Secret Linen Store
Marketing Director
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Location: Chichester.
Working Days: Three days a week in the office, Monday to Wednesday.
Salary: Circa £90,000 to £110,000, depending on experience.
Reporting to: Hatty, Co-Founder
About Secret Linen Store
At Secret Linen Store, we believe the bed is about far more than sleep. It’s where we retreat after a long day, read one more chapter, have Sunday morning conversations, hide from the world for a while and occasionally struggle to leave at all.
Founded by sisters, we create beautifully designed bedding, with quality you can feel and pieces made to last. We’re known for joyful design, beautiful fabrics and a refreshingly human approach to home.
We’ve grown into a much-loved British D2C brand with a loyal community of customers, and we’re now entering an exciting next chapter. With a newly defined brand strategy and ambitions to grow into new markets and channels, we’re looking for an exceptional Marketing Director to help us scale without losing the warmth, personality and soul that make Secret Linen Store, Secret Linen Store.
The Role
This is a newly created role, taking full ownership of marketing, and joining our Senior Leadership Team. It's a commercially-led marketing role. You'll use brand and customer insight to drive sustainable, profitable growth, owning the full funnel from acquisition through to retention and the P&L behind it.
You'll own the full funnel, from acquisition through to retention, and take responsibility for the P&L behind it.
The Team You'll Inherit:
You'll lead a talented team working across growth, ecommerce, brand and design, with CRM and organic social run alongside a strong agency partner. The next step is building the team out so it can deliver at the next revenue level, including bringing more of that agency work in-house over time.
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What You'll Do:
Strategy and Leadership
- Use our newly defined Brand Strategy to set the marketing strategy and own the budget, forecasting across channels to hit ambitious acquisition and lifetime value targets profitably.
- Bring CRM and organic social in-house, hire where there are gaps, and lead the wider team across brand, digital and ecommerce.
- Own the customer and marketing KPIs, and build a culture where creativity and data work together rather than in competition.
- Report performance and plans directly to the Founders as part of the senior leadership team.
Brand and Campaigns
- Own the activation of our brand strategy across every customer touchpoint, working closely with our Founders and Creative Director to ensure distinctive, consistent creative that drives both brand and commercial performance.
- Oversee campaigns that tell the brand's story and grow awareness in key markets, keeping content, design, PR and social consistent.
- Make sure storytelling connects with the core customer: predominantly 40+ women who recognise the importance of the bedroom as the one place that holds them through it all. The great days and the hardest.
Digital Marketing and Growth
- Optimise paid search, paid social, SEO, affiliates and CRM, and stay ahead of emerging channels.
- Drive acquisition efficiency (ROAS, CPA) and maximise lifetime value (AOV, repeat rate).
- Build and evolve attribution and reporting so decisions are grounded in what's actually working.
Ecommerce and Customer Experience
- Own the ecommerce P&L: trading, UX and conversion rate optimisation all need to deliver a best-in-class experience.
- Work with the wider team to align stock, promotions and launches, and champion site content and loyalty performance.
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Who You Are
- You have a track record of scaling an ecommerce business, ideally from around £10m towards £20m-25m or beyond.
- Experience in a premium consumer category (fashion, beauty or interiors/homeware all considered).
- Strong commercial acumen. You understand the value of brand, but you lead with numbers.
- A confident, energetic leader who can motivate a team, be influential and supportive.
- Comfortable operating hands-on in a business that's still building out its senior team, not just directing from above.
- You love brands with soul and purpose.
- You can talk as comfortably about CAC:LTV ratios as you can about creative storytelling.
- You’re motivated by results but never lose sight of the customer.
- You bring calm leadership, curiosity, and collaboration to everything you do.
- Due to the location of the office, being able to drive to site is essential.
Success in the First 12 Months
- Clear year one growth and lifetime value targets.
- A restructured, high-performing marketing, brand and digital team built for scale.
- A full picture of category performance at customer level, and a clear view on where the opportunity sits between recruitment and retention.
- A stronger digital performance engine, from upper funnel activity through to conversion, with a clear eye on efficiency and incrementality.
- Improved marketing efficiency and KPIs
- A minimum of one new channel tried and tested.
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