Ecommerce Lead Executive - Hybrid or Remote

We're Free Soul - wellbeing for her, however she defines it. Because no two experiences are ever the same, and her path deserves to be as individual as she is. We shine a light on the unfiltered reality of being well - not the industry-standard version, but the honest, everyday pursuit of what makes her feel good.

How do we do it? By creating expertly formulated products with clinically tested ingredients that support every woman’s unique needs.

Working at Free Soul is more than just a job - it’s a purpose. We're a mission-led team where everyone genuinely cares about the impact we're making.

We lead with ownership - taking responsibility for our work, our ideas, and the energy we bring. Each person has the freedom and trust to run with bold ideas and be accountable for making them happen.

We show up with respect and kindness - to our teammates, our community, and ourselves. We listen. We celebrate differences. And we create a space where everyone feels seen and valued.

We're driven by a growth mindset - we stay curious, open to feedback, and committed to learning. Challenges are seen as opportunities, and we never stop evolving - as individuals, as a team, and as a brand.

We own the women’s nutrition space by doing things differently - liberating, not restricting. We celebrate every side of her - the quirks, the flaws, the fierce and the tender. Our brand reflects her real, raw journey and gives her the freedom to show up exactly as she is.

That's what makes Free Soul a truly special place to work.

The Ecommerce Lead Executive will own the day-to-day performance and development of our D2C website, with a clear objective: turn more of our traffic into customers and revenue.

This is a hands-on, commercially focused role combining ecommerce, CRO, analytics and digital product thinking. You'll run our Shopify store with a particular focus on building landing pages to drive conversion, identify opportunities across the customer journey and turn those insights into better landing pages, website experiences and experiments.

We want someone who doesn't just identify problems or produce recommendations.
You'll be expected to find opportunities, develop hypotheses, build solutions, test them and measure the commercial impact.

You'll work particularly closely with Performance Marketing and Creative to connect our acquisition activity with the onsite experience.

• Design and build high-converting landing pages for paid acquisition campaigns.
• Translate campaign propositions, creative angles and customer intent into compelling onsite experiences.
• Develop page structures, information hierarchy, messaging and conversion journeys.
• Work closely with Performance Marketing and Creative to ensure continuity between ad creative and the post-click experience.
• Rapidly create and test different landing-page concepts, offers and customer journeys.

• Own the day-to-day management and commercial performance of the Shopify store.
• Manage onsite merchandising, product launches, promotions and campaign execution.
• Ensure the site remains commercially effective, accurate and optimised across mobile and desktop.
• Identify opportunities to improve AOV, conversion rate and revenue per visitor.
• Work with the wider team to ensure the website supports key trading and growth priorities.

• Own the day-to-day CRO and experimentation roadmap.
• Analyse customer behaviour and conversion funnels to identify friction and opportunities.
• Turn insights into clear hypotheses and prioritised experiments.
• Design and launch A/B tests across landing pages, PDPs, navigation, cart and other key customer journeys.
• Analyse experiment results and use learnings to inform future development.
• Build a culture of continuous iteration rather than relying solely on large website redesigns.

• Use tools such as GA4, Contentsquare, Shopify Analytics, AI-assisted insights, behavioural analytics and experimentation platforms to understand website performance.
• Analyse funnels and customer behaviour to identify where and why customers drop out.
• Combine quantitative data with…