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.
