At a Glance
- Tasks: Lead customer retention and acquisition for a fast-growing D2C coffee brand.
- Company: Exhale, a top UK coffee brand focused on health and wellness.
- Benefits: Competitive salary, performance bonuses, equity options, and fully remote work.
- Other info: Flexible hours, team trips, and opportunities for personal growth.
- Why this job: Join a mission-driven team and make a real impact in the ecommerce space.
- Qualifications: Proven experience scaling D2C subscription businesses with a focus on retention.
The predicted salary is between 70000 - 120000 £ per year.
Own existing customer retention and new customer acquisition. Are you a seasoned growth operator with experience scaling an 8-figure ecommerce brand towards 9 figures? Subscription-obsessed, you realise that growth at this level can’t just come from new customers alone, but from nurturing existing subscribers. The Head of Growth will own both acquisition and retention: 100,000 existing D2C subscribers, an engaged email list of over 800,000, as well as a significant monthly paid-media budget. Owning LTV, email marketing, our paid channel mix, Shopify website, and an Amazon presence across Europe. Exhale launched in 2020 and we’ve grown profitably to become one of the biggest D2C coffee brands in the UK. In 2025 we won the fastest growing F&B business in London and 3rd in the UK. It’s now time to launch exciting new products and expand into new channels and markets, with our growth engine driving that. At Exhale we’re on a mission to inspire the world to believe they're capable of anything if you lead an active, outdoors and healthy lifestyle, fuelled by our ridiculously healthy coffee.
Important: retention is half of this job, not a footnote. Our biggest opportunities are reducing early-life churn and from the engaged email list. Your targets will carry retention and lifetime value with equal weight to acquisition. The successful applicant must be a commercially ruthless doer who is fluent in the numbers, hands-on with modern AI tooling, and allergic to wasted spend. This role is not for the faint hearted.
Role snapshot
- Seniority: Senior leadership, one of three marketing pillar heads
- Reports to: the CMO (currently our co-founder)
- Location / working style: Fully remote
- Salary: £70k to £120k depending on experience, plus performance-based bonus or equity.
- Start date: Flexible for the right candidate
What you'll be doing
- Own paid marketing across every channel. Currently c. 65% Meta, 30% YouTube and Google, 5% Amazon. Also exploring TikTok, CTV/TV and beyond. Our separate creator team makes the content; your team decides where it runs.
- Own the customer base and its value. Subscriber retention, early-life churn, growing lifetime-value.
- Run the email programme as a growth channel. Flows, campaigns and list strategy across 800k engaged contacts plus 500k dormant, used to retain as much as acquire and sell.
- Own the full funnel covering ads, website, offers, landing pages, email and CRO of all. Ensuring message congruency that’s channel, problem-solution, or persona specific.
- Analyse and report performance to the CMO. Use the latest AI to build reports covering agreed metrics.
- Build the internal team. You’ll shape and grow a team around you with the CMO.
About you
- You’ve scaled a D2C subscription business, and you can show the results: what you inherited, what you changed, what happened to CAC, retention and LTV.
- A growth background (growth, performance, lifecycle) that realises acquisition and retention are one system.
- Genuinely two-sided: you can talk in depth about churn, cohorts and lifecycle as fluently as ad accounts and channel mix. If your CV is all acquisition, be ready to prove the other half.
- Hands‑on with the numbers and with AI: you build your own analysis and you'd rather interrogate the data yourself than wait for someone else to produce a report.
- Confident, you love nothing more than digging into a cohort chart with the CMO to find the next thousand subscribers hiding in the numbers.
- Commercially sharp and allergic to waste: you know the difference between spend that's learning and spend that's losing.
- Comfortable owning a large monthly budget and being accountable for what it returns.
- Experience with Shopify, Klaviyo, Meta and Google is expected; Recharge, Amazon and TV are a bonus.
- Passionate about health, wellness, fitness or the outdoors, so you understand the customer whose lifetime you're growing.
- Obsessed with learning from the industry's best educators to keep your finger on the pulse of what's working right now in ecommerce.
- Comfortable being the first in the door of a new team: senior enough to lead, hungry enough to do.
What's in it for you
- A salary of £70k to £120k depending on experience plus bonus and/or equity package.
- Fully remote (you must be able to prove you're a self-starter)
- Flexible working hours, but usually 9am to 5.30pm, Monday to Friday
- Team trips to Portugal
- Team meetups at events, our own Exhale festivals and the roastery
Head of Growth employer: Exhale Healthy Coffee
Exhale Healthy Coffee is an exceptional employer that champions a dynamic and innovative work culture, perfect for those passionate about driving growth in the D2C sector. With a fully remote setup, employees enjoy flexibility while being part of a high-growth team that prioritises professional development and offers opportunities to lead impactful marketing strategies across Europe. Join us to make a meaningful contribution to a brand that values creativity, results, and employee well-being.
