eCommerce & CRO Manager

About the company

This company was born in late 2019 to celebrate women's bodies at every life stage. We champion women's health, create products with purpose and build communities around them. We sell skincare & wellness products through our website and established retailers including Selfridges, BOOTS and Cult Beauty.

Our new website launched in September 2026, and now we're building an incredible internal team to make it work harder. This is a newly created role and a fantastic opportunity for someone who wants to come in and make their stamp on a small but mighty team.

The role

You'll own the performance of the website day to day. That means knowing the numbers every

morning, explaining what's moving and why, and turning that into changes on the site that lift revenue. You'll report to the Head of Growth and be the go-to person for anything to do with improving the website.

Key responsibilities

Trading and performance

• Track daily, weekly and monthly site performance: revenue, sessions, conversion rate, AOV, add-to-cart, checkout completion, new vs returning customers.
• Spot what's changed and why (by channel, device, landing page and product) and flag issues fast.
• Own the weekly trading report and a monthly deep-dive for the Head of Growth, with clear recommendations, not just numbers.
• Forecast and track against revenue targets, especially through key trading periods like Black Friday and Christmas.
• Monitor competitor brands & pricing, promotions and site changes, and flag what we should respond to or learn from.

Conversion rate optimisation (CRO)

• Run a test-and-learn roadmap: hypotheses, A/B tests, results and rollouts.
• Improve key journeys (homepage, product pages, bundles, cart and checkout) using analytics, heatmaps, session recordings and customer feedback.
• Increase AOV through bundles, upsells, cross-sells and free-shipping thresholds.
• Run post-purchase surveys and pull themes from reviews and customer service to find what's stopping people buying, and turn them into site improvements.

Site management

• Keep the Shopify site accurate and up to date: product pages, collections, banners, pricing, navigation and promo mechanics.
• Build landing pages for campaigns, launches, paid ads, email and influencer traffic, and test them for conversion.
• Set up and QA promotions, discount codes and launches (e.g. new products, gift sets, sale events).
• Manage product feeds for Google Shopping and Meta catalogues so ads show accurate products and prices.
• Manage customer reviews and site search so shoppers find the right product and trust it.
• Manage the Shopify app stack and work with developers or agencies on bigger changes.
• Own site health: speed, broken links, mobile experience, tracking accuracy and basic on-page SEO.

Merchandising and customer journey

• Own merchandising of the online store: product order on collection pages, homepage features, hero products, bundles and gift sets.
• Proactively suggest merchandising options (e.g. what to lead with, what to bundle, what to push or pull back) backed by sales, conversion and stock data, and review results after each change.
• Plan merchandising for each trading moment (launches, seasonal campaigns, BFCM, Christmas) and refresh the store so it never looks stale.
• Own the subscription journey end to end in Recharge: how subscriptions are offered on product pages, sign-up, the customer portal, skips, swaps and cancellations. Track subscriber numbers, churn and lifetime value, and test changes that grow and keep subscribers.
• Feed site insights into email/SMS flows (e.g. abandoned basket, browse abandonment) and paid landing pages.

Working with others

• Brief copy, design and content needs for site changes.
• Share learnings across marketing so paid, email and social all point traffic to pages that convert.

What success looks like

• Site conversion rate and AOV up year on year.
• Running test roadmap, with at least two experiments live or analysed monthly.
• Weekly trading report the leadership team actually uses to make decisions.
• Promos and launches go live on time with zero pricing or discount errors.
• Tracking you can trust: Shopify, GA4 and attribution numbers that reconcile.

What you'll bring

• 3+ years in an ecommerce, trading or CRO role at a DTC brand, ideally beauty, wellness or lifestyle.
• Hands-on Shopify experience: you can build pages, set up discounts and manage apps without a developer.
• Strong with numbers: confident in Shopify Analytics, GA4 and Excel/Google Sheets.
• Proven CRO results: tests you've run and what they delivered.
• Clear communicator who turns data into simple recommendations.
• Organised and comfortable juggling launches, promos and reporting in a small team.

Nice to have

• Experience with Klaviyo, Recharge (subscriptions) and A/B testing tools (e.g. Intelligems, Convert, VWO).
• Heatmap and session tools such as Hotjar or Microsoft Clarity.
• Basic HTML/CSS or Shopify Liquid.
• Multi-touch attribution tools (e.g. Converge, Triple Whale).
• Peak-trading experience (BFCM, Christmas).

Practical details

• Reports to: Head of Growth
• Location: Travel to London once a month