Head of Ecommerce

About Body Jewellery Ltd

Body Jewellery Ltd is a diverse commerce group based in Poole, Dorset, managing both B2B wholesale and direct-to-consumer retail operations. Its Wholesale Body Jewellery (WBJ) brand acts as a Shopify Plus-powered B2B wholesaler, supplying professional piercers, tattoo artists, and studios with body jewellery, tattoo supplies, and piercing materials. Meanwhile, Tish Lyon is the premium piercing and permanent jewellery division, operating studios in John Lewis Oxford Street, Liverpool One, Bluewater, and Manchester Trafford Centre, with expansion plans in place.

Role Overview

Reporting directly to the company’s Directors, the Head of Ecommerce will be responsible for developing and executing comprehensive ecommerce strategies across both WBJ (B2B) and Tish Lyon (D2C) platforms. The goal is to stimulate revenue growth, improve profitability, and elevate customer experience across these distinct commercial models.

Key Responsibilities

• Design and manage the ecommerce trading strategy, overseeing online revenue and commercial KPIs including campaigns, promotions, and product launches for both B2B and D2C sites.
• Implement continuous conversion rate optimisation strategies, such as A/B testing, enhancing landing pages, improving checkout processes, speeding up site performance, and optimising mobile commerce, while working to lower cart abandonment rates.
• Collaborate with SEO, paid media, and CRM/marketing automation partners to synchronize acquisition efforts with onsite conversion and revenue goals.
• Develop retention and CRM lifecycle strategies via Bloomreach to boost repeat purchases and customer lifetime value among professional and consumer customers.
• Create and maintain ecommerce reporting frameworks and dashboards using Power BI and Google Analytics 4, translating key metrics such as conversion rate, average order value, customer acquisition cost, lifetime value, retention, and return on ad spend into actionable business insights.
• Coordinate with the Head of Technology and Shopify Plus development agency to manage and prioritise the ecommerce platform roadmap, including the launch of new channels.
• Build and lead a growing ecommerce team to scale the business effectively.

Agency and Partner Collaborations

• SEO agency partnership
• CRM and marketing automation with Bloomreach deployment agency
• Shopify Plus web development agency
• Demand forecasting through Slimstock
• Analytics and tracking support with GA4 and Google Tag Manager

Candidate Profile and Requirements

• More than 8 years of experience in ecommerce, digital trading, or leadership roles within online retail.
• Demonstrated success in scaling fast-growing D2C and/or B2B ecommerce businesses.
• Strong commercial insight with experience managing multi-million-pound online revenue goals.
• In-depth hands-on experience with Shopify Plus platforms, ideally supporting both B2B and D2C storefronts.
• Advanced expertise in conversion rate optimisation including regular A/B testing cycles, web analytics, and customer journey improvements.
• Robust analytical skills using tools such as Google Analytics 4, Power BI, or comparable reporting systems.
• Ability to work comfortably with company founders within an agile, fast-growing environment.
• Proven track record in managing agency and third-party partnerships effectively.
• Experience overseeing ecommerce activities across multiple international markets with localisation and currency considerations.