bout the role:
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his is not a caretaker role. We are looking for a commercially driven, digitally fluent leader who will take full ownership of our end-to-end ecommerce operation, from on-site conversion and trading performance to paid media, CRM, and the broader consumer journey.
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he primary objective is transformational: to take The Fold's digital infrastructure from operational immaturity to a highly commercial, automated and scalable ecosystem that reflects the quality and ambition of the brand itself. You will work closely with the Commercial Director and senior leadership team, collaborate with IT on systems integration, and lead a growing ecommerce team at a pivotal moment in the brand's growth.
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our Team:
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ou will build and develop a lean, high-potential team with clear structure and defined remit. Your direct reports are:
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- ew role: CRM Manager — owns technical CRM logic, email automation, consumer data hygiene, and personalised multi-step customer journeys
N- ew role, which will transition from Digital Agency support to In-House: Senior Biddable Manager (+ Biddable Manager) — accountable for all paid media channels, performance marketing budget, new customer acquisition
E- xisting role: Ecommerce Manager (+ Ecommerce Assistant) — daily site operations, digital merchandising, checkout performance, platform availability
N- ew role: Trade Analyst — commercial data modelling, performance dashboards, and automated reporting pipelines
W- e currently work with 4 performance marketing agencies / platforms. You will directly manage these agency relationships and assess the platforms to evolve over time to support your team / functions, bringing expertise / delivery in-house where possible
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reas of responsibility:
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rading and Commercial Performance
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- wn and deliver the ecommerce P&L with full accountability for online revenue, forecasting, and margin
L- ead weekly and monthly trading cadence — analysing performance data and translating insights into fast, clear commercial decisions
D- efine and execute pricing, promotional, and discounting strategy in alignment with brand positioning
D- rive continuous improvement across conversion rate, AOV, and units per transaction
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ebsite and On-site Experience
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- versee end-to-end website architecture and on-site consumer journey — from homepage through to checkout
L- ead category and product page optimisation, campaign execution, and digital merchandising
E- nsure all on-site content reflects The Fold's luxury positioning, brand standards, and SEO best practice
C- ollaborate with IT on platform integrations, site improvements, and systems architecture — we run on BigCommerce
I- dentify and remove friction across the UX and checkout experience to maximise conversion
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erformance Marketing and Acquisition
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- rovide strategic direction to the Senior Biddable Manager across paid search, paid social (Meta, Google, LinkedIn, others tbd), and display
E- nsure paid media spend is optimised for ROAS, CPA, and new customer acquisition targets
C- ollaborate with brand and creative teams to ensure digital assets are channel-appropriate and conversion-ready
T- he Fold also send both housefile and cold file (acquisition) catalogues in the UK and the US. You will also be responsible for the data strategy for the catalogue marketing, working closely with the brand team to represent The Fold to existing and new audiences, testing the effectiveness of the catalogues and managing the production costs
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RM, Email and Retention
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- et the strategic direction for CRM — building personalised, automated customer journeys that drive retention, repeat purchase, and LTV
E- nsure the CRM programme supports both acquisition and reactivation goals
C- hampion a data-first approach to segmentation, testing, and consumer lifecycle management
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ata, Analytics and Reporting
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- uild and maintain a robust analytics framework — using tools such as Google Analytics, attribution modelling, and cohort analysis
W- ork closely with the Trade Analyst to replace manual reporting with automated, actionable dashboards
U- se data to inform decisions quickly, communicate performance clearly to senior leadership, and course-correct fast
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eadership and Cross-Functional Collaboration
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- ead, develop, and inspire a team of seven across ecommerce trading, performance marketing, CRM, and analytics
P- artner with the Head of Brand, Product Marketing Manager (new role), Merchandising, and Finance to align digital delivery with the broader business calendar
A- ct as the digital voice in senior leadership conversations — confident presenting commercial data and strategic recommendations
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bout You:
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e are looking for someone who combines commercial sharpness with genuine digital expertise — a leader who can think strategically and also roll their sleeves up when it counts.
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- ignificant ecommerce leadership experience in a DTC environment — ideally within fashion, luxury, or a comparable premium consumer brand
P- roven P&L ownership and a track record of delivering revenue growth through digital channels
H- ands-on experience with Shopify or BigCommerce (BigCommerce experience a bonus — it's what we use, possible transition to Shopify in the next 12-18 months)
S- trong analytical capability — comfortable with GA4, attribution tools, and translating data into decisions
E- xperience leading and developing cross-functional digital teams
D- eep understanding of performance marketing, CRM, and the full ecommerce funnel
A- solutions-first mindset — you find a way forward rather than a reason to stop
E- xcellent stakeholder communication skills — you can talk trading with the Commercial Director and creative with the brand team in the same afternoon
A- genuine appreciation for quality, craft, and luxury brand positioning — you understand what The Fold stands for and why it matters
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enefits and Perks:
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e believe great work happens when people feel supported, valued, and inspired—here’s how we make that happen:
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- 3 days holiday (25 days + bank holidays) + option to buy more!
P- ension scheme
S- alary sacrifice options (pension & childcare)
F- inancial wellbeing platform to support your goals
£- 1,250 annual The Fold gift voucher
B- ike to work scheme to save on bikes & equipment
E- mployee Assistance Programme (confidential wellbeing support when you need it)
E- ye care support
E- nhanced maternity pay
F- riends & family discount – enjoy 50% off full retail price
M- onthly social events, plus summer & Christmas parties
S- ummer Fridays for that early start to the weekend
F- ully stocked snack cupboards, fresh fruit, plus great coffee & tea
Opportunities to give back through volunteering with our charity partner, Smart Works
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hy The Fold:
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- brand with a clear point of view and a fiercely loyal customer base — you will be selling something you can believe in
O- pportunity to play a highly visible role in a growing premium fashion brand
D- irect exposure to the leadership team and key strategic initiatives
B- road and genuinely commercial remit with real influence on business performance
O- pportunity to help shape the next stage of international and operational growth
E- ntrepreneurial environment with high levels of ownership and autonomy
C- ollaborative culture with ambitious plans for the future
R- ecent investment from a new owner. The brand is at a new chapter of growth across both existing and new channels, and operates internationally.
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iversity and Inclusion:
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e promote a diverse and inclusive workplace which harnesses the benefits of the diversity of our team and strives to represent the communities in which we live and work. Our vision is to establish an environment that attracts individuals from a wide range of backgrounds and talents, empowering them to contribute their best and authentic selves. We welcome and encourage applications from those who share our commitment to fostering this inclusive and authentic work culture.
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