Job Description
General Manager - E-commerce & Operations (Artisan & Creative Consumer Products)\n\nGeneral Manager - E-commerce, Digital Marketing & Fulfilment\n\nArtisan Consumer Goods Brand | North Liverpool | £42,500 + Bonus | On-Site | Full-Time\n\nAre you a digitally-savvy e-commerce manager or online retail leader looking to step into a full General Manager role? We're hiring for a dynamic and hands-on General Manager to lead the online retail and operations function of a fast-growing artisan consumer products division in Liverpool.\n\nYou'll combine Shopify and marketplace sales (Etsy, Amazon) with digital marketing (SEO, PPC, email) and operational leadership (fulfilment, warehousing, team management) in this unique opportunity to shape the future of a niche B2C retail business.\n\nNorth Liverpool | £42,500 + 10% Bonus | Full-Time | On-Site\n\nAre you a commercially minded e-commerce leader with a passion for artisan or creative products?\n\nThis is a rare opportunity to take full strategic and operational ownership of a thriving B2C business unit within a well-established manufacturing company. You will lead the specialist B2C and B2B wholesale division of a respected UK-based glass manufacturer-delivering growth through smart digital marketing, efficient fulfilment, and strong team leadership.\n\nAbout the Role\n\nAs General Manager, you will have end-to-end responsibility for the P&L, online performance, operations, and team of this specialist division.
You will work closely with the Managing Director and have the autonomy to shape strategy while staying close to the day-to-day.\n\nThis is a multi-hat role, ideal for someone who thrives in a hands-on SME environment and can balance digital growth with operational execution.\n\nKey Responsibilities\n\nE-commerce & Digital Strategy\n\nLead all aspects of e-commerce strategy, from platform management (Shopify, Etsy, Amazon) to product presentation, pricing, and UX improvements.\nDrive digital marketing activity including SEO, PPC, Google Ads, email marketing, retargeting, and social media engagement.\nMonitor key performance metrics (conversion rate, site speed, cart abandonment, ROAS), and implement data-led improvements.\nOversee potential migration from Magento to a more agile, scalable platform such as Shopify.\nExplore new routes to market, marketplaces, or collaborations with influencers or artist communities.\nMarketing Leadership\n\nTake ownership of campaign planning, brand messaging, product launches, promotions, and seasonal content.\nLead a part-time internal marketing executive and manage relationships with external design/branding agencies.\nIncrease the division's visibility in artisan/craft communities through online PR, features, and event exposure (e.g. art magazines, exhibitions).\nOperational & Fulfilment Management\n\nOversee warehousing, inventory, fulfilment, and customer service processes for B2C and wholesale orders.\nEnsure On-Time-In-Full (OTIF) performance and customer satisfaction.\nMonitor inventory turnover, product margins, and stock accuracy, with support from purchasing and warehouse leads.\nWork with front-office staff on order input, bespoke product queries, and customer communications.\nTeam & Commercial Leadership\n\nLead and inspire a collaborative on-site team of 8 (including warehouse, marketing, and front-line staff).\nEmbed a high-performance, customer-centric culture with a focus on continuous improvement.\nAnalyse product performance, sales trends, and customer behaviours to guide procurement, marketing, and promotions.\nRepresent the division in senior leadership meetings and contribute to annual budgeting, forecasting, and strategic planning.\nWho We are Looking For\n\nEssential Background & Skills\n\nProven experience in e-commerce management, ideally in a product-led SME or niche consumer brand.\nStrong understanding of digital marketing tools (Google Analytics, SEO, PPC, email platforms, CRM) and marketplace selling.\nCommercial acumen: comfortable owning sales targets, analysing ROI, managing pricing/margins, and using data to drive decisions.\nExperience in people leadership, ideally in a warehouse, retail, or customer service environment.\nComfortable working in a hands-on, hybrid role where no two days are the same.\nDesirable Experience\n\nBackground in artisan products, crafts, interiors, homewares, or creative retail.\nPrevious experience in an SME or family-owned business where agility and autonomy are key.\nFamiliarity with Magento, Shopify, or similar platforms.\nExposure to packaging, fulfilment, or stock management in a B2C setting.\nPersonal or professional interest in design, stained glass, or decorative art would be a bonus.\nYou will Thrive in This Role If You...\n\nAre entrepreneurial and proactive, with a track record of spotting growth opportunities.\nEnjoy both strategy and execution-able to shape campaigns and then roll up your sleeves.\nBring fresh ideas and energy to a supportive, down-to-earth team.\nWant a leadership role with meaningful impact and visibility within a growing SME.\nWorking Environment & Culture\n\nBased full-time on site in North Liverpool in a modern, clean, and well-equipped unit.\nCollaborative, non-corporate, values-led business with friendly and experienced colleagues.\nPart of a wider 60+ person organisation with strong infrastructure (finance, HR, IT).\nRegular leadership team meetings, open communication, and long-term growth ambitions.\nSalary & Package\n\n£42,500 base salary\nUp to 10% annual bonus based on individual and division performance\n25 days holiday + bank holidays\nPension scheme\nFree parking\nStaff discounts on products\nExcellent development opportunities within a stable, growing company\nReady to Make Your Mark?\n\nIf 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.\n\nApply now to join a business where creativity meets commerce, and where you can shape the next chapter of an exciting specialist division