head of e-commerce
- company
- extreme cashmere
- location
- Amsterdam, North Holland, Netherlands (remote)
- work mode
- onsite
- posted
- 3 Jun
- **About extreme cashmere x**
- extreme cashmere x is an Amsterdam-based luxury knitwear brand redefining what cashmere can be. We create refined, enduring pieces in an extraordinary range of colours, designed to be worn close to the skin, every day. Our online store is the primary expression of the brand globally, serving customers across Europe, the UK, and the United States. We do not discount. Our product is exceptional, and we expect our digital presence to reflect that at every touchpoint.
- **Role overview**
- This is one of the most important commercial roles at Extreme Cashmere X. As Head of E-Commerce, you own the online channel end-to-end: from conversion rate to customer journey, from technical platform performance to Google media channels, from SEO to seasonal collection launches. You are hands-on and strategic in equal measure, equally comfortable pulling heatmap data and presenting the digital roadmap to the Managing Director. Conversion rate optimisation is your north star. You will build the programme, run the tests, and relentlessly iterate to improve performance across every stage of the funnel. You will also manage the SEO and paid search agencies, setting the strategy, holding them to targets, and ensuring Google Shopping and Google Search work in harmony with the brand.
- **Key responsibilities**
- **› Conversion rate optimisation**
- Own CRO as the primary commercial lever for the business. Build and manage a structured, always-on experimentation programme across the full funnel: homepage, collection pages, product detail pages (PDP), cart, and checkout. Design, prioritise, and run A/B and multivariate tests with clear hypotheses, statistically valid sample sizes, and commercially actionable conclusions. Act on data immediately. Do not wait for a quarterly review to make an improvement. Work closely with the development team to execute test variations at pace. Own heatmap, session recording, and user behaviour tools (Hotjar or equivalent) and translate insights into optimisation priorities. Be the internal expert on what good conversion looks like — benchmark obsessively against best-in-class DTC and luxury peers.
- **› SEO strategy & organic search**
- Own extreme cashmere x's organic search presence as a long-term commercial asset. Define the SEO strategy, covering technical, on-page, and content, and be hands-on enough to implement as well as direct. Manage the SEO agency relationship: set clear briefs, hold them to meaningful KPIs (rankings, organic traffic, revenue contribution), and push for results. Ensure every product upload, collection page, and site change maintains and strengthens organic search equity. Stay ahead of algorithm changes and platform updates that affect site performance. Build SEO thinking into the ecommerce calendar from the start of each season, not as an afterthought.
- **› Google media channels: shopping & search**
- Own the relationship with the Google Ads / paid search agency and set the strategic direction for Google Shopping and Google Search campaigns. Understand ROAS, CPA, and attribution well enough to challenge the agency's assumptions and make informed investment decisions. Ensure paid search and Google Shopping are fully aligned with the site experience, including landing pages, product availability, seasonal priorities, and brand positioning. Identify gaps and opportunities in the Google channel mix and brief in changes with pace and commercial clarity. Google is a key acquisition channel for extreme cashmere x and you will be accountable for its performance.
- **› Shopify platform & techical excellence**
- Be a genuine Shopify expert, not just a platform user, but someone who understands its architecture, its performance levers, and its limitations. Own site speed, Core Web Vitals, and technical performance as commercial priorities. Manage the roadmap for Shopify development: brief clearly, prioritise ruthlessly, and ensure every change to the site is tested before it goes live. Manage multiple Shopify markets (EU, UK, US), including localisation, currencies, pricing, and checkout flows. Evaluate, onboard, and manage apps and integrations across the tech stack; apply the same discipline to external vendors as to internal teams.
- **› Digital merchandising & collection launches**
- Lead the on-site execution of every seasonal collection launch and product drop. Ensure new products are uploaded correctly across all markets, with the right descriptions, imagery, metadata, and categorisation, from day one. Own the on-site merchandising strategy: the sequencing of products, the logic of navigation, the storytelling of collections. Collaborate closely with the Brand Marketing and Creative teams to ensure the site reflects the brand's visual identity without compromising conversion. Maintain a full-price culture on-site. No discount mechanics, no promotional shortcuts that undermine brand equity.
- **› Analytics, data & reporting**
- Own the data layer for ecommerce: GA4, Shopify analytics, and any supplementary tools. Build a clear, consistent performance reporting framework and report weekly to the Managing Director on the key commercial metrics: sessions, conversion rate, revenue, AOV, and channel performance. Go beyond dashboards. Use data to identify problems before they become crises and to find opportunities before competitors do. Be the person in the business who understands the ecommerce numbers most deeply, and who can translate data into decisions.
- **› Team & agency leadership**
- Lead a small, high-performing in-house e-commerce team and manage a set of specialist external agencies (SEO, Google Ads, development). Hold all partners to clear briefs, measurable targets, and a high bar for execution. Create a culture of accountability and continuous improvement. Collaborate cross-functionally with Brand Marketing, Paid Social, Client Services, and Operations, ensuring the online channel is connected to the full business, not operating in isolation.
- **› CRM, retention & loyalty**
- Klaviyo is a non-negotiable. You will own the CRM programme as a critical retention and loyalty vehicle, using Klaviyo to build, manage, and optimise the full lifecycle of customer communication. This means flows and automations (welcome series, post-purchase, browse and cart abandonment, win-back) built with precision, as well as a thoughtful campaign calendar that deepens the relationship with existing customers without eroding brand equity. You understand segmentation deeply: who to speak to, when, and with what message, and you treat retention with the same commercial rigour as acquisition. Work closely with the Brand Marketing team to ensure CRM communications are on-brand and genuinely add value to the client relationship. Track and improve key CRM metrics: open rates, click-through, repeat purchase rate, customer lifetime value, and reactivation of lapsed customers.
- **What we are looking for**
- 5 or more years of hands-on e-commerce experience with demonstrable ownership of CRO and a track record of improving conversion rates meaningfully and sustainably.
- Deep expertise in Shopify (Shopify Plus preferred). You will have built, managed, and optimised at this level, not just administered it.
- Strong SEO knowledge, both technical and on-page, with experience managing SEO agency relationships and delivering organic growth.
- Proven experience with Google Shopping and Google Search: you understand campaign structure, feed quality, bidding strategy, and attribution, and can hold an agency to account.
- Experience building and running a structured A/B testing programme: hypothesis, design, execution, analysis, and iteration.
- Proficiency in GA4, heatmapping tools, and Shopify analytics; you live in the data.
- Commercially driven with ownership of P&L and revenue targets. You think like a trader as much as a digital specialist.
- An eye for luxury aesthetics and the ability to balance brand integrity with conversion performance without sacrificing one for the other.
- Strong communicator who can manage upwards to the Managing Director and outwards to agencies and partners with equal confidence.
- Experience working for a premium or luxury brand is a strong advantage. You understand what full-price positioning means and why it matters.
- **What we offer**
- Full ownership of the most commercially critical digital channel at a growing luxury brand.
- A direct line to the Managing Director and the opportunity to shape e-commerce strategy from the ground up.
- A beautiful, internationally recognised product and a brand with strong aesthetic identity and loyal customer base.
- A collaborative, international team based in Amsterdam.
- Competitive salary and performance-related bonus.