General Manager - E-commerce & Operations

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Join to apply for the General Manager - E-commerce & Operations role at Martin Veasey Talent Solutions

This range is provided by Martin Veasey Talent Solutions. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Are you a commercially minded e-commerce leader with a passion for artisan or creative products?

This is a rare opportunity to take full strategic and operational ownership of a thriving B2C business unit within a well-established manufacturing company. You'll lead a specialist division selling products and consumables to artisanal craft and design specialists - delivering growth through smart digital marketing, efficient fulfilment, and strong team leadership.

About the Role

As General Manager, you will have end-to-end responsibility for the P&L, online performance, operations, and team of this specialist division. You'll work closely with the Managing Director and have the autonomy to shape strategy while staying close to the day-to-day.

This is a multi-hat role, ideal for someone who thrives in a hands-on SME environment and can balance digital growth with operational execution.

Key Responsibilities

• Lead all aspects of e-commerce strategy, from platform management (Shopify, Etsy, Amazon) to product presentation, pricing, and UX improvements.
• Drive digital marketing activity including SEO, PPC, Google Ads, email marketing, retargeting, and social media engagement.
• Monitor key performance metrics (conversion rate, site speed, cart abandonment, ROAS), and implement data-led improvements.
• Oversee potential migration from Magento to a more agile, scalable platform such as Shopify.
• Explore new routes to market, marketplaces, or collaborations with influencers or artist communities.
• Take ownership of campaign planning, brand messaging, product launches, promotions, and seasonal content.
• Lead a part-time internal marketing executive and manage relationships with external design/branding agencies.
• Increase the division's visibility in artisan/craft communities through online PR, features, and event exposure (e.g. art magazines, exhibitions).
• Oversee warehousing, inventory, fulfilment, and customer service processes for B2C and wholesale orders.
• Ensure On-Time-In-Full (OTIF) performance and customer satisfaction.
• Monitor inventory turnover, product margins, and stock accuracy, with support from purchasing and warehouse leads.
• Work with front-office staff on order input, bespoke product queries, and customer communications.
• Lead and inspire a collaborative on-site team of 8 (including warehouse, marketing, and front-line staff).
• Embed a high-performance, customer-centric culture with a focus on continuous improvement.
• Analyse product performance, sales trends, and customer behaviours to guide procurement, marketing, and promotions.
• Represent the division in senior leadership meetings and contribute to annual budgeting, forecasting, and strategic planning.

Who We're Looking For

• Proven experience in e-commerce management, ideally in a product-led SME or niche consumer brand.
• Strong understanding of digital marketing tools (Google Analytics, SEO, PPC, email platforms, CRM) and marketplace selling.
• Commercial acumen: comfortable owning sales targets, analysing ROI, managing pricing/margins, and using data to drive decisions.
• Experience in people leadership, ideally in a warehouse, retail, or customer service environment.
• Comfortable working in a hands-on, hybrid role where no two days are the same.
• Background in artisan products, crafts, interiors, homewares, or creative retail.
• Previous experience in an SME or family-owned business where agility and autonomy are key.
• Familiarity with Magento, Shopify, or similar platforms.
• Exposure to packaging, fulfilment, or stock management in a B2C setting.
• Personal or professional interest in design, stained glass, or decorative art would be a bonus.

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