General Manager – eCommerce | Belfast | £75k – £90k | 10% Matched Pension, PHC, Bonus

The General Manager – eCommerce will lead a newly formed standalone D2C business unit, taking full ownership of its commercial performance, operations, customer experience and growth strategy. This is a hands-on leadership role where the General Manager – eCommerce will oversee finance, trading, marketing, technology and fulfilment, while guiding a small but high-performing team. The ideal candidate will bring proven D2C scaling experience, strong commercial instincts and the ability to balance strategic direction with day-to-day execution. As the business enters its next growth phase, the General Manager – eCommerce will play a crucial role in shaping sustainable, profitable expansion.

Key Responsibilities

• Define and deliver the eCommerce strategy to increase traffic, conversion and revenue across all digital channels.
• Conduct regular market and competitor reviews to identify new growth opportunities and maintain competitive advantage.
• Build clear business plans with measurable targets, ensuring resources and priorities align with commercial goals.
• Provide confident leadership across the business unit, ensuring smooth operations and strong cross-functional collaboration.
• Take full responsibility for the P&L, forecasting and reporting to senior stakeholders and the Board.
• Oversee financial processes including cashflow, profit analysis, tariffs, taxes and compliance.
• Develop business cases to support future hires, partnerships and investment needs.
• Manage end-to-end operations including stock, packaging, fulfilment and courier performance.
• Strengthen supplier, manufacturing and 3PL relationships to secure reliability, scalability and cost efficiency.
• Ensure the eCommerce platform is optimised for performance, stability and strong UX.
• Improve core metrics such as conversion rate, site speed and customer journey friction.
• Guide digital marketing activity across paid media, organic social, SEO, content and CRM.
• Lead performance marketing strategy to maximise spend efficiency and return.
• Use customer insight to drive retention, repeat purchase and lifetime value.
• Review promotional activity to ensure alignment with commercial goals and measurable impact.
• Uphold all regulatory, operational and marketing standards.
• Introduce new ideas, tools and processes that support efficiency, innovation and sustainable growth.

What We Are Looking For

• Strategic and commercially minded leader with strong experience in eCommerce, particularly within D2C environments.
• A General Manager – eCommerce who can make data-led decisions and deliver both strategy and execution.
• Experience scaling eCommerce operations, managing P&L ownership and improving profitability.
• Confident communicator with the ability to influence stakeholders and lead cross-functional teams.
• Strong understanding of eCommerce platforms (e.g. Shopify, Magento, WooCommerce), CRM systems and key digital marketing channels.
• Skilled in supply chain operations, fulfilment processes and managing external partners such as 3PLs.
• Highly organised, resilient, and comfortable in a fast-moving environment.
• Degree-level education in Business, Marketing, Digital Commerce or related field (postgraduate qualifications a bonus).

Apply today to be considered for the position of General Manager – eCommerce

BH34972