E-Commerce Manager - Fashion
Job type: Full-time
Location: Central London, Oxford Circus
Working arrangement: In person
About the role
We are looking for a commercially focused and proactive E-Commerce Manager to take ownership of our Shopify website and day-to-day online trading performance.
This is a hands-on role responsible for driving online revenue, improving conversion and ensuring our website delivers a strong customer experience across Germany, the UK and other international markets.
You will work closely with the Managing Director, product, marketing, customer service and warehouse teams. You will also manage and collaborate with specialist partners across web development, SEO, Paid Search and Paid Social.
You will be accountable for priorities, delivery and performance across these areas. This will include contributing directly where appropriate, while briefing, coordinating and challenging specialist partners to ensure activity is delivered effectively and supports the wider commercial plan.
Key responsibilities
Online trading and commercial performance
- Take ownership of day-to-day online trading performance across all markets.
- Monitor revenue, conversion rate, average order value, units per order, margin and other key performance indicators.
- Produce clear weekly and monthly trading reports, identifying opportunities, risks and recommended actions.
- Develop and manage the online trading calendar, including product launches, promotions, seasonal campaigns and markdown activity.
- Analyse performance by product, category, channel and market.
- Work with product and merchandising teams to align stock, product launches and commercial priorities.
- Identify opportunities to improve sell-through, customer retention and profitability.
Shopify, merchandising and customer experience
- Act as the internal owner of the Shopify platform and its day-to-day operation.
- Ensure product information, imagery, pricing, promotions, navigation and website content are accurate and aligned with the brand.
- Create, curate and optimise collections, landing pages and onsite merchandising.
- Manage Shopify Markets, languages, currencies and market-specific customer experiences.
- Monitor the complete customer journey and identify opportunities to improve conversion.
- Use Shopify, GA4 and customer-behaviour data to identify website friction and prioritise improvements.
- Coordinate testing and quality assurance across devices, browsers, markets and payment methods.
- Ensure website changes are properly briefed, approved, tested and measured.
Web development, SEO and paid media
- Own the commercial priorities and roadmap across web development, SEO, Paid Search and Paid Social.
- Work hands-on within these areas where appropriate, while managing specialist partners for activity requiring additional expertise.
- Produce clear briefs, agree deliverables and ensure activity is completed accurately and on time.
- Review output, performance, budgets and recommendations against agreed commercial objectives.
- Ensure SEO and paid media activity is aligned with stock, landing pages, promotions and the wider trading calendar.
- Coordinate the implementation of technical SEO, tracking and website-development recommendations.
- Monitor website performance, technical issues, search visibility, paid media efficiency and landing-page performance.
- Challenge underperformance and ensure corrective actions are agreed and completed.
- Maintain oversight of platform access, website changes and supplier activity.
International e-commerce
- Manage the customer experience across Germany, the UK and other international markets.
- Ensure regional language, pricing, currency, payment, delivery and returns information is accurate.
- Coordinate German website localisation and international SEO requirements.
- Monitor performance by market and identify market-specific opportunities or issues.
- Support the development of future international markets.
Inventory, fulfilment and payments
- Monitor stock availability, sell-through, cancellations, returns and fulfilment performance.
- Maintain accurate stock synchronisation between Shopify and relevant warehouse systems.
- Work with the warehouse to resolve stock, dispatch, delivery and fulfilment issues.
- Monitor checkout completion and payment performance across markets and devices.
- Coordinate payment methods including Klarna, PayPal, Apple Pay, Google Pay and card payments.
- Investigate recurring payment, refund, chargeback or checkout issues and coordinate their resolution.
- Work with customer service to identify and address recurring customer journey problems.
CRM, analytics and retention
- Work with marketing and specialist partners to manage the email and customer-retention calendar.
- Coordinate campaigns, automated journeys, segmentation and testing through Klaviyo.
- Identify opportunities to improve repeat purchase and customer lifetime value.
- Maintain accurate e-commerce reporting across Shopify, GA4 and other relevant platforms.
- Monitor the conversion funnel and investigate discrepancies in website, channel or tracking performance.
- Translate data into clear commercial recommendations and priorities.
Skills and experience
- At least four years of e-commerce experience, ideally within fashion, retail or a consumer brand.
- Direct experience managing and trading a Shopify website.
- Strong understanding of e-commerce KPIs, online merchandising and the customer journey.
- Experience using Shopify Analytics, GA4 and Klaviyo or comparable platforms.
- Experience overseeing web development, SEO, Paid Search or Paid Social activity.
- Confidence managing agencies, developers and specialist partners while remaining close to delivery.
- Experience working with international markets, localisation or multilingual websites would be beneficial.
- Understanding of payment methods, fulfilment and inventory processes.
- Strong analytical, reporting and problem-solving skills.
- Excellent attention to detail and the ability to manage competing priorities.
- Commercial confidence, personal accountability and a proactive approach to getting work delivered.
- A genuine interest in fashion, e-commerce and customer behaviour.
What success looks like
You will establish clear internal ownership of WalG’s online operation and create a stronger connection between trading, merchandising, marketing, technology and fulfilment.
Success will be measured through sustainable improvements in revenue, conversion, average order value, customer retention and international performance, supported by an accurate, reliable and commercially effective website.
Work Location: In person
