Growth Marketing Lead (DTC) - FMCG Challenger

Growth Marketing Lead (D2C) – FMCG Challenger Brand

*Remote role (must be UK-based, meetings in London twice a month)

The Opportunity

Want to take the green shoots of an existing 7 figure Ecomm site to the next level?

Play a meaningful role in shaping the future of healthier eating by taking on ownership of the Direct-to-Consumer (D2C) channel for this fast-growing, purpose-led FMCG challenger brand that’s redefining how consumers think about convenient nutrition.

Built around clean-label, plant-based products designed for modern lifestyles, the business sits at the intersection of several of the industry’s biggest growth trends - health & wellness, sustainability, reduced food waste and premium convenience. With strong retail distribution, an innovative mindset and a genuinely disruptive approach to its category, this brand has developed a loyal following by making nutritious eating simpler, more accessible and more environmentally conscious, without compromising on taste or quality. And the demand from retailers and consumers keeps growing!

Despite limited focus on online to date (while retail has been the priority), the DTC channel has continued to deliver significant growth, so there’s incredible potential and with the right person taking ownership and giving it the attention it deserves, there’s a massive opportunity to really supercharge the online business.

The Role

As Growth Lead, you’ll own the end-to-end management of the D2C website, apps (tech stack) and agencies, optimising the full funnel customer journey to maximise growth and conversion. You’ll be the driving force behind the online sales strategy, leveraging data, creativity, and a challenger mindset to disrupt the market and build brand loyalty.

You’ll be someone who is looking for that opportunity to have a big impact and take on real ownership. Having doubled revenue year on year, this business is ready to go big! A perfect opportunity to step up and make your mark – they’re looking for a rising star. You’ll be reporting into an experienced Marketing Director and alongside top FMCG talent in a fun and flexible work environment, led by a seasoned founder who has built a first-class culture and team.

Key Responsibilities

• Develop and execute the e-commerce strategy to drive growth, engagement, and revenue on this brand’s D2C platform.
• Own and lead agency partnerships to drive growth through Meta, Google and other paid media platforms
• Oversee site performance, user experience, and conversion optimisation, ensuring seamless navigation and purchase flow.
• Collaborate with cross-functional teams (marketing, supply chain, and customer experience) to deliver cohesive customer experiences.
• Utilise analytics tools to track, report, and improve key performance metrics (traffic, conversion rates, AOV, etc.).
• Manage product listings, inventory, and promotions, ensuring accuracy and consistency.
• Lead A/B testing initiatives at all points of the funnel to enhance user experience and optimise site performance.
• Use and implement new technologies and partnerships to enhance the online customer journey.
• Optimise the retention of customers and the subscription program.
• Establish a KPI framework e.g. CPA, LTV:CAC ratio to provide actionable reporting to feed into forecasting for the leadership team.
• Monitor industry trends and competitors, maintaining a pulse on the latest D2C best practices.

The person

• Proven experience in e-commerce management, preferably within a challenger brand or fast-paced D2C environment (FMCG/consumer goods).
• Strong understanding of digital marketing channels, including SEO, PPC, email, and social media.
• Proficient with e-commerce platform (e.g. Shopify), and analytics tools (e.g. Google Analytics, Clarity).
• Data-driven decision-maker with a creative flair and a passion for user experience.
• Excellent project management and communication skills, with the ability to collaborate cross-functionally.
• A proactive, entrepreneurial mindset, eager to innovate and challenge the status quo and push the D2C part of the business with an ownership mindset.
• Experience in Yotpo / Octane AI / Recharge / Klavyio is helpful.

The role is remote, but the team meets up twice a month in South West London so you must be based in the UK and able to comfortably travel to the London office (travel expenses covered).