The Role
We're hiring a Head of DTC to own digital revenue at Gutology — DTC, Amazon, and marketplaces, across every market we sell in. You'll own the channel P&Ls, the budgets, the team, and the number.
This is a player‑coach role. You'll lead the team, but you'll also be in the work — building campaigns, reviewing creative, digging into the data, shipping CRO tests. If you're looking for a role where you set strategy and hand it off, this isn't it.
You will inherit a capable team covering CRM and retention, digital analytics, and creator partnerships. Your job is to lead them, level them up, and personally own the areas they don't — paid media, Amazon, CRO, and the commercial plan that ties it all together.
What you'll own
* Paid media and acquisition — end‑to‑end ownership across Meta, Google, TikTok, programmatic, and affiliates. You'll have a strong point of view on the right balance of in‑house vs. agency capability — and the experience to act on it.
* Team and leadership — line‑managing a high‑performing team across CRM, analytics, and creators. Setting clear objectives, making smart calls on headcount and agency support.
* Website and onsite funnel — full ownership of the site, CRO programme, SEO, and digital PR.
* Growth strategy and commercial planning — annual budget, rolling forecasts, CAC, ROAS, CM2, payback, AOV, and LTV targets. Accountable for hitting them. You'll also lead the commercial strategy for new category launches and new market entry — building the case, setting the plan, and owning the execution.
* Creative performance — owning creative as a growth lever, building testing roadmaps, staying ahead of formats and platforms.
* Amazon and marketplaces — full P&L ownership with our agency partner.
* Retention and CRM — accountable for LTV performance, working closely with our CRM Manager on segmentation, automation, and personalisation.
What success looks like in year one
* Revenue plan delivered with clear line of sight to £20M
* Blended CAC and CM2 held within targets you've set and committed to
* Personally led the work on at least one major growth lever
* Team developed, agency decisions made, any new hires landed
* Meaningful step‑change in onsite conversion and LTV
* Credible, costed plan for the next two markets we expand into
* Commercial launch plan built and executed for at least one new category or market
You should apply if…
* You've grown a DTC brand before — ideally consumer goods, health, wellness, or food and drink — and ideally through the £10M mark
* You're a genuine player‑coach who sees hands‑on work as how you stay sharp and earn your team's respect
* You know performance marketing inside out — how Meta and Google actually work today, not two years ago
* You're data‑driven but you have a feel for the business. You know which numbers matter and you can tell the story behind them
* You've owned a budget and been accountable for the return it generatesYou thrive in small, fast‑moving teams and don't need a big org around you to be effective
* Bonus points for experience in international DTC, working alongside a retail business, or a strong point of view on emerging channels like TikTok Shop or YouTube.
What we offer
* Competitive salary + performance bonus
* Hybrid working (2 days/week in office)
* 25 days annual leave
* Pension (3% company contribution)
* A team of brilliant, mission‑driven people building something genuinely different
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