Head of Ecommerce at The Fold London | London, UK

The Fold London

Head of Ecommerce

London, UK (Hybrid)

Salary Not AvailableSenior LevelFull time

Posted 2 months ago

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Job Summary

Own end-to-end ecommerce with a sharp focus on revenue, margins, and fast trading decisions across site experience and CRM. Drive luxury-brand conversion through pricing, promotions, and frictionless UX, while coordinating performance marketing and catalog data strategy for acquisition and retention.

Trading and conversions: own forecast, pricing, promotions, and CAC/ROAS levers to lift revenue.
Website experience: manage architecture, on-site journey, category optimization, and checkout friction removal.
CRM and data: set personalised journeys, lifecycle testing, and segmentation to fuel retention and LTV.

Job Description

Responsibilities

Own and deliver the ecommerce P&L with full accountability for online revenue, forecasting, and margin
Lead weekly and monthly trading cadence — analysing performance data and translating insights into fast, clear commercial decisions
Define and execute pricing, promotional, and discounting strategy in alignment with brand positioning
Drive continuous improvement across conversion rate, AOV, and units per transaction
Website and on-site Experience
Oversee end-to-end website architecture and on-site consumer journey — from homepage through to checkout
Lead category and product page optimisation, campaign execution, and digital merchandising
Ensure all on-site content reflects The Fold's luxury positioning, brand standards, and SEO best practice
Collaborate with IT on platform integrations, site improvements, and systems architecture — we run on BigCommerce
Identify and remove friction across the UX and checkout experience to maximise conversion
Performance Marketing and Acquisition
Provide strategic direction to the Senior Biddable Manager across paid search, paid social (Meta, Google, LinkedIn, others tbd), and display
Ensure paid media spend is optimised for ROAS, CPA, and new customer acquisition targets
Collaborate with brand and creative teams to ensure digital assets are channel-appropriate and conversion-ready
The Fold also send both house file 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
CRM, Email and Retention
Set the strategic direction for CRM — building personalised, automated customer journeys that drive retention, repeat purchase, and LTV
Ensure the CRM programme supports both acquisition and reactivation goals
Champion a data-first approach to segmentation, testing, and consumer lifecycle management

Requirements

Significant ecommerce leadership experience in a DTC environment — ideally within fashion, luxury, or a comparable premium consumer brand
Proven P&L ownership and a track record of delivering revenue growth through digital channels
Hands-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)
Strong analytical capability — comfortable with GA4, attribution tools, and translating data into decisions
Experience leading and developing cross-functional digital teams
Deep 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
Excellent 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

Preferred

BigCommerce experience a bonus — it's what we use, possible transition to Shopify in the next 12-18 months

Benefits

33 days holiday (25 days + bank holidays) + option to buy more!
Pension scheme
Salary sacrifice options (pension & childcare)
Financial wellbeing platform to support your goals
£1,250 annual The Fold gift voucher
Bike to work scheme to save on bikes & equipment
Employee Assistance Programme (confidential wellbeing support when you need it)
Eye care support
Enhanced maternity pay
Friends & family discount – enjoy 50% off full retail price
Monthly social events, plus summer & Christmas parties
Summer Fridays for that early start to the weekend
Fully stocked snack cupboards, fresh fruit, plus great coffee & tea
Opportunities to give back through volunteering with our charity partner, Smart Works
A brand with a clear point of view and a fiercely loyal customer base — you will be selling something you can believe in
Opportunity to play a highly visible role in a growing premium fashion brand
Direct exposure to the leadership team and key strategic initiatives
Broad and genuinely commercial remit with real influence on business performance
Opportunity to help shape the next stage of international and operational growth
Entrepreneurial environment with high levels of ownership and autonomy
Collaborative culture with ambitious plans for the future
Recent investment from a new owner. The brand is at a new chapter of growth across both existing and new channels, and operates internationally.

The Fold London

The Fold is a contemporary label with International reach that embraces and inspires the modern, professional woman.Our collection defines 24/7 dressing through versatile pieces that are designed to create a clean, modern aesthetic. A selection that is unique, specially created for The Fold Woman. The Fold designs are committed to exemplify the highest standards of quality and our fabrics are sourced from the finest European mills to make our clients feel truly indulged in fabulous crepes, silks, wools and jerseys. In honour of our inspiring clients we have created The Fold Woman, online and offline community, profiling our extraordinary clients to empower the image of women working in the business world. We host regular networking events mainly in our Chelsea store bringing together the highest achieving women in business.Today we are a two-fold manifestation of that vision: a community of like-minded, successful women, and an empowering, high quality, elegant collection.Polly McMaster is the Co-Founder behind The Fold. A successful business woman and former City professional, whose love of fashion was the inspiration to create a chic new brand for women:"The Fold is about understanding the professional woman's needs in her daily life and trying to create a stylish, contemporary wardrobe for them. To this end, we are building a brand in our own right based on our label and designs".Our ambition is to the be the global go-to brand for the modern businesswoman. We believe that our customers should feel confident and stylish dressing for work every day.

Founded in 2011

London, England, GBR

80 employees (44 in marketing)

www.thefoldlondon.com