Chief Operating Officer (COO) – Ecommerce Fashion Brand (DTC)

Location: Onsite (Full-time, In-House Only – No Remote)

Salary: £300,000 – £400,000 base + performance bonus

Industry: Ecommerce / Direct-to-Consumer (DTC) Fashion & Lifestyle

About the Company

We are a high-growth, digitally native fashion brand specialising in lifestyle clothing, built on a powerful direct-to-consumer (DTC) model. The brand has achieved significant scale online, with the vast majority of its following, customer base, and revenue driven through its ecommerce channels.

With a highly engaged digital audience and strong brand identity, we are continuing to scale rapidly and are now seeking an exceptional operational leader to support and accelerate this growth.

Role Overview

We are seeking a proven Chief Operating Officer (COO) with deep expertise in DTC ecommerce and fashion/lifestyle brands. This is a critical leadership role responsible for overseeing daily operations, scaling infrastructure, and ensuring operational excellence across all business functions.

This is a hands-on, in-house role requiring full-time onsite presence. The ideal candidate will bring both strategic vision and executional strength, with a track record of building and optimising high-growth ecommerce businesses—particularly those with a strong online-first following and digital revenue dominance.

Key Responsibilities

Operational Leadership
Own and lead all day-to-day business operations across ecommerce, supply chain, logistics, customer experience, and fulfilment
Build scalable systems and processes to support rapid growth
DTC Ecommerce Excellence
Optimise the full DTC funnel including website performance, conversion rates, customer journey, and retention
Support and enhance a business where online channels represent the core of brand engagement and revenue
Collaborate closely with marketing and brand teams to align operational capabilities with growth initiatives
Supply Chain & Fulfilment
Oversee end-to-end supply chain operations including sourcing, manufacturing, inventory management, and global distribution
Drive efficiency, reduce costs, and improve delivery speed and reliability
Team Leadership
Build, lead, and develop high-performing cross-functional teams
Foster a culture of accountability, ownership, and continuous improvement
Strategic Planning & Execution
Partner with the CEO and executive team to define company strategy and execute against key growth initiatives
Translate strategic goals into actionable operational plans
Financial & Performance Management
Own operational budgets, forecasting, and KPI tracking
Drive profitability through efficiency improvements and data-driven decision-making
Technology & Systems
Ensure best-in-class ecommerce infrastructure, platforms, and operational tools
Lead implementation of systems to support scale (ERP, WMS, CRM, etc.)

Requirements

Extensive DTC Experience (Essential)
Proven track record in a senior leadership role within a direct-to-consumer ecommerce brand
Deep understanding of online retail, digital growth, and performance-driven environments
Fashion / Lifestyle Industry Background (Essential)
Significant experience within the fashion, apparel, or lifestyle sector
Experience Scaling Online-First Brands
Experience operating within brands where the majority of customer acquisition, engagement, and revenue is driven online
Strong understanding of managing and scaling businesses with large digital audiences
Operational Excellence
Strong expertise in scaling ecommerce operations, logistics, and supply chain
Experience managing high-growth, fast-paced environments
Leadership
Exceptional leadership and people management skills
Demonstrated ability to build and scale teams
Commercial Acumen
Strong financial understanding with a focus on profitability and sustainable growth
Execution-Driven
Hands-on operator with the ability to both strategise and execute at speed
Onsite Commitment
Must be fully committed to an in-office, onsite role (no remote or hybrid options)

Compensation & Benefits

Base Salary: £300,000 – £400,000 (dependent on experience)
Bonus: Competitive performance-based bonus structure
Opportunity to join a large-scale, digitally dominant fashion brand at a pivotal stage
Significant impact and leadership responsibility

Ideal Candidate Profile

You are a high-calibre operator who has helped scale a digitally-led, ecommerce-first fashion or lifestyle brand with a substantial online following. You thrive in fast-paced environments, take ownership, and have a relentless focus on execution and results.

You understand what it takes to operate a brand where online presence is the primary driver of success, and you can build the operational backbone to support ongoing global growth.

Appleton Finn

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