Head of Digital Merchandise & Content

The Head of Digital Merchandise & Content leads the global digital commerce strategy, experience, experimentation, and commercial direction across all markets and platforms (web and app). This role leads multidisciplinary teams and operates in close partnership with markets to deliver scalable growth and brand consistent execution.

Responsibilities:

• Own the end-to-end digital experience vision across website and app journeys
• Define and drive the global digital commerce vision, roadmap, governance, and KPIs
• Own global experience principles, experimentation frameworks, and commercial direction
• Define global success metrics and KPIs, providing clear performance intent for markets
• Establish global frameworks, standards, and governance to enable scalable execution across markets
• Lead commercial direction and planning principles, and forecasting frameworks in partnership with markets
• Oversee commerce content, digital merchandising, and storytelling strategy aligned to commercial priorities
• Act as the central connector between HQ and markets, ensuring clarity on roles and responsibilities
• Forecast and planning alignment with senior leadership
• Build and scale a high-performing experimentation and optimisation culture (CRO / Test & Learn)
• Preseason, in-season, and postseason commercial governance
• Cross-functional forums covering experience, content, activations/campaigns, and channels
• Align merchandising, content, and experience priorities to the global activation calendar

Requirements:

• 10+ years in digital commerce, digital experience, or ECommerce leadership roles
• Proven experience operating within a global HQ–market partnership model
• Strong track record in commerce strategy, experience optimisation, and experimentation
• Demonstrated experience leading multidisciplinary teams in complex, multimarket environments
• Experience in Digital commerce strategy and operating models, customer experience, CRO, and experimentation, digital merchandising, content, and activation/campaign orchestration
• Performance analysis and KPI governance
• Fashion, retail, or consumer ECommerce background is advantageous
• Global or multimarket operating experience is advantageous
• Strategic, outcome-driven, and commercially minded
• Customer-centric and data-driven, balances vision, governance, and enablement with execution discipline