Head of Growth

Troubadour; Greater London; Hybrid; GBP 70,000 - 110,000; Full time

Job summary

Troubadour in London is seeking a Growth Lead to own paid acquisition, lifecycle and retention as part of a connected growth engine. You will set the strategy, run tests, and lead a team that delivers results across paid channels and lifecycle initiatives.

Based in London with remote-friendly policy, you will collaborate closely with the CMO and cross-functional partners to accelerate growth and build scalable AI-powered workflows for faster decision-making.

Qualifications

• Five+ years in growth/ecommerce with real paid spend
• Ownership of CAC and LTV
• Know SQL or similar and think in CAC, MER, AOV, LTV
• Led people before and enjoy it
• Proactive use of AI in daily work

Responsibilities

• Own paid acquisition across Meta, Google, affiliate, SEO and Amazon Ads; manage structure, testing, budgeting, and measurement
• Own lifecycle and retention through Lifecycle Manager; grow LTV, repeat rate and referrals
• Own conversion growth: design tests, test hypotheses, derive verdicts
• Manage acquisition-to-retention interplay; balance CAC with LTV
• Lead growth aspects of product launches: paid plan, demand, conversion moments
• Build efficient AI-powered reporting workflows to speed decisions
• Share learnings with the wider team to amplify impact

Skills

Paid acquisition

Lifecycle marketing

Team leadership

Analytics

SQL

Tools

Google Ads

Shopify

Google Analytics

Klaviyo

Job description

Full-time

• London
• Reports to: CMO

We make bags and accessories for the people building the future. Engineers, founders, designers, makers. People in the arena, doing the work, often without proof. We're building the future too, in our own way.

We've grown 15x in the last five years. B Corp certified. The first fully circular bag collection in our category. Wirecutter's pick for best laptop backpack. The work we do has substance.

Our DTC business is the engine of that growth, and this role owns how it grows from here. You'll own paid acquisition, lifecycle and retention as one connected growth engine: turning strangers into customers, customers into repeats, and repeats into people who bring their friends. You set the strategy, run the tests, make the calls, and lead the team that delivers.

You'll manage the Lifecycle Manager and grow the team as the function grows. You'll work directly with the CMO on integrated marketing, the Community & Social Lead on paid and organic in complement, and Creative on work that performs.

We're building an AI operating layer across the business, five products on one data foundation. You won't be building the tools. But you'll be one of their heaviest users: training them on what matters, building your workflows on top of them, and guiding them to get better. You need to be genuinely up for working this way, because it's how the whole company works.

You find the insight, you drive the change, you measure the result.

What You'll Do

• Own paid acquisition across Meta, Google, affiliate, SEO and Amazon Ads. Account structure, creative testing, budget pacing, clean measurement. Your targets are blended MER and new customer revenue.
• Own lifecycle and retention through the Lifecycle Manager. Grow LTV, repeat rate and referral across Troubadour.
• Own conversion growth: set the experimentation agenda, design the tests, take them from hypothesis to verdict.
• Manage the acquisition-to-retention interplay. Know when to push CAC to build the base, when to protect LTV, and how the two work together.
• Lead the growth side of product launches: the paid plan, the demand, the conversion moments.
• Build efficient reporting workflows using AI-native tools where they speed up the work, so your team's time goes to decisions, not spreadsheets.
• Feed what you learn back to the wider team. You'll be closest to what's working, and everyone benefits when you share it.

Who You Are

• You have five or more years of hands-on growth and or ecommerce experience, including meaningful Shopify experience and with real paid spend under your control.
• You've owned CAC and LTV, not just one or the other.
• You know SQL or something close to it, you can work through messy attribution, and you think in CAC, MER, AOV, LTV and repeat rate.
• You've led people before, and you enjoy it.
• You proactively use AI in your work every day, you know where it helps and where it makes things worse.

Why Troubadour

We've grown 15x in the last five years. The next phase is bigger still, and everyone we hire has a hand in shaping it.

We're a small team. Curious. Hands-on. We care about doing things well, and about the people doing them. High standards without high drama. We disagree out loud. We back each other up. The people who thrive here treat the work seriously and themselves a little less so.

Our headquarters is in Fitzrovia, London, and our store is on Beak Street in Soho. The rest of the team works remotely, and we get together whenever we can. We look after our people properly. The basics and more.