Location: Leicester (LE4 1BF)
Company: Flawless UK Vape Distribution Ltd
Reporting To: CEO / Directors
About Flawless
Flawless is one of the UK's largest vape distributors, supplying over 15,000 retail stores nationwide whilst operating a growing direct-to-consumer e-commerce business. We work with many of the industry's leading brands and are committed to delivering exceptional customer experiences across both wholesale and retail channels.
We are seeking an ambitious, commercially-minded Senior E-Commerce Specialist to lead and scale our digital operations, driving online sales growth, customer acquisition, retention, automation and digital innovation.
Role Overview
The Senior E-Commerce Specialist will take ownership of Flawless's online retail and wholesale platforms, ensuring best-in-class customer experience, commercial performance and operational efficiency.
This is a hands-on leadership role requiring deep expertise in Shopify, digital marketing, AI-driven automation, customer experience, conversion rate optimisation (CRO), SEO, CRM and e-commerce analytics.
The successful candidate will be responsible for developing and executing the company's e-commerce strategy whilst managing day-to-day operations and coordinating with marketing, warehouse, customer service and commercial teams.
Key ResponsibilitiesE-Commerce Strategy & Growth
- Develop and execute the overall e-commerce growth strategy.
- Drive revenue, profitability and customer acquisition targets.
- Identify new revenue opportunities and digital growth initiatives.
- Benchmark Flawless against leading UK e-commerce businesses.
- Create quarterly and annual e-commerce growth plans.
Wholesale & B2B E-Commerce
- Support growth of wholesale online ordering platforms.
- Improve trade customer experience.
- Create B2B pricing, account and ordering workflows.
- Increase online wholesale adoption.
Shopify Management
- Own and manage Shopify Plus platform performance.
- Oversee website functionality, UX and customer journeys.
- Implement new features, integrations and apps.
- Ensure website speed, security and optimisation.
- Manage product catalogues, collections and merchandising.
Conversion Rate Optimisation (CRO)
- Analyse customer behaviour and purchase journeys.
- Conduct A/B testing across website pages.
- Improve checkout conversion rates.
- Optimise product pages, navigation and landing pages.
- Reduce cart abandonment rates.
Digital Marketing
- Manage SEO strategy and organic growth with SEO Team
AI & Automation
- Identify and implement AI tools to improve productivity.
- Build automated workflows across:
- Customer Service
- Content Creation
- Product Uploads
- Reporting
- Inventory Alerts
- CRM
- Utilise ChatGPT, AI agents and automation tools to streamline operations.
- Explore AI-driven personalisation and recommendation engines.
CRM & Customer Retention
- Own customer retention strategy.
- Develop lifecycle marketing campaigns.
- Improve repeat purchase rates.
- Manage loyalty and rewards programmes.
- Build customer segmentation strategies.
Data & Analytics
- Manage reporting across:
- Shopify
- Google Analytics 4
- Klaviyo
- Google Search Console
- Monitor KPIs including:
- Revenue
- Conversion Rate
- AOV
- ROAS
- CAC
- LTV
- Retention
- Cart Abandonment
- Produce weekly and monthly management reports.
Team Leadership
- Manage and develop the e-commerce team.
- Coordinate with:
- Marketing
- Customer Service
- Operations
- Warehouse
- Finance
- Manage external agencies and freelancers.
Compliance
- Ensure compliance with UK vaping regulations.
- Maintain GDPR compliance.
- Ensure website content and promotions comply with legislation.
Required Skills & ExperienceEssential
- Minimum 5+ years in e-commerce management.
- Proven experience scaling Shopify stores.
- Strong understanding of Shopify Plus.
- Experience managing six or seven-figure monthly online revenues.
- Strong knowledge of:
- SEO
- CRO
- Google Analytics
- Klaviyo
- Paid Media
- CRM
- Commercially driven mindset.
- Advanced Excel and reporting skills.
- Strong project management capability.
- Excellent communication and leadership skills.
Highly Desirable
- Experience within vaping, FMCG, consumer goods or regulated products.
- Experience managing both B2B and D2C e-commerce.
- Experience using AI tools and automation platforms.
- Understanding of inventory management systems.
- Experience with ERP integrations.
- Knowledge of marketplaces such as Amazon and eBay.
Key KPIsRevenue
- Online Revenue Growth %
- Gross Profit Growth %
- Website Conversion Rate
- Average Order Value (AOV)
Retention
- Repeat Purchase Rate
- Customer Lifetime Value (LTV)
- Loyalty Programme Participation
Operations & wholesale
- Site Uptime
- Order Accuracy
- Customer Satisfaction Score
- Wholesale Portal Adoption
- Improvements to Wholesale B2B Platform
Ideal Candidate Profile
You are commercially minded, data-driven and obsessed with customer experience. You understand how to scale e-commerce businesses through a combination of technology, marketing, AI, analytics and operational excellence.
You thrive in a fast-paced entrepreneurial environment and have a track record of driving meaningful online revenue growth.
SALARY £40 - 50K
Pay: £40,000.00-£50,000.00 per year
Work Location: In person
