Director of E-Commerce Cowboy – Brussels (BE)

Cowboy is a Belgian startup that is developing innovative electric bikes for urban riders. Cowboy’s main goal is to improve urban mobility and take commuters to their destination in a more enjoyable, sustainable and efficient manner.

Founded in 2017 by entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Goretti, Cowboy is headquartered in Brussels, Belgium. Cowboy is the winner of the Eurobike 2017, the Red-Dot bicycle design award 2018 and the Red-Dot “Best of the Best” award for the Cowboy 2.

With traffic congestion plaguing metropolitan areas, electric bikes are proving to be the fastest means of transportation, beating cars and ground public transport. Cowboy’s vision is to elevate the daily commute to the next level in terms of speed, comfort and freedom of movement around the city. Cowboy enhances the riding experience by unifying intelligent technology, delightful design and meticulous customer service.

In April 2019, Cowboy launched its second model, the Cowboy 2, and introduced it to 8 additional countries (Germany, France, the Netherlands, Luxembourg, Austria, Italy, Spain and the United Kingdom). In June 2020, Cowboy unveiled its third generation electric bike.

In July 2020, Cowboy raised €23 Million from international investors (including Exor Seeds, the early stage investment arm of Exor, Isomer Capital, Future Positive Capital and Index Ventures) in the Series B round. Cowboy plans to recruit 30+ new talent in the next six months, scale operations, and expand its footprint across Europe through its Test Ride and Mobile Service networks.

We are looking for a Director of E-Commerce to lead our digital acquisition efforts and progress leads cost effectively towards conversion. This person will be responsible for all our online media and sales, overseeing the strategy and execution of campaigns on different markets. You will be building and leading an agency based team of analysts and performance marketeers to drive initiatives, seek funnel efficiencies and ultimately contribute to deliver on our ambitious revenue and contribution margin targets.

To that end, you will be the voice and owner of the website, working closely with the creative, product marketing and software engineering teams to develop and deliver an exceptional user and customer experience. Leading to an industry high conversion rate.

The ideal candidate has a player/coach mindset and a roll-up-your-sleeves style to thrive in an entrepreneurial, high-growth environment. This person will demonstrate creativity, drive, energy and a strong bias for action. S/he will lead by example and will have a reputation for driving positive change. Further, s/he will be a team player and team builder and excel at collaborating, partnering and influencing decision making at all levels of the organization.

Role and responsibilities

Build an outstanding experience on

  • Lead and manage end-to-end website strategy development and day to day operational execution.
  • Program manage both large website redesign as well as ongoing iterations.
  • Provide direction, leadership, and strategy to develop and maintain best-in-class online experience to maximize conversion opportunities and enhance site visits.
  • Develop a deep understanding of our products and services, audience, and the buyer’s journey, including the biggest client pain points and blockers to conversion
  • Adapt the strategy and performance of our digital presence to multiple markets and their respective cultures.
  • Responsible for weekly & monthly site performance reports, sharing key insights and recommendations which support business needs and drive iterations across the website
  • Oversee third party resources/vendors for web development and digital projects, ongoing website maintenance for bug fixes and new development tasks.

Deliver growth

  • Manage digital advertising channels (SEA, PPC, SEO ), including informing budget, setting priorities, managing execution and performance.
  • Oversee rigorous creative testing and asset optimization to maximize media spend
  • Analyze market, competitive and media landscape dynamics to scope potential new acquisition channels
  • You will closely monitor, track and report analytics to ensure they align with our growth KPIs (user acquisition, activation, retention, cost per metric, ROI etc.)
  • Design, implement, and track growth initiatives with an initial focus on customer acquisition, then expanding towards increasing customer retention and lifetime value.
  • Develop on and offsite SEO strategy, execution and monitoring.
  • Test audiences, propositions, landing pages and creatives
  • Contribute analytical rigor, with managing CAC and strictly operating within budget constraints.


  • 7+ years of leading and growing a successful E-Commerce direct to consumer business with experience in both strategy development and operational execution
  • Demonstrated P&L accountability
  • Strong project/program management skills, and attention to detail in management in overseeing budgets, timelines and various assets/deliverables
  • Demonstrated track record of leveraging data to make informed, impactful decisions.
  • Experience commercializing a high consideration product or service
  • Demonstrated experience growing a subscription-based business a plus
  • Experience driving expansion in international markets
  • A strong understanding of consumer mindset, consumer empathy and dedication to great consumer experiences
  • You’ve worked in a fast-growing company, are comfortable working with ambiguity and see opportunity in change
  • Fanatical about providing excellent customer service and value to the customer


  • Become one of the key employees of a fast growing start up.
  • Have a real impact on the company’s growth and evolution.
  • Work with people who love what they do every day.
  • Highly competitive salary package, including equity.
  • Flexible remote work policy.

Please visit the website of Cowboy to apply.

Campaign success

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Member profile

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.