About the job
Head of Ecommerce | Salary Starting From £70,000 | Full-time | Location: Hybrid
Company Overview:
Sigma Sports is the leading omnichannel retailer for premium road, gravel, and triathlon cycling equipment. Renowned for curating high-quality products and delivering exceptional service, Sigma Sports operates two flagship stores in Hampton Wick and Oakham, serving a passionate community of cyclists and triathletes. With a thriving e-commerce platform generating £30m+ in annual revenue and over 1 million monthly sessions, Sigma Sports is poised for its next phase of growth.
Position Overview:
We’re looking for a dynamic Head of E-commerce to lead the next stage of growth for our Direct channel. This role is ideal for someone ready to take ownership of a fast-paced, high-performing website and apply their expertise in website trading, UX, and CRO to achieve ambitious goals.
Reporting to the Head of Commercial, this role is responsible for delivering sales and margin growth, underpinned by a data-driven focus on key metrics such as conversion rate (CVR), traffic growth, and average order value (AOV). While global expansion is a component of our broader growth strategy, the primary focus will be on driving excellence across all aspects of our digital sales channel within an omnichannel environment.
Key Responsibilities:
E-commerce Strategy & Growth
- Develop and deliver an e-commerce strategy aligned with Sigma Sports’ wider growth plans, with an emphasis on scaling UK performance and preparing for measured international expansion.
- Own the Direct channel’s sales and margin performance, focusing on achieving ambitious targets for CVR, AOV, and traffic growth.
- Ensure the website continues to deliver a premium experience that reflects Sigma Sports’ high-end brand positioning.
User Experience (UX) & Conversion Rate Optimisation (CRO)
- Lead initiatives to enhance user experience across desktop and mobile platforms, ensuring a seamless and engaging customer journey.
- Identify opportunities for CRO improvements using data and insights, leveraging tools such as A/B testing to implement meaningful changes that improve conversion rates.
Omnichannel Integration
- Align the e-commerce strategy with the broader omnichannel business model, ensuring seamless integration of online and in-store experiences.
- Leverage in-store data and insights to improve online performance, and vice versa, to enhance the overall customer journey.
- Work closely with store teams to support digital initiatives that drive in-store conversions and customer loyalty.
Performance Marketing & Cross-Functional Collaboration
- Collaborate with the Digital Marketing team to drive traffic growth through effective campaigns, SEO/SEM strategies, and promotional planning.
- Work with Buying and Merchandising teams to optimise on-site product presentation, pricing, and promotions.
- Align with IT teams to prioritise website improvements and ensure technical stability.
Performance Monitoring & Reporting
- Track, analyse, and report on key performance indicators (KPIs) including traffic, conversion rates, AOV, and overall sales performance.
- Provide regular updates to the Head of Commercial, identifying risks, opportunities, and actionable insights to optimise growth.
Team Leadership
- Manage and develop a high-performing e-commerce team, fostering collaboration and a results-oriented culture.
- Stay at the forefront of e-commerce trends, ensuring the team adopts innovative practices and technologies to maintain a competitive edge.
What We’re Looking For:
- Proven experience: At least 5 years of experience in an e-commerce leadership or senior management role, ideally within an omnichannel retail environment with a £25m+ annual revenue website.
- Omnichannel expertise: Demonstrable understanding of the interplay between digital and physical sales channels, with experience delivering seamless customer experiences across both.
- Expertise in website trading: Demonstrable success in driving sales growth through UX improvements, CRO initiatives, and effective site merchandising.
- Data-driven mindset: Strong analytical skills with experience using web analytics and testing tools (e.g., Google Analytics, Hotjar, or similar).
- Strategic thinker, hands-on doer: Comfortable balancing strategic vision with operational execution in a fast-moving environment.
- Collaborative leader: Skilled in managing and motivating teams, with the ability to align cross-functional stakeholders.
- Passion for the industry: While not essential, an interest in cycling, triathlon, or sports retail is a strong advantage.
Location:
Hampton Wick, London, with occasional travel to Oakham. The role offers flexibility, including hybrid working options.
