Hayley Smyth in

Hayley Smyth

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Head of Ecommerce at IronmongeryDirect
📍 Waltham Abbey, England, United Kingdom

Hayley is a seasoned e-commerce leader with 20 years of experience at major retailers like Tesco and Argos. Currently Head of Ecommerce at IronmongeryDirect, she specializes in driving online growth and enhancing customer engagement. Colleagues describe her as professional, dedicated, and possessing exceptional attention to detail, with a degree from the University of Hertfordshire.

Outside of her primary role, Hayley channels her professional expertise into her personal passions. She is the founder of Fit Boutique, an e-commerce business focused on fitness and fashion, which she runs as a side hustle. This venture allows her to combine her interests in design, fitness, and online retail.

Unique fact: She single-handedly manages her own e-commerce fitness wear brand, from brand design and purchasing to marketing and customer service.

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Experience
18 Years
Current Role
Head of Ecommerce
Job Level
Mid-senior
Location
Waltham Abbey, England, United Kingdom
Personality Overview

How Hayley shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Hayley cares about

AI in E-commerce
Recently attended multiple industry events where she was particularly interested in AI's role in transforming personalization, predictive analytics, and creative content for online retail.
DTC Brand Growth
Has direct experience launching and scaling a direct-to-consumer gut health brand, managing everything from website creation on Shopify Plus to revenue growth.
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Career

Work history

9-2025
Head of Ecommerce
IronmongeryDirect
10-2024 - 10-2025
Head of Ecommerce & Digital Marketing
Kub Products Ltd
3-2022 - 5-2024
Head Of Ecommerce
JUVIA
10-2019 - 8-2021
Head of Ecommerce
Dwell UK
11-2018 - 8-2019
Head Of Digital
Bathstore
In the press

Media appearances

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Education
2001 - 2005
2:1
University of Hertfordshire
4 A-levels
Nicholas Breakspear
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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