The E-Cig Store

Purpose of the role

The E-commerce Manager owns the day-to-day trading and operation of the group's e-commerce estate: Theecig.co.uk and

PouchStore.co.uk.

This is a hands-on trading role, not a strategic one. The purpose is to take full operational ownership of the websites so that the Head of E-commerce can focus on acquisition, conversion and growth. The successful candidate will be expected to run the sites independently within an agreed trading calendar, escalating decisions rather than seeking direction on execution.

Key responsibilities

Trading and merchandising

• Own product listings across both sites: creation, copy, imagery, variants, metafields and SEO fields

• Manage collections, category structure, on-site search and product sequencing to maximise conversion

• Maintain accurate pricing across the estate, including bundle and multipack ladders

• Manage cross-sell and complementary product linking across compatible ranges

Site operations

• Own stock synchronisation between Shopify and Veeqo, including resolving sync failures and stock availability issues

• Maintain accurate inventory positions and manage out-of-stock and pre-order handling

• Day-to-day site maintenance: broken links, page errors, redirects, content accuracy

• Coordinate with warehouse operations on fulfilment-affecting site changes

Promotions and campaigns

• Build and deploy all promotional activity on time and error-free against the trading calendar

• Build email campaigns and automated flows in Klaviyo to brief, including segmentation and scheduling

• Report on campaign performance and feed findings into the following cycle

• Own new product and range launches end to end, from listing build to go-live

Site improvement

• Dedicate a scheduled 2–3 hours weekly to structured site review, identifying and implementing improvements

• Maintain a prioritised backlog of site issues and opportunities

• Support A/B testing and conversion rate optimisation activity

Competitor and market intelligence

• Maintain continuous monitoring of competitor pricing, promotions, product ranges and merchandising

• Produce a regular competitor summary with recommended responses

• Flag pricing and range gaps proactively

Reporting

• Weekly trading reporting across both sites: sessions, conversion rate, AOV, revenue against target

• Investigate performance variances and propose corrective action

• GA4 and Shopify analytics reporting to support commercial decisions

Compliance

• Ensure all on-site content, product copy and campaign material meets UK advertising rules for nicotine products (CAP/ASA)

• Support implementation of regulatory changes across the estate, including the Vaping Products Duty and the extension of statutory age-of-sale requirements to nicotine pouches from 29 October 2026

• Maintain age verification standards across both sites

Customer service support

Provide escalation support on order and product queries where site or stock issues are the root cause

Essential experience

• Demonstrable experience running a Shopify store in a trading or e-commerce management capacity

• Proven ownership of product listings, merchandising and on-site content at volume

• Working knowledge of an inventory or order management system (Veeqo, Linnworks, Brightpearl or similar)

• Confident with GA4 and Shopify analytics; able to interrogate data and act on it without direction

• Klaviyo experience (or a comparable platform) including campaign build, segmentation and automated flows

• Comfortable working in a regulated product categoryEvidence of working independently and owning outcomes rather than tasks

Desirable

• Multi-site or multi-brand e-commerce experience

• Vape, nicotine, tobacco, alcohol or another age-restricted category

• Conversion rate optimisation and A/B testing experience

• Basic HTML/CSS for email and landing page amends

• Experience supporting a new site or brand launch

Scope boundaries

This role does not own:

• Paid media strategy or spend

• Commercial buying, supplier negotiation or margin setting

• Brand and partnership development

• Overall e-commerce strategy and channel planning

These remain with the Head of E-commerce and the wider commercial team