Head of Commercial

About Aflalo

Aflalo is a contemporary luxury brand embodying elegance, opulence, and bold femininity. The company is in a phase of rapid expansion, with a new flagship store opening soon in Soho, growth in wholesale distribution, and development of a VIP client program underway.

Role Overview

The Head of Commercial will oversee the entire commercial operations, including ecommerce, retail, VIP client program, and wholesale channels. Reporting directly to the Founder & CEO, this leadership position is responsible for driving commercial success across these facets and managing a small team dedicated to these areas.

Key Responsibilities

• Lead ecommerce growth initiatives by managing strategies around customer acquisition, retention, revenue, while maintaining the brand's luxury status.
• Oversee paid and organic marketing efforts, optimize website performance and checkout processes to increase sales conversions.
• Manage CRM, loyalty programs, lifecycle marketing, personalization, and customer service strategies to enhance customer experience.
• Collaborate with brand and merchandising teams on commercial calendars, performance reporting, and key performance indicators.
• Take charge of the Soho flagship store opening, managing hiring and operational setup for the retail team.
• Manage profit and loss, revenue targets, and staffing across all retail locations, while motivating sales teams to achieve goals.
• Develop and execute retail expansion plans including site selection, lease negotiations, and store build-outs, aiming to open a second location in 2027 and expand the store footprint strategically.
• Design, establish, and lead the VIP client program to cultivate valuable customer relationships.
• Maintain and grow existing wholesale partnerships and formulate expansion strategies suited for a direct-to-consumer focused brand.
• Build and mentor a diverse commercial team across ecommerce, retail, clienteling, and customer service functions as the business grows.
• Lead commercial performance reporting and actively participate in the leadership team to influence overall company strategies beyond the commercial scope.

Candidate Profile

• Possesses significant experience in premium or luxury fashion sectors including ecommerce, wholesale, retail, or clienteling; seniority level is flexible provided broad exposure exists.
• Entrepreneurial mindset with a passion for building new programs and improving existing processes; capable of hands-on operation while managing team development.
• Strong quantitative and analytical skills, digitally adept, and proficient in leveraging AI tools for enhanced operational efficiency.
• Highly competitive and driven, with excellent business judgment and a readiness to take calculated risks and learn from outcomes.
• Effective leader with a collaborative style, able to motivate teams in an engaging and fast-paced work environment.
• Thrives in a dynamic, founder-led business setting with substantial ownership and minimal existing structures.

Additional Information

Location options include New York or Miami. The Head of Commercial will report to the Founder & CEO.

Compensation is competitive and aligned with experience and role scope.