Head of Commercial

About the role

Aflalo, a modern luxury fashion brand, is scaling rapidly with a new Soho flagship opening soon, expanding wholesale, and launching a private client program. The Head of Commercial will own the full commercial engine – e‑commerce, retail, VIC and wholesale – and report directly to the Founder & CEO.

Key responsibilities

• Lead e‑commerce strategy, acquisition, retention and revenue performance while protecting the luxury brand positioning.
• Own CRM, loyalty, lifecycle marketing, personalization and customer service strategy.
• Open and manage the Soho flagship store, overseeing hiring, P&L, staffing and sales performance.
• Develop retail expansion plans, site selection, lease negotiations and future store footprint.
• Conceptualize, launch and run the VIC (Very Important Client) program.
• Drive existing wholesale relationships and design a wholesale expansion strategy aligned with a DTC focus.
• Build and lead a small cross‑functional team across e‑commerce, retail, VIC and customer service.
• Serve as the single point of ownership for commercial performance and sit on the leadership team.

Required profile

• Strong commercial experience or exposure in premium or luxury fashion, covering e‑commerce, wholesale, retail or clienteling.
• Proven ability to build new commercial initiatives and sharpen existing ones.
• Hands‑on, builder‑at‑heart mindset, comfortable operating directly while scaling a team.
• Flexible seniority level provided the breadth of experience matches the role.

Required skills