Head of E-commerce

We are reinventing the raincoat. For real.

We create colorful, modular raincoats made from recycled fabrics. Not to follow the crowd, but to finally make people want to wear a raincoat.

Today, we are about twenty people, with a multichannel model: a retail network in full development, an e-commerce business that is performing well, and a B2B segment that is accelerating.

And above all, we still have a lot to build and many barriers to break down.

That is where you come in.

The Role

We are looking for someone who has already scaled an e-commerce business in fashion — and who wants to do it again with a brand that has something to say.

Not a manager who supervises. Not a consultant who advises. A Head of E-commerce who executes, tests, iterates, and goes out to get the results themselves. You will work directly with the founder, without intermediate layers, without endless validation meetings.

You will take the lead on e-commerce from A to Z — and the website is your product. Not a tool you endure, not a project you postpone: something you continuously improve, with method, with data, and with the obsession that every visitor becomes a customer.

You understand that in fashion, performance and brand image are not opposed — they are built together, over the long term. You know that a good acquisition decision can damage a brand, and that a strong brand reduces acquisition costs. This is exactly what we want to build at Flotte.

If you are looking for a position where you are only asked to "define the vision," this is not it. If you are looking for a place where you build something that matters, with someone ready to move fast and take calculated risks — welcome.

Your missions

Your concrete responsibilities

The website is your product

• You "own" the site from A to Z — not just its marketing performance, but its experience, its evolution, its roadmap
• You prioritize developments with our tech provider: what goes out, in what order, and why
• You A/B test continuously — not once a quarter, but as a working reflex
• You detect friction points before customers complain
• Every page, every step of the funnel has a purpose and an indicator to prove it

Performance & acquisition

• Drive and optimize Meta / Google / TikTok campaigns (and challenge the agency in charge of them)
• Build a profitable acquisition strategy, consistent with the brand image — not just volume at any cost
• Manage fashion seasonality: anticipate peaks, optimize slow periods, and never sacrifice the image to meet a short-term goal
• Deploy real tracking and stop flying blind

CRM & retention

• Structure the customer base, segment, and personalize
• Email, SMS, automation — build flows that turn buyers into fans
• LTV: make it grow

360 Vision & omnichannel consistency

• Ensure the consistency of the digital experience across all channels: e-commerce, retail, B2B
• Bring a digital perspective to the B2B strategy led by the dedicated team — without encroaching on their territory
• Guarantee that the website and digital tools serve all channels, not just DTC
• Be the guarantor of a consistent brand image regardless of the touchpoint

International development

• Identify and prioritize high-potential European markets for Flotte (UK, Benelux, DACH, Nordics...)
• Define the market-by-market penetration strategy: positioning, channels, pricing, timing
• Work in tandem with the marketing & communication department to adapt the brand image to target markets without diluting the DNA
• Test, measure, adjust — no grand 3-year plan, but a structured and iterative approach
• Manage local partnerships (distributors, resellers, marketplaces) when it is the right lever

Management

• Define the right KPIs, track them, and challenge them
• Be proactive regarding the budget, tools, and tech stack
• Recruit and structure a small team when we are ready

Your skills

The profile we are really looking for

You have already walked the path in fashion — and you want to start again with a brand that has something to prove.

You know the constraints of ready-to-wear: successive collections, stock management, seasonality dictating the marketing calendar, and the permanent pressure to defend a brand image while delivering performance. You know that you don't build a fashion brand the same way you scale a generalist pure player. And you believe you can do both.

• 5 years of experience in e-commerce, mandatory in fashion or ready-to-wear, with at least one proven scaling experience — with supporting figures
• You do not sacrifice brand image on the altar of ROAS — you know that the desirability of a fashion brand is built in the long term and can be destroyed very quickly
• A long-term vision: building a brand that lasts, not just optimizing a season
• An entrepreneurial profile at heart: you think about business as much as you think about acquisition; you don't wait to be told what to do
• You master Shopify, Meta Ads, Google Ads, and a CRM tool (Klaviyo or equivalent)
• You execute — strategy is fine, but without execution, it is worth nothing
• You are comfortable working directly with a demanding founder, without filters, with frankness and without ego
• Fluent English is mandatory.

Benefits

What we offer you

A brand to build, not just to manage.

At Flotte, you aren't joining a frozen structure with processes to follow. You are joining a team that is still building — and looking for someone to accelerate. You have direct access to the founder, true autonomy, and an impact that can be measured.

We are convinced that we can become the reference for raincoats in France, then in Europe. This position is for someone who wants to be there when it happens — not just watch from afar.

• Leadership role in a growing SME with real scaling ambition
• Attractive package depending on profile + variable based on objectives
• A friendly, colorful culture that doesn't take itself too seriously — but takes its results very seriously

Send us a short message with what you would prioritize if you arrived at Flotte tomorrow morning, and what you have already built in fashion.

3-page CVs without context: no thank you.

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