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About the Role
We are seeking a commercially driven, strategic, and hands-on Head of eCommerce to own and scale all our owned digital commerce direct to consumer channels and emerging platforms within the beauty and personal care space. This role is accountable for end-to-end direct to consumer eCommerce performance, owning revenue, margin, and customer growth across all relevant channels. You will lead a small, high-performing international team and partner closely with the wider Commercial and Brand & Growth teams to deliver a cohesive, high-impact omnichannel strategy. You will set the direction for digital trading, define the optimisation roadmap across acquisition, conversion, and retention, and ensure our platforms, partners, and capabilities are built to scale. This is a high-impact global leadership role suited to someone who thrives in a fast-moving, entrepreneurial environment and is equally comfortable setting strategy and getting into the detail to drive performance.
Responsibilities
- Own end-to-end global eCommerce performance across DTC and digital channels, including revenue, margin, and P&L
- Set and deliver a comprehensive global eCommerce growth strategy aligned to overall business objectives
- Lead forecasting, budgeting, and trading principles across pricing, promotions, and profitability for DTC and digital channels
- Drive improvements in conversion, AOV, and customer lifetime value
- Oversee the digital trading calendar globally, ensuring best-in-class execution across launches, campaigns, and site merchandising
- Own the end-to-end customer journey, identifying opportunities to strengthen brand equity and customer relationships through first-party channels
- Lead CRO initiatives including testing across site, product pages, and checkout
- Own performance across acquisition and retention channels, including paid media, paid social, email and mobile
- Optimise budgets, channel mix, and lifecycle strategy to maximise ROI, CAC efficiency, and LTV
- Identify and scale new growth opportunities and channels
- Manage creative partners to develop and optimise high-performing paid creative, in close partnership with Brand, balancing commercial performance with strong brand consistency and identity
- Own the Shopify ecosystem and eCommerce tech stack, ensuring scalability and performance
- Lead reporting, forecasting, and performance tracking, translating data into clear commercial actions
- Identify and implement new tools, automation, and technologies to drive efficiency and growth
- Lead and develop a high-performing DTC eCommerce team (2–3 individuals), setting clear priorities and accountability
- Manage external partners and agencies supporting owned channel growth
- Partner with Commercial, Marketplace, Merchandising and Brand & Growth teams to align trading with overall business and brand objectives
- Act as the eCommerce lead across the business, influencing cross-functional decisions and direction
Requirements
- 8 + years of proven experience scaling revenue profitably through DTC eCommerce channels, ideally within beauty, skincare, personal care, or similar consumer categories
- A history of owning and delivering to revenue and P&L targets
- Experience managing and developing small, global high-performing teams
- Deep understanding of Shopify and the broader digital commerce ecosystem, with experience across or exposure to marketplaces, DTC, and emerging digital commerce channels
- Strong experience across performance marketing, CRM, and conversion optimisation
- Ability to operate at both strategic and hands-on levels
- Strong analytical capability with a data-driven approach to decision-making
- Experience working cross-functionally in fast-paced, high-growth environments
- Confident stakeholder management, including senior leadership
- Entrepreneurial mindset with a bias for action and ownership
- Experience managing creative partners and agencies to deliver high-performing paid creative, with a strong understanding of how creative, brand, media and trading work together to drive growth
Skills
- eCommerce
- DTC
- Digital Commerce
- Performance Marketing
- CRM
- Conversion Optimisation
- Shopify
- Data Analysis
- Stakeholder Management
- Creative Management
Location
- Holborn, London
Work Type
- Full-time
- Permanent
- Hybrid
Experience Level
- 8+ years
Salary/Compensations
- £90,000 to £100,000 GBP per year
Benefits
- 30 days holiday + 8 UK bank holidays
- Pension contribution Scheme – 5% from you, 3% from us
- Private Medical Insurance – Includes travel, vision & dental (Vitality)
- Work from Abroad – One month per year, anywhere in the world
- Bonus Scheme – Discretionary bonus, based on individual and company performance
- Mental Health Support – Free, confidential therapy via Spill
- Flexi-Fridays – Finish early one Friday per month
- Avenir Events – Quarterly meetups, celebrations & socials
- Vibrant Office – Runway East, Bloomsbury
About the Company
- Avenir Collective is building the future of beauty, personal care and lifestyle brands.
- We acquire and scale high-potential consumer brands, bringing together the capital, people and operating expertise to turn strong brands into enduring businesses.
- Our difference is that we are operators, actively managing our brands and providing the capabilities, infrastructure and expertise they need to scale, while preserving the product, purpose and consumer connection that make each brand special.
- We’re building a connected house of brands where great people, brands and ideas come together.
- If you’re excited by building businesses, solving problems and working with a collaborative, entrepreneurial team, we’d love to hear from you.
Equal Opportunity
- Avenir Collective is proud to be a disability-committed employer registered in the UK. If you identify as having a disability and meet all of the criteria set out in the job description, we would like to support you through the interview stage. We celebrate diversity and are committed to creating an inclusive work environment where all employees and applicants can flourish.