Head of E-commerce

ROOTS is looking for a Head of E-commerce to lead and scale our digital commerce operations across the UAE and future GCC markets. You’ll own the online business P&L, drive channel growth, and ensure a seamless, high-quality customer experience across web, app, and third-party platforms. This role combines hands-on execution with strategic oversight in a high-growth environment.

About ROOTS

ROOTS is a clean-label food brand offering healthy, everyday meals and groceries through our own stores, e-commerce channels, and retail partners. We are growing fast in the UAE and expanding regionally with backing from Vkusvill as strategic supplier and FJX Group.

As a Head of E-commerce, you will:

• Own the e-commerce P&L, driving revenue, margin, and retention across all digital channels
• Lead digital growth strategy: performance marketing, channel expansion, promotions, pricing, and CRM
• Manage and scale the online operations team, including product listing, merchandising, content, picking, delivery, and customer service
• Improve CX and conversion: Work closely with delivery partners, the tech and product teams to deliver best-in-class UX/UI, seamless checkout, and personalization
• Oversee partner integrations: Manage platforms like Instashop, Deliveroo, Minutes, NowNow, and Carrefour
• Analyze performance and customer data to drive insights and rapid experimentation
• Collaborate cross-functionally with store operations, supply chain, and category teams to align priorities and ensure full-funnel performance.

What We’re Looking For

• 5+ years of experience in e-commerce or digital growth, ideally in food, grocery, or retail
• Proven track record in scaling online sales and customer acquisition
• Strong analytical mindset and data fluency (Excel, GA4, Metabase, etc.)
• Hands-on and entrepreneurial, able to work in a lean team and iterate fast
• Experience with UAE/GCC e-commerce platforms is a strong plus.
• Fluent in English; Arabic and Russian is a plus.

What We Offer

• Opportunity to build and grow a digital business from the ground up.
• Flat structure and high autonomy in decision-making.
• Access to a fast-growing brand with strong investor backing.

• A mission-driven team that values healthy food and great customer experience.
  
  To Apply

  Please submit your CV and a short cover note outlining your relevant experience and interest in joining ROOTS.