Head of Ecommerce

Muscle Mat Bulimba, Brisbane QLD $170,000 to $220,000 + super + performance bonus Hybrid: 4 days in the office, 1 day from home Muscle Mat is a home comfort brand selling direct to consumers in Australia, New Zealand and the United States. We are hiring a Head of Ecommerce to take over the ecommerce seat currently held by our founder and own trading, conversion, retention and digital performance across all three markets.

This is a senior commercial role for someone who has already run a serious ecommerce business. It is not a step up role for an Ecommerce Coordinator or a junior Ecommerce Manager. We want someone who can walk in, find the biggest opportunities quickly and execute against them.

The role

You report directly to the Founder and CEO. Your objective is to grow profitable ecommerce revenue by improving acquisition efficiency, conversion, average order value, repeat purchase and customer lifetime value. We run a lean and profitable operation. You will work with a small in house team across paid media, email, content, customer service, partnerships and product development, plus external specialists. Part of the role is shaping the ecommerce function: deciding what stays in house, where to use specialists, and hiring against the gaps. If you want to manage a department that already exists, this is not the role. If you want to build one inside a business that already works, it is.

What you will own

Trading and revenue

- Ecommerce revenue and contribution across all three markets
- Weekly, monthly and annual trading plans by market
- The promotional calendar, product launches, pricing, offers, bundling and onsite merchandising
- Trading around stock position and inbound lead times
- Market specific strategy rather than one approach applied to all three stores

Conversion rate optimisation

- The CRO roadmap and A/B testing program across all three stores
- Friction across product pages, collections, landing pages, cart and checkout
- A structured testing cadence with clear hypotheses, measured outcomes and fast execution

Retention and CRM

- The commercial performance of Klaviyo in all three markets
- Flows, segmentation, campaign strategy and lifecycle marketing
- SMS, which is underused today
- Repeat purchase rate, lifetime value and CRM revenue contribution





Paid media and acquisition You will take ownership of Google Ads and work directly with our Meta media buyer. You will:

- Own CAC, MER, contribution margin and marginal spend efficiency, and challenge budget allocation by market
- Ensure creative, landing pages, offers and media strategy are aligned
- Know where the next dollar of marketing spend should go, and why

Reporting Build one ecommerce reporting framework by market covering revenue, conversion rate, AOV, CAC, MER, contribution margin, new versus returning revenue, lifetime value and repeat purchase rate, and turn the numbers into commercial action.

The United States The US is our largest growth opportunity and a significant part of this role. We are established there with local fulfilment, a Shopify store, Amazon and TikTok Shop. You will build and execute the growth plan for the market.

What we are looking for

- 5+ years of ecommerce experience, including several years in a Head of Ecommerce, Ecommerce Director or senior Ecommerce Manager role
- Personal responsibility for a significant ecommerce revenue base, ideally $30M+
- Strong Shopify Plus experience, and hands on with Klaviyo, GA4 and an A/B testing platform
- Deep understanding of paid acquisition on Meta and Google
- Fluent in CAC, MER, ROAS, LTV and contribution margin
- Experience managing specialists, contractors and agencies
- International experience and time in high growth, founder led DTC brands are highly regarded

The person

You will suit this role if you:
- Are commercially minded above everything else
- Understand ecommerce at both a strategic and a detailed level
- Make decisions based on numbers and move quickly on them
- Are comfortable challenging existing assumptions
- Take ownership rather than waiting for direction
- Prefer measurable outcomes to meetings and presentations

We are not looking for someone who only operates at a strategic level. You should be comfortable opening Shopify, Klaviyo,



Intelligems or GA4 yourself and finding out exactly what is happening in the business.

Your first 90 days

- Complete a full ecommerce audit across AU, NZ and US and establish transparent reporting by market
- Get a CRO testing roadmap running
- Audit Klaviyo and set the retention plan
- Build a specific growth plan for the United States
- Set the weekly trading rhythm and produce a 6 to 12 month ecommerce roadmap

By the end of 90 days we expect you to understand the business thoroughly and to have already shipped meaningful improvements.

About Muscle Mat

Muscle Mat started with a single product, an acupressure mat, which we no longer sell. Today we are a home comfort brand: foam Relax Mats for play rooms and living rooms, mattress toppers, the Relax Chair, the Crash Pad and a growing bedding range, sold through our own Shopify Plus stores in Australia, New Zealand and the United States and through Amazon and TikTok Shop in the US. The business was bootstrapped from nothing, is founder led and profitable, and has shipped well over half a million orders across three countries with tens of thousands of customer reviews. We have a lot of room left to run.

Location and working arrangement

This role is based at our new office in Bulimba, Brisbane. We work four days a week in the office and one day from home, and you should be comfortable working closely with the team in person. Relocation support may be considered for an exceptional interstate candidate. You must have full Australian working rights. Occasional travel to the United States should be expected.

Remuneration

$170,000 to $220,000 base plus super, plus a performance bonus tied to profitable ecommerce growth. Where you land in the range depends on experience and demonstrated capability. For an exceptional candidate with significant experience running large scale ecommerce businesses, we are open to discussing a higher package.

How to apply

If you have substantial ecommerce experience and have previously owned the commercial performance of a serious ecommerce business, we would like to hear from you. Apply via Seek with your resume and cover letter including a short overview of:
- The ecommerce businesses you have worked on
- The approximate ecommerce revenue you were responsible for
- The markets you managed
- The biggest ecommerce growth result you personally drove

📌 Head of Ecommerce (Bulimba)
🏢 Muscle Mat
📍 Bulimba