Hello Klean | London HQ | Beauty Solutions for Your Water
Hello Klean is a London-based beauty brand solving hard water problems. We've sold 1M+ units, and grown 700% over two years, entirely bootstrapped. Featured on BBC Dragons' Den (2023), now in Sephora and expanding internationally.
We're not VC-backed. Every decision is driven by unit economics, not growth-at-all-costs vanity metrics. We need someone who thinks like an operator, not a consultant.
A Note on Titles
We've called this "Ecommerce Analytics Lead" but we're flexible. If you're the right person and prefer "Senior DTC Strategist" or "Growth Lead" or something else entirely, we'll figure it out together.
What This Role Actually Is
You're the commercial brain between our data and our decisions.
You don't manage campaigns (we have agencies and freelancers for that). You don't build dashboards (we have tools for that). You don't execute tests (we have developers and marketing for that).
What you DO:
* Spot the opportunities and problems everyone else is missing in our data
* Answer the questions keeping the CEO up at night: "Why is LTV declining?" "Where should we invest the next £100K?" "What's killing our repeat rate in Germany?"
* Translate messy data into clear commercial priorities
* Challenge assumptions with rigorous analysis
* Connect dots between customer behavior, unit economics, and revenue strategy
You're successful if:
* The exec team regularly says "let's ask [your name] what the data says"
* You identify 3-5 high-impact initiatives per quarter that meaningfully move revenue or margin
* Your analyses change our strategy, not just confirm what we already think
* You kill bad ideas with data before we waste money on them
1. Your Week Might Look Like:
Monday: Review weekend sales data, notice Germany's AOV dropped 15%. Dig into product mix, discount usage, traffic sources. Hypothesis: it's not discount abuse, it's the wrong product assortment for that market. Present findings + recommendation to CEO.
Tuesday: Paid media team reports ROAS is flat but CAC is up. Everyone's worried. You analyze by cohort and discover: new customers are actually more profitable, but we're spending more on low-LTV reactivation. Recommendation: shift budget allocation, not panic.
Wednesday: Email agency wants to test 6 different campaigns. You model the expected impact of each based on historical data + segment behavior. Prioritize the 2 that could actually move the needle. Kill the vanity projects.
Thursday: CEO asks: "Should we launch in France or double down on Germany?" You build a quick model: market size, CAC assumptions, logistics costs, brand awareness. Present a framework for the decision, not just data.
Friday: Deep dive into our Trustpilot decline. Everyone assumes it's product quality. You discover it's actually a shipping delay issue affecting 8% of orders but generating 40% of bad reviews. Recommend operational fix, not marketing spin.
You're The Right Person If:
✅ You've worked in DTC/ecommerce for 4+ years and understand how these businesses actually make money
✅ You can look at a P&L and immediately spot the levers that matter
✅ You have strong opinions about pricing, promotion strategy, customer acquisition — and can back them with data
✅ You've had the experience of finding an insight that changed a business decision
✅ You're equally comfortable in Excel and talking to the CEO
✅ You understand paid media, email, CRO — but you're not a specialist in any of them
✅ You have commercial intuition PLUS analytical rigor (rare combination, we know)
❌ You're NOT right if:
* You want to "learn DTC" (we need someone who already knows it)
* You're a paid media specialist looking to move into strategy
* You prefer building perfect dashboards over shipping quick analysis
* You need detailed direction on what to analyze
* You're more comfortable with process than ambiguity
2. Qualifications
Must have:
* 4-7 years in ecommerce/DTC, ideally at a bootstrapped or efficient-growth brand
* Proven track record of generating commercial insights from data (we'll ask for examples)
* Deep understanding of unit economics: CAC, LTV, contribution margin, payback period
* Strong analytical skills (SQL/Python is bonus, but Excel mastery is mandatory)
* Experience with ecommerce analytics tools (GA4, Shopify, Triple Whale, etc.)
* Can explain complex analysis simply to non-technical stakeholders
3. Nice to have:
* Previous experience at DTC brands
* Consulting background (but only if you can operate, not just advise)
* Worked closely with paid media, retention, CRO teams (but weren't in those roles)
* Experience scaling into new markets
4. The Work Environment
* You report directly to the CEO (founder-operator, not a delegator)
* Small team, high autonomy, zero politics
* We value speed over perfection — ship analysis, learn, iterate
* Hybrid: 2-3 days/week in Shoreditch (Fora workspace)
* We don't do "data for data's sake" — every analysis needs a business question
* Expect to be challenged. We have strong opinions, loosely held
5. What We Offer
* Competitive salary and performance bonuses
* Hybrid working (2–3 days/week from our Shoreditch office at Fora)
* Work-from-anywhere month each year
* Private health insurance
* Vibrant, supportive, and creative team culture
* Generous product allowance
* The opportunity to shape the future of a high-growth, mission-driven beauty brand