rhute

rhute is a dermatologist-developed Hair Science brand redefining modern hair and scalp care through clinically

backed innovation, culturally relevant storytelling and science-first education. Founded by Consultant

Dermatologist and creator Dr Aamna Adel, rhute sits at the intersection of beauty, medicine, culture and digital

influence — building a category-defining global brand with community, education and performance at its core.

As rhute enters its next phase of growth, we're looking for a commercially driven, analytical and

customer-focused Ecommerce Manager to lead our direct-to-consumer business, optimise the online customer

experience and accelerate revenue growth across our key UK and US markets.

This is an exciting opportunity to take ownership of rhute's Shopify ecommerce platform, driving conversion,

customer retention and commercial performance while delivering a seamless, best-in-class customer journey.

Working closely with the Managing Director, Commercial, Creative and Marketing teams, alongside external

agencies, you'll combine strategic thinking with hands-on execution to maximise ecommerce performance and

support rhute's ambitious growth plans.

This is both a strategic and operational role, suited to someone who thrives in a fast-paced, entrepreneurial

environment and is excited by the opportunity to help scale a globally recognised beauty brand.

Key Responsibilities

Ecommerce Strategy & Trading

● Own and optimise rhute's Shopify DTC website to drive revenue growth, conversion and customer loyalty.

● Lead day-to-day ecommerce trading, including product launches, merchandising, promotional activity,

pricing and content updates.

● Develop and execute ecommerce trading plans aligned with commercial targets, product launches and

seasonal campaigns.

● Ensure website accuracy across product information, bundles, navigation, inventory visibility and

promotional mechanics.

● Manage website functionality and integrated applications, troubleshooting issues and coordinating with

developers and external partners.

● Identify opportunities to improve average order value, conversion rate and customer lifetime value.

Customer Experience & Conversion Optimisation

● Own and continually enhance the online customer journey, from acquisition and product discovery

through to checkout and post-purchase.

● Develop and execute a conversion rate optimisation (CRO) strategy, including A/B testing and continuous

website improvements.

● Optimise landing pages, product pages, merchandising and checkout journeys to maximise engagement

and conversion.

● Use customer behaviour insights, heatmaps and analytics to identify friction points and opportunities for

improvement.

● Collaborate with the Creative and Marketing teams to deliver compelling, high-performing website

content.

● Support SEO best practices to improve organic visibility and customer acquisition.

DTC Revenue Growth & Retention

● Drive DTC revenue growth through effective ecommerce trading, promotional campaigns, cross-selling

and upselling.

● Own and optimise rhute's subscription and loyalty programmes to increase repeat purchase, retention

and customer lifetime value.

● Identify opportunities to improve subscription acquisition, retention and reduce churn.

● Work closely with the Marketing team to optimise email and SMS customer journeys, automated flows

and retention campaigns.

● Collaborate with the Commercial team on pricing, product bundles and promotional strategies that

maximise revenue while protecting brand positioning and profitability.

● Develop initiatives that strengthen long-term customer relationships and sustainable growth.

Digital Marketing & Performance

● Manage the paid media agency in collaboration with the Managing Director and Commercial team to

deliver effective customer acquisition and revenue growth.

● Monitor paid media performance across key channels, ensuring investment aligns with commercial

objectives.

● Analyse customer acquisition costs, return on ad spend, conversion rates and customer lifetime value.

● Use data-driven insights to optimise channel performance, acquisition efficiency and overall marketing

effectiveness.

● Collaborate with the wider Marketing team to ensure paid media, ecommerce and retention strategies

are fully aligned.

● Identify opportunities to scale customer acquisition while maintaining profitability.

Analytics, Reporting & Commercial Performance

● Own weekly and monthly ecommerce performance reporting across revenue, traffic, conversion, average

order value, customer acquisition and retention.

● Analyse customer behaviour, trading trends, promotional effectiveness and website performance.

● Deliver clear, actionable insights and recommendations to improve commercial results and customer

experience.

● Monitor performance across the UK and US markets, identifying opportunities for growth and

optimisation.

● Support revenue forecasting, demand planning and stock management through accurate sales analysis

and reporting.

● Track competitor activity, market trends and evolving ecommerce best practices.

Cross-Functional Collaboration & Project Management

● Work closely with the Managing Director, Commercial, Marketing, Creative and Operations teams to

deliver ecommerce priorities.

● Manage external developers, agencies and technology partners to ensure efficient website development

and ongoing optimisation.

● Coordinate ecommerce projects, platform enhancements and technical integrations.

● Ensure seamless execution of product launches, promotional campaigns and key trading moments.

● Identify opportunities to improve processes, operational efficiency and the customer experience as the

business scales.

Candidate Profile

● Minimum 5 years' experience in ecommerce management, digital trading or DTC growth, ideally within

beauty, wellness, lifestyle or digitally native consumer brands.

● Proven experience managing and scaling a Shopify ecommerce business, with a strong track record of

delivering revenue growth.

● Strong commercial understanding of ecommerce trading, conversion optimisation, customer acquisition

and retention.

● Advanced Shopify experience, alongside excellent Excel or Google Sheets skills.

● Hands-on experience with ecommerce and marketing platforms, including GA4, Klaviyo, Recharge,

LoyaltyLion, Okendo, Triple Whale and Asana, or comparable tools.

● Experience managing paid media agencies and interpreting performance marketing data.

● Strong analytical skills with the ability to translate data into actionable commercial recommendations.

● Experience managing subscriptions, loyalty programmes and customer retention initiatives.

● Excellent project management skills, with exceptional attention to detail and accuracy.

● Highly organised, proactive and comfortable managing multiple priorities in a fast-paced, founder-led

environment.

● Strong communication and collaboration skills, with the ability to work effectively across internal teams

and external partners.

● A solutions-focused mindset, combining strategic thinking with a willingness to be hands-on.

● Passionate about beauty, digital innovation, customer experience and building high-growth consumer

brands.

Success in This Role Looks Like

● Strong and sustainable DTC revenue growth across the UK and US.

● A best-in-class Shopify experience that reflects rhute's premium brand positioning.

● Consistent improvements in website conversion rate and average order value.

● Increased customer retention, subscription growth and lifetime value.

● Effective customer acquisition and improved marketing efficiency.

● Seamless execution of product launches, promotions and key trading campaigns.

● Clear, actionable commercial reporting that drives better business decisions.

● A highly optimised ecommerce operation that supports rhute's continued international growth.

Key Performance Indicators

Ecommerce & Revenue Growth

● DTC net revenue and revenue growth

● Website conversion rate

● Average order value (AOV)

● Revenue per session

Customer Acquisition & Performance

● Customer acquisition cost (CAC)

● Return on ad spend (ROAS)

● New customer acquisition

● Website traffic and acquisition efficiency

Retention & Customer Lifetime Value

● Repeat purchase rate

● Subscription revenue and retention

● Customer lifetime value (LTV)

● Loyalty programme performance

Website & Operational Performance

● Conversion rate optimisation and A/B testing results

● Website performance and customer experience

● Product launch and promotional execution

● Ecommerce operational accuracy and efficiency