operational excellence by focusing on the following areas:
- Conversion & Website Performance Develop and execute a structured CRO roadmap, delivering measurable improvements in onsite conversion rate, UX, and average order value.
- Retention & Lifetime Value Strengthen CRM and subscription strategies, enhancing Klaviyo flows, churn reduction, and repeat purchase rates to increase customer lifetime value.
- Customer Experience & Fulfilment Align operations, logistics, and customer service functions to improve fulfilment accuracy, delivery speed, and overall customer satisfaction.
- Agency & Team Leadership Drive performance (via paid media, SEO, email etc.) while shaping the roadmap for future in-house ecommerce and marketing team expansion.
- Commercial Forecasting Establish SKU-level demand forecasting processes that align with finance and operations, ensuring product availability and predictable revenue planning.
Requirements / Candidate Profile Experience & Background
- Ideally proven experience operating in an ecommerce leadership role, ideally within a high-growth or DTC consumer brand.
- Proven track record of driving ecommerce revenue growth across multi-store or international Shopify Plus environments and Amazon.
- Understands ecommerce trading, CRO, CRM, marketplaces, subscriptions, or performance marketing.
- Strong commercial instincts with experience managing ecommerce profitability, forecasting, and aligning sales with operations.
- High level of emotional intelligence: able to influence, coach, resolve conflict constructively and build trust across a business.
- Demonstrated success in building and managing agency relationships (paid media, SEO, creative, logistics).
- Experience leading or mentoring teams, with the ability to transition from hands-on execution to strategic leadership.
- Thrives in a fast paced environment where adaptability and collaboration are essential.
Technical Skills & Tools
- Expert knowledge of Shopify Plus, including app ecosystem and CRO methodologies.
- Expert knowledge of Amazon FBA model.
- Advanced experience with Klaviyo (flows, segmentation, analytics) and Recharge (subscriptions).
- Hands-on familiarity with Gorgias, Reviews.io, Rebuy, and Convert.com (or similar).
- Strong understanding of GA4, Google Search Console, Tag Manager/Cloud Console, and event tracking best practices.
- Comfortable working with analytics platforms (Elevar, Storehero, Microsoft Clarity) and reporting workflows.
- Competent in project management and cross-team collaboration tools (Monday.com or equivalent).
- An understanding of algorithms, data analytics, machine-learning and the impact on the performance of an ecommerce business.
