Head of eCommerce

Head of eCommerce

We’re looking for a Head of eCommerce to join our team to oversee and drive our global ecommerce strategy and growth.

Yoto is a screen‑free interactive audio platform for kids. We make carefully connected audio players that kids control, with no microphones, cameras or ads. We have a catalogue of audio that inspires creative play and learning with 1,000+ titles in our card store from top creators, publishers and labels – think Disney, Marvel, Roald Dahl and Universal Music. We also create Yoto Originals like Brain Bots.

• Voted the 14th fastest‑growing private software technology company in Britain in The Sunday Times 100 Tech 2025; and named the 94th fastest‑growing company in Europe in the prestigious FT1000.
• Ranked 9th in Fast Company’s Most Innovative Companies in 2024; and featured in the Sifted 100 fastest‑growing startups across the UK I by revenue growth.
• Featured in Bloomberg’s 25 UK startups to watch in 2023; and ranked second fastest growing tech company in the UK in the Deloitte Fast
  50.
• Named one of TIME Magazine’s Top 100 Inventions of 2020.
• We’re over 200 employees spread across the world… and growing!

We’re on a mission to be the soundtrack of childhood, and help families on their own unique adventures. By creating products that inspire independent play, we help families discover and grow with an inspiring world of audio – and we would like you to help us achieve it!

• Own the digital P&L, balancing revenue growth and profitability through trading decisions, contribution margin optimisation and clear performance accountability.
• Lead weekly trading rhythm including forecasting and sell‑through management aligned to the commercial calendar.
• Define discount architecture, markdown cadence, bundles and thresholds using elasticity, demand signals and margin guardrails.
• Improve conversion, AOV and repeat purchase through merchandising, UX optimisation, checkout performance and structured experimentation.
• Co‑define the commerce roadmap across web and app, using data to prioritise initiatives that scale.
• Work closely with the marketing team to optimise paid media, SEO, email marketing, and social commerce strategies.
• Collaborate with supply chain, fulfilment and customer service teams to ensure a smooth end‑to‑end online shopping experience.
• Apply cohort analysis, attribution logic, unit economics and performance modelling to guide decisions and evaluate investment impact.
• Build and lead a high‑accountability team, establishing trading cadences, a test‑and‑learn culture and cross‑functional decision frameworks.

• Proven experience in an eCommerce leadership role within a DTC business; experience at a fast growth startup/scale‑up is a huge plus.
• Strong understanding of eCommerce platforms (Shopify a must‑have, Dato highly desirable).
• Expertise in website analytics tools (Google Analytics, Heap, etc.) and A/B testing.
• Track record of scaling online sales, optimising conversion rates, and growing customer lifetime value (LTV).
• Experience with performance marketing, retention strategies and omnichannel commerce.
• Experience collaborating with Product and Technology teams to improve the eCommerce experience on web and app.
• Strong leadership, team management and stakeholder collaboration skills.
• Strong analytical skills with the ability to interpret data and make data‑driven decisions.
• Passion for digital commerce, customer experience and brand growth.
• Comfortable leveraging AI and automation to scale processes, accelerate insight generation and improve decision quality across trading and operations.
• Bachelor’s degree.
• A passion for audio content and technology.
• Ability to think on your feet and learn fast.

£85,000 – £95,000 based on experience.

• Flexibility: Hybrid working – expectation of 1 day a week on average in our London office, but you are welcome to come in more. You can work from a different location for up to 6 weeks every year. Summer Hours policy to use between June and August.
• Financial: Receive Income Protection, covering long‑term sickness for up to 2 years and company sick pay that increases with length of…