Senior eCommerce Store Manager – London, N1C 4AG

eCommerce Store Manager 

Universal Music Group UK 
Location: 4 Pancras Square, London 
Working pattern: 4 days per week expected in the office 

About the opportunity 

Universal Music Group UK and Apple Corps are working together to build a dedicated team focused on shaping the next chapter of Beatles ecommerce, retail, product and customer experience. 

This is a rare opportunity to work at the intersection of music, culture, commerce, creativity and fan experience. The Beatles remain one of the most important and influential creative forces in the world, with a legacy that continues to inspire fans across generations. 

This role will be employed by Universal Music Group UK and based at UMG’s London office at 4 Pancras Square. The recruitment process will be managed by the Universal Music Group UK Talent Acquisition team in collaboration with Apple Corps. 

Role purpose 

The Senior eCommerce Store Manager will be responsible for managing the Beatles ecommerce stores, driving high-quality store experiences, supporting fast-paced music and merchandise campaigns, and contributing to wider site experience improvements. 

This role will play a key part in delivering exceptional ecommerce experiences for fans, from evergreen merchandise and brand collaboration drops through to album pre-orders and major Beatles campaign moments. 

The role will work closely with Apple Corps, UMG labels, creative leads, ecommerce trading, operations, CRM, fan experience and digital marketing teams to translate commercial plans, creative direction and performance insight into compelling online store experiences. 

This is a fast-paced, hands-on ecommerce role requiring strong Shopify experience, front-end merchandising capability, UX understanding, commercial awareness and a passion for delivering the best possible customer experience. 

Key responsibilities 

Ecommerce store management and campaign delivery 

• Manage a portfolio of ecommerce stores, ensuring each store is engaging, accurate, commercially effective and aligned with brand expectations. 

• Develop and oversee the launch of stores, new campaigns, product drops, album pre-orders and evergreen merchandise moments. 

• Work cross functionally with creative,  performance marketing, CRM, technology and Fan Experience and operations teams to deliver timely store builds and launches. 

• Manage fast-paced, time-sensitive launches for the Beatles and culturally significant campaigns. 

• Ensure all store activity reflects ecommerce best practice, fan expectations and the creative vision of the artist or brand. 

• Maintain a strong focus on customer experience, conversion, store performance and operational readiness. 

Shopify, UX and front-end experience 

• Design, build and deliver engaging front-end experiences using UMG’s Shopify stack. 

• Use Shopify CMS, themes, apps and feature sets to create compelling store experiences that represent the Beatles brand effectively. 

• Translate creative briefs, campaign objectives and product stories into intuitive front-end design and merchandising experiences. 

• Use video, imagery, content and product storytelling to improve engagement and customer experience. 

• Continuously improve site journeys, navigation, product presentation and homepage optimisation. 

• Identify customer friction points and recommend practical improvements to improve conversion and engagement. 

Trading, merchandising and commercial performance 

• Work closely with Apple Corps and internal teams to formulate and execute direct-to-consumer ecommerce strategies. 

• Use commercial, merchandising and music ecommerce experience to drive sales conversion and customer engagement. 

• Manage product setup, category management, homepage features, promotions and campaign activations. 

• Use sales data, site analytics and customer behaviour insights to keep stores fresh, relevant and commercially effective. 

• Monitor performance across key ecommerce metrics, including traffic, conversion, revenue, average order value, product performance and cart abandonment. 

• Analyse site analytics to understand drop-off, checkout friction and opportunities to improve customer acquisition and conversion. 

• Report on sales trends, store performance, campaign results and customer insights. 

Stakeholder and label partnership 

• Directly manage the relationship with key label and Apple Corps stakeholders, acting as the ecommerce lead across relevant store activity. 

• Build strong working relationships with senior stakeholders across labels, Apple Corps, UMG ecommerce, creative, CRM, operations, finance and fan experience teams. 

• Guide and coach stakeholders on ecommerce best practice, UX, conversion and customer experience. 

• Manage escalations, identify campaign risks and share learnings to improve future launches. 

• Oversee the ecommerce release schedule with relevant stakeholders, balancing timelines, resources and ecommerce standards. 

• Act as a trusted ecommerce partner, providing clear recommendations grounded in commercial insight and fan experience. 

Operations, stock and customer experience 

• Work with ecommerce operations and customer service teams to resolve supply chain, product availability, fulfilment and customer experience issues. 

• Ensure products remain in stock where possible and that customer feedback is monitored and acted upon. 

• Support a strong customer feedback loop, using insight to improve store experience, product presentation and operational performance. 

• Partner with operations, finance and customer service teams to ensure campaigns are operationally achievable and commercially sound. 

• Manage relationships with key ecommerce partners, including labels, brand owners, technology teams, operations and customer service. 

CRM, data and digital marketing collaboration 

• Work closely with CRM and digital marketing leads to support data capture, audience segmentation and triggered journeys. 

• Use Shopify tools, commerce flows and customer journeys to drive incremental sales and repeat engagement. 

