Lead growth across DTC channels with a $7m+ annual media budget, accountable for growth, payback and CAC:LTV.

• Own and allocate a $7m+ annual media budget across both markets, accountable for growth, payback and CAC:LTV
• Lead and scale paid media across Meta, Google, YouTube and emerging channels. Scaling what works while reducing reliance on any single platform
• Lead a best-in-class creative-testing engine as the primary driver of paid scale: brief high-performing concepts, set testing priorities, and direct creative using performance data and customer insight
• Own the measurement framework — incrementality testing, geo-holdouts and media-mix modelling — so channel decisions are made on incremental revenue, margin and payback rather than last-click attribution
• Monitor MER, CAC, LTV:CAC, contribution margin, payback period and retention; own growth reporting, dashboards, forecasting and weekly performance reviews for leadership
• Build and maintain a structured experimentation roadmap across audiences, offers, funnels, landing pages, advertorials and creative
• Architect and optimise the full funnel from ad to app
• Develop and test offers, bundles, pricing and membership mechanics to lift first-purchase conversion and LTV, and drive post-purchase growth — retention, repeat rate and win-back — alongside lifecycle/CRM
• Manage and build the capabilities of the team of creative strategists, editors and agencies whilst working effectively alongside other business functions.
• Build the scalable systems, processes and operational foundations that let us grow efficiently. We like to keep teams as lean as possible.
• Set the growth roadmap, priorities and budget, and identify and prioritise the next set of growth opportunities across acquisition, CRO, retention and post-purchase