Head - Growth

Reports to: Chief Marketing Officer or CEO

Employment Type: Full-time

The Mandate:

• Define the growth levers. Identify the specific levers that influence customer growth for Company, and define the metrics that measure the performance of each one.
• Set campaign measurement standards. Define the campaign measurement criteria and the ROI methodology used to judge the impact of every campaign, across every channel.
• Reduce CAC and manage the budget. Reduce the cost of acquiring new customers, and ensure effective, accountable utilisation of the marketing budget.
• Grow LTV through cross-sell. Increase cross-sell by driving cross-category purchase behaviour and growing overall customer lifetime value.
• Improve retention. Increase repeat purchase rate and reduce returns - both treated as growth levers, not only as operational metrics.
• Run an experimentation-led team. Be numbers-driven and build a high-velocity, experiment-led culture, with real hypotheses, real kill criteria, and fast iteration.
• Activate dormant customers. Design and own the approach to re-engaging customers who have gone quiet.
• Own SEO and AEO. Own search and answer-engine optimisation (AEO/LLM search visibility) strategy as core, owned growth channels.
• Build a high-performing team. Recruit and lead a growth team, and collaborate effectively across teams that do not report to you.

Note:

This role does not own brand or creative direction - that sits with the Brand Head. This role is accountable for growth performance and measurement discipline, operating within the brand framework the Brand Head sets.

What This Role Is:

A numbers-first growth leadership role. The leading requirement is the ability to define what to measure and why, including for channels (referral, organic, AEO) that do not fit a standard attribution model - not simply running more campaigns.