DTC and E-commerce Manager

Our client: a luxury womenswear RTW brand

Location: NW London, (Queen's Park)

Contract: Full-time, 1-year fixed term, in office. Our client is also open to a part-time structure for the right person.

Objective: Develop the strategy and support the brand with the execution of the Direct-To-Consumer sales channel in a commercial capacity as well as monitor the digital marketing and handle the inventory planning.

Role Overview:

The Senior DTC / E-Commerce Manager will oversee the full Direct-to-Consumer business across e-commerce and experiential retail. This role will be responsible for building and executing end-to-end digital strategy, optimising site performance, scaling revenue, and driving customer acquisition and retention.

Additionally, the role will lead the planning and execution of pop-ups and brand retail activations, ensuring a seamless brand experience across all customer touchpoints.

This is a pivotal role for an experienced digital leader who combines analytical rigour with creative thinking, has a deep understanding of luxury consumer behaviour, and thrives in an entrepreneurial environment.

Key Responsibilities:

E-Commerce Strategy & Ownership

1. Own the global DTC P&L, setting revenue targets, KPIs, budgets, and forecast models.

1. Develop and execute the e-commerce growth strategy across acquisition, conversion, retention, and AOV optimisation.

1. Lead daily site management, product launches, merchandising, content updates, and customer journey improvements.

1. Analyse trading performance, customer behaviour, and commercial insights to inform decisions and identify growth opportunities and stock buy.

Digital Marketing & Customer Growth

1. Oversee all performance marketing channels (paid social, paid search, email, affiliates, SEO) in collaboration with external agency partners.

1. Drive data-led customer acquisition while improving repeat purchase metrics and LTV.

Pop-Ups & Experiential Retail

1. Develop the strategy for the brand's pop-ups, temporary retail, sample sale, and brand experiences in key markets.

1. Lead end-to-end execution—including budgeting, location scouting, staffing plans, merchandising, in-store operations, and event programming.

1. Ensure a seamless omnichannel experience, linking physical activations with digital retail, community building, and customer capture.

Operations, Logistics & CX

1. Work closely with Operations to streamline fulfilment, delivery options, inventory planning, and returns processes.

1. Partner with Customer Experience to elevate service standards and align touchpoints with the brand’s luxury positioning.

1. Ensure all e-commerce operational processes are efficient, scalable, and customer-first.

Cross-Functional Leadership

1. Collaborate with Creative to support digital storytelling.

1. Manage e-commerce budgets, agencies, and external partners.

1. Lead and mentor junior members of the digital team as the department grows.

Skills & Experience

1. 6–10+ years’ experience in e-commerce, DTC, or digital retail, ideally within luxury fashion or a modern premium brand.

1. Proven track record of scaling DTC businesses and owning end-to-end digital revenue.

1. Strong analytical mindset with expertise in e-commerce KPIs, performance marketing, and trading analytics.

1. Experience planning and executing pop-ups, brand activations, or experiential retail.

1. Deep understanding of web platforms (Shopify Plus preferred), analytics tools, and CRM systems.

1. Excellent project management and cross-functional leadership skills.

1. Creative sensibility aligned with a luxury fashion brand, with strong attention to detail.

1. Entrepreneurial, proactive, and comfortable in a high-growth environment.

What We Offer

1. Opportunity to lead and shape the digital future of a rising luxury fashion brand.

1. A creative, collaborative, and fast-paced environment.

1. Hands-on ownership with significant autonomy and growth potential.