General Manager - Ecommerce & Growth

About Anaconda

Anaconda Fightwear is a rapidly expanding direct-to-consumer brand generating eight-figure revenues, specializing in braces, supports, and recovery products tailored for athletes and active individuals. While initially rooted in the combat sports niche, the company is strategically branching out into wider fitness, recovery, and performance markets.

The Role

This hands-on leadership position demands versatility across multiple business facets, including product development, e-commerce, Amazon marketplace management, merchandising, and marketing. Reporting directly to the founder and senior leadership, the successful candidate will play a pivotal role in identifying new opportunities, guiding key projects, and translating initiatives into measurable commercial success. The role requires not only managing current operations but also enhancing processes, challenging established norms, and owning major business segments.

Key Responsibilities

• Identify and assess new product opportunities and guide them from conception through sampling, testing, market positioning, and launch.
• Collaborate with suppliers, designers, and internal teams to enhance existing products based on customer feedback, competitor analysis, and market trends.
• Develop robust commercial cases for new products including pricing strategies, margin assessments, and sales forecasts.
• Oversee Anaconda’s Amazon channel strategy by optimizing listings, imagery, product descriptions, pricing, and customer reviews to enhance conversion rates.
• Manage Amazon launches, promotions, inventory coordination, advertising performance, account health, and brand protection, ensuring Amazon complements rather than cannibalizes the core direct-to-consumer business.
• Drive continual website conversion-rate optimization by identifying customer journey pain points and designing tests for landing pages, product pages, offers, bundles, upsells, and checkout processes.
• Lead coordination of developers, designers, and copywriters to implement website improvements swiftly with data-driven decision-making and clear performance measurement.
• Plan and refine merchandising strategies including product display, collections, bundles, cross-selling, seasonal campaigns, and promotion merchandising, aligned with inventory and commercial goals.
• Lead cross-functional marketing and commercial initiatives such as email marketing, product go-to-market strategies, coordinating creative, paid media, influencer collaborations, operations, and web development to maximize growth.
• Create detailed project plans, delegate ownership, ensure accountability, and intervene in high-priority opportunities or challenges spanning multiple departments.

Success Metrics (First 12 Months)

• Define and deploy a clear growth strategy for Anaconda’s Amazon business.
• Establish and execute a structured conversion-rate optimization plan, delivering measurable website performance improvements.
• Enhance merchandising tactics to boost product bundling, cross-selling, and average order value.
• Strengthen the product development pipeline and successfully bring new products to market.
• Accelerate execution quality and speed across key commercial projects.
• Reduce project dependencies on the founder by fostering autonomous execution across teams.

Candidate Profile

The ideal applicant will possess extensive experience in fast-paced direct-to-consumer or e-commerce businesses, with strong commercial acumen regarding revenue, margin, and profit analysis. Proficiency with Shopify and conversion-rate optimization practices is expected, alongside hands-on experience managing and expanding Amazon storefronts. Candidates should demonstrate solid skills in product development, sourcing, and launching, capable of managing multiple complex projects simultaneously. Analytical proficiency and confidence in leveraging performance data to inform decisions is essential, as is the ability to coordinate diverse teams including developers, designers, marketers, agencies, and suppliers. A proactive attitude with strong communication skills, willingness to engage directly in operations, and entrepreneurial mindset are critical. Experience in sports, fitness, recovery, health products, or consumer electronics is advantageous but not mandatory.

Preferred Personal Qualities

• Ownership mentality versus employee mindset.
• High organizational skills balanced with avoidance of unnecessary bureaucracy.
• Ability to transition smoothly between strategic thinking and pragmatic execution.
• Decision-making balanced between data insights and commercial judgment.
• Accountability for outcomes beyond mere task completion.
• Comfort and enthusiasm working closely alongside an entrepreneurial founder.
• Passion for building systems, problem-solving, and continuous improvement.
• High standards for self and team performance.

Why Join Anaconda?

• Become part of an established, fast-growing international e-commerce brand.
• Lead lucrative growth initiatives and impact multiple critical business areas.
• Collaborate directly with the founder and senior leadership team.
• Influence product innovation and company direction.
• Enjoy significant autonomy and the capacity to visibly contribute to company success.
• Earn rewards that reflect tangible commercial achievements.

Application Instructions

• Submit your CV or professional profile.
• Include a concise statement explaining why you are an excellent match for Anaconda.
• Provide examples of projects you have led related to e-commerce, Amazon, product development, or conversion-rate optimization.
• Describe the most commercially impactful project you personally delivered along with measurable outcomes.