• Support data-led activity that improves targeting, conversion and customer lifetime value. 

• Collaborate with CRM and performance marketing teams to ensure store activity is connected to wider campaign plans. 

Testing, optimisation and innovation 

• Support test-and-learn activity across store experience, merchandising, content, UX and conversion. 

• Use ecommerce analytics, customer behaviour and campaign performance data to recommend improvements. 

• Collaborate with UMG Global Tech to test new ecommerce capabilities and innovations within the technology stack. 

• Support onboarding of new ecommerce tools and functionality across stores. 

• Maintain awareness of emerging ecommerce, Shopify, UX and digital retail best practice. 

Team contribution and ways of working 

• Act as a voice of expertise within the store management team. 

• Support and advise junior store managers and assistants on best practice across the UMG UK ecommerce technology stack. 

• Project manage day-to-day store activity and future projects using Monday.com or relevant project management tools. 

• Maintain clear communication, documentation and governance across store activity, campaigns and stakeholder updates. 

• Contribute to a collaborative, high-performing and solutions-focused ecommerce culture. 

Key skills and experience 

Ecommerce and Shopify expertise 

• Strong experience managing a portfolio of ecommerce stores. 

• Confident working with Shopify, including CMS, themes, apps, store setup and front-end merchandising. 

• Strong understanding of ecommerce merchandising, product setup, category management and homepage optimisation. 

• Experience building engaging online store experiences using content, imagery, video and product storytelling. 

• Ability to translate creative briefs into intuitive, commercially effective front-end design. 

• Strong understanding of UX principles and customer journey optimisation. 

• Experience using ecommerce systems, stock management tools and order management systems. 

Music ecommerce and campaign experience 

• Previous experience working within music ecommerce. 

• Experience supporting album pre-order campaigns, merchandise launches, artist stores or fan-focused retail moments. 

• Understanding of the pace, complexity and sensitivity of music campaign delivery. 

• Ability to manage high-pressure launches for major artists and culturally significant campaigns. 

• Knowledge of record label processes and the wider music ecommerce environment. 

• Understanding of OCC rules would be advantageous. 

Commercial and analytical capability 

• Commercially focused, with the ability to work towards store revenue targets and trading objectives. 

• Confident using data and insight to improve merchandising, conversion and customer experience. 

• Experience analysing site analytics, customer behaviour, cart abandonment and checkout performance. 

• Ability to identify performance trends, campaign risks and practical optimisation opportunities. 

• Strong understanding of ecommerce KPIs, including traffic, conversion rate, revenue, average order value and customer acquisition. 

Customer experience and UX 

• Passion for delivering the best possible customer experience for fans. 

• Strong front-end merchandising capability, using data and insight to keep stores fresh and engaging. 

• Understanding of SEO, accessibility and ecommerce best practice. 

• Ability to balance creative ambition with usability, commercial performance and operational reality. 

• Experience using test-and-optimisation frameworks to drive incremental conversion would be advantageous. 

Stakeholder management and collaboration 

• Exceptional interpersonal and client-facing skills. 

• Experience managing senior stakeholders and acting as a trusted ecommerce partner. 

• Strong collaboration skills across creative, CRM, operations, fan experience, performance marketing, technology, finance and label teams. 

• Ability to communicate clearly, manage expectations and influence stakeholders with confidence and calmness. 

• Comfortable managing escalations, solving problems and keeping projects moving under pressure. 

Project management and ways of working 

• Highly organised, structured and able to manage multiple projects, launches and workstreams at once. 

• Strong critical thinking and problem-solving skills. 

• Experience with QA and UAT processes. 

• Comfortable working with project management tools, preferably Monday.com. 

• Excellent attention to detail across store setup, content, product information, pricing, imagery, promotions and customer journeys. 

Experience requirements 

• Experience managing ecommerce stores in a fast-paced commercial environment. 

• Strong Shopify experience, including working with store CMS, themes, apps and ecommerce functionality. 

• Experience in music ecommerce, including album pre-order campaigns or artist merchandise campaigns. 

• Experience delivering product launches, campaign drops, evergreen merchandise activity or brand collaboration moments. 

• Experience managing ecommerce merchandising, front-end design, product setup and category management. 

• Experience using ecommerce data and analytics to inform trading and customer experience decisions. 

• Experience working with stock management, order management, operations and customer service teams. 

• Experience managing internal or external stakeholders in a client-facing ecommerce role. 

• Experience collaborating with creative, CRM, digital marketing, operations, technology and finance teams. 

• Experience with QA, UAT, SEO and accessibility best practice. 

Desirable experience 

• Experience using Monday.com or similar project management tools. 

• Knowledge of Google Analytics and ecommerce reporting platforms. 

• Understanding of paid marketing, including paid social, programmatic and PPC. 

• Experience working in a record label, artist ecommerce, entertainment, fashion, lifestyle, retail or fan commerce environment. 

• Experience testing new ecommerce tools, Shopify functionality or digital commerce innovations. 

• Strong written, verbal communication and presentation skills.