Head of Ecommerce

Based in our Ryman Retail Support Centre, Crewe with regular travel to London

Reporting To:
Trading Director

As Head of Ecommerce you will spearhead the digital performance, trading strategy, and customer experience across two iconic retail brands:
Ryman (a national staple in office supplies, print, and stationery) and London Graphic Centre (LGC) (the UK's premier destination for fine art, graphic design, and creative supplies).

Based in Crewe with a presence in London, you will lead a dual-site team, bridge the gap between regional operations, and unlock scalable growth across web platforms, digital marketing channels, and online marketplaces. You will balance high-level strategic commercial planning with hands-on trading rigour.

• Strategic Growth & Dual-Brand Management
• Formulate and execute the overall ecommerce strategy for both Ryman and London Graphic Centre to meet and exceed revenue, gross margin, and profitability targets.
• Tailor distinct digital go-to-market strategies that protect and enhance the brand equity of both businesses catering to Ryman & Ryman Design's audience and LGC's specialist design and arts community.
• Identify cross-selling opportunities, channel expansions, and online exclusive range strategies across web properties and third-party marketplaces.
• Dual-Site Team Leadership & Culture
• Lead, mentor, and align a multi-site team split between Crewe and London, driving a high-performance, collaborative, and accountable culture.
• Establish unified trading frameworks, agile processes, and clear communication channels to ensure seamless cross-site execution.
• Define career progression plans, KPIs, and goals for direct reports, driving high engagement and team retention.
• Commercial Trading & P&L Accountability
• Full P&L ownership of digital channels, continuously monitoring performance metrics (Traffic, Conversion, AOV, CPA, LTV, ROAS, and Margin).
• Lead weekly, monthly, and quarterly commercial trading reviews; evaluate performance against budget and pivot rapidly to capture opportunities or mitigate sales gaps.
• Work alongside Buying and Merchandising teams to ensure optimal digital range curation, stock depth, pricing competitiveness, and promotional alignment.
• Digital Marketing & Customer Experience (CX)
• Collaborate with Digital Marketing and Performance agencies to optimise paid search, paid social, SEO, affiliate, and email/CRM retention campaigns.
• Champion site performance, UX/UI improvements, and conversion rate optimisation (CRO) strategies across desktop and mobile.
• Partner with IT and Project Management teams to deliver digital enhancements on key platforms (e.g., Magento / Adobe Commerce).
• Cross-Functional Leadership & Operational Presence
• Act as the digital voice within executive leadership, effectively influencing internal stakeholders across Logistics, Buying, Retail Operations, and Finance.
• Build external strategic relationships with third-party vendors, SaaS platform providers, digital agencies, and marketplace account managers.
• Travel regularly to the London office/stores to maintain strong operational integration with the LGC team and key creative partners.

Commercial KPIs

• Total Digital Sales, Gross Profit, and Net Margin vs. Budget (Ryman + LGC)
• End-to-end Channel Profitability (EBITDA contribution)
• Conversion Rate, AOV, and Repeat Purchase Rate expansion across platforms
• Marketplace revenue growth (Amazon, eBay, B2B portals)

Team & Operational KPIs

• Team engagement, retention, and cross-site synergy score
• ROI on digital marketing spend (Blended ROAS & CAC targets)
• On-time execution of promotional calendars and range launches

• 5+ years’ experience in an Ecommerce Manager, Head of Ecommerce or Head of Digital role within a multi-channel retail environment.
• Strong commercial understanding and a proven ability to drive online sales, profitability and overall business performance through effective trading strategies.
• Excellent analytical and financial skills, including experience with GA4, web analytics and P&L management, with the ability to turn data into actionable insights.
• Strong knowledge of ecommerce platforms such as Magento/Adobe Commerce, Shopify Plus or similar, alongside Google Analytics, marketplaces and Excel.
• A strategic and hands-on approach, with the ability to balance high-level leadership with day-to-day trading, problem-solving and operational delivery.
• Experience working across multiple brands, with the ability to adapt to different customer…