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Tuesday 21 May 2019


Missguided looking for new e-commerce head

Written by Peter Walker

Missguided is looking for a new head of e-commerce, following the exit of the fashion retailer’s online chief executive in May.

A job advert posted this week specifies the role will be at the brand’s Manchester head office, with leadership over its website and apps across all territories – “analysing, reviewing, recommending and building strategic capability to drive sales and profitability by improving conversion rates, increasing average order size and improving user experience across multiple channels”.

The new e-commerce head is also required to lead the development of personalisation across digital channels, leading to higher customer engagement, higher conversion rates and more purchases.

They must also “lead a best practice approach to searchandising, allowing us to make the most of our search and navigation user-based journeys” and “develop the strategy for new and emerging channels that will enhance the user experience”.

In May, Gareth Jones had left the online chief executive role at Missguided, having only joined in September 2017. He previously worked at Shop Direct for almost seven years, joining as brand director in 2009 and becoming deputy chief executive in 2014.

Since its launch in March 2009, Missguided has grown to cover the USA, Australia, France and Europe, developing a multi-channel presence with concession stores in Selfridges, Bluewater and Westfield Stratford. The brand has also made wholesale operations partnerships with ASOS and Zoolando, along with a new franchise partnership with Azadea in the Middle East.

Investment is being made to improve website functionality and to better understand the customer and her shopping journey, according to the job advert.

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