The Growth Foundation
Director of Ecommerce & DTC Growth – Premium British Beauty & Wellness Brand
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We are working with a well-known, premium British beauty and wellness brand to appoint a brilliant Director of DTC.
The business has a strong heritage, genuinely loved products and an established range across bath, body, fragrance, wellness and gifting. Following a major brand repositioning and product relaunch, it is now entering a very exciting phase of ambitious commercial growth.
The business has ambition is to scale towards £50m over the next five years, and building a much larger, sustainably profitable ecommerce business will be central to achieving that.
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
This is a hands-on Director role with full ownership of the global DTC P&L, reporting directly to the CEO.
You will lead the brand’s UK and US ecommerce business across Shopify Plus, CRM and retention through Klaviyo, Amazon UK and future international and digital channels.
The immediate priority is to crack the UK DTC growth engine: acquiring more new customers, improving conversion and first-to-second purchase, strengthening retention and scaling Amazon. Growth is important, but not at any cost, the model needs to become increasingly profitable as it scales.
You will lead a lean team across Growth, Ecommerce, CRM/Retention and Design, supported by in house team and specialist agencies and close partnerships with Brand, Creative, Social and Influencer.
This is a strategic leadership role, but they are not looking for someone who wants to sit above the detail. You will need to be comfortable getting directly into Meta, Google, Shopify, Klaviyo and customer data to understand what is happening and make commercially sound decisions.
What you will own
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.
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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.
What we are looking for
The business cares more about what you have personally built, the stage you joined and how you operated than the logo on your CV.
You will ideally bring:
- 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.
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Why join?
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.
You will have:
- Meaningful global P&L ownership.
- Direct access to the CEO and senior leadership team.
- High autonomy and the ability to make decisions quickly.
- The freedom to shape the team, systems, agencies and strategy.
- The opportunity to make a visible impact on the future of a much-loved British brand.
- A genuinely exciting growth story with ambitious plans for the next five years.
If you have helped build and scale a DTC growth engine and want the opportunity to do it again with an established premium brand that has genuine headroom, we would love to hear from you.
We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.
The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.
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