General Manager

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