Sr. Digital Commerce Manager

About the role

Afili Brands is seeking a commercially driven, data‑oriented Senior Digital Commerce Manager to lead its online sales across marketplaces and direct‑to‑consumer channels. The role combines strategic planning, traffic generation, conversion optimisation and performance marketing to achieve measurable revenue and profitability targets.

Key responsibilities

• Develop and execute the digital commerce strategy, delivering online revenue, growth and profitability targets.
• Own traffic generation and digital marketing investment, improving conversion, average order value, CAC, ROAS and repeat purchase.
• Lead marketplace and DTC execution, including commercial calendars, product launches, campaigns and promotions.
• Improve digital shelf performance across visibility, content, availability, pricing, ratings and reviews.
• Own the commercial, customer, traffic and marketing data framework, ensuring accuracy, consistency and accessibility.
• Develop KPI frameworks, dashboards and automated reporting to translate analysis into commercial decisions.
• Drive online category and assortment management using shopper, retailer and sales insights.
• Identify new channels, partnerships and business models, building business cases and leading growth projects.

Required profile

• Bachelor’s degree in Engineering, Economics, Statistics, Business Administration or a related field.
• Minimum 6 years of experience in digital commerce, e‑commerce, business development or category management with direct ownership of online commercial targets.
• Previous team‑leadership experience within FMCG, beauty, personal care, consumer health, retail or e‑commerce.
• Strong understanding of marketplace and DTC business models, performance marketing, traffic generation and conversion optimisation.
• Proven experience managing data, analytics, reporting or business intelligence projects.
• Experience managing agencies, technology providers and other external partners.
• Strong commercial and financial acumen with advanced proficiency in Excel and business intelligence tools.
• Fluent in written and spoken English.

Required skills

• Excel
• Business intelligence tools