Head of Ecommerce

Overview

Free Soul exists for one reason: women's wellbeing. Not the sanitised, industry-standard version - the honest, everyday reality of what it means to feel well. As a woman. We were founded by a mother and son who lived it personally, and that origin shapes everything: the products we make, the community we've built, and the standard we hold ourselves to.

We create expertly formulated supplements with clinically tested ingredients - protein, greens, collagen, electrolytes - designed around every woman's unique needs.

Commercially, we're one of the UK's fastest-growing consumer brands. Runrating north of £50m+ in revenue & EBITDA positive, with a high-velocity Shopify store, a category leading Amazon channel, and a strong Tik Tok Shop presence alongside a new retail business with accounts such as Boots, Holland & Barrett, and Tesco. The brands we benchmark against are the ones setting the standard at the elite level of DTC - it is our commercial mission to be setting new standards in ecommerce trade.

Working here is more than a job. It's a team that leads with ownership, shows up with purpose, and genuinely believes in what we're building. We take our work seriously. We don't take ourselves too seriously. The best ideas come when people feel trusted, challenged, and comfortable enough to take their shoes off.

Our Shopify store is good. We want it to be elite. That's why this role exists.

This is not a website management role. This is a critical commercial role - and you'll be working closely with the CEO.

You'll be joining at the exact inflection point:
Meta ad spend scaling aggressively, a growing creative engine behind it, a brand that converts. The missing piece is a Head of Ecommerce who can turn traffic into revenue at a standard that matches the best DTC operations in the world.

Your mandate is triple-digit Shopify revenue growth. You'll own the full UX journey, landing page strategy, ad congruence, conversion architecture, subscription account experience, and the commercial roadmap that ties it all together. You'll work closely with the CEO, present at trading reviews, and your instincts will shape real investment decisions.

Responsibilities include:

• Conversion rate & LP testing
• Own CVR as your north star - obsess over continuous improvement, and across every meaningful traffic segment
• Build and lead a world-class CRO programme: hypothesis generation, A/B and multivariate testing infrastructure, prioritisation frameworks, and a team culture where experimentation is the default
• Develop a world class landing page experimentation system purpose-built for paid traffic - fast to iterate, and always connected to what's running in Meta and Tik Tok
• Set the commercial bar: every page, every upsell, every touchpoint must earn its place
• Own the connection between ad and landing experience - work closely with our performance team & brand team to message match, offer alignment, and friction removal from click to conversion

• Audit and architect the end-to-end site journey with a DTC best-in-class lens - homepage, PDP, bundle pages, cart, checkout
• Obsess over mobile UX - that's where our customer lives and our standards need to reflect it
• Own site speed and Core Web Vitals as a commercial priority
• Lead the tech team relationship, own the development roadmap, and ensure delivery is tight, prioritised, and commercially motivated
• Use heatmaps, session recordings, and behavioural data to identify drop-off and act on it fast

• Own the site experience around subscription acquisition and the friction points that impair recurring revenue
• Work with CRM to ensure the pause, cancel, and winback efforts on-site are converting, not leaking
• Think beyond the first order - the site should be actively building LTV, not just acquiring customers

• Own the product display, cross-sell, and upsell logic across PDPs, cart, and checkout - AOV is as much a site focus as a pricing focus
• Build a bundle and merchandising strategy that increases basket value without compromising conversion
• Lead promotional and campaign infrastructure - Black Friday,…