Head of E-Commerce (w/m/d)

khadi Naturprodukte & Co. KG

12d•Hybrid

About The Position

Khadi is seeking an entrepreneurial, analytical, and execution-oriented leader to develop its international direct-to-consumer (D2C) business. The Head of E-Commerce owns the P&L and profitable growth of the company’s Shopify stores, with a focus on Germany, Italy, France, Spain, Poland, and the United Kingdom. Key goals are to sustainably increase the profitability of the established hair-care and hair-color business and build the new Self-Care business digitally to reach new customer groups. The role leads a small internal team, manages external partners, and works closely with the executive team and Digital Marketing. It combines strategic responsibility with hands-on execution, data-driven decision-making, and responsibility for the performance and continued development of international D2C operations.

Requirements

Several years of e-commerce experience, ideally in a leadership or deputy role in D2C, beauty, or FMCG.
Demonstrated expertise in P&L management, budget planning, and profitable management of digital sales channels.
Strong Shopify knowledge and experience in CRO, customer retention, and data-driven shop optimization.
Confident use of relevant e-commerce KPIs and analytics tools.
Entrepreneurial thinking, strong analytical skills, and a hands-on mindset.
Leadership ability, strong communication skills, and a structured, self-directed working style.
Experience using modern AI and automation applications.
Very good German and English skills.

Nice To Haves

Experience with international markets, go-to-market strategies, and growth experiments.

Responsibilities

Own P&L, revenue, and budget for national and international D2C shops.
Develop profitable growth strategies for the core business and scalable e-commerce approaches for the new Self-Care business.
Manage key performance indicators, including contribution margin (CM), conversion rate (CVR), average order value (AOV), customer acquisition cost (CAC), and customer lifetime value (CLV); conduct forecasting and performance reporting.
Increase customer retention, cross-selling, and upselling, and coordinate D2C and Amazon strategies with the relevant owners.
Lead the strategic and operational management of international Shopify stores.
Optimize the customer journey, user experience, product detail pages, and checkout funnels through CRO and A/B testing.
Continuously improve shop performance, conversion, and customer value.
Ensure operational excellence and smooth system integrations.
Provide disciplinary and professional leadership for the E-Commerce team and support its development.
Manage external agencies, service providers, and technical partners.
Work closely with Digital Marketing, particularly on CRM, performance marketing, and customer acquisition.
Establish an agile, data-driven, results-oriented way of working.