ABOUT REFLO
Reflo (WWW.REFLO.COM) have burst onto the apparel scene to bridge the gap between sustainable clothing and high-performance premium sportswear.
Our goals are monumental and go beyond selling a lot of gear - we aim to plant 1 million trees and recycle over 5 million plastic bottles in our first 5 years. That is something we can all be proud of.
We are a start-up that has achieved great things in a very short existence; including signing multi-year international collaborations and bringing onboard Harry Kane as our first global ambassador and investor.
We celebrate our vibrant work culture and boast that our external partners are treated well, therefore our internal environment should echo that. We have created awesome initiatives to ensure our team loves working here, including birthday leave and gym memberships. Plus, don’t miss out on asking about “The Dream Machine”!
ABOUT THE ROLE
We’re looking for our first Head of Ecommerce to come in and set the growth agenda for Reflo. The team have built something special - now we need a digital lead who can assess our current landscape, set priorities, build robust forecasts, and define the strategic roadmap that takes us from where we are today to where we want to be. You’ll own our DTC P&L and lead the Ecommerce planning cycle end-to-end.
This is a role for someone who is comfortable in the data, able to set clear direction, and can stay focused on a medium- to long-term plan while confidently balancing short-term priorities.
RESPONSIBILITIES
- Set and own the growth agenda – the plan, KRs and metrics the wider business works to, grounded in historic sales data and customer insight (audience, AOV, returns, repeat rate).
- Own the strategic digital roadmap and the forecasting models behind it, giving leadership clear line-of-sight on spend, performance and growth potential.
- Own the DTC P&L and weekly/monthly trading rhythm, hitting and outperforming KPIs across conversion rate, AOV, repeat rate, LTV:CAC and ROAS.
- Lead all online activity – traffic acquisition, conversion, A/B testing and reporting – and align website rollouts with the brand calendar, product drops, collaborations and peak trading periods.
- Run the Ecommerce planning cycle end-to-end, bringing marketing, content, creative and agency partners into a single coherent plan, and managing agencies across email, paid and other performance marketing channels to get the most out of them.
- Partner closely with Brand Marketing, content and creative to execute against the roadmap.
- Build, lead and develop the in-house Ecommerce team as we scale.
- Own the Shopify stack and site experience – UX, CRO, SEO and a clear roadmap of improvements – using automations to free the team for higher-value work.
- Oversee back-end systems linking inventory, returns and order fulfilment, working with logistics and customer service on smooth stock top-ups, exchanges and best-in-class website troubleshooting.
ABOUT YOU
- 6+ years in Ecommerce – with a track record of owning strategy and delivery end-to-end in a growing business.
- Proven planning-framework background – you’ve set growth agendas, built roadmaps and delivered them.
- Strong forecasting skills – comfortable building models from historic sales data, audience insight, AOV and returns rates, and using them to drive decisions.
- Commercial and highly analytical – equally at home in the data, in the detail and in the big picture.
- A structured, focused approach – able to hold a medium- to long-term plan while prioritising the short-term work that actually moves it forward.
- Experience leading strategy and implementation on high-performance Shopify sites.
- Strong experience with website analytics tools (GA4, Shopify analytics, etc.) and a working knowledge of Google Ads.
- Experience managing agencies and freelancers across email, paid ads and performance marketing, and working in lockstep with internal brand, content and creative teams.
- Good understanding of SEO, UX and CRO, and how to apply them to a growing DTC business.
- Experience in apparel, footwear, sportswear, golf or an adjacent training/performance category is a strong bonus – you understand the rhythm of product drops, collaborations and seasonal planning.
- Outstanding communicator – confident presenting to leadership and able to bring cross-functional teams along with your roadmap.
- A customer-focused mindset and a “roll your sleeves up” attitude – happy to move between strategy and the weeds as we scale.
TOOLS
We have a number of production and measurement tools in place and operate an open data lake structure for AI & API interrogation. Our current tools include:
- Shopify
- Tripple Whale
- Klaviyo
- Many Chat
- Bespoke Claude Agents for production and analysis
- Agency specific tools
Our day to day is managed in Monday.com and MS Teams.
IMPORTANTLY
At Reflo, we thrive on collaboration and expect everyone to dive in beyond their core responsibilities! We believe in rolling up our sleeves and working together to achieve our collective goals.
- Embrace a proactive, solution-oriented mindset, seeking opportunities to enhance the team's success and support the development of the sustainability mission across all areas of the business.
- Contribute feedback on process improvements and workflow optimizations for the company including identifying and integrating AI where possible.
- Share knowledge and expertise with colleagues to foster a culture of continuous learning and skill development.