Head of E-commerce Job | Sigma Sports

Head of E-commerce

Company overview

Sigma Sports is a premier omnichannel destination retailer specialising in premium road, gravel, and triathlon cycling equipment. Renowned for curating high-quality products and delivering exceptional service, Sigma Sports operates two flagship stores located in Hampton Wick and Oakham, catering to passionate cyclists and triathletes seeking top-tier performance and style.

Position overview

Sigma Sports is seeking a highly driven and strategic Head of E-commerce to lead the company’s Direct sales channel and drive digital growth. Reporting to the Head of Commercial, this role is responsible for the ownership of the Direct channel, including sales and margin forecasts, which must be underpinned by a KPI-driven approach. The role will also focus on optimising key pillars of e-commerce, including CVR (conversion rate), session growth across all digital channels, and AOV (average order value), ensuring the achievement of ambitious growth targets. The ideal candidate will have extensive experience in e-commerce, a strong understanding of the digital retail environment, and a proven track record of delivering growth in an omnichannel business.

Key Responsibilities

E-commerce Strategy & Channel Ownership: Develop and implement the overall e-commerce strategy, ensuring alignment with the company’s commercial goals. Own the Direct sales channel, taking responsibility for sales and margin forecasts, and ensuring they are KPI-driven. Monitor and optimise key metrics, including CVR, session growth across all digital channels, and AOV, to achieve sales targets.
Customer Experience: Optimise the customer journey across the website and mobile platforms to enhance user experience, increase conversion rates, and drive customer satisfaction. Lead initiatives to improve personalisation, site usability, and engagement while ensuring alignment with Sigma Sports’ premium brand positioning.
Digital Sales Growth: Identify and execute opportunities for revenue growth through Direct e- commerce sales and complementary digital channels, including marketplaces and digital marketing. Work closely with the Marketing team to drive traffic, manage promotions, and enhance SEO/SEM strategies.
Performance Monitoring & Reporting: Track and analyse key performance indicators (KPIs) for the Direct channel, Please note that this job description is not exhaustive and can be amended at the discretion of senior management, with changes being communicated to you in a timely manner. including traffic, conversion rates, AOV, session growth, sales, and margin performance. Provide regular forecasts and performance reports to the Head of Commercial, identifying risks and opportunities to achieve sales targets.
Cross-Functional Collaboration: Collaborate with key business units, including Buying, Merchandising, Marketing, and IT, to ensure seamless integration between e-commerce and overall business operations. Support the Buying and Merchandising teams with data and insights to optimise product assortment and online pricing strategies.
Team Leadership and Development: Lead, mentor, and develop the e-commerce team, fostering a collaborative and high-performance culture. Ensure the team stays up-to-date with the latest e-commerce trends, technologies, and innovations to maintain a competitive edge.

Qualifications

Extensive experience in e-commerce leadership, ideally within a retail or omnichannel business.
Strong understanding of digital marketing, online sales strategies, and customer behaviour in an online environment.
Proficiency in e-commerce platforms, web analytics, and digital marketing tools (e.g., Google Analytics, Shopify, Magento).
Proven experience in CVR optimisation, driving session growth, and increasing AOV to deliver sales growth.
Excellent communication and leadership skills with the ability to influence at all levels of the organisation.
Experience in owning sales and margin forecasts, using a KPI-driven approach to meet commercial targets.
Passion for cycling and triathlon and familiarity with the cycling or sports retail industry is a plus.

Location

Location: Hampton Wick, London (with occasional travel to Oakham). This position offers flexibility with the option to work part of the time from home. This role offers an exciting opportunity to shape the e-commerce strategy for a leading cycling and triathlon retailer, take full ownership of the Direct channel, and deliver growth through data-driven strategies. If you are a strategic thinker with a proven record in e-commerce and a passion for digital retail, we invite you to apply and join us at Sigma Sports.

How To Apply

If you are interested in this position please email your CV and covering letter explaining why you’re suitable for the position to [email protected].

Please note that this job description is not exhaustive and can be amended at the discretion of senior management, with changes being communicated to you in a timely manner.