Head of DTC

Aromatherapy Associates; Brentford; Hybrid; GBP 60,000 - 90,000; Full time

Benefits offered by this job

25 days annual leave

Product allowance

Private healthcare

Life insurance

Enhanced maternity/paternity/adoption

Staff wellbeing/volunteering days

Career development support

Staff discounts on wellbeing products

Job summary

Aromatherapy Associates is seeking a Head of Direct-to-Consumer to lead our DTC team and drive accelerated growth across Ecommerce, CRM, and paid media. You will shape channel strategy, annual plans and budgets, and manage the full P&L to meet sales and profit targets.

Based in our Brentford HQ with a hybrid working model, you will collaborate with Operations, Finance, Marketing and Innovation to deliver a best-in-class customer experience and commercially impactful growth across UK, US and

Qualifications

• Minimum of 7 years’ E-commerce experience.
• Highly numerical and commercially minded.
• Excellent line-management with multi-project oversight.
• Advanced Excel and Google Analytics skills.

Responsibilities

• Lead the DTC team and set strategic direction for accelerated growth.
• Write and execute channel strategy, plans and budgets.
• Manage full channel P&L, sales, margin and spend.
• Collaborate with Operations, Marketing, Innovation and Finance.
• Oversee Ecommerce, CRM and CRO, content and paid media.

Skills

Highly numerical

Self-motivated

Highly commercial

Organised

Advanced Excel

Advanced Google Analytics

Tools

Shopify

Klaviyo

GA4

Triple Whale

Yotpo/Trustpilot

Job description

Aromatherapy Associates has been sharing the therapeutic powers of essential oils for over 40 years. The Brand was founded in 1985 by Geraldine Howard & Sue Beechey, therapists that had trained under the renowned aromatherapist Micheline Arcier, who can be traced back to the modern-day founders of aromatherapy. It was then that they experienced first-hand the powerfully positive effects of essential oils on our physical and emotional wellbeing.

As a Company we have a family culture and live by one of Geraldine’s beliefs: “It’s more than just a business, it’s a way of life”.

The brand is present in over 40 markets globally with Regional offices in the UK, US and Hong Kong. Distribution is across Spa, Retail, Online Retailers, E-commerce and Distributor partners.

As aromatherapy experts, our vision has remained constant for a generation – sharing the power and therapeutic effects of natural essential oils. Our award‑winning blends have gained recognition across the beauty world for their transformative effects on the mind, body and skin.

Expertly hand‑blended in our London laboratory, our essential oils and unique active botanicals have created innovations in body and skincare.

We care deeply about the ingredients we use and how we deliver them to you. We take a mindful approach to the origins, workers wellbeing and certification of all our oils and botanicals, with a commitment to evolving our support for global community projects.

Our sustainability vision is an ongoing endeavour, along with our desire to create the very best aromatherapy products, so you can enjoy beautiful, glowing, healthy skin, free from harsh chemicals and unnecessary synthetics.

Code of best practice:

Act as an ambassador of a world‑class brand and deliver our products and services in accordance with the Standard Operating Procedures to ensure customers receive the expected and desirable level of customer service through a sincere approach of professionalism, valuable parting of knowledgeable advice, unsurpassed quality of delivery and genuine attention to customer fulfilment and experience.

Our Values:

Positive Intent – Professionalism – Trust – Adaptability – Ownership – Solution Orientated

Overview of the role

Reporting into the the Global Head of Marketing, Digital & Innovation the Head of DTC is a role responsible for the leadership of the DTC team, providing strategic direction, building and executing plans that deliver the sales and profit budget for the Channel. DTC is a priority channel for Aromatherapy Associates and we require accelerated growth plans over the next 3 years.

Key Responsibilities:

TEAM LEADERSHIP & LINE MANAGEMENT

• Ensuring that all Aromatherapy cultural values are met by all team members
• Managing performance of all team members effectively
• Ensuring all team members have regular 121s with their line manager
• Run an effective program of team meetings
• Ensure all team members have an up to date Job Description, Annual Objectives and Career Development Plan
• Ensure all team members receive formal mid and full year reviews supplemented by continual feedback and coachingAttending Board Meetings to lead the business cross functionally

GENERAL CHANNEL LEADERSHIP

• Writing and executing a channel strategy that delivers accelerated and profitable growth in line with strategic priorities
• Building an annual plan and Budget for the channel
• Managing the full channel P&L, including sales, margin and spend
• Representing the need of the channel with internal functions, i.e. Operations, Marketing, Innovation, Finance
• Providing a sales and profit forecast to a 12-month horizon, updated monthly, using provided templates
• Working with the operations team on a volume forecast
• Manage all channel spend to agreed budgets, adjustimg where necessary
• Building strong external relationships with key external partners at the appropriate level

CHANNEL SPECIFIC

Paid Media & Trading

• Budget allocation & forecasting
• Breaking down silos across Amazon and pure player pricing/promos insights & timings
• NPD Forecasting

Ecommerce, CRM and CRO

Provide oversight and support across:

• Website UX & conversion (Shopify)
• CRM (email, SMS, loyalty)
• Product set up & stock mgt
• Technical capability improvements

Creative, Social, Content

Work in partnership with the Brand team to deliver:

• Organic & social commerce
• DTC creative / copy production
• Integration with Spa & Retail depts
• TT and social commerce strategy
• Content production for all digital channels

Person Specification:

• Minimum of 7 years’ E-commerce experience
• Highly numerical
• Self-motivated
• Highly commercial
• Organised - must be able to manage multiple projects at the same time
• Excellent line-manager, proven experience in leading & developing a team
• Advanced Excel User
• Advanced Google Analytics user

What We Offer

• Broad exposure and ownership across ecommerce, CRM, trading, paid media, and CRO within a lean, senior team
• Direct mentorship from experienced Ecommerce and CRM manager as you step into your first management role, with clear escalation paths
• Hands‑on experience with a modern DTC stack: Shopify, Klaviyo, Triple Whale, GA4, Microsoft Clarity, and Yotpo/Trustpilot Customer Reviews tool
• The chance to grow with the role as our DTC business scales across the UK, US, and global markets
• Hybrid working model with Brentford HQ.
• Competitive salary and loads of benefits such as:

-25 days of annual leave, plus bank holidays and an additional Wellness Day dedicated to enhancing your personal wellbeing

-Monthly product allowance & discount for friends & family

-Vitality private healthcare

-Life insurance

-Enhanced maternity, paternity, adoption & dependent leave

-Long service awards

-The chance to work with a respected wellbeing brand at a pivotal moment in its growth

-A purpose‑driven culture with a commitment to sustainability and wellbeing

-Opportunities to experience treatments, test new products and enjoy exceptional staff perks

-Career development supported by tailored Personal Development Plans

-As a certified B Corp organisation, we provide two paid volunteering days each year so employees can give back to their communities

-Exclusive access to our wellbeing products and treatments