About Us Totally Workwear is Australia’s largest network of workwear specialist destinations for Trade, Safety and Uniforms. We are 80 stores strong, with bold plans for more. A steel-toe footprint stretching across the nation and online via our market leading digital platforms - all working hard for our local communities. We’re a highly experienced national franchise office that is growing to support our network of locally owned and operated stores, staffed by experts that know their stuff. We’re humble, hard-working, and honest, operating always with integrity and a culture centred on creating authentic connections. We like a laugh and love our work. We’re part of the Workwear Group (WWG) who in turn is part of Wesfarmers Industrial & Safety a division of Wesfarmers, a top 20 ASX listed company with over 100,000 employees. Housed under the banner of Workwear Group, we stock iconic brands including KingGee, Hard Yakka and NNT which have been in the business of delivering iconic workwear since the late 1920's. About the Role This role leads eCommerce performance across the Totally Workwear network, driving the strategy to build a digitally dominant, world‑class online experience that supports franchise growth. It owns the B2C eCommerce P&L, oversees the annual website roadmap, and delivers brand and trade marketing initiatives across current and emerging channels to grow traffic and conversion. Success relies on strong stakeholder engagement—working closely with internal partners across TFO, WWG shared services, tech, finance, marketing and supply chain, as well as external agencies, platform partners and franchise representatives (TWWM). Reporting to the Head of Totally Workwear, the role manages a diverse digital and eCommerce project portfolio, underpinned by robust SOP development and documentation in the operator manual. What you’ll be doing Lead the design and execution of the Totally Workwear eCommerce roadmap, aligned to WWG’s digital strategy. Drive continuous UX/CX optimisation to deliver a world‑class online experience that strengthens brand equity and franchise outcomes. Build and deliver a fully integrated omni‑channel ecosystem across store referrals, online conversions, and customer acquisition and retention. Own the B2C eCommerce P&L, managing investment, forecasting and commercial performance against strategic growth targets. Oversee end‑to‑end site operations, including platform health, functionality, compliance and maintenance schedules. Maximise ROI through data‑driven channel management across Email, SMS, SEM, SEO, and collaboration on social, display and emerging channels. Manage and hold third‑party agencies accountable for SLA performance, optimisation and delivery. Partner with supply chain and merchandise teams to enable fulfilment excellence through optimised stock, inventory flow and delivery performance. Lead and develop the eCommerce team and extended agency ecosystem, fostering a high‑performance culture aligned to WWG operating rhythms. Represent eCommerce across internal and franchise forums, ensuring clear communication, network alignment and visibility of KPI and project outcomes. Who we’re looking for At our company, we value not only our great brands but also the people and teams that drive our success. In addition to technical skills, we seek team members who possess the following personable qualities: Strong work ethic and are committed to showing up for a team Openness to receive coaching and embrace self reflection and self growth Accountability for your actions, and emotions, and actively venture beyond your comfort zone Embrace innovation, take calculated risks, and inspire others to think outside the box Ability to build meaningful relationships, we prioritise our customers. Balancing commercial goals with customer satisfaction is key Ethical standards and demonstrating honesty and integrity in all interactions is fundamental to our team culture. What we’re looking for You will be highly commercial and possess strong communication skills to influence stakeholders at all levels. Along with your business acumen, you will have: Degree‑qualified in Business, eCommerce, Marketing or a related field. Minimum 5 years’ experience in eCommerce leadership roles with proven ownership of platform performance and commercial outcomes. High proficiency with eCommerce platforms (essential: Shopify and CMS environments) plus strong capability in GA4, GTM, GSC and broader digital analytics. Demonstrated success managing digital agencies across SEM, SEO and Social, with a track record of ROI delivery. Experience with marketing automation tools such as Klaviyo or HubSpot to drive acquisition and retention journeys. Strong people leadership, stakeholder management and project execution capability across complex, multi‑stakeholder environments. What we offer The chance to join a great team of like-minded, hard-working people who are passionate about achieving our vision and the growth objectives of the company. Flexible working environment, allowing for work from home day/s each week. A competitive salary package and suite of benefits and perks, including a 50% discount on our brands Hard Yakka, KingGee and NNT and 5% Wesfarmers discount for Kmart, Bunnings, Officeworks and more. A tailored career and development plan, plus reward and recognition programs. Whatever your goals we’re here to support you on that journey. Our Wellbeing program, Thrive, with activities designed to support the Financial Wellness of our team, Celebrate Diversity, ensure we Get Physical and maintain Healthy Minds, including challenges, yoga, meditation and access to our Employee Assistance Program. We Learn, a dedicated hub for all things learning and development. We actively work on creating a safe and inclusive environment free of discrimination. At Workwear Group we aspire to build a culture where diversity is celebrated, where Team Members feel a sense of “I Belong” and are empowered to bring their whole selves to work. You can follow us on LinkedIn or see our company careers page for more opportunities https://www.workweargroup.com.au/careers Workwear Group is a recognised Veteran Employment Supporter we encourage you to advise us of any prior service through the recruitment process. We value the unique capabilities, leadership and lived experience veterans bring to our workforce, and we are committed to creating an environment where their skills can thrive. Thank you for your interest in Workwear Group. Due to anticipated high volumes of applicants, only shortlisted candidates will be contacted. We are not seeking support for this recruitment, our inhouse recruitment have got it! Thanks
