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General Manager (D2C) - Cowshed, Crawley, West Sussex
Client: Matrix
Location: Crawley, West Sussex, United Kingdom
Job Category: Other
EU work permit required: Yes
Job Views:
2
Posted:
22.08.2025
Expiry Date:
06.10.2025
Job Description:
Founded in 1998 at Soho House, Cowshed has grown into a globally loved brand, bringing a playful yet purposeful approach to wellness and beauty. We’re known for our natural products, unapologetic personality, and strong brand community. As we enter our next phase of growth, digital will be at the heart of how we scale, connect, and deliver.
The Opportunity
We’re hiring a commercially minded General Manager to lead and scale Cowshed’s online D2C business, with full ownership of the D2C P&L. This pivotal leadership role involves driving the entire digital ecosystem for Cowshed, including online sales, performance marketing, customer experience, CRM, and digital brand storytelling.
You’ll be a strategic thinker with strong commercial instincts, ready to shape and deliver a digital strategy that drives growth and deepens brand connection. You’ll thrive in a fast-paced environment where creativity meets performance and work closely with the CEO as a key voice.
We seek someone with deep D2C expertise and a strong understanding of building and optimizing modern digital experiences. You should be comfortable shaping strategy at a senior level and getting hands-on when needed. This role requires flexibility between big-picture thinking and detail-oriented execution, with a focus on performance optimization and customer experience quality.
We want someone on a C-suite trajectory, with the vision, leadership, and capability to match — and the practical, operational mindset to support it.
You’ll have strategic and operational control over:
* Cowshed.com (UK + US), powered by Shopify Plus
* trade.cowshed.com, our wholesale self-service platform for B2B customers
* Community/influencer marketing strategy development
* Future growth via TikTok Shop and new platforms
This isn’t a role to maintain the status quo. It’s a full-stack digital growth mandate. You’ll build the team, reshape the tech stack, drive performance, and partner directly with the CEO. If scaling a lean, performance-led, tech-enabled beauty business excites you, you’ll be in your element here.
What You’ll Do
* Develop the end-to-end digital strategy aligned with brand and commercial goals.
* Own and grow the full online D2C P&L, focusing on topline growth and bottom-line contribution.
* Implement an integrated strategy across acquisition, conversion, retention, and repeat business.
* Lead digital performance marketing, optimizing spend and ROAS across channels.
* Enhance Cowshed.com and Amazon performance in the UK and US markets.
* Expand trade.cowshed.com performance with B2B customers.
* Collaborate with brand and creative teams to bring Cowshed’s brand to life digitally across web, social, and CRM.
Team Building
* Build and lead a high-performing D2C team, including hiring, structuring, and coaching.
* Decide when to outsource versus in-house, and reset agency partnerships as needed.
* Embed digital thinking across the business—brand, product, marketing, and commercial strategies.
* Participate actively in leadership, contributing to overall business strategy.
* Foster a test-learn-iterate culture centered on performance.
AI & Tech-Enabled Execution
* Leverage AI tools across marketing, operations, and customer service to increase efficiency and speed.
* Use AI to scale content creation (video, static, UGC-style) across channels.
* Champion technology as a competitive advantage in a traditionally analogue industry.
Customer Experience & CRM
* Own the digital customer journey, optimizing acquisition, retention, and LTV.
* Lead CRM strategy and execution (Klaviyo), personalizing and segmenting at scale.
* Promote a test-and-learn culture around customer engagement and conversion.
Data & Performance
* Build analytics infrastructure to inform decisions and growth.
* Own KPIs such as ROAS, CAC, LTV, conversion rate, and retention.
* Report regularly to the CEO on growth, risks, and opportunities.
What We’re Looking For
* Proven experience scaling a D2C business from ~£1–5m revenue toward £10m+.
* Deep expertise in performance marketing, e-commerce, and CRM.
* Strategic yet hands-on—able to build systems and dive into execution.
* Digital-native operator, preferably from startup or scale-up backgrounds.
* AI-literate and eager to implement automation.
* Comfortable owning a P&L and accountable for results.
* Experience in beauty, wellness, lifestyle, or luxury is a bonus but not required.
* Skilled at building and leading inclusive, high-performing teams.
* Strong leadership presence; ready to operate as a senior team member.
About You
We’re looking for doers who’ve built and scaled scrappy, digital-first businesses. If you thrive on speed, autonomy, and real impact, this is your opportunity.
Why Join Us
* Full ownership of D2C strategy, P&L, and team.
* Work directly with an entrepreneurial CEO and leadership team.
* Help scale an iconic brand and shape its future.
* Be part of a dynamic, purpose-driven culture with global ambitions.
We Love AMAZING People
We reward hard work and foster a vibrant office culture with activities like puppy yoga, massages, bingo nights, and bake-offs. Benefits include:
* Unlimited Holiday
* Flexible Working
* Private Medical Insurance
* Team Events & Socials
* Free Breakfasts
* Annual Discretionary Bonus
*Location: Based in London at our Tottenham Court Road HQ. Hybrid working with at least 2 days/week in-office.
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