COMMERCIAL DIRECTOR
Location: London, UK & Reports to: Founder / Creative Director
ABOUT PEACHY DEN
Peachy Den is an internationally recognised fashion brand with a strong creative vision and an expanding global footprint. Known for its distinctive identity and cultural relevance, the brand operates across e-commerce, retail, and wholesale, with two UK stores (East London and Soho – opening March 2026) and a rapidly growing international customer base.
We are seeking a highly strategic and commercially driven Commercial Director to lead global revenue growth across DTC, retail, and wholesale. Working closely with the Founder in London, this role will shape Peachy Den’s commercial strategy, accelerate international expansion, and build a best-in-class global wholesale business while protecting brand equity and desirability.
This is a rare leadership opportunity for a commercial powerhouse who blends strategic thinking with hands-on execution. The Commercial Director will play a critical role in shaping Peachy Den’s global growth trajectory, translating creative vision into commercial success, and building scalable revenue engines that support long-term, sustainable profitability. Key to success in this role is being a true “do-er”- a leader who drives implementation, turns ideas into action, and serves as the commercial support system of the business.
ROLE OVERVIEW
Peachy Den is seeking a dynamic and highly strategic Commercial Director to lead global revenue growth, with a primary focus on accelerating digital commerce and DTC performance, while scaling wholesale and retail internationally.
This role will own ecommerce strategy, digital growth, commercial planning, and channel expansion, shaping Peachy Den’s global revenue engine while protecting brand desirability, scarcity, and creative integrity.
The Commercial Director will drive profitable top-line growth, delivering best-in-class DTC performance through conversion, retention, and customer lifetime value, while building a structured, high-quality global wholesale network and optimising retail performance. This role will play a central part in Peachy Den’s international expansion, unlocking new markets, partnerships, and growth opportunities.
This is a senior leadership role for a highly commercial, strategic, and execution-driven operator who can balance short-term digital performance with long-term global brand and revenue growth. You will design and deliver scalable commercial frameworks, elevate ecommerce capabilities, and ensure that growth remains brand-enhancing, margin-driven, and culturally relevant.
KEY RESPONSIBILITIES
DIGITAL COMMERCE, STRATEGY & GROWTH
* Own and execute Peachy Den’s global commercial and ecommerce strategy, with a primary focus on accelerating DTC growth, profitability, and customer lifetime value.
* Lead digital trading, performance optimisation, and growth planning across conversion, AOV, retention, and acquisition.
* Identify and unlock new revenue levers, markets, and channel opportunities, balancing short-term performance with long-term brand and commercial strategy.
* Build and continuously optimise commercial frameworks, systems, and reporting to enable scalable, profitable growth.
* Partner closely with the COO to align operational capability, inventory, and supply planning with commercial ambition.
* Act as a strategic advisor to the Founder on growth strategy, market expansion, and commercial priorities.
COMMERCIAL PERFORMANCE & LEADERSHIP
* Own global revenue, profitability, and commercial performance across DTC, retail, and wholesale.
* Lead sales forecasting, trading cadence, and performance reporting, ensuring clear accountability and execution.
* Drive data-led decision-making through dashboards, insights, and trading reviews.
* Ensure commercial planning is tightly aligned with brand vision, creative direction, and operational capacity.
WHOLESALE & CHANNEL EXPANSION
* Design and scale a strategic global wholesale model that enhances brand positioning while delivering strong margin and cash flow.
* Define pricing architecture, margin targets, MOQs, delivery calendars, and contractual frameworks.
* Identify and secure priority international partners, markets, and distributors.
* Build scalable wholesale processes, infrastructure, and team capability.
* Own performance management across wholesale, tracking profitability by account, market, and region.
PEOPLE, CULTURE & CROSS-FUNCTIONAL LEADERSHIP
* Build, lead, and mentor high-performing commercial, ecommerce, and wholesale teams.
* Create a culture of ownership, pace, accountability, and data-driven decision-making.
* Strengthen collaboration across creative, marketing, operations, and finance to ensure alignment and speed of execution.
FINANCIAL & COMMERCIAL MANAGEMENT
* Lead key commercial negotiations with partners, suppliers, distributors, and wholesale accounts.
* Drive pricing, margin optimisation, and commercial discipline across all channels.
* Partner with Finance and the COO on forecasting, working capital management, and investment planning.
* Ensure compliance across international legal, tax, and commercial regulations.
* Support fundraising, investment, and strategic financing initiatives as required.
KEY SKILLS & EXPERIENCE
* Proven track record of scaling high-growth DTC and ecommerce businesses, ideally within premium, fashion, lifestyle, or culture-led brands.
* Deep expertise in digital trading, performance optimisation, and ecommerce growth levers including conversion, retention, CRM, and customer lifetime value.
* Strong commercial acumen with experience owning global revenue, forecasting, margin management, and P&L performance.
* Experience building and scaling international wholesale strategies that protect brand positioning while delivering profitable growth.
* Demonstrated ability to lead complex, cross-functional commercial initiatives, aligning creative, marketing, operations, and finance teams.
* Highly analytical and data-driven, with strong capability in commercial reporting, trading cadence, and performance frameworks.
* Strategic thinker with a hands-on, execution-focused mindset — able to move seamlessly between strategy and delivery.
* Strong leadership skills, with experience building, mentoring, and scaling high-performing teams.
* Commercial negotiator with experience managing global partners, distributors, and key accounts.
* Entrepreneurial, ambitious, and comfortable operating in a fast-paced, founder-led, high-growth environment.
* Deep understanding of brand, culture, and desirability, with the ability to scale revenue without compromising creative integrity.