Platform & Operations Lead - DTC

We make smart devices and push the boundaries of the IoT sector every single day. Shelly is a strong company with a startup mindset - no bureaucracy, just bold ideas, creative problem-solving, and a team that genuinely loves what they do. We turn every spark of an idea into a real product - from first concept to full production - and bring smart automation to over 3 million households around the world. From heating, lighting, appliances, curtains, and more - if it runs on electricity, chances are we can automate it. We’ve built over 100 smart devices (and counting!), and everything happens right here at our headquarters in Sofia.

Sounds exciting? Keep reading...

Platform & Operations Lead - DTC

Your Role

You own the Shopify platform and operations behind shelly.com, making shopping smooth and reliable across every market. You lead a team of specialists while staying hands-on with the roadmap and releases, with clear accountability for site performance and conversion rate. You use AI daily and shape how your team puts it to work.

Your Responsibilities:

• You own the platform roadmap and turn requests from markets, Growth and Operations into a prioritized backlog based on impact and effort.
• You run releases with developers and agencies, from scope and acceptance criteria to QA and required go-live sign-off. You manage platform vendors and apps, their costs and performance.
• You own conversion, speed and stability across markets and devices. You set the testing roadmap with the CRO Manager across product pages, landing pages, cart and checkout, with written hypotheses and documented decisions.
• You make shopping easier for beginners and experts through clear product finders, compatibility information and installation guidance that answer questions before they become support tickets.
• You own tracking and consent, using release checks and alerts to keep store, analytics and ad-platform data aligned. You work with our Data Analyst, who owns metric definitions and attribution.
• You keep catalog data, pricing, promotions and localized content accurate across markets, with clear translation workflows, glossaries and pre-publish quality checks.
• You lead the 3PL rollout with Logistics, SAP and IT, from integration to warehouse go-live. You own stock availability and fulfilment performance per market, reviewing both weekly with the Commercial Lead.
• You work with Customer Service on order exceptions and fix the platform or process issues behind recurring problems.
• You develop specialists across CRO, tracking, operations, localization and project management, set individual KPIs and track quarterly goals. You connect the DTC team with IT, Logistics, Customer Service and Finance.
• You establish practical AI workflows across development, QA, localization, catalog management and analysis, balancing speed with quality.

What makes you a great fit:

• You bring 5+ years in DTC ecommerce operations, product ownership or platform management, including 2+ years leading a team of experts.
• You have hands-on experience running a multi-market, multi-language Shopify Plus store.
• You build roadmaps, write clear requirements and ship releases with developers, backed by realistic timelines and honest progress reporting.
• You bring practical experience in A/B testing, product-page and checkout optimization, and site speed.
• You understand data layers, Google Tag Manager, server-side tagging, conversion APIs and consent - including how to spot tracking issues.
• You have experience with third-party logistics (3PL) onboarding or integration, and stock and order flows between a store and an ERP.
• You communicate fluently in English and work confidently with developers, logistics partners and finance teams.
• You get bonus points for SAP or other ERP integrations, localization workflows, smart home or other technical-product experience, or additional European languages.

What is in it for you

Work:

• A welcoming, collaborative team
• Meaningful products and services that people actually use and love.
• Learning opportunities to sharpen your skills
• Competitive salary + Performance bonuses
• Modern office in a great location
• Fun team buildings and company events

Lifestyle:

• 26 days of paid annual leave
• Flexible working hours
• Additional health insurance
• Free access to all Shelly devices (yes, you can smarten up your whole home!)
• Multisport Card
• Fully sponsored yearly public transport card

Ready to join the Shelly Revolution?

Let’s build the future of smart living together.

Hit that Apply button - we can’t wait to meet you.