Head of Growth – Direct-to-Consumer - Remote | Shopify & TikTok Shop | Full P&L Ownership
We are partnering with a founder-owned, bootstrapped consumer products business generating more than $75 million in annual revenue.
The company has built a highly successful Amazon and retail operation, while its direct-to-consumer business has grown several-fold over the past 18 months. The foundations are now in place across Shopify and TikTok Shop, and the business is ready to turn DTC into a significantly larger, profitable growth engine.
We are looking for a Head of Growth to take full ownership of the DTC P&L and build it into an $18 million to $20 million annual business.
This is not simply a paid media or channel management position. You will own the complete DTC system: acquisition, creators, affiliates, website performance, retention, creative, TikTok Shop, reporting and team development.
What you will own
- Full P&L responsibility for Shopify and TikTok Shop
- Affiliate, creator, influencer and product-seeding programmes
- Paid acquisition strategy and budgets, primarily across Meta and TikTok
- Shopify conversion rate, average order value, funnel performance and development roadmap
- Email, SMS, retention and customer lifetime value
- Creative strategy and the output of the in-house video production team
- DTC reporting across revenue, margin and acquisition efficiency
- Hiring, leading and developing the DTC team
- Input into new products designed specifically for DTC, paid acquisition and stronger margins
Amazon, wholesale, retail and other online marketplaces sit elsewhere in the organisation, giving this position a clear area of ownership.
The immediate priorities
Your first priority will be building an affiliate and creator network at genuine scale, ultimately reaching thousands of active creators producing a continuous stream of video content.
You will then identify the creator content that converts and scale it aggressively through Meta and other acquisition channels. TikTok should become a creative engine for the entire DTC business, not simply another sales channel.
You will also:
- Improve Shopify conversion and scale the channel profitably
- Increase average order value and strengthen the customer journey
- Introduce higher-margin products suited to DTC and paid acquisition
- Improve the economics of TikTok Shop
- Build a team and operating model capable of supporting further growth
What success looks like
Within the first year, we expect to see:
- DTC approaching $18 million to $20 million in annual revenue
- A target margin of approximately 15% to 20%
- A creator network in the thousands, producing content continuously
- Measurable improvements in conversion rate and average order value
- TikTok Shop either profitable or demonstrably paying for itself through content creation and wider customer acquisition
- A scalable DTC team with clear ownership and accountability
What we are looking for
- At least seven years of experience in DTC growth, including three or more years leading the function
- Direct experience building an affiliate or creator programme involving hundreds or thousands of creators
- Hands-on TikTok Shop experience, including its affiliate mechanics and operational realities
- Strong paid media leadership experience, particularly across Meta
- Genuine command of acquisition economics and performance data, rather than solely managing agencies
- Ownership of a P&L, contribution margin or equivalent commercial target
- Strong Shopify conversion and funnel optimisation experience
- Experience hiring and leading a high-performing team
- Comfort operating in a fast-moving, founder-led business with limited process or hierarchy
- Fluent English and reliable working overlap with US Eastern Time
Useful, but not essential
- Experience with consumer products, housewares or physical goods
- Experience in a business where Amazon, retail and DTC coexist
- Taking a DTC channel from single-digit millions to eight figures
- Experience with Klaviyo, GA4 and in-house video production
The environment
You will inherit an established team that includes DTC leadership, website development, affiliate management and video production, alongside experienced agency partners.
The business moves quickly and operates with very little hierarchy. There is no outside investment or board structure, so decisions can be made in days rather than quarters. This environment will suit someone who enjoys autonomy, takes accountability and wants the freedom to build.
The company values curiosity, drive, accountability, transparency and consistently exceeding expectations.
Location and working pattern
This is a full-time, permanent and fully remote position for someone based outside the United States. Reasonable and reliable overlap with US Eastern Time is required.
