Head of Enterprise

Are you a commercially minded retail leader with a passion for art, culture, and innovation? Serpentine is looking for a visionary Head of Enterprise to lead the transformation of our retail and e-commerce strategy across two iconic gallery sites in London and online. This is a unique opportunity to shape the future of Serpentine’s commercial offer – from exclusive Artist Editions to design-led merchandise – while building a brand-new income-generating department at one of the world’s leading contemporary art institutions.

The Head of Enterprise will lead the onsite and online retail spaces, as well as product development at Serpentine, working across our diverse product range, including Artist Editions, merchandise, and publications. They will oversee stock management and order fulfilment, ensuring efficient operations across all retail channels. This role requires a commercially savvy individual with experience in art, design, or luxury retail and sales, who is confident in partnering with producers and artists. As a leadership role, the Head of Enterprise will be empowered to set and implement new strategies for Serpentine’s retail spaces, product offerings, and marketing approach, shaping the organisation’s commercial direction. Additionally, they will recruit and build a wider team, playing a pivotal role in establishing a new department aimed at generating new income streams for Serpentine.

STRATEGIC CONTEXT & OPPORTUNITY

Increase sales of Serpentine editions, products, and merchandise by expanding production, partnerships, and leading the development of new retail models for Serpentine.

MAIN DUTIES

1. Limited Editions

• Drive sales of existing Limited Editions by exploring new platforms and marketing strategies.
• Standardise production processes for future editions to improve profitability and efficiency. Partnering with artist studios, programmes team and producers.
• Develop and launch a new Limited-Edition range at an accessible price point to attract a broader audience.
• Expand distribution channels for existing and future editions, considering other retailers to list and retail strategies such as pre-orders or exclusive releases.
• Recruit and manage an Editions Production Manager to oversee production and stock management of editions efficiently.

2. Merchandise & Publications

• Build a scalable merchandise strategy with high-margin, commercially viable products by:
  • Designing bespoke products;
  • Delivering a range of products relevant to Serpentine exhibitions;
  • Test and refine product selection and sales strategies through key exhibitions.
• Oversee recruitment of a Publications Manager to standardise the production, stock management, and sales of Serpentine publications.
• Align publication sales strategy with programming, curatorial teams, and artists.

3.     Retail Growth & Strategic Leadership

• Develop and implement a retail strategy to maximise audience engagement and revenue growth. Considering new marketing strategies, partners and products.
• Transform Serpentine South & North shops into high-traffic retail destinations through refitting, improved product presentation and relevant range.
• Enhance online sales & global reach by optimising the digital shopping experience on our website.
• Ensure clear stock management, adding artist testimonials, video content, and expanding multilingual accessibility.
• Manage the Serpentine shop social channels to strengthen brand presence and increase digital sales.
• Expand retail partnerships and distribution by establishing profit-sharing agreements with third-party retailers (e.g., hotels, design shops, online marketplaces).
• Provide strategic leadership across retail, e-commerce, and partnerships to drive revenue growth and audience engagement.

4. People Management 

• Line Manage the Editions Production Manager and Publications Sales Manager.
• Train the team to enhance retail performance and achieve sales goals. 

General duties: 

• Be a champion for Arts Council England’s Inclusivity and Relevance Investment Principle to ensure best practice through a proactive approach to equality, diversity and inclusion.
• Follow and assist in the implementation of all Serpentine’s policies including Dignity at Work and Health and Safety policies.
• Any other activities as are necessary for the operation of the Audiences Team and its strategic objectives. 

PERSON SPECIFICATION

Experience:

• Retail expertise:
  • Strategic retail leadership.
  • Experience at a cultural institution across buying, stock management and production.
  • Strong record of accomplishment in business development, including securing partnerships and expanding distribution channels.
• Proficiency in  utilising customer data for marketing, including proven experience building customer data platforms such as Shopify and Salesforce.
• Proven expertise in budget and profit and loss management, including forecasting, cost control, and profitability optimisation.
• Team management.
• Industry Knowledge:
  • Experience working with artists, cultural partnerships, museum shops and/or luxury retail, merchandising, and partnership development.
  • Familiarity with the Art Editions market is highly advantageous.
  • Experience working with luxury brands, premium retail, or art sales is preferred. 
• Key Skills:
  • Entrepreneurial mindset with a creative, innovative approach to sales strategies.