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E-Commerce Director

London (Greater) (GB)
Closing date
26 Feb 2023

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Director / President / C Suite
Contract Type
Full Time

Job Details

SALONI is an independent contemporary woman’s fashion brand launched in 2010 which is headquartered in London with an office in Hong Kong.
The company has built a strong international wholesale business (particularly in the USA) and has a successful and growing Direct to Consumer business through its own website. The objective is to make SALONIWORLD the principal destination to connect with the brand and where the largest and most exclusive selection of SALONI collections can be found.

The Opportunity
•    We are looking for an eCommerce Director who can take our DTC business to the next phase of growth. 
•    We are currently embarking on a new project to redesign the SALONIWORLD site and the eCommerce Director will be expected to lead the project with the design and development agent in partnership with the rest of the senior SALONI team. 
•    The eCommerce Director will help set the long-term vision, communicate the strategic direction and achieve the ambitious annual financial goals while fostering collaboration among all relevant stakeholders alongside while cultivating and role modelling the company culture both internally and externally. 
•    A key focus will be to provide a best-in-class customer experience on SALONIWORLD through a well-defined and executed merchandising, branding and digital marketing strategy with a sharp focus on customer communication, acquisition, conversion, retention, and satisfaction.

Role is based in Head Office in Clerkenwell, London

•    Set and deliver the strategy and new direction for SALONI eCommerce.
•    Lead cross functional teams to execute the redesign project.
•    Deliver inputs into the company monthly and annual product planning strategies. 
•    Manage the P&L for eCommerce by working seamlessly with inter-departmental partners to deliver weekly, monthly, quarterly, and annual targets. 
•    Manage the planning cycle for eCommerce including the budget planning, forecasting and commercial merchandising through the use of data and analytics.
•    Develop the strategic marketing plan and calendar in collaboration with the Marketing team across all channels: Email, Search, Social, etc.
•    Use data analytics to track product, communication, campaign performance to identify opportunities for further business development and accelerated brand building.
•    Drive operational, data-based, excellence in the eCommerce team while ensuring the team are leveraging all functionality on the site.
•    Build, nurture and enable a high performing team with an entrepreneurial mind-set.  
•    Lead monthly reporting to the management team and the Board.
•    Take responsibility of eCommerce stock management and being proactive in stock control to maximize opportunities and minimize risks.
•    Ensure a best-in-class customer experience in every digital interaction and build out of an efficient and responsive customer care department that in turn develops a sense of community.
•    Oversee performance results to analyze data e.g. Shopify sales data, product sales, consumer data, google analytics, promotions, and CRM strategies to drive customer engagement, reduced return rates and increased repeat purchases. 
•    Oversee the day-to-day e-commerce operations, maintenance, and performance of the site. 
•    Optimise eCommerce by partnering with marketing agencies on optimized site traffic plans across paid, owned and earned channels.
•    Collaborate with various agencies and in-house creative teams for content design, campaigns, copywriting, and photography. 
•    Continuously optimize UX/UI based on traffic, search, and sales data.
•    Drive conversion on the site by managing content and consumer journeys to optimise AOV.
•    Develop, maintain, and evolve a testing framework to expand the volume and pace of learning across the business. 
•    Continuously implement and test new marketing channels while measuring existing channels to drive more efficient advertising spend / ROAS.
•    Exercise a “test and learn” approach improving the effectiveness of all spend in order to optimize campaign and copy creativity.
•    Manage cross-functional collaboration with IT, Design, Production, Replenishment services, Finance and Warehouse departments. Manage relationships with third party service providers and logistic partners. 
The Candidate 
•    Minimum of 10 years of DTC luxury business experience with a strong online/e-commerce/digital player and direct experience launching or growing new brands. 
•    Demonstrated ability to build and foster a dynamic, team-orientated, results-driven environment.
•    Leads and manages with empathy and integrity in accordance with our core values.
•    Experience in Web technologies, web programming languages, web page design/layout, and web site performance measurement.
•    Proven ability to set and implement digital strategy and to lead a team requiring the balancing of long-term vision with short term deliverables. 
•    Excels in analytics-based decision-making where success is measured in terms of revenue and conversion growth, ROAS, and best-in-class content. 
•    Excellent written, verbal, interpersonal and presentation skills. Ability to clearly articulate trends, results and strategy based on data analysis.
•    Demonstrates a sense of urgency for overcoming obstacles and achieving measurable results; resourceful and driven; willing to get hands dirty and personally drive projects and timelines.
•    Strong experience in business planning and e-commerce strategy development and promoting collaboration and driving problem resolution across all levels of a business including the c-suite.
•    Deep working knowledge of Shopify Plus.
•    Experience managing front-end website integration and third-party suppliers.


Over the past decade, founder Saloni Lodha has built a fashion brand synonymous with her nomadic lifestyle. The brand has garnered a loyal following of women of all ages who come to the brand for its exacting sense of colour, cut and imaginative collections that are imbued with femininity and playful elegance.
The SALONI journey is joyful and purpose lead. We create timeless, beautiful and well made products. Discover and connect with the brand on

Find Us
1-5 Clerkenwell Road
United Kingdom

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