Head of Digital & Ecommerce

Established in 2013, White Fox Boutique is one of the fastest growing global e-commerce fashion retailers. Having successfully expanded into international markets we continue to scale rapidly with ambitious growth plans ahead.

We are seeking an experienced Head of Digital & Ecommerce to lead and evolve our global digital ecosystem. This role will oversee our Ecommerce, Digital Advertising, CRM and Web Development teams driving strategy, performance and innovation across our AU, UK and US storefronts.

Key Responsibilities

Leadership & Strategy

• Lead, mentor and develop high-performing teams across Ecommerce, Digital Marketing, CRM and Web Development, fostering a culture of innovation, accountability and excellence
• Develop and execute the global ecommerce strategy to drive customer engagement, improve conversion, and accelerate online revenue growth
• Partner with Directors and cross-functional leaders to shape the annual trading calendar, aligning campaigns, promotions and product launches
• Identify and implement new trading opportunities, pricing strategies and promotional initiatives to maximise commercial performance

Ecommerce Performance

• Oversee the execution of trading activity across desktop, mobile and app platforms to maximise traffic, engagement, and sales
• Monitor and optimise key performance metrics including sessions, conversion rate, average order value, ROI and customer lifetime value
• Present weekly insights and performance reporting in trade meetings, providing actionable recommendations to leadership teams
• Manage the end-to-end customer journey across all global storefronts (AU, UK, US) to ensure a seamless and high-converting experience

Site Merchandising & Trading

• Oversee product merchandising strategy to maximise product visibility, cross-sell and upsell opportunities
• Manage the launch and execution of promotions and campaign activity across all sites
• Analyse onsite search behaviour and customer browsing patterns to optimise navigation, search results and product discovery
• Ensure all onsite content aligns with SEO best practices and supports organic growth

CRM & Customer Retention

• Lead the CRM team to deliver high-impact email and SMS campaigns that drive engagement, retention and revenue
• Oversee campaign execution across EDM and SMS channels to support key promotions and product launches
• Develop and optimise loyalty program strategies across key markets to increase repeat purchase and customer lifetime value
• Continuously refine acquisition and retention funnels to improve overall customer experience and conversion

Digital Marketing & Growth

• Manage the Digital Marketing and Affiliates teams, overseeing campaign strategy, performance and budgets across platforms including Meta, TikTok, Google, Pinterest, Snapchat and Affiliate networks
• Monitor campaign performance and optimise spend to ensure maximum return on investment
• Oversee affiliate partnerships to ensure brand alignment and strong commercial outcomes

Product, Technology & UX

• Lead the Web Development, UX and Analytics teams to deliver a best-in-class ecommerce experience
• Manage the digital product roadmap, prioritising initiatives aligned with business growth and customer needs
• Oversee website functionality, design, and usability, driving ongoing improvements through A/B testing and customer insights
• Develop a structured UX testing roadmap and present insights from experimentation and performance analysis

Data & Analytics

• Ensure accuracy and integrity of ecommerce data across analytics and reporting tools
• Develop reporting frameworks and dashboards that provide clear insights for leadership and cross-functional teams
• Use data to inform decision-making across trading, marketing, customer experience and digital product development

Cross-Functional Collaboration

• Work closely with Product, Merchandise, Operations and external 3PL partners to ensure inventory alignment and efficient order fulfilment
• Recommend and implement new ecommerce tools, platforms and workflows to improve operational efficiency and scalability

Requirements

• Proven leadership experience building, mentoring and scaling high-performing digital, ecommerce and marketing teams
• Extensive experience leading global eCommerce businesses, with a demonstrated track record of driving significant online revenue growth and performance optimisation
• Deep expertise in Shopify Plus, including platform architecture, integrations and the broader Shopify ecosystem
• Strong experience leveraging merchandising platforms, CRM systems, personalisation tools and digital analytics platforms to drive customer acquisition, retention and lifetime value
• Highly strategic and commercially minded with the ability to translate data and insights into actionable growth strategies
• Advanced analytical capability with a strong data-driven mindset, able to interpret customer behaviour, trading performance and key digital metrics to inform decision-making
• Strong technical understanding of eCommerce infrastructure across both front-end and back-end environments, with the ability to work closely with development teams to deliver scalable solutions
• Exceptional planning, prioritisation and project leadership skills, with the ability to execute complex digital initiatives in a fast-paced environment
• Solid understanding of buying, merchandising and assortment planning processes within a retail or fashion-led business
• Experience operating within high-growth, fast-paced eCommerce environments is highly regarded

Benefits

• Stunning office based in Rosebery
• Onsite gym + regular onsite Pilates
• Ongoing training and development opportunities
• Fun and collaborative culture