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About the Role

This is a rare opportunity to take a brand with real awareness, credibility and customer loyalty and build the DTC growth engine to match. The role involves full ownership of the global DTC P&L, reporting directly to the CEO, and leading the brand's UK and US ecommerce business.

Responsibilities

Full accountability for the global DTC P&L, annual plan, forecasting, budgets and weekly trading across the UK, US, Amazon and future channels.
Building a repeatable and scalable new-customer acquisition engine across Meta, Google and other relevant channels.
Managing CAC, contribution, payback and LTV:CAC to create a clear path towards increasingly profitable growth.
Ecommerce trading, merchandising, CRO, customer journeys and the overall commercial performance of the Shopify Plus site.
CRM and retention, with a particular focus on first-to-second purchase, repeat purchase, customer segmentation and LTV.
Connecting acquisition, conversion and retention through customer, cohort and product data.
Scaling Amazon UK into a meaningful seven-figure commercial channel and developing the future roadmap for Amazon US.
High-velocity testing across creative, audiences, offers, landing pages, messaging and merchandising.
Gifting and peak trading, including how to use promotion effectively without undermining a premium brand.
Leading and developing the internal team and specialist agency partners.
Using AI and automation where it can improve analysis, creative output or operational efficiency.
Creating a clear trading and reporting rhythm that turns data into action and helps the business make faster, better decisions.

Requirements

Direct responsibility for scaling a DTC consumer business through approximately the £5m–£20m stage.
A strong performance-led background, potentially gained as a Head of Growth, Growth Director, Ecommerce Director or senior DTC leader.
Full or significant P&L ownership, with strong commercial judgement across growth, margin, cash and speed.
Hands-on knowledge of Meta, Google, Shopify or Shopify Plus and CRM platforms such as Klaviyo.
A strong understanding of acquisition economics, contribution margin, CAC, payback, cohorts, LTV and retention.
Experience working in a founder-led, entrepreneurial, challenger or scale-up environment.
Experience leading talented internal teams and specialist agencies.
The ability to move comfortably between strategy, leadership, commercial analysis and hands-on problem-solving.
High ownership, low ego and the confidence to challenge assumptions and make decisions.
Experience across Amazon, the UK and US markets, premium ecommerce, gifting or highly seasonal Q4 trading would be particularly useful.
A background in beauty, fragrance, wellness or another premium consumer category would be helpful, but it is less important than having genuinely helped build and scale the right kind of DTC business.

Skills

Shopify Plus
Klaviyo
Meta
Google
CRM
Amazon
AI
Automation

Location

Work Type

Full-time

Experience Level

Director
Senior DTC leader

About the Company

A well-known, premium British beauty and wellness brand with a strong heritage and genuinely loved products.
The business has ambition to scale towards £50m over the next five years.
Building a much larger, sustainably profitable ecommerce business will be central to achieving that.
This is not a mature ecommerce machine that simply needs maintaining.
The brand has a brilliant foundation, strong product quality and significant commercial headroom, but the next-stage DTC engine still needs to be built, tested and scaled.

Equal Opportunity

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.