Head of Ecommerce

Head of Ecommerce

Body Jewellery Ltd | Poole, Dorset (on-site, full time) | £70,000+

About us

Body Jewellery Ltd is a multi-brand commerce group based in Poole, Dorset, operating across B2B wholesale and D2C retail.

WBJ (Wholesale Body Jewellery) is a Shopify Plus B2B wholesale operation supplying body jewellery, tattoo supplies and piercing supplies to professional piercers, tattoo artists and studios. Tish Lyon is a premium piercing and permanent jewellery brand with studios in John Lewis Oxford Street, Liverpool One, Bluewater and Manchester Trafford Centre, with a fifth location planned.

The Role

Reporting directly to Directors, you will own the end-to-end ecommerce trading strategy across both WBJ (B2B wholesale) and Tish Lyon (D2C), driving revenue growth, profitability and customer experience across two distinct commercial models.

You will own

• Ecommerce strategy & trading - Full ownership of online revenue and commercial KPIs across B2B and D2C site, including campaigns, promotions and product launches.
• Conversion & customer experience - Continuous CRO through a regular programme of A/B testing, landing page and checkout improvements, site speed and mobile commerce performance across both brands, alongside strategies to reduce cart abandonment.
• Performance marketing alignment - Working with the SEO agency, paid media and CRM/Bloomreach partners to align acquisition strategy with onsite conversion and revenue targets.
• Retention & CRM - Lifecycle strategies via Bloomreach to drive repeat purchase and customer lifetime value across the professional (B2B) and consumer (D2C) customer bases.
• Reporting & analytics - The ecommerce reporting framework and dashboards in Power BI and GA4/GTM, translating conversion rate, AOV, CAC, LTV, retention and ROAS into commercial action.
• Platform roadmap - Working with the Head of Technology and Shopify Plus development agency to prioritise the ecommerce platform roadmap, including new channel launches.
• Team leadership - Building and leading a small ecommerce team as the business scales.

Agencies and partners you will work with

• SEO - external SEO agency
• CRM / marketing automation
  - Bloomreach build and deployment agency
• Web development
  - Shopify Plus development agency
• Demand forecasting
  - Slimstock
• Analytics / tracking - GA4 and GTM tracking support

What we're looking for

• 8+ years experience in ecommerce, digital trading or online retail leadership roles
• Proven track record of scaling high-growth D2C and/or B2B ecommerce businesses
• Strong commercial acumen with ownership of multi-million-pound online revenue targets
• Hands-on experience with Shopify Plus, ideally across both B2B and D2C storefronts
• Advanced knowledge of CRO, running regular A/B testing programmes, web analytics and customer journey optimisation
• Strong analytical capability using GA4, Power BI or similar reporting tools
• Comfortable working directly with a Founder in a fast-moving, growing business
• Experience managing agency and partner relationships
• Experience running ecommerce across multiple countries/markets, including localised trading and currency