Purpose
Lead and scale the global digital product sales engine. You will own the commercial strategy, the revenue and margin performance, and the continuous optimisation of the digital consumer journey. This role sets the direction for how we sell digitally and executes it with a high-performing team, using a hypothesis-driven, “Build-Measure-Learn” approach to unlock sustainable, profitable growth.
The Head of E-Commerce Growth reports to the Director of Digital and plays a central role in shaping and executing the overall digital & e-commerce strategy.
About the Role
The Head of E-Commerce Growth is the architect and operator of the entire digital commercial engine. You will design the strategy that drives global digital revenue, conversion and sell-through.
This role blends visionary commercial leadership with hands-on execution. You set the long-term direction, define the seasonal and weekly commercial priorities, and ensure that we constantly test, learn, and iterate. You unite consumer insight, data analytics, merchandising discipline, and cross-functional alignment to ensure that every launch, campaign, and product moment performs at its full potential.
You work in close partnership with the Director of Digital and collaborate day-to-day with CRM & Email, Website Content, Frontend & Tech, UX/UI, and Analytics, ensuring that commercial priorities are translated into coherent consumer journeys, onsite experiences, and activation plans. Success in this role depends on tight cross-functional collaboration and a shared ownership of outcomes rather than handovers.
You are both:
- a strategist who sees the bigger commercial architecture, and
- a hands-on operator who ensures every lever is executed flawlessly.
Your Main Objectives
- Own and grow global digital revenue, margin, and commercial performance.
- Build a market-responsive, insight-led digital sales engine.
- Drive a systematic “Build-Measure-Learn” culture across teams.
- Increase conversion, sell-through, and digital consumer lifetime value across all regions.
- Deliver consistent, premium, and commercially optimized product experiences.
- Align cross-functional stakeholders (Marketing, Product, Retail, Wholesale) around a unified commercial plan.
What You Will Do
Commercial Strategy and P&L Ownership
- Own the full digtal commercial strategy across seasons, markets, and categories.
- Define seasonal, monthly, and weekly commercial plans that translate strategy into execution.
- Build revenue, conversion, AOV, and margin forecasts and action the levers required to hit them.
- Analyse & propose promotions & discount initiative, and monitor inventory levels.
Market & Trading Leadership
- Run a trading cadence and evaluate global + regional performance with the team.
- Analyse market-specific behaviours, frictions, payment preferences, and merchandising needs.
- Drive regional conversion optimisation initiatives informed by insights.
- Ensure each product drop, launch, and campaign is commercially sequenced and fully aligned across Brand, Product, Performance, Digital, Retail and Wholesale
Experimentation & Build-Measure-Learn
- Lead a hypothesis-driven commercial approach to all initiatives.
- Prioritise and run structured testing (A/B, testing, messaging, merchandising).
- Translate insights into measurable actions and iterate continuously to drive growth.
- Operationalise a test-and-learn culture across CRM, Merch, Growth, and Content teams.
Digital Product Experience & Merchandising
- Oversee onsite commercial excellence: navigation, category setup, product presentation, and confidence-building UI.
- Prioritise CRO and UX improvements together with Tech and UX/UI.
- Ensure accuracy and quality of product setup (copy, imagery, translations, pricing, categorisation) in close collaboration with Website Manager.
- Align merchandising with stock availability, sell-through goals, and consumer demand signals.
CRM, Loyalty & Retention
- Shape and steer customer journeys across acquisition, first purchase, repeat, and loyalty.
- Deepen segmentation strategies to maximise LTV and returning customer rate.
- Build initiatives that move consumers from first-time to long-term brand loyalists.
Analytics & Insight Framework
- Own commercial dashboards and reporting across GA4, ShopifyQL, PowerBI, CRM.
- Connect quantitative and qualitative insights into a single consumer-centric narrative.
- Guide teams and leadership through data-led decision-making and prioritisation.
What You Bring
- 7+ years in e-commerce, digital trading, digital merchandising, or commercial growth roles.
- Strong P&L ownership experience and a proven track record of scaling digital revenue.
- Deep commercial understanding in pricing, margin, assortment, sell-through, demand signals.
- Strong analytical capability: GA4, ShopifyQL, PowerBI, experimentation frameworks.
- Experience driving multi-market or global digital sales performance.
- Expertise in CRO, funnel optimisation, and consumer journey orchestration.
- A hypothesis-driven mindset: you test, validate, and iterate quickly.
- Strong leadership skills: able to set a clear vision and execute with a cross-functional team.
- Excellent communication: able to influence across Marketing, Product, Retail, Wholesale, and Finance.
- High operational discipline with the ability to zoom between strategy and execution seamlessly.
How and when to apply
We invite you to submit your cover letter and CV to jobs@pasnormalstudios.com as soon as possible. Please write "Head of E-Commerce Growth" in the subject field. All materials must be submitted by the 16th of January, 2026.
For questions about the role, please reach out to Sarah Steiger at sa@pasnormalstudios.com.
Equal opportunity employer
Pas Normal Studios is an equal opportunity employer and all aspects of employment reflect that. We don’t discriminate based on race, colour, religion, disability, gender identity, sexual orientation, marital status, age or political orientation no matter where we operate.
About Pas Normal Studios
Pas Normal Studios wants to inspire you to explore your own road with our contemporary take on cycling.
Through innovative designs, brand collaborations and the development and sourcing of products and production methods, we challenge ourselves to offer the best possible products to cycling communities all around the world.
Based in Copenhagen, Denmark - but with a global presence and outlook - we are committed to the continuing development of cycling. With inspiration from international art, culture and fashion, we are a brand defined by contemporary patterns and colours and our roots in Scandinavia. Always in pursuit of quality, craftsmanship and sustainable solutions, our products are created for long-term usage, working as a system across seasons.