Gluten Free Yourself!
CEO (Co-Founder Opportunity)
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CEO (Co-Founder Opportunity) – GF Yourself!
Build the UK's next challenger food brand.
Full-time | Hybrid – London office + remote
About GF Yourself!
GF Yourself! exists to shake up the gluten-free market. We believe gluten-free food should be exciting, delicious, affordable, and easy to discover.
We launched in November 2025 with our gluten-free subscription box, and the response has exceeded expectations. We now have a growing customer base, a loyal community, and proven demand. Next comes the exciting part: launching our own-brand range, expanding into retail, growing D2C, developing B2B partnerships, and building one of the UK's most recognisable challenger food brands.
GF Yourself! is backed by Ideas Lab (www.ideaslab.co.uk), a venture builder that creates and scales ambitious startups. We've already secured £250k of pre-seed funding and are currently raising a £500k seed round to accelerate growth.
The Opportunity
This isn't a corporate CEO role. It isn't a turnaround. It isn't a business still searching for product-market fit. It's an opportunity to become the CEO and Co-Founder of a business that's already proven demand and is ready to scale. You'll be joining at exactly the point where the initial foundations have been built, and the next phase of growth begins.
Ideas Lab has created the brand, validated the proposition, built the early customer base, and assembled the support network. Now we're looking for someone exceptional to take ownership, lead the business, and create a category-defining brand.
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You'll have meaningful equity, investor backing, an experienced board, and access to a team that has repeatedly built and scaled successful businesses; but you'll be the person leading the journey.
What You'll Do
- Set the vision and strategy for GF Yourself! and lead the business through its next stage of growth.
- Build a category-leading consumer brand across own-brand products, retail, D2C, and new commercial channels.
- Drive commercial success across the business.
- Lead fundraising, commercial partnerships, retailer relationships, and overall business performance.
- Build, inspire, and grow a high-performing team.
Who We're Looking For
You'll probably have built or helped scale a high-growth consumer, FMCG, food, or retail business. You know how to grow revenue, launch products, win customers, and build teams. You're commercially driven, comfortable making decisions with imperfect information, and excited by building businesses rather than managing established ones. Most importantly, you're looking for the opportunity to create something exceptional and share meaningfully in the value you create. You may not have held the CEO title before, but you have the experience, judgement, and ambition to step up and lead a business of your own.
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What We Offer
- Salary of circa £60,000-£100,000, depending on experience and equity considerations.
- A meaningful equity stake.
- The backing of Ideas Lab, providing expertise across finance, marketing, technology, operations, and venture building.
- An experienced board and advisors, including founders from well-known FMCG brands.
- Hybrid working between home and our London WeWork office (minimum three days per week), with a presence in Leamington Spa.
- A genuine opportunity to build one of the UK's next great challenger brands.
How to Apply
Please submit:
- An up-to-date CV.
- A tailored covering letter inserted as page 1 of your CV explaining why this opportunity excites you and highlighting your most relevant experience.
Due to the high volume of automated LinkedIn applications, applications that do not include a tailored covering letter as page 1 of the CV will not be considered.
Equal Opportunities
Ideas Lab is proud to be an equal opportunities employer. We welcome applications from people of all backgrounds because diverse perspectives help us build better businesses.
We look forward to hearing from you.
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