Senior Ecommerce CRO & Merchandising Strategist for UK Beauty Shopify Launch

We are launching a UK Shopify Plus storefront for a beauty/skincare brand and need a senior ecommerce strategist to define how the site should sell. This role is not visual design and not development. We need the commercial architecture: homepage logic, navigation, collections, PDP structure, bundles, cross-sell, offer hierarchy and product education. The initial launch range includes skincare, hybrid makeup and anti-aging products. We need the site to guide customers into the right routine and product combinations, not just list products. Deliverables: - Ecommerce launch architecture document. - Homepage wireframe/content hierarchy. - Navigation and collection map. - PDP template requirements. - Bundle/routine recommendations. - Cross-sell and upsell map. - Launch readiness checklist for merchandising/CRO. - Feedback on developer/design implementation. Required experience: - Senior ecommerce/CRO experience. - Beauty/skincare/fashion DTC experience preferred. - Strong understanding of PDP conversion, product education and bundles. - Ability to work with Shopify developer and creative director. - Portfolio/case studies showing conversion or merchandising work.