DTC Growth Lead – E-commerce & Performance

Pets Choice Ltd; Blackburn; On-site; GBP 45,000 - 70,000; Full time

Job summary

Pets Choice Ltd. is seeking a Direct to Consumer Manager to drive growth and profitability across the DTC channel with data-led strategies and best-in-class e-commerce execution.

You will manage performance marketing, online operations, and cross-functional collaboration to deliver strong ROAS and customer retention. You will lead Google Ads and Meta campaigns, grow social commerce through TikTok Shop, and optimise Shopify/WooCommerce platforms.

Qualifications

• 3+ years’ experience in DTC e-commerce and digital acquisition.
• Hands-on experience managing Google Ads and Meta advertising platforms.
• Strong knowledge of Shopify and/or WooCommerce.
• Experience with social commerce (TikTok Shop highly advantageous).
• Strong analytical and data interpretation skills.
• Ability to manage multiple brands and campaigns simultaneously.
• Strong communication and stakeholder management skills.
• Experience managing or mentoring direct reports.

Responsibilities

• Lead execution of “always-on” paid media campaigns across Google Ads and Meta.
• Drive growth through social commerce channels, including TikTok Shop.
• Manage and scale affiliate marketing programmes to expand reach and revenue.
• Own day-to-day management of DTC platforms (Shopify / WooCommerce), ensuring accuracy of product, pricing and promotions.
• Deliver promotional calendar execution across website, email and paid channels.
• Optimise the end-to-end customer journey to improve conversion and retention.
• Monitor and report on core KPIs (ROAS, CPA, conversion rate).
• Manage the digital marketing budget, reallocating spend to maximise ROI.
• Provide clear, actionable performance insights to key stakeholders.
• Collaborate with Supply Chain, Customer Service and Finance to align stock, fulfilment and promotions.
• Work with internal teams and external agencies to deliver integrated campaigns.
• Manage and develop the Senior Digital Marketing Executive.
• Build capability within the DTC channel and embed best-in-class ways of working.

Skills

DTC e-commerce

Google Ads & Meta advertising

Shopify / WooCommerce

TikTok Shop experience

Data analysis

Stakeholder management

Mentoring direct reports

Communication skills

Job description

Pets Choice Ltd. is seeking a Direct to Consumer Manager to drive growth and profitability across the DTC channel with data-led strategies and best-in-class e-commerce execution.

You will manage performance marketing, online operations, and cross-functional collaboration to deliver strong ROAS and customer retention. You will lead Google Ads and Meta campaigns, grow social commerce through TikTok Shop, and optimise Shopify/WooCommerce platforms.