Head of Marketing | D2C Fitness Brand | London / Hybrid

Our client is a rapidly growing direct-to-consumer fitness brand redefining how consumers engage with health, performance, and everyday wellbeing. Built around premium products, an engaged customer community, and a strong mission-led identity, the business has established itself as one of the most exciting brands within the modern fitness and wellness space. Over the last few years, the company has built a loyal customer base through a combination of innovative products, authentic storytelling, and a highly engaged audience. As the business enters its next phase of growth, the opportunity is to evolve from a founder-led marketing approach into a fully integrated marketing function capable of driving brand awareness, customer engagement, and long-term market leadership.

With increasing competition across the fitