Head of E-Commerce

About us:

DeMellier is a London-based brand that was founded with the vision of doing things differently: to design handbags that would make women feel empowered, made ethically and sustainably, while giving back to those who need it most. These principles guide everything we do. All our pieces are crafted ethically in Europe using the finest sustainably sourced materials. We champion equality, and for every piece sold, we fund vaccines and medical treatments aimed at saving the life of a child in need. So far, through our permanent charity initiative, ‘A Bag, A Life’, in partnership with SOS Children’s Villages, we have funded over 2.5 million vaccines. Join us and be part of an award-winning, purpose-driven brand that fosters creativity, collaboration, and meaningful impact within the luxury industry.

The role:

DeMellier is looking for an exceptional Head of E-Commerce to lead and accelerate our global online business.

Reporting to the Commercial Director, this is a highly commercial, analytical and hands-on leadership role with ownership of e-commerce trading performance, data & insights, the digital roadmap and team performance.

We are looking for someone who combines strong commercial instinct with rigorous analytical thinking: someone who can read the business through the numbers, identify what is driving performance, and turn those insights into decisive commercial action.

You will know how to trade a website as a dynamic commercial channel, continually optimising product, content and customer journeys to maximise performance. At the same time, you will own a complex e-commerce roadmap, ensuring projects move from strategy to execution at pace and to a high standard.

Just as importantly, you will be an inspiring and demanding people leader, able to create clarity, accountability and momentum while developing and motivating a high-performing team.

Key responsibilities:
E-Commerce Trading & Commercial Performance

• Own the day-to-day trading of DeMellier.com and be accountable for delivering online revenue and commercial targets.

• Build and lead the weekly trading rhythm, analysing performance versus budget and forecast and translating insights into clear commercial actions.

• Understand performance across traffic, conversion, AOV, product, stock, customer and market, identifying opportunities and risks early.

• Continually optimise the website commercially through product ranking, merchandising, launches, storytelling, stock visibility and customer journeys.

• Partner closely with Merchandising, Digital Marketing, CRM and Brand to ensure traffic, product and content strategies work together to maximise profitable growth.

• Develop forecasts and trading plans across key markets and proactively implement actions to close performance gaps or capitalise on opportunities.

Data, Analytics & Business Reporting:

• Own e-commerce performance reporting and establish a rigorous, data-driven approach to decision-making.

• Build and run clear weekly, monthly and ad-hoc business reporting, providing senior leadership with a concise view of performance, drivers, risks, opportunities and required actions.

• Analyse performance by market, channel, device, customer, product/category and conversion funnel to understand what is driving results.

• Go beyond reporting what happened: determine why it happened, what it means commercially and what we should do next.

• Own the e-commerce KPI framework and ensure reporting and dashboards provide an accurate, actionable view of the business.

• Use data to inform decisions across trading, merchandising, CRO, product launches, stock allocation and customer experience.

E-Commerce Roadmap & Project Delivery:

• Own, prioritise and deliver the e-commerce roadmap, balancing commercial impact, customer experience, technical complexity and resources.

• Translate business priorities into clear project plans, milestones, ownership and measurable outcomes.

• Lead projects end-to-end, from business case and requirements through implementation, testing, launch and post-launch performance analysis.

• Manage multiple internal stakeholders, agencies and technology partners, ensuring projects are delivered on time, on budget and to a high standard.

• Maintain strong project governance, proactively identifying dependencies, risks and blockers and driving them through to resolution.

Conversion & Customer Experience:

• Own the CRO and experimentation roadmap, using quantitative and qualitative data to identify the highest-impact opportunities.

• Identify friction throughout the customer journey and continually refine the online experience to improve conversion and engagement.

• Lead A/B testing and experimentation, establishing clear hypotheses, success metrics and commercial measurement.

• Ensure the digital experience reflects DeMellier’s premium positioning while delivering a seamless, intuitive and high-performing customer journey.

Leadership & Team Performance:

• Lead, develop and motivate the e-commerce team, creating a culture of commercial ownership, curiosity, pace and accountability.

• Set clear objectives and priorities, ensuring the team understands both what needs to be delivered and the commercial impact behind it.

• Coach the team to strengthen their trading, analytical and execution capabilities.

• Create an environment where people feel motivated and empowered while maintaining high standards of performance.

• Work collaboratively across the wider business, bringing teams together around shared commercial priorities.

Skills:
We are looking for an experienced e-commerce leader with a strong track record of growing and trading a significant DTC e-commerce business, ideally within fashion or Beauty, luxury, premium retail or another highly brand-led consumer environment.

You will bring:

• 8-10 years experience in a similar role in a fashion global business

• Significant experience in managing +3 team

• Exceptional analytical skills highly numerate, confident interrogating complex data and able to turn analysis into clear commercial decisions.

• Excellent e-commerce trading capability, strong commercial instinct and demonstrable experience actively trading and optimising a high-volume website.

• Strong business reporting skills able to build forecasts, analyse performance and confidently communicate insights and recommendations to senior leadership.

• Excellent project management skills, a proven ability to own and deliver complex digital roadmaps involving multiple stakeholders and technical partners.

• Strong communication skills and people leadership able to set high standards, motivate and develop a team, manage performance and create accountability.

• Strong understanding of e-commerce KPIs, CRO, UX, digital merchandising and the customer funnel, with experience using analytics and e-commerce platforms to drive decision-making.

• Must have : Solid experience with Shopify Plus, GA, Dynamic Yield and Forter

What success looks like:

Success in this role means building an e-commerce function that is commercially sharp, analytically rigorous and operationally excellent: delivering ambitious growth, identifying opportunities faster, executing the roadmap with discipline and developing a motivated, high-performing team.

Benefits:

• Hybrid working

• Annual Leave package increases the longer you stay with us

• Enhanced company maternity policy

• Employee Discount: 50% off Stock and up to 90% off Seasonal Sample Sales

• Free gift DeMellier bag on successful probation

• Seasonal bag allowance

• Salary sacrifice pension scheme