Ecommerce Manager

Bradford Greenhouses is seeking an entrepreneurial, growth-oriented Ecommerce Manager to lead the development and expansion of our digital commerce business. This newly created leadership role will be responsible for transforming our online presence into a scalable multichannel commerce platform, including direct-to-consumer ecommerce, dropship partnerships, and a wholesale B2B customer portal.

The Ecommerce Manager will own the digital customer journey, revenue growth strategy, website merchandising, platform development, digital marketing coordination, customer acquisition, conversion optimization, and online sales performance. This individual will collaborate across Retail, Purchasing, Marketing, IT, Wholesale teams to build a best-in-class online experience that reflects Bradford Greenhouses' reputation for quality, expertise, and service.

This role is ideal for a commercially minded leader who combines strategic thinking, hands-on execution, data analysis, and customer-centric innovation.

Key Responsibilities

Ecommerce Strategy & Business Growth

• Develop and execute a comprehensive ecommerce growth strategy aligned with company objectives.
• Lead the launch and expansion of Bradford's online retail business, including new product categories, seasonal campaigns, and digital merchandising initiatives.
• Develop and manage the roadmap for future ecommerce capabilities, including:
• • Dropship vendor integration
  • Marketplace opportunities
  • Wholesale customer portal
  • Omnichannel customer experiences
  • Loyalty and retention programs
• Identify opportunities to grow online sales, increase average order value, improve conversion rates, and expand customer reach.
• Monitor industry trends, competitor activity, emerging technologies, and AI-enabled commerce opportunities.

Website & Customer Experience Management

• Own the performance and evolution of Bradford's ecommerce platform.
• Ensure an exceptional customer experience across desktop and mobile channels.
• Optimize site navigation, search functionality, product categorization, merchandising, and checkout experiences.
• Partner with internal teams to ensure product information, inventory availability, pricing, and promotions are accurate and up to date.
• Lead testing and continuous improvement initiatives to reduce purchase friction and improve customer satisfaction.

B2B & Wholesale Portal Development

• Lead the development and ongoing management of a wholesale customer ordering platform.
• Collaborate with the Wholesale teams to define customer requirements and ordering workflows.
• Develop digital tools that make it easier for landscape contractors, garden centres, and commercial customers to do business with Bradford.
• Establish KPIs to measure adoption, usage, retention, and sales growth within the B2B channel.

Dropship Program Management

• Identify, onboard, and manage dropship vendor relationships.
• Develop processes and systems to support product integration, inventory synchronization, fulfillment, and customer service.
• Monitor vendor performance and service levels to ensure a seamless customer experience.
• Expand online assortment through strategic supplier partnerships while maintaining profitability and brand standards.

Digital Merchandising & Marketing

• Manage online product merchandising, promotions, landing pages, seasonal campaigns, and featured collections.
• Work closely with Marketing to coordinate:
• • SEO strategy
  • Paid search
  • Email marketing
  • Social commerce
  • Content development
  • Customer retention initiatives
• Develop promotional calendars aligned with seasonal retail opportunities.
• Support customer acquisition efforts while maximizing return on marketing investment.

Analytics & Performance Reporting

• Own ecommerce reporting and business performance metrics.
• Analyze sales trends, customer behavior, conversion metrics, traffic sources, and customer lifetime value.
• Develop dashboards and executive reporting that clearly communicate opportunities and results.
• Use data-driven insights to inform strategic recommendations and investment decisions.
• Manage forecasting and budgeting for ecommerce initiatives.

Cross-Functional Leadership

• Collaborate with Retail Operations, Marketing, Purchasing, IT, Wholesale and customer service teams.
• Lead relationships with external agencies, ecommerce developers, technology partners, and vendors.
• Champion digital innovation throughout the organization.
• Build scalable processes that support future growth.

Qualifications

Required

• 10+ years of progressive ecommerce management experience.
• Proven success in growing online sales and digital customer engagement.
• Experience managing ecommerce platforms such as Shopify, Magento, BigCommerce, WooCommerce, or similar.
• Experience with Google Analytics, ecommerce reporting, and performance measurement.
• Strong understanding of digital marketing, SEO, email marketing, and conversion optimization.
• Experience managing website projects, vendors, and cross-functional initiatives.
• Strong analytical, organizational, and project management skills.
• Exceptional communication and stakeholder management abilities.

Success Measures (First 24 Months)

The successful candidate will be accountable for:

• Launching Bradford's wholesale B2B ordering portal.
• Establishing a scalable dropship supplier network.
• Growing ecommerce revenue and profitability.
• Increasing website traffic, conversion rate, and average order value.
• Improving online customer acquisition and retention.
• Enhancing overall digital customer experience.
• Building a data-driven ecommerce operating model that supports long-term growth.