AHAlex HeeleyLet’s talk
Head of Ecommerce · Leeds, UK

I MAKEECOMMERCE PERFORM.

I’m Alex Heeley, a commercially focused ecommerce leader with 8+ years of experience turning traffic, stock and customer behaviour into profitable growth. Commercial enough to own the P&L. Technical enough to build the fix.

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P&L RECEIPT / 02+136% YOY

Q4 sales growth at In The Style through onsite trading and channel optimisation.

018+ years

Ecommerce experience

02Shopify expert

Strategy to theme files

03Launch specialist

Build to daily operations

04Migration lead

SEO, tracking and trading protected

01

The short version

Commercial ownership. Hands-on delivery.

I’ve led ecommerce P&Ls, trading plans, paid media, CRM, merchandising, CRO, site migrations and developer delivery. I use performance data to set priorities, then stay close enough to the implementation to make sure the change reaches customers.

02

Commercial

THE NUMBERS

A proven track record of turning commercial analysis into measurable ecommerce growth.

01Commercial growth & deliveryBaaj Group · Accent Clothing · Hemway

Proven track record

I combine commercial ownership with hands-on delivery. I use performance data to choose the work, then lead the trading, marketing, technology and operational changes that move the result.

136%Q4 sales growth YoYIn The Style
100%+Web revenue growth YoYAccent Clothing
18%Conversion-rate upliftBaaj Group
28%Click-through-rate upliftBaaj Group
5x+ROAS maintainedHigh five-figure monthly spend
DELIVERY I OWNED
  • Owned ecommerce P&L, forecasting, budgets and sustained profitability
  • Oversaw major site migrations while protecting SEO, paid media, analytics and trading requirements
  • Led the full build, launch, optimisation and ecommerce operations for Scenthaus.co.uk
  • Briefed and managed developers across new functionality, UX improvements, tracking fixes and CRO releases
  • Led PPC, CRM, affiliate, SMS, onsite merchandising and marketplace activity against ROI and margin targets
  • Supported B2B operations across group sites while mentoring junior ecommerce team members
03

Experience

EXPERIENCE

Commercial ownership, close to the implementation.

01

Group Ecommerce Head

Baaj Group

Sep 2025 – Present

Group-wide ecommerce leadership across multiple brands and sites, spanning migrations, trading, CRO, analytics, developer delivery and new-brand launches.

  • Grew Q4 sales for In The Style by 136% year on year through improved onsite trading and marketing-channel optimisation
  • Led the full site build, launch, optimisation and ecommerce operations for Scenthaus.co.uk
  • Planned and launched A/B tests that delivered an 18% conversion-rate uplift and a 28% click-through-rate uplift
  • Oversaw major site migrations while protecting SEO, marketing, analytics and trading requirements
02

Head of Ecommerce

Accent Clothing

Acquired by Daniel Footwear

Mar 2021 – Sep 2025

Commercial and operational ownership of the ecommerce channel, spanning P&L, trading, growth, retention, merchandising, onsite experience and technical development.

  • Owned the full ecommerce P&L, forecasting and budget management
  • Delivered more than 100% year-on-year web revenue growth
  • Led PPC, CRM, affiliates and visual merchandising while coordinating internal teams and agency partners
  • Owned the ecommerce roadmap, CRO programme and full-scale SMS launch
03

Ecommerce Manager

Hemway

Aug 2019 – Mar 2021

Managed Amazon and Shopify growth, performance marketing, catalogue health and inventory operations across the UK, Europe and North America.

  • Managed a high five-figure monthly ad spend across Amazon and Google Ads while consistently achieving 5x+ ROAS
  • Drove more than 100% revenue growth across marketplace channels
  • Executed end-to-end Amazon product launches, from flat-file uploads and keyword-rich content to advertising
  • Managed global Amazon FBA inventory while minimising stockouts and aged stock
04

Capabilities

WHERE I’M STRONGEST

I can speak agency, P&L and source code.

01

Commercial ecommerce leadership

P&L ownership, revenue and profit targets, forecasting, trading plans, prioritisation and turning business goals into an ecommerce roadmap.

02

CRO and customer journey

Customer behaviour, funnel analysis, experimentation, onsite merchandising, mobile UX and removing the friction that sits between traffic and revenue.

03

Acquisition and retention

Paid media, CRM, SMS, affiliates, SEO and GEO, with enough channel depth to brief, challenge and manage agencies against the metrics that matter.

04

Shopify and technical delivery

Themes, Liquid, front-end changes, private apps, analytics, tracking and practical implementation without treating technology as a black box.

05

Trading and merchandising

Working closely with buying and merchandising on availability, product priorities, promotions, stock risk, category strategy and customer demand.

06

Data and decision-making

Turning performance data into a clear diagnosis, a commercial decision and an accountable next action.

ShopifyGA4GTMPaid mediaCRMCRO and A/B testingHTML/CSSJavaScript/TypeScriptLiquid
05

Builder

SIDE QUESTS

I build things to understand them.

Outside of work, I like building my own projects. It gives me the chance to test ideas, stay sharp and keep up with where technology and ecommerce are heading.

01Daily browser game

Halvle

A mobile-first skill game built around dividing shapes as close to 50/50 as possible, with deterministic geometry, daily scoring and shareable results.

Product design · Retention loops · Front-end developmentPlay Halvle
Halvle homepage showing the One shape. One cut. Perfect half daily gameLive at Halvle.com
02Custom theme build

Y2K Shopify

A custom Shopify storefront designed to feel like late-90s and early-2000s ecommerce, turning catalogue browsing, filters, accounts, cart and merchandising into an intentionally nostalgic shopping experience.

Shopify theme development · Liquid · CSS · UX art direction
Custom Y2K-style Shopify catalogue with retro navigation, filters and product gridCustom Shopify theme
03Artist Shopify build

Solotoko

Built the Solotoko Shopify storefront for superstar DJ and producer Sonny Fodera, translating the artist brand into a focused merchandise experience for the Season 1 collection.

Shopify theme development · Ecommerce UX · Merchandising · Front-end deliveryView Season 1
Solotoko Season 1 Shopify collection page featuring Sonny FoderaLive at solotokolondon.com
06

Contact

LET’S MAKE THE NUMBER GO UP.

I’m looking for senior ecommerce roles with responsibility for commercial performance, customer experience and technical delivery.

Based in Leeds. Open to remote roles and the right opportunities across Leeds and Manchester.

EMAIL ME