Director of Marketing & Growth

Intelligent Change Inc.; Greater London; Hybrid; GBP 120,000 - 180,000; Full time

Job summary

Intelligent Change exists to help people design better lives through small, consistent rituals that compound over time. The Director of Marketing & Growth will own how Intelligent Change shows up in the world and grow the brand through a modern marketing engine spanning brand, content, performance and commerce.

You will partner with the founder and leadership to scale awareness and revenue while preserving the heart of what makes the brand meaningful, mindful, and trusted by a global community.

Qualifications

• Must have built marketing systems, teams, or brands with a track record of growth.
• Ability to operate in ambiguity and create structure where none exists.
• Brand-led growth mindset and high taste in brand storytelling.
• Content-native with deep understanding of social platforms and creators.
• Commercial fluency including P&L, margins, CAC, LTV, and MER.

Responsibilities

• Own the Marketing Vision across brand, content, performance, and e-commerce.
• Lead marketing org, hire, develop and manage agencies and partners.
• Scale content, social, and community across Instagram, TikTok, YouTube, and more.
• Oversee Shopify and Amazon performance with revenue accountability.
• Drive paid media & partnerships with clarity and discipline.
• Use Northbeam/Triple Whale data to inform decisions and iterate.
• Elevate email and SMS to grow lifetime value and retention.

Skills

Brand strategy

Marketing leadership

Growth marketing

Content strategy

Social media

Team building

Brand storytelling

Tools

Northbeam

Triple Whale

Job description

A Note from the Founder

Intelligent Change began as something personal.

Before it was a company, it was a question I was trying to answer in my own life:
Why do we know so much about personal growth, yet struggle to live it consistently?

Over the years, what we created resonated far beyond anything I imagined. Millions of people around the world now use Intelligent Change products as daily rituals to slow down, reflect, and live more intentionally.

Today, we’ve sold over4 million products globallyand reached millions of people around the world. But we are still early in our journey. We are building something that can scale meaningfully without losing its soul.

This role matters because marketing at Intelligent Change is not about noise or growth at any cost. It is about turning purpose into presence, and presence into sustainable scale.

If you are excited by the idea of building a world-class brand rooted in intention, ritual, and real impact, this role is for you.

— Alex Ikonn
Founder, Intelligent Change

About Intelligent Change

Intelligent Change exists to help people design better lives through small, consistent rituals that compound over time.

We create physical tools and experiences that turn personal growth into something people can actually live. Not through pressure or motivation, but through structure, reflection, and intention.

We are thecreators of the most viral journal in the world, The Five Minute Journal, a product that helped turn gratitude into a daily practice for millions of people globally. To date, Intelligent Change has soldover 4,000,000 products worldwideand built a deeply loyal, values-driven community.

Our products are used and recommended byTim Ferriss, Emma Watson, Lily Collins, professional athletes, CEOs, founders, and leaders across industries, alongside millions of everyday people seeking more intentional lives.

Intelligent Change has been featured inThe New York Times, Vogue, Forbes, ELLE, and other leading global publications.The New York Times described Intelligent Change as a brand that has“turned gratitude into a global movement.”

Today, Intelligent Change is a profitableeight-figure brandwith a clear path to becoming a$100M+ global business. We are entering a pivotal phase of growth and are looking for a senior marketing leader who can help us scale with focus, taste, and discipline, while preserving the heart of what makes this brand matter.

The Role

TheDirector of Marketing & Growthwill own how Intelligent Change shows up in the world and how it grows.

This is a senior, hands-on leadership role at the intersection ofbrand, content, performance, and commerce. You will be responsible for building a modern marketing engine that drives awareness, revenue, and long-term brand equity.

You will work closely with the founder and leadership team and play a central role in shaping the future of Intelligent Change. This role is expected to grow into aChief Marketing Officerposition for the right person.

What You’ll Do

Own the Marketing Vision

• Lead end-to-end marketing strategy across brand, content, performance, and e-commerce
• Translate Intelligent Change’s mission, worldview, and values into a clear, consistent market presence

Build & Lead the Marketing Organization

• Hire, develop, and lead a high-performing marketing team
• Manage agency partners across paid media, creative, and growth
• Build systems that enable speed, clarity, and accountability

Scale Content, Social & Community

• Lead organic content and social strategy across Instagram, TikTok, YouTube, and emerging platforms
• Build content systems that prioritize consistency, learning, and iteration
• Ensure content reflects the depth, warmth, and intelligence of the brand

Own E-Commerce Growth

• Oversee Shopify and Amazon performance with accountability for revenue and profitability
• Partner closely with product, operations, and customer experience to deliver a seamless journey

Guide Paid Media & Partnerships

• Oversee paid acquisition strategy in partnership with external agencies
• Build influencer, UGC, and creator partnerships that feel authentic and community-driven

Drive Data-Informed Decisions

• Use analytics, experimentation, and attribution tools (e.g., Northbeam, Triple Whale) to guide decisions
• Balance data with intuition, brand sensibility, and long-term thinking

Strengthen Retention & Lifecycle

• Elevate email and SMS programs to deepen engagement and lifetime value
• Treat customers as long-term community members, not just transactions

Who You Are

A Builder

• You have built marketing systems, teams, or brands, not just managed them
• You are comfortable operating in ambiguity and creating structure where none exists

Brand-Led Growth Thinker

• You understand that brand and performance are complementary, not competing forces
• You know how to scale without eroding trust, meaning, or quality

Content-Native

• You deeply understand social platforms, storytelling, and cultural relevance
• You care about quality, tone, and taste, not just output

Commercially Fluent

• You understand P&Ls, margins, CAC, LTV, and MER
• You think in terms of sustainable, long-term growth

Values-Aligned Leader

• You resonate with mindfulness, personal growth, and intentional living
• You lead with clarity, humility, and integrity
• Culture and values fit matter deeply to you

Strong Communicator

• You can articulate vision clearly and bring teams with you
• You thrive in a remote, async environment

Why This Role Matters

This role is not about selling more products.

It is aboutscaling a mission-driven brand to its full potential without losing what makes it special.

You will help shape the next chapter of Intelligent Change as it grows from a successful business into a globally recognized that truly improves people’s lives.