Head of Ecommerce

VPZ is the UK's number one vape retailer. Since opening our first store in Edinburgh, we've expanded to 200 locations across the UK and we're not stopping there. We are known for setting and driving the standards within the vape industry, this is a great time to join us as we continue to grow.

Our retail estate is strong and well established. Our eCommerce channel, however, is significantly underdeveloped relative to the size of the business. This role exists to change that.

The Role

We are hiring a Head of eCommerce (Growth & Trading) to take full ownership of our online trading performance and rebuild eCommerce into a meaningful, commercially disciplined sales channel.

This is a hands on growth role, not a cosmetic strategy position.

Today, eCommerce accounts for a small percentage of total sales, with a heavy reliance on branded and own label search traffic. The opportunity and expectation is to materially grow online contribution by improving fundamentals: conversion, merchandising, content, SEO quality, basket value, and repeat purchase.

Key Responsibilities

• Own day to day trading performance of all eCommerce sales channels, delivering against sales, conversion, and revenue targets
• Define and execute a practical commercial growth plan to increase eCommerce contribution from a low base
• Reduce reliance on branded traffic by growing non branded SEO performance and improving discoverability
• Relentlessly optimise the end to end customer journey to improve conversion, basket value, and repeat purchase
• Improve online merchandising, product taxonomy, promotions, bundles, and category performance
• Use data, insight, and structured testing to drive measurable improvements
• Own website performance, platform optimisation, payments, fraud processes, and trading reliability
• Work closely with retail, marketing, operations, finance, and customer service teams to ensure alignment
• Manage and challenge third-party agencies to ensure value and results
• Deliver clear, honest trading reports and insight to senior stakeholders
• Build, lead, and develop the eCommerce team as the channel scales

About You

• 5+ years' experience in eCommerce or digital trading roles
• Proven experience building or turning around underperforming eCommerce channels
• Strong commercial mindset, you think in revenue, margin, and contribution, not vanity metrics
• Hands on experience improving conversion, merchandising, SEO, and repeat purchase
• Comfortable working from imperfect systems and improving them over time
• Strong analytical capability with experience using analytics, SEO, and CRM platforms
• Clear understanding of GDPR, PCI, and online trading compliance
• Direct, pragmatic, and delivery focused, you fix problems rather than explain them

Applicants must be 18 years old or above, any subsequent job offer is subject to pre-employment screening and right to work checks.

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