Head of Performance and Growth - Shopify DTC Fashion Brand

Overview

A prominent fashion company, known for elegantly bridging high street appeal with designer sophistication, offers occasion wear, refined knitwear, and modern bridesmaid collections defined by timeless design and accessible luxury. Its contemporary brand emphasizes minimalist, adaptable pieces with a focus on excellent fit, durability, and quality. Both brands strive to design responsibly, foster customer confidence, and deliver superior experiences at every customer interaction point.

Role Purpose

The Head of Growth/Performance role is a key leadership position responsible for driving profitable revenue growth through customer acquisition, retention, and optimizing digital revenue channels. Reporting directly to the founders, this role manages performance marketing, lifecycle initiatives, trading insights, and digital experimentation to ensure efficient scaling with strong contribution margins. This position holds commercial accountability for growth KPIs such as revenue, customer acquisition cost (CAC), marketing efficiency ratio (MER), blended return on ad spend (ROAS), customer lifetime value (LTV), and new customer acquisition.

Responsibilities

• Lead and expand paid media strategies across Meta, Google, TikTok, and emerging platforms.
• Manage relationships with agencies ensuring scalable, profitable channels.
• Set and track acquisition goals including CAC, MER, and ROAS.
• Drive experimentation on channels including testing creatives, audiences, and landing pages.
• Supervise affiliate marketing strategies and partnerships, ensuring profitability.
• Maintain quality of product feeds, attribution tracking, and integrations.
• Explore and test fresh growth avenues such as influencer marketing, paid partnerships, and marketplaces.
• Develop and enhance lifecycle marketing efforts using email, SMS, and remarketing to boost customer lifetime value and retention.
• Use segmentation, automation, and personalized communication for repeat purchase improvements.
• Collaborate with customer care teams to incorporate customer insights into retention plans.
• Utilize tools like Klaviyo, Sweet Analytics, and Triple Whale to refine retention strategies.
• Work alongside buying and e-commerce teams to align inventory, offers, and demand generation.
• Analyze performance data to support promotional strategies and margin management.
• Lead weekly growth and trading review meetings integrating marketing and site performance data.
• Identify opportunities to increase revenue through bundling, upselling, pricing, and offer tactics.
• Leverage Swap Commerce and post-purchase tools to enhance exchange processes and minimize returns' profitability impact.
• Oversee website growth and conversion rate optimization, including landing pages, product detail pages, and checkout flows.
• Manage A/B testing schedules targeting conversion rates and average order value improvements.
• Coordinate with development teams to implement growth-focused site enhancements.
• Use personalization tools and advanced commerce techniques to optimize merchandising strategies.
• Guarantee campaign landing pages are optimized for conversion and aligned with performance targets.
• Create and maintain growth dashboards and performance reports using Looker Studio, Microsoft Clarity, GA4, Sweet Analytics, and Triple Whale.
• Ensure precise tracking and attribution across all marketing channels.
• Interpret performance data into clear insights for founders and leadership.
• Forecast marketing efficiency improvements and revenue growth scenarios.
• Maintain detailed visibility of spend versus return at brand and channel levels.
• Collaborate closely with the Head of Marketing to align brand vision with growth initiatives.
• Work with Buying, Operations, and Finance teams to sustain scalable and profitable progress.
• Supervise and mentor ecommerce and performance marketing team members.
• Foster a culture of experimentation, responsibility, and data-driven decision-making within the team.

Qualifications and Requirements

• Minimum five years of experience in growth, performance marketing, or e-commerce leadership roles within direct-to-consumer (DTC) fashion or lifestyle sectors.
• Proven success in scaling paid media budgets while sustaining profitable ROAS.
• In-depth commercial knowledge of CAC, LTV, MER, and contribution margins.
• Experience managing agencies and leading performance teams.
• Proficiency with Shopify Plus platform and e-commerce analytics tools.
• Advanced capabilities in GA4, Looker Studio, Sweet Analytics, and Triple Whale.
• Hands-on experience with website merchandising, Swap Commerce, and post-purchase optimization software.
• Strong data orientation and financial forecasting skills.
• Entrepreneurial mindset with a focus on testing, iteration, and continuous improvement.
• A passion for fashion, digital innovation, and driving brand expansion.

Work Location and Conditions

This full-time, hybrid role is based in Ware, Hertfordshire, requiring attendance approximately two days per week in the office. Candidates may consider part-time arrangements (three to four days weekly) if preferred.