Head of D2C (E-commerce & US Growth Lead)
A heritage horticulture brand with a global reputation for craftsmanship is seeking an exceptional Head of D2C to lead the next stage of its US e‑commerce expansion. Known for its beautifully cultivated, premium products and decades of expertise, the business is now evolving its model—bringing its artistry directly to consumers across the US through a fast‑growing direct‑to‑consumer channel.
Following a successful US launch earlier this year, the brand has already proven strong demand and built solid foundations for growth. The next chapter is all about smart scaling: refining the model, deepening customer insight, and expanding reach across the US market.
Based from the HQ in Wolverhampton 4 days a week, this role combines commercial leadership, hands‑on execution, team development, and brand stewardship—perfect for someone who can balance creativity with commercial rigour.
The Role
As Head of D2C, you will take full ownership of the day‑to‑day performance and long‑term growth of the US direct‑to‑consumer business. You will lead the strategy, trading, marketing, and customer experience required to scale a premium, craft‑led brand in one of the world’s most competitive e‑commerce markets.
* Develop and own the D2C growth plan for the US market.
* Translate strategy into clear actions across marketing, product, and customer experience.
* Prioritise initiatives that maximise commercial impact while strengthening long‑term brand value.
Marketing, Brand & Creative
* Lead the full D2C marketing strategy—awareness, acquisition, conversion, and retention.
* Direct paid social, search, CRM, partnerships and content programmes.
* Ensure creative and storytelling elevate the brand while driving commercial outcomes.
Customer Experience
* Own the end‑to‑end customer journey, ensuring it reflects the brand’s heritage, care and craftsmanship.
* Oversee digital experience, presentation, packaging, and service to premium standards.
* Build loyalty and retention programmes that deepen customer relationships and encourage repeat purchasing.
* Lead and mentor a small, talented cross‑functional team across marketing, content and operations.
* Manage agencies, freelancers, and fulfilment partners with clarity and pace.
* Create a culture that values curiosity, creativity and commercial accountability.
Data, Performance & Trading
* Establish ongoing reporting for sales, costs and growth metrics.
* Champion a test‑and‑learn culture across campaigns, funnel optimisation and onsite experience.
* Share insights to support fast, informed decision‑making across the business.
Cross‑Functional Operations
* Work closely with US operations and growing partners to maintain an exceptional customer experience.
* Support improvements in fulfilment, logistics and service as the channel scales.
About You
You are a commercially sharp, creative and grounded D2C leader who thrives in high‑growth environments. You know how to scale a premium brand with sensitivity to heritage and craft, while applying data to drive high‑performance outcomes.
You will likely bring:
* Proven experience scaling a D2C or e‑commerce business into the US, ideally in premium consumer, lifestyle, craft‑led, gifting or luxury categories.
* Strong understanding of digital growth levers across acquisition, conversion, retention and customer insight.
* Experience leading small teams and managing external partners.
* A knack for connecting brand storytelling with commercial performance.
* Clear communication, strong organisation, and a calm, structured way of working.
* Curiosity for craftsmanship, heritage‑led brands, and beautiful products.
* Flexibility to work across UK and US time zones, with occasional travel.
* Familiarity with the US consumer market is helpful but not essential.
Why This Role?
This is a unique opportunity to:
* Lead a high‑potential US D2C expansion backed by a renowned heritage horticulture brand.
* Shape how an iconic craft‑led product is brought directly to consumers at scale.
* Influence brand, product, customer experience and commercial performance end‑to‑end.
* Work in a supportive, grounded, values‑led culture with creativity and quality at its heart.
* Benefit from hybrid working (4 days per week at the HQ and 1 day per week WFH), learning and development opportunities, and international collaboration.
Seniority Level
Mid‑Senior level
Employment Type
Full‑time
Job Function
Marketing
Industries
Online and Mail Order Retail, Retail Florists, and Retail Luxury Goods and Jewelry
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