Big ambition. Clear point of view. Serious growth opportunity.

Motto is a founder-led Australian fashion brand with a seriously loyal community, a strong ecommerce business and stores across Victoria.

We make bold fashion for women who want to feel bloody good in what they wear. We know who we are, we know who our customer is, and we have no interest in looking or sounding like every other fashion brand.

We’re a small powerhouse team of passionate people who move quickly, challenge each other and care deeply about creating something different.

We’ve built a strong ecommerce foundation and have proven we can grow fast, including periods of more than 25% year-on-year growth. Now we’re ready for the next chapter. We’re taking bigger strategic bets, exploring new ways to reach customers and looking for a commercially sharp ecommerce leader to step into the Head of Ecommerce & Digital Growth role and help us find Motto’s next growth engine.

We want someone who can look at the whole picture, see what others might miss, work out where the biggest opportunity is and go after it.

Reporting directly to the GM, you’ll own ecommerce performance and digital growth across trading, merchandising, acquisition, conversion, CRM and lifecycle marketing, retention and emerging growth channels.

What does the role actually look like?

You’ll be deep in the day-to-day trading of the ecommerce business. You’ll be looking at what is selling, what isn’t, how product is presented, what customers are responding to, where conversion is dropping and what needs to change on site to improve performance.

You’ll own how the site trades across product, merchandising, launches, promotions, landing pages, navigation and conversion, making sure the customer experience and commercial priorities are working together.

If acquisition softens, you won’t stop at reporting it. You’ll work out whether the issue sits in media efficiency, creative, product, merchandising, conversion, channel mix or the customer journey, then decide where action will have the greatest impact.

That might mean changing how a category is merchandised, re-prioritising product on site, challenging a performance partner on investment, improving a landing page, identifying the next CRM opportunity or testing a new growth channel.

You’ll stay close to the customer too. Customer Care conversations, reviews, returns, social feedback, Lives and buying behaviour all provide signals that data alone can miss.

The role is about bringing trading instinct, customer insight and commercial judgement together, then turning that into action quickly.

What you’ll own

Ecommerce growth & trading

Own day-to-day ecommerce trading performance across revenue, conversion, AOV, margin and profitable growth

Lead digital merchandising across product prioritisation, categories, launches, promotions and onsite presentation





Make sure the site reflects both customer demand and commercial priorities

Use trading data and customer behaviour to understand what is driving performance, identify opportunities and act quickly

Forecast confidently, identify gaps and make transparent decisions about where to focus across traffic, conversion, merchandising, repeat purchase and customer value

Performance marketing & channels

Own performance marketing strategy, investment and channel mix

Manage CAC, MER and ROAS with a focus on profitable, sustainable growth

Challenge agencies and specialists and hold them accountable for outcomes

Decide where to invest, scale, test or pull back

Find and develop new growth channels beyond the ones already working today

Own the onsite customer experience and conversion performance

Improve conversion and AOV through experimentation and CRO

Identify friction in the customer journey and prioritise the opportunities that matter most

Shape the ecommerce roadmap and get the right improvements delivered

Own the CRM and lifecycle strategy across email, SMS, campaigns and automated flows

Build and manage the CRM calendar, ensuring campaigns support trading priorities, launches and customer needs

Improve segmentation, personalisation and lifecycle journeys to increase engagement and conversion

Grow repeat purchase, retention and customer value, with a particular focus on moving customers from first to second and third purchase

Use performance data, testing and customer behaviour to continually improve campaigns, flows and CRM effectiveness

Leadership & commercial rhythm

Lead the agencies, specialists and freelancers supporting ecommerce and digital growth

Own digital marketing investment and make commercially grounded decisions

Build a disciplined trading and performance rhythm with clear priorities and accountability

Work closely with the GM and across creative, social, Customer Care, retail and warehouse

Who we’re looking for

You’ve owned significant ecommerce or digital growth responsibility in a fashion, retail or consumer brand environment and can demonstrate a track record of materially improving commercial performance. You may already be leading a function, or you may be ready to step into broader commercial ownership.

What matters most is that you understand ecommerce as a connected commercial system across trading, merchandising, acquisition, conversion, CRM, retention and emerging channels, and know where to focus to unlock growth.





You can point to decisions that grew revenue, improved acquisition efficiency, lifted conversion, increased AOV or strengthened retention, and explain the thinking behind them. You understand digital trading and merchandising and you’re comfortable across ecommerce platforms, paid media, CRM, CRO and analytics.

This is a hands‑on leadership role. You won’t execute every task yourself, but you’ll stay close enough to the detail to spot opportunities, ask the right questions, challenge the experts and make the call.

You understand customers as deeply as the numbers. You’re comfortable making decisions without perfect information, testing quickly and changing direction when the evidence tells you to.

And you have a point of view. You’re curious, commercially sharp and prepared to challenge the way things have always been done if you can see a better way.

Most importantly, you don’t stop at what happened. You want to know why it happened, what it means and what we should do next.

Motto already has a strong ecommerce business, loyal returning customers and a highly engaged community.

Our ambition is to become the go‑to destination for bold fashion for women 40+, with loyalty, advocacy and emotional connection at the heart of how we grow.

The opportunity now is to build on that foundation. Customer acquisition needs its next evolution. There’s more opportunity in conversion and retention. And the way customers discover brands is changing.

That means thinking beyond the channels that got us here and exploring what comes next across partnerships, marketplaces, search, social commerce, community, affiliates and emerging platforms.

We’re making bolder decisions about where we grow. We need someone who gets excited by that.

How success will be measured

In your first twelve months, we’d expect to see meaningful progress across:

New customer acquisition and efficiency

Conversion and AOV

Repeat purchase and retention

New and scalable growth channels

Just as importantly, we want a stronger digital growth engine with clearer priorities, sharper investment decisions and better-performing partners.

Why Motto?

We’re a small, ambitious team with a lot of energy and a clear point of view.

Ideas don’t need to travel through five layers of approval. If something is smart, commercially sound and right for the customer, we want to move.

Our team values reflect that: think bigger, stay curious, challenge and contribute, put your hand up.

We care about profitable, sustainable growth, but never at the expense of the brand or customer experience.

You’ll work directly with the GM, have genuine influence over where we invest and what we prioritise, and be trusted to challenge how we do things today.

There’s also an chance for performance‑based incentive linked to the growth you help create.

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📌 Head of Ecommerce & Digital Growth (Melbourne)
🏢 Motto Fashions
📍 Melbourne