Sydney | Full time | Australia, New Zealand & Canada
Bailey Nelson is one of Australia's high-growth success stories, delivering double-digit growth and opening more than 20 new stores each year across Australia, New Zealand and Canada. We're becoming the smarter choice in eyewear, with ambitious plans to continue growing our brand and reaching more customers.
We're a tight-knit bunch of down-to-earth people who are passionate about what we do and constantly looking for ways to improve. We believe our people are the secret to our success. The way we work together, support one another and connect with our customers is what makes Bailey Nelson special.
About the role
At Bailey Nelson, our website is our largest store, and we're looking for an experienced Ecommerce Manager & Product Owner to help us make it even better. This is an exciting opportunity to take ownership of our digital customer experience and drive commercial performance across Australia, New Zealand and Canada. Reporting into our Head of Growth you will lead our ecommerce and website strategy, with responsibility for growing online sales, increasing eye exam bookings and making it easier for customers to discover, engage with and shop Bailey Nelson.
Combining commercial thinking with a hands-on approach, you'll own the website roadmap, optimise the customer journey and work closely with our development, design, marketing, retail and clinical teams to turn opportunities into measurable results. You'll also directly lead our fulfilment team, ensuring the operational experience behind every online order is as strong as the customer experience in our stores.
What success looks like
Your primary measures of success will be:
- Growth in completed eye exam bookings across all three markets.
- Growth in ecommerce net sales.
- Improved conversion across the booking and ecommerce customer journeys.
- Increased organic search visibility and customer acquisition.
- Improved fulfilment performance, customer satisfaction and operational efficiency.
- You'll use data, customer insights and experimentation to continually identify opportunities and improve performance.
You'll use data, customer insights and experimentation to continually identify opportunities and improve performance.
What you'll be responsible for
Digital discovery, SEO & AI search
- Grow Bailey Nelson's organic visibility through technical SEO, local search, content optimisation and improved website structure.
- Improve local store pages and Google Business Profiles to help customers find their nearest store and book an eye exam.
- Build visibility across non-branded search and emerging AI search platforms.
- Develop useful, engaging eye-health and product content in partnership with our optometry team.
- Monitor organic performance, AI referrals and search visibility to identify new opportunities.
Online bookings & customer experience
- Own and optimise the end-to-end online booking journey, from initial discovery through to appointment confirmation.
- Identify and remove friction across landing pages, store selection, appointment availability and booking completion.
- Improve the mobile booking experience and make it as simple as possible for customers to book an eye exam.
- Partner with retail and clinical teams to improve booking attendance and the overall customer experience.
Ecommerce trading & fulfilment
- Own ecommerce performance from product merchandising and website presentation through to checkout and conversion.
- Identify opportunities to grow online revenue, improve average order value and reduce cart abandonment.
- Oversee the end-to-end order journey, including processing, fulfilment, delivery and returns.
- Directly lead and develop the fulfilment team, driving service standards, productivity and operational performance.
Multi-market & device optimisation
- Ensure our website delivers a consistent and seamless experience across Australia, New Zealand and Canada.
- Optimise website content, navigation, speed, bookings and checkout across mobile, tablet and desktop.
- Use market and device-level insights to identify performance gaps and prioritise improvements.
- Adapt the digital experience to meet the needs of our different markets and customers.
Analytics, measurement & experimentation
- Own website performance measurement, working with analytics partners to maintain GA4 and Google Search Console.
- Connect acquisition activity to bookings, attended eye exams and ecommerce purchases.
- Understand customer behaviour across new and returning customers, identifying opportunities to improve engagement and conversion.
- Develop and run A/B tests and other experiments, using results to inform future improvements.
- Provide regular performance reporting, insights and recommendations to key stakeholders.
Website product ownership & delivery
- Own and manage the commercial website roadmap, balancing customer experience, commercial priorities and platform improvements.
- Maintain a prioritised development backlog, translating business needs into clear briefs, requirements and acceptance criteria.
- Work closely with developers, designers and content partners to deliver website improvements and new functionality.
- Manage delivery priorities, test releases and ensure changes meet business and customer expectations.
- Establish a clear rhythm of performance reporting, roadmap reviews and continuous improvement.
What you will bring
We're looking for someone who combines strong commercial instincts with a genuine passion for digital customer experience.
You'll ideally have:
- 5+ years' experience in ecommerce, digital growth, website optimisation or a similar role.
- A proven track record of driving measurable improvements in online sales, bookings and conversion.
- Strong practical knowledge of SEO, organic acquisition, analytics and experimentation.
- Experience managing website platforms, CMS environments and digital product roadmaps.
- The ability to translate commercial objectives into clear development requirements and prioritise competing projects.
- Experience leading fulfilment teams and managing ecommerce operations end to end.
- Strong analytical skills, with the ability to turn data into practical insights and action.
- Experience working across multiple markets, ideally within retail or a customer-facing business.
- Excellent communication skills and the ability to bring different teams and stakeholders together.
Most importantly, you're commercially minded, curious and hands-on. You enjoy getting into the detail, challenging the status quo and finding better ways to do things.
What you will get from us
- A job where you can make a real difference to meeting customers' eyecare needs
- Competitive salary for the right person to include base salary +super+ bonus
- A generous team allowance so you can strut your stuff in and out of store in the latest BN products
- Tight knit team environment
- Hybrid working roster - 4 days in our Woolloomooloo office 1 day WFH
