Merch & E-Commerce Manager

Overview

We are seeking an experienced, commercially driven Merch & E-Commerce Manager to lead the merchandising and direct-to-consumer (D2C) strategy across a roster of globally recognised artists. This role will oversee the development, launch and optimisation of artist merchandise, online stores, product drops, touring merchandise and fan-focused e-commerce initiatives.

Working closely with artist managers, creative teams, record labels, promoters and external merchandising partners, the successful candidate will be responsible for maximising revenue opportunities while delivering best-in-class fan experiences.

Key Responsibilities

Merchandise Strategy & Product Development

Develop and execute merchandise strategies for artist campaigns, tours, festivals, residencies and special projects.

Lead product development from concept through to production and launch.

Identify emerging trends across music, fashion and streetwear to inform product ranges.

Collaborate with artists, management teams and designers on creative direction and product concepts.

Manage merchandise calendars and launch schedules.

E-Commerce Management

Oversee artist Shopify stores and D2C sales channels.

Manage product launches, pre-orders, limited edition drops and seasonal campaigns.

Optimise store performance, conversion rates and customer journeys.

Monitor sales performance, inventory levels and fulfilment operations.

Coordinate with web developers and platform partners to improve site functionality and user experience.

Commercial & Revenue Growth

Build annual merchandise revenue forecasts and budgets.

Analyse sales data and customer insights to maximise profitability.

Identify new business opportunities including collaborations, licensing and brand partnerships.

Develop strategies to grow customer acquisition, retention and lifetime value.

Tour & Event Merchandise

Coordinate merchandise operations for tours, headline shows, festivals and special events.

Work with promoters, venues and merchandise partners to execute onsite sales strategies.

Manage inventory planning and logistics for live events.

Review post-show sales performance and reporting.

Marketing & Fan Engagement

Work alongside digital and marketing teams to create integrated campaigns supporting merchandise launches.

Develop CRM, email marketing and fan engagement initiatives.

Support paid media campaigns and promotional activity to drive online sales.

Create compelling product storytelling that aligns with artist brands.

Operations & Partnerships

Manage relationships with merchandise manufacturers, fulfilment providers and external agencies.

Oversee production timelines, quality control and supplier negotiations.

Ensure accurate inventory management and reporting.

Monitor customer service standards and fan satisfaction.

Requirements

3+ years’ experience in merchandise, e-commerce or D2C operations, ideally within music, entertainment, fashion or lifestyle brands.

Strong knowledge of Shopify and e-commerce best practices.

Experience managing product launches and merchandise campaigns.

Excellent commercial acumen and analytical skills.

Strong project management and organisational abilities.

Ability to manage multiple artist campaigns simultaneously in a fast-paced environment.

Passion for music, culture, fashion and fan engagement.

Strong communication and stakeholder management skills.

Desirable

Experience working with touring artists and live events.

Knowledge of digital marketing, CRM and paid media.

Experience with international fulfilment and global merchandise operations.

Familiarity with merchandise licensing and retail partnerships.

What Success Looks Like

Growth in merchandise and D2C revenue across artist roster.

Successful execution of product launches and tour merchandise programmes.

Increased customer acquisition, conversion and repeat purchase rates.

Best-in-class fan experience across all e-commerce touchpoints.

Strong operational processes and efficient inventory management.