Role Purpose
The Commercial Director is a senior leadership role responsible for the end-to-end commercial performance of Keplin Group's full commercial proposition, owning both the Buying function and the Sales function as a single commercial unit. This role holds full accountability for margin, channel strategy, sales strategy, supplier relationships, and sales performance across Keplin's multi-brand portfolio, spanning all E-commerce platforms, D2C and B2B.
Key Responsibilities

Own the commercial P&L across buying margin and sales performance, reporting directly on gross margin, stock turn, and channel profitability, including establishing a budgeting framework across buying and NPD spend and building unified P&L visibility across all sales channels.
Define a clear commercial strategy for Keplin’s proposition across all selling channels, including decisions on product differentiation (specification, barcoding, imagery), pricing governance, and stock allocation, to prevent cross-channel pricing conflicts.
Lead, develop, and line manage the teams, setting clear objectives and building a high-performing, accountable functions.
Provide commercial oversight and sign-off to the Buying function, working closely with the Category Managers, who retain day-to-day management of buyers.
Set and deliver range and category strategy across all Keplin brands, balancing commercial margin targets with channel-specific requirements.
Oversee sales performance across all channels working closely with marketing
Manage open-to-buy planning and work closely with the Inventory & Demand Planning function to align stock cover, seasonality, and import lead times with the Stratford-upon-Avon warehouse operation.
Own sign-off authority for new product development, operating within the budgeting framework established for the buying function.
Provide accurate, data-led commercial reporting and forecasting to the CEO and wider leadership team.
Lead on retailer commercial disputes and claims processes where relevant, working with Operations and Finance.
Ensure all buying and sales practices comply with relevant UK regulatory requirements, including fair trading and supplier payment practices.
Essential Experience
Significant senior experience in multi-channel D2C and marketplace trading (Amazon, Shopify, TikTok Shop or equivalent), ideally alongside exposure to B2B wholesale/retail trading.
Track record at senior level owning category strategy, margin architecture, and commercial governance across a multi-brand or multi-category portfolio, with experience directing — rather than personally executing — buying and supplier negotiation.
Demonstrable ownership of a multi-channel commercial P&L, with deep fluency in gross margin, markdown, stock turn, and the levers connecting buying decisions to bottom-line performance.
Experience leading a sales team and providing commercial oversight and sign-off to a buying function, and leading cross-functional commercial teams.
Strong forecasting and demand planning fluency, with experience shaping commercial strategy alongside inventory/demand planning functions.
Confident, senior stakeholder management experience, with a track record of influencing and reporting at CEO/Board level.
Desirable Experience
Experience in FMCG or fast-moving consumer goods categories.
Strategic fluency in Amazon commercial mechanics (co-op, Amazon Ads, Buy Box dynamics) at a P&L level, rather than day-to-day account operation.
Senior-level experience resolving retailer commercial disputes and claims, including within GSCOP-regulated grocery retail relationships.
Experience building commercial governance, budgeting, or P&L reporting infrastructure from the ground up in a scaling business.
Key Competencies
Commercial and financial acumen — comfortable building, owning, and defending the numbers behind a multi-channel P&L.
Senior negotiation and influencing skills, internally and with retail/wholesale partners.
Data-led decision making, balanced with strong commercial instinct.
Change management and team leadership — building functions, processes, and governance through organisational growth or restructuring.
Decisive, action-oriented leadership — comfortable making commercial calls at pace and owning the outcome.
Clear, confident communication with CEO-level and cross-functional stakeholders.
Resilience and adaptability suited to a fast-scaling, multi-brand consumer business.
Additional Information
Keplin Group Limited is a multi-brand consumer goods and e-commerce business, trading across Shopify, Amazon, TikTok Shop, D2C, and wholesale/retail channels. Keplin's operations span its UK head office in Uxbridge, a warehouse in Stratford-upon-Avon, and a back-office team in Navi Mumbai.