The role
The Ecommerce Manager will be responsible for driving Qing Fibre’s online retail revenue through effective ecommerce trading, product merchandising, launch planning and campaign coordination.
This is a hands-on commercial role. You will monitor sales performance daily, identify opportunities, build and execute the online trading calendar, and ensure that our website, email, social media and paid-marketing activities are aligned around clear revenue objectives.
You will also play an important role in product planning. Using your understanding of knitting customers, yarn trends and product performance, you will recommend new products, collections, kits, bundles and seasonal launches with strong commercial potential.
The successful candidate will be expected to take ownership quickly and deliver measurable commercial impact from their first month.
Key responsibilities
Ecommerce revenue and trading
- Take ownership of monthly online retail revenue performance.
- Translate monthly objectives into weekly and daily trading plans.
- Monitor sales performance, traffic, conversion rate and average order value.
- Identify performance gaps early and implement corrective actions.
- Maintain a clear forward revenue forecast and trading calendar.
- Develop practical plans to increase new-customer and returning-customer revenue.
- Ensure commercial activity aligns brand image rather than revenue through excessive discounting.
Website merchandising and conversion
- Manage the commercial presentation of the Shopify store.
- Decide which products, collections and messages should receive priority across the website.
- Optimise homepage, collection-page and product-page merchandising.
- Improve product discovery, cross-selling, upselling and average order value.
- Develop commercially relevant bundles, kits and product combinations.
- Identify and address customer-journey and conversion issues.
- Ensure products are launched accurately, clearly and on schedule.
Product and range planning
- Analyse sales performance by yarn base, colourway, pattern, kit and product category.
- Recommend new products and product concepts for monthly and seasonal launches.
- Identify opportunities for yarn-and-pattern kits, limited editions, collaborations, bundles and gift products.
- Contribute to pricing, product positioning and assortment decisions.
- Assess customer demand, market trends, competitor activity and commercial potential.
- Work with the founders and production team to ensure launch plans reflect stock availability and production capacity.
- Forecast expected launch performance and review actual results after launch.
- Recommend whether products should be expanded, repositioned, promoted or discontinued.
Campaign planning and execution
- Build and manage the ecommerce campaign and launch calendar.
- Develop clear commercial propositions for product launches and campaigns.
- Coordinate email, social media, content and paid-marketing activity around trading priorities.
- Prepare campaign briefs for internal team members, freelancers or agencies.
- Ensure campaigns are delivered on time and are commercially focused.
- Lead customer reactivation, retention and repeat-purchase initiatives.
- Identify timely opportunities to generate revenue using existing products and customer audiences.
Analysis and reporting
- Produce regular reports on online sales performance and trading activity.
- Analyse revenue, gross margin, conversion rate, average order value and revenue per session.
- Review new versus returning customer performance.
- Evaluate email, paid-media and product-launch results.
- Track product sell-through, stock availability and commercial performance.
- Explain the causes of overperformance or underperformance and recommend specific actions.
- Use data to prioritise activities rather than relying solely on instinct or general marketing ideas.
Cross-functional coordination
- Work closely with the founders on product, pricing and commercial priorities.
- Coordinate with marketing and content team members to ensure activity supports revenue objectives.
- Work with production and operations teams to align campaigns with stock availability.
- Set clear priorities and deadlines for ecommerce-related activity.
- Take responsibility for driving actions through to completion, rather than only providing recommendations.
Success in this role
Success in this role means:
- Consistently delivering against agreed online revenue objectives.
- Maintaining a clear and credible trading plan.
- Identifying and responding quickly when performance falls behind plan.
- Increasing revenue through stronger merchandising, launches and customer engagement.
- Developing commercially successful new-product and campaign ideas.
- Improving conversion rate, average order value and repeat-customer revenue.
- Creating a more structured and predictable ecommerce operation.
- Reducing the level of day-to-day founder involvement required to drive online sales.
About you
You are a commercially minded ecommerce professional who understands that successful online retail requires more than maintaining a website or running marketing campaigns.
You are comfortable taking responsibility for revenue performance, making trading decisions and responding quickly when results are below expectations. You can combine data analysis with strong product judgment and customer understanding.
You should have a strong knowledge of knitting, yarn or the wider craft market and be able to understand why customers choose particular yarns, colourways, patterns and projects.
Essential experience and skills
- Professional experience in ecommerce, online trading or digital merchandising.
- Experience working with Shopify or a comparable ecommerce platform.
- Experience owning or contributing directly to monthly revenue targets.
- Experience planning and executing product launches and commercial campaigns.
- Strong analytical skills and confidence interpreting ecommerce performance data.
- Understanding of conversion rate, average order value, customer retention and revenue forecasting.
- Ability to identify commercially viable product and campaign opportunities.
- Strong organisational and project-management skills.
- Ability to work independently and make practical decisions quickly.
- Clear communication and cross-functional coordination skills.
- Experience working in a fast-paced working environment.
Desirable experience
- Knowledge of knitting, yarn and knitting-customer behaviour.
- Experience working in textile, fashion or premium consumer brand.
- Experience using Klaviyo or another email and CRM platform.
- Experience coordinating paid social or performance-marketing activity.
- Experience developing product bundles, kits or seasonal collections.
- Experience with customer segmentation, retention and reactivation campaigns.
The person we are looking for
This role would suit someone who is:
- Commercially ambitious and motivated by measurable results.
- Hands-on rather than purely strategic.
- Comfortable working in a fast-moving small-business environment.
- Proactive and able to identify opportunities without waiting for detailed instructions.
- Confident challenging assumptions and recommending changes.
- Highly familiar with knitting customers and the yarn market.
- Able to balance creativity, brand positioning, margin and revenue performance.
About Qing Fibre
Qing Fibre is an independent hand-dyed yarn and pattern design brand with studios in London and Beijing. We are known for distinctive colourways, premium yarn bases and creative products designed for an international community of knitters.
We sell directly to customers through our Shopify store, alongside selected wholesale partnerships. We are now looking for a commercially driven Ecommerce Manager to take ownership of our online retail performance and help us achieve our monthly revenue objectives.
Pay: £36,000.00-£40,000.00 per year
Benefits:
- Casual dress
- Company events
- Company pension
- Employee discount
- Sick pay
Application question(s):
- You are joining an established Shopify business that needs immediate revenue growth. What would you review and prioritise during your first 30 days?
- Describe an online revenue target you were directly/personally responsible for. What was the starting position, what actions did you take, and what result did you achieve?
Work Location: In person
