General Manager - E-commerce & Operations

General Manager – E-commerce & Operations (Artisan & Creative Consumer Products)

North Liverpool | £40-45000 (DOE) + 10% Bonus | Full-Time | On-Site

Are you a commercially minded e-commerce leader with a passion for artisan or creative products?

This is a rare opportunity to take full strategic and operational ownership of a thriving B2C business unit within a well-established manufacturing company. You’ll lead a specialist division selling products and consumables to artisanal craft and design specialists - delivering growth through smart digital marketing, efficient fulfilment, and strong team leadership.

About the Role
As General Manager, you will have end-to-end responsibility for the P&L, online performance, operations, and team of this specialist division. You’ll work closely with the Managing Director and have the autonomy to shape strategy while staying close to the day-to-day.
This is a multi-hat role, ideal for someone who thrives in a hands-on SME environment and can balance digital growth with operational execution.

Key Responsibilities

E-commerce & Digital Strategy

•    Lead all aspects of e-commerce strategy, from platform management (Shopify, Etsy, Amazon) to product presentation, pricing, and UX improvements.

•    Drive digital marketing activity including SEO, PPC, Google Ads, email marketing, retargeting, and social media engagement.

•    Monitor key performance metrics (conversion rate, site speed, cart abandonment, ROAS), and implement data-led improvements.

•    Oversee potential migration from Magento to a more agile, scalable platform such as Shopify.

•    Explore new routes to market, marketplaces, or collaborations with influencers or artist communities.

Marketing Leadership

•    Take ownership of campaign planning, brand messaging, product launches, promotions, and seasonal content.

•    Lead a part-time internal marketing executive and manage relationships with external design/branding agencies.

•    Increase the division’s visibility in artisan/craft communities through online PR, features, and event exposure (e.g. art magazines, exhibitions).

Operational & Fulfilment Management
•    Oversee warehousing, inventory, fulfilment, and customer service processes for B2C and wholesale orders.

•    Ensure On-Time-In-Full (OTIF) performance and customer satisfaction.

•    Monitor inventory turnover, product margins, and stock accuracy, with support from purchasing and warehouse leads.

•    Work with front-office staff on order input, bespoke product queries, and customer communications.

Team & Commercial Leadership

•    Lead and inspire a collaborative on-site team of 8 (including warehouse, marketing, and front-line staff).

•    Embed a high-performance, customer-centric culture with a focus on continuous improvement.

•    Analyse product performance, sales trends, and customer behaviours to guide procurement, marketing, and promotions.

•    Represent the division in senior leadership meetings and contribute to annual budgeting, forecasting, and strategic planning.

Who We’re Looking For

Essential Background & Skills

•    Proven experience in e-commerce management, ideally in a product-led SME or niche consumer brand.

•    Strong understanding of digital marketing tools (Google Analytics, SEO, PPC, email platforms, CRM) and marketplace selling.

•    Commercial acumen: comfortable owning sales targets, analysing ROI, managing pricing/margins, and using data to drive decisions.

•    Experience in people leadership, ideally in a warehouse, retail, or customer service environment.

•    Comfortable working in a hands-on, hybrid role where no two days are the same.

Desirable Experience

•    Background in artisan products, crafts, interiors, homewares, or creative retail.

•    Previous experience in an SME or family-owned business where agility and autonomy are key.

•    Familiarity with Magento, Shopify, or similar platforms.

•    Exposure to packaging, fulfilment, or stock management in a B2C setting.

•    Personal or professional interest in design, stained glass, or decorative art would be a bonus.

You’ll Thrive in This Role If You...

•    Are entrepreneurial and proactive, with a track record of spotting growth opportunities.

•    Enjoy both strategy and execution—able to shape campaigns and then roll up your sleeves.

•    Bring fresh ideas and energy to a supportive, down-to-earth team.

•    Want a leadership role with meaningful impact and visibility within a growing SME.

 Working Environment & Culture

•    Based full-time on site in North Liverpool in a modern, clean, and well-equipped unit.

•    Collaborative, non-corporate, values-led business with friendly and experienced colleagues.

•    Part of a wider 60+ person organisation with strong infrastructure (finance, HR, IT).

•    Regular leadership team meetings, open communication, and long-term growth ambitions.

 Salary & Package
•    £40-45000 base salary (DOE)

•    Up to 10% annual bonus based on individual and division performance

•    25 days holiday + bank holidays

•    Pension scheme

•    Free parking

•    Staff discounts on products

•    Excellent development opportunities within a stable, growing company

Ready to Make Your Mark?

If you’re looking for a role where your digital marketing expertise, e-commerce know-how, and operational leadership will truly make a difference—this is your opportunity.

Apply now to join a business where creativity meets commerce, and where you can shape the next chapter of an exciting specialist division.
 

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