eCommerce General Manager - DTC

The Growth Foundation; City Of London; On-site; GBP 70,000 - 100,000; Full time

Job summary

A leading wellness and beauty brand is seeking a General Manager to scale its D2C business. This role requires deep expertise in digital strategy, performance marketing, and team building. Candidates should have a strong track record in D2C growth and the ability to lead high-performing teams in a fast-paced environment. The company values diversity and encourages applicants from all backgrounds.

Qualifications

• Proven track record scaling a D2C business from ~£1-5m revenue toward £10m+.
• Deep experience across performance marketing, e-commerce, and CRM.
• Comfortable owning a P&L and accountable for commercial outcomes.

Responsibilities

• Develop the end-to-end digital strategy for Cowshed; aligned to brand and commercial objectives.
• Own and scale the full online D2C P&L, driving topline growth and bottom-line contribution.
• Lead CRM strategy and execution using Klaviyo, personalizing and segmenting at scale.

Skills

D2C expertise

Performance marketing

Customer experience

Digital strategy

Team building

Tools

Shopify Plus

Klaviyo

AI tools

Job description

About Cowshed

Founded in 1998 at Soho House, Cowshed has grown into a globally loved brand, bringing a playful yet purposeful approach to wellness and beauty. They are known for their natural products, unapologetic personality, and strong brand community. As they enter their next phase of growth, digital will be at the heart of how they scale, connect and deliver.

About the role

We are hiring a commercially-minded General Manager reporting into the CEO to lead and scale Cowshed’s online direct-to-consumer (D2C) business, with full ownership of the D2C P&L. This is a pivotal leadership role, working closely with the CEO to drive the entire digital ecosystem, with full ownership of online sales, performance marketing, customer experience, CRM, and digital brand storytelling.

You will help scale an iconic brand and shape its next chapter and be part of a dynamic, purpose-driven culture with global ambitions.

You’ll be a strategic thinker with strong commercial instincts, ready to shape and deliver a digital strategy that drives growth and deepens brand connection. You will thrive in a fast-paced environment where creativity meets performance and will work closely with the wider leadership team as a key voice at the table.

We are looking for someone who brings deep D2C expertise and a strong understanding of how to build and optimize a modern digital experience; someone who can operate at pace, innovate, and deliver results. You’ll need to be equally comfortable shaping strategy at a senior level and getting hands-on when required.

This is a role for someone who can flex between big picture thinking and detail, understands how to optimize performance, and cares about both the commercial impact and the quality of customer experience.

This would be ideal for someone on the trajectory toward C-suite, with the vision, leadership and breadth of capability to match; and with the practical, operational mindset to back it up.

As General Manager, you will have strategic and operational control across:

• cowshed.com (UK + US), powered by Shopify Plus
• CRM (Klaviyo; ~250K contacts)
• Amazon (UK + US stores)
• Trade.cowshed.com, our wholesale platform for independent B2B customers
• Developing a community/influencer marketing strategy
• Future growth via TikTok Shop and new platforms

This is not a “maintain the machine” job. It’s a full-stack digital growth mandate. You’ll build the team, reshape the tech stack and drive performance. If you're excited about scaling a performance-led, tech-enabled beauty business, you’ll be in your element here.

Day to day you will be doing...

Commercial Leadership

• Develop the end-to-end digital strategy and drive execution for Cowshed; aligned to brand and commercial objectives;
• Own and scale the full online D2C P&L, driving topline growth and bottom-line contribution;
• Develop and execute an integrated strategy across acquisition, conversion, retention and repeat; Lead digital performance marketing across all paid and owned channels, optimizing LTV:CAC;
• Optimize cowshed.com and Amazon for growth in both the UK and US markets; Launch on relevant new/emerging marketplace/social shopping platforms;
• Expand the performance of trade.cowshed.com with independent B2B customers;
• Partner closely with brand and creative teams to bring Cowshed’s brand to life digitally, across web, social and CRM.

Team Building

• Build and lead a high-performing digital demand creation team, hiring, structuring and coaching as needed;
• Decide when to outsource vs. in-house, and reset agency partnerships as required;
• Work collaboratively across the business to ensure digital thinking is embedded in brand, product, marketing, and commercial plans;
• Play an active leadership role in the Cowshed team, contributing to wider business strategy and decision-making;
• Instill a test-learn-iterate culture with performance at its core.

AI & Tech-Enabled Execution

• Leverage AI tools across marketing, ops and customer service to unlock efficiency and speed;
• Use AI to scale content creation (video, static, UGC-style) across channels;
• Champion technology as a competitive advantage in a traditionally analogue industry.

Customer Experience & CRM

• Own the digital customer journey across touchpoints, driving traffic, optimizing acquisition (CAC) and retention (LTV);
• Lead CRM strategy and execution (Klaviyo), personalizing and segmenting at scale, while expanding into new / complimentary channels like SMS, WhatsApp, Direct Mail;
• Develop a test-and-learn culture around prospect and customer engagement and conversion.

Data & Performance

• Build the analytics and attribution backbone needed to drive decisions and growth;
• Own key KPIs including ROAS, CAC, LTV, conversion rate and retention;
• Report regularly to the CEO on growth, risks and opportunities.

About You

• Proven track record scaling a D2C business from ~£1-5m revenue toward £10m+;
• Deep experience across performance marketing, e-commerce and CRM; Strategic but hands-on, you can zoom out and build systems, or dive in and write copy;
• Digital-native operator, from startup or scaleup backgrounds, NOT big corporate;
• AI-literate, inquisitive and eager to deploy automation across every part of the stack;
• Comfortable owning a P&L and accountable for commercial outcomes;
• Experience in beauty, wellness, lifestyle or luxury is a bonus, but not a requirement;
• Experienced in building and leading inclusive, high-performing teams;
• Strong leadership presence; ready to operate as a key member of the senior team.

Cultural Fit

We’re not looking for corporate lifers. We’re looking for doers who’ve built and scaled scrappy, digital-first businesses. If you thrive on speed, autonomy and real commercial impact, this is your shot.

We are committed to building a diverse & inclusive workplace and welcome applications from all sections of the community.