Head of Performance & Growth (Shopify / DTC Fashion) - Leading Fashion co - Hybrid/ Hertfordshire, SG12 (Full / Part time)- £60k-80k DOE in Watford

A leading fashion company continues to emerge within the fashion industry, bridging the gap between high street and designer brands. Recognised for sophisticated occasion wear, luxury knitwear and modern bridesmaid collections, the brand blends timeless design with affordable luxury. They have a brand which complements this with a contemporary twist on classic — minimalist, versatile pieces crafted with a focus on quality, longevity and fit. Together, the brands share a mission to design consciously, inspire confidence, and deliver exceptional customer experiences across every touchpoint.

Purpose of the Role: The Head of Growth/ Performance is responsible for driving profitable revenue growth through customer acquisition, retention and optimisation of the digital revenue engine. Reporting directly to the founders, this role owns performance marketing, lifecycle growth, trading insight and digital experimentation — ensuring both brands scale efficiently while maintaining strong contribution margins. This is a commercially accountable role with ownership of growth KPIs including revenue, CAC, MER, blended ROAS, LTV and new customer acquisition.

How the role fits: The Head of Growth sits at the intersection of marketing, ecommerce and data — translating brand campaigns into scalable, measurable growth. Where the Marketing team owns brand storytelling, creative direction and campaign vision, the Head of Growth owns the commercial performance of those campaigns — ensuring they deliver profitable revenue and long-term customer value.

Key Responsibilities:

• Performance Marketing & Acquisition
  • Own and scale paid media strategy across Meta, Google, TikTok and emerging platforms.
  • Manage agency relationships and ensure channel profitability and scalability.
  • Set and monitor acquisition targets including CAC, MER and blended ROAS.
  • Lead channel experimentation and testing (creative, audience, landing page optimisation).
  • Oversee affiliate strategy and partnerships (including LTK), ensuring profitability.
  • Ensure high-quality product feeds, attribution tracking and integration with core partners.
  • Identify and test new growth channels including influencer performance, paid partnerships and marketplace opportunities.
• Lifecycle Marketing & Retention
  • Develop and optimise lifecycle strategy across email, SMS and remarketing.
  • Increase customer LTV through segmentation, automation and personalisation.
  • Improve repeat purchase rate and retention metrics.
  • Partner with Customer Care to feed customer insight into retention initiatives.
  • Leverage tools such as Klaviyo, Sweet Analytics and Triple Whale to optimise retention performance.
• Trading & Revenue Optimisation
  • Partner with Buying and Ecommerce teams to align stock, promotions and demand generation.
  • Use performance data to influence promotional strategy and margin decisions.
  • Lead weekly growth and trading reviews, combining marketing and onsite performance insight.
  • Identify revenue opportunities through bundling, upsell, pricing optimisation and offer strategy.
  • Leverage Swap Commerce and post-purchase tools to optimise exchanges and reduce return impact on profitability.
• Website Growth & CRO
  • Lead growth experimentation across landing pages, PDPs and checkout.
  • Own A/B testing roadmap focused on conversion rate and AOV improvements.
  • Collaborate with development partners to implement growth-focused enhancements.
  • Utilise Advanced Commerce and other personalisation tools to optimise merchandising logic.
  • Ensure landing pages for campaigns are conversion-optimised and aligned to performance objectives.
• Data, Analytics & Attribution
  • Own growth dashboards and performance reporting using Looker Studio, Microsoft Clarity, GA4, Sweet Analytics and Triple Whale.
  • Ensure robust tracking and attribution across all paid and organic channels.
  • Translate performance data into actionable insights for founders and senior leadership.
  • Forecast revenue growth scenarios and marketing efficiency improvements.
  • Maintain clear visibility of marketing spend vs return at brand and channel level.
• Leadership & Cross-Functional Collaboration
  • Partner closely with the Head of Marketing to align brand and growth strategies.
  • Collaborate with Buying, Operations and Finance to ensure scalable and profitable growth.
  • Line manage relevant ecommerce/performance team members.
  • Drive a culture of experimentation, accountability and data-driven decision making.

Qualifications, Skills & Experience:

• 5+ years in growth, performance marketing or ecommerce leadership within DTC fashion or lifestyle.
• Demonstrable experience scaling paid media budgets with profitable ROAS.
• Strong commercial understanding of CAC, LTV, MER and contribution margin.
• Experience managing agencies and performance teams.
• Proficient in Shopify Plus and ecommerce analytics.
• Advanced understanding of GA4, Looker Studio, Sweet Analytics and Triple Whale.
• Experience with website merchandising, Swap Commerce and post-purchase optimisation tools.
• Data-driven and commercially minded with strong forecasting ability.
• Entrepreneurial mindset with a bias toward testing and iteration.
• Passionate about fashion, digital innovation and brand growth.