Head of E-commerce & Performance Marketing

About the Role

We are seeking a Head of E-commerce & Performance Marketing to lead the commercial growth of Pretty You London, a premium British nightwear, loungewear, and lifestyle brand currently undergoing a major evolution. This senior role takes full responsibility for the e-commerce profit and loss, driving strategy across paid media, online marketplaces, CRM, and retention efforts. Reporting directly to the CEO and collaborating with the Brand & Creative Director, you will transform brand vision into profitable, scalable commercial results.

Key Responsibilities

• Manage paid media campaigns across platforms such as Meta, Google, TikTok, and newer channels, either directly or via carefully managed agencies.
• Develop and execute marketplace trading strategies to maximize profitable expansion across current channels.
• Oversee pricing policies, promotional scheduling, and discounting to support the brand's move upmarket.
• Lead the Shopify ecommerce platform roadmap, focusing on conversion rate optimization and enhancing the customer journey.
• Direct CRM strategies across email, SMS, and lifecycle management to improve retention and customer lifetime value.
• Coordinate paid and organic social media efforts with the brand team.
• Create and maintain customer data frameworks to provide insights guiding commercial decisions.
• Maintain end-to-end accountability for the e-commerce P&L, covering revenue, margins, marketing ROI, and customer economics.
• Develop annual plans, forecast monthly performance, and report transparently to executive leadership.
• Lead and mentor a small internal team alongside external agency and freelance collaborators.
• Collaborate with operations, buying, and brand teams to ensure seamless commercial operations.

Candidate Profile

• A commercially savvy leader with a minimum of 5 years in senior e-commerce or performance marketing roles and recent P&L ownership experience.
• Proficient in Shopify (Shopify Plus experience is advantageous) with demonstrated marketplace trading success.
• Expertise in performance marketing including paid search, paid social, affiliates, and SEO, with strategic oversight and ability to critically assess agency data.
• Proven track record of driving revenue growth, enhancing profit margins, and acquiring customers profitably.
• Strong knowledge of CRM tools, especially Klaviyo or similar, with deep experience in segmentation, lifecycle marketing, and lifetime value optimization.
• Data-driven mindset with familiarity in Shopify analytics, GA4, marketplace dashboards, and capable of independently analyzing metrics.
• Preferred background includes fashion, lifestyle, or premium direct-to-consumer brands.

Additional Desirable Experiences

• Working knowledge of order management systems like Linnworks and ERP solutions such as Microsoft Dynamics 365 Business Central.
• Experience with international and cross-border e-commerce expansion.
• Involvement in brand repositioning or premiumisation initiatives.

Why Join Now?

• Full P&L ownership with direct access to CEO and Board, avoiding bureaucratic layers.
• Opportunity to influence a brand at a turning point fueled by new investment and clear strategic direction.
• Clear functional division between brand leadership and commerce execution.
• Significant freedom to shape and expand the e-commerce function according to your vision.

Our Culture

At Pretty You London, we pride ourselves on fostering creativity, ambition, and teamwork. Joining now means contributing to a transformational period where your strategic ideas and campaign leadership will directly impact the brand’s trajectory.

Benefits

• 25 days of annual leave plus bank holidays
• Birthday off as additional leave
• One day per week working from home
• Flexible working hours with core time from 10am to 4pm
• Early finishes on Fridays to promote work-life balance
• Quarterly social events
• Generous employee discount on premium products
• On-site free parking and close proximity to a tram stop
• Additional benefits planned for the year