GAËLLE DEBAUGE

Drive operational and commercial performance across the UK & Ireland e-commerce business, leading trading, merchandising, promotional strategy, content optimisation, reporting, and digital transformation programmes.

Leading international beauty brand with 2,500+ stores and 40 e-commerce sites globally.

Key Achievements

• Supported full P&L management for £11M in annual online revenue, contributing to profitable growth and trading performance.
• Drove a 9% increase in Average Order Value through enhanced promotional mechanics and product mix optimisation.
• Defined business requirements and provided key stakeholder input for Salesforce CMS migration.
• Led delivery of Click & Collect, Digital Gift Cards, and a full website redesign aligned with brand elevation and customer experience goals.
• Owned elements of the CRO and A/B testing programme, improving conversion and on-site performance.
• Line managed and developed a team of two e-commerce specialists, driving capability, performance, and best practice.

Key Responsibilities

• Own online trading strategy, including forecasting, budgeting, and performance reporting to drive commercial growth.
• Lead merchandising and promotional strategy to maximise conversion, AOV, and margin.
• Drive website optimisation across content, UX, SEO, and CRO using analytics and A/B testing.
• Partner with Marketing, CRM, PR, and Global teams to deliver integrated 360° launches and campaigns.
• Lead cross-channel commercial initiatives, leveraging new platforms and technologies to grow digital capability.
• Optimise product listings, category performance, and stock strategies to improve sell-through and revenue.
• Deliver actionable commercial insights on conversion, margin, and customer behaviour.
• Manage third-party suppliers, including carriers and packaging partners.
• Identify and implement new revenue-driving initiatives across products and channels.
• Line manage and develop e-commerce team members, embedding best practices and high performance.

• Supported UK e-commerce growth across merchandising, content and promotions.
• Managed customer service operations and team performance.
• Led creation of FAQs, automated emails, confirmation flows and chat services.
• Supported early digital trading and CRM initiatives.
• Coordinate affiliate marketing.

• Frontline customer service for web and retail.
• Supported early e-commerce operation.

• Led marketing, circulation and renewal strategy for 4 international newsletters.
• Owned all customer communications, DM, email marketing & renewal campaigns.
• Delivered subscriber growth across print & online audiences (250,000+ database).