Director of Demand (UK) in London

Calo is a well-funded, hyper-growth international brand. We are scaling at an unprecedented rate, having rapidly expanded across the GCC and now bringing our revolutionary product to the UK. We are looking for someone who is exceptional at Brand, Performance, Leadership, Content, and Unconventional PR—and has the track record to prove it. Apply if you have experience in content marketing and scaling a high-growth DTC consumer brand in the UK.

About Calo: Calo is on a mission to make healthy living easy. Our app delivers highly personalised, chef-crafted meals to busy individuals, built through a unique combination of nutritional science, cutting-edge tech, and top-tier culinary expertise. Since launching in 2019, we’ve expanded to six countries, last year we delivered ten million meals, and launched Grab & Go café concepts. The UK is our first Western market, and we are thinking big. Calo’s ambitions to IPO within the next three years is now publicly announced, and the UK forms a huge part of that.

About the Role: As Demand Director – UK, you’ll lead the go-to-market strategy and execution across brand, performance, PR, content, and growth. You’ll inherit a strong team, giving you the freedom to focus on growth, performance, and high-level creative direction. You will own the full UK marketing function. You’ll be given an annual budget—and full autonomy on how to spend it. You’ll work alongside the UK GM and have support from the Global VP of Growth and the Global VP of Marketing.

Your priorities will be:

• Build a world class demand engine, full funnel acquisition marketing alongside innovative AI enabled lifecycle marketing for retention.
• Invest in organic content, get 1-5m+ views per month.
• Build a strong online and offline affiliate network of active content creators & trainers (views & sales).
• Grab attention with unconventional marketing and publicity stunts.

Your Responsibilities:

1. Own UK Marketing Strategy & Growth Execution: Set and execute the full-funnel UK marketing strategy. Own performance targets across impressions, CAC, customer acquisition, and brand resonance. Lead execution across all relevant channels: digital, social, influencers, PR, partnerships, and more.
2. Drive Performance Marketing & Customer Acquisition: Own and allocate the paid media budget to drive efficient growth. Lead performance across meta, search, influencer, affiliate, and emerging channels. Build a lifecycle strategy to optimise acquisition, retention, and LTV.
3. Guide Brand Positioning & Creative Campaigns: Own and evolve Calo’s UK brand positioning and customer-facing narrative. Provide campaign direction and high-level creative oversight. Collaborate closely with our Senior Brand Manager, who leads day-to-day execution, brand consistency, campaign development, and packaging. Ensure all content and comms reflect a premium and consistent tone of voice.
4. Lead Unconventional PR & Creative Marketing: Drive cultural relevance through bold, unexpected marketing plays. Launch stunts, guerrilla campaigns, and viral moments that drive awareness and media attention. Develop creative partnerships, pop-ups, and local activations that get people talking.
5. Lead & Develop a High-Performing Marketing Team: Inspire and grow a team of marketers with deep functional expertise. Set clear goals, give feedback, and build a high-performance culture. Work cross-functionally across Product, Growth, and Customer Experience to align on priorities.

Your Top KPIs:

• Impressions/ Views
• New customer acquisition
• CAC
• Brand resonance and awareness

Who We’re Looking For:

You Are:

• A marketing leader who’s scaled a high-growth DTC brand in the UK
• Equal parts commercial and creative—you care about CAC and campaigns
• Comfortable leading a team and mentoring senior marketing talent
• Obsessed with breakthrough content, brand building, and performance
• Fearless and resourceful—you know how to get people talking
• Fast-moving, collaborative, and execution-focused

Must-Have Experience:

• Deep understanding and passion for social media content and how to grow views in the world of content today
• 5+ years in marketing, including leadership experience in high-growth UK DTC brands
• Deep knowledge of brand marketing, content, paid media, and influencer strategy
• Proven track record optimising CAC and driving sustained customer growth
• Strong experience working with brand and creative leads to build best-in-class execution
• Demonstrated success launching viral, unconventional, or culturally resonant campaigns

Perks of the Role:

• The opportunity to build something extraordinary from the ground up.
• Access to our mouth-watering meal subscriptions.
• Competitive salary, benefits, and stock options.
• Work alongside passionate and driven colleagues in a culture that fosters growth.
• 25 days of holiday plus Bank Holidays.
• After your third year, you will accumulate an additional day each year you are with the business (capped at 27 days).
• Hybrid working – Home/SW6 6AW, with Mondays and Wednesdays being the only mandatory office days.
• Note that in your first 6 weeks of employment you will be required to come to the office 4 days per week to get up to speed quickly.
• Cycle-to-work scheme.
• Office employees may work remotely from an international location for up to three weeks per year (time zone dependent, must be taken in full weeks).
• Cash bonus if you complete 50 workouts in a quarter.
• Free fully equipped gym on-site.
• Subsidised class pass membership.
• Monthly team learnings and courses for upskilling throughout the year.
• Work iPhone provided.

Our Process, Once You Apply: We believe the standard interview process – including ours – is wild. You are making a life-changing decision after only a few hours of interaction with us and our team. Therefore, we prioritise transparency and encourage any and all questions throughout the process. Our aim is to ensure that you can help us succeed, and we can help you succeed – all while having fun along the way.

Experience and performance interview (60 minutes): Where we assess your core competencies and relevant experience.

Culture fit interview (90 minutes): This interview is with your broader team, without the CEO or your manager. At this stage, you will also be shown the office space and your future desk.

Task: The complexity of the task will align with the salary level you’re being considered for; more senior candidates should expect a more involved task. This is our opportunity to collaborate on a small scale. The task will be paid for based on the scope and time required. We will pay market rate for your work, regardless of the outcome.

Phone call with a former staff member (15 minutes): This call will be with the person you are replacing or, if no direct predecessor exists, with a former team member from the department you’ll be joining. This is your chance to ask why they left and any other questions you may have.

What’s Next? If you are interested in learning more about the role and think this could be for you, then don’t hesitate to apply now. We look forward to hearing from you and love hearing from people who are passionate about our purpose and vision.