Head of E-Commerce / Online Store (Consumer Goods)

The Role

• Lead the strategic development of e-commerce sales channels, including company-owned platforms and marketplaces.
• Define and execute performance marketing strategies aligned with business objectives (sales, margin, traffic, reach).
• Manage and optimize paid acquisition channels: PPC (Yandex.Direct, Google Ads), targeted advertising (VK, MyTarget, social platforms), RTB (DSPs), affiliate programs, influencer partnerships.
• Supervise web and app analytics using tools like Yandex.Metrica, Firebase, Datalens, AppsFlyer; establish KPIs and sales funnels.
• Oversee budgeting, forecasting, and P&L of e-commerce activities to achieve target EBITDA.
• Conduct A/B/n testing, improve landing page performance, and identify conversion bottlenecks.
• Lead a cross-functional team of performance marketers, analysts, media buyers, and product managers.
• Set goals, delegate tasks, and track execution across e-commerce, logistics, and development teams.
• Collaborate with executive leadership, warehouse, logistics, sales, and IT to ensure commercial success and customer satisfaction.
• Manage relationships with external agencies, contractors, and fintech partners.
• Guide product development backlog and improvements in marketing tech stack and analytics systems.

The Candidate

• Higher education in marketing, economics, mathematics, or related fields.
• 5+ years of experience in e-commerce or performance marketing roles with strategic and operational responsibility, ideally in a Consumer Goods company (FMCG, Fashion, Electronics…)
• Proven success in managing large-scale digital budgets and performance campaigns.
• Strong command of ROAS, CPA, LTV, AOV, CTR, and other key e-commerce KPIs.
• Advanced analytical skills; confident in tools such as Excel, Google Sheets, Roistat, Calltouch, and AppsFlyer
• Experience with CRM systems and marketing integrations.
• Expertise in leading cross-functional teams and managing internal processes and KPIs.
• Data-driven decision-maker with excellent understanding of attribution models and unit economics.
• Highly structured, proactive, and capable of working under pressure in a growth environment.
• Intermediate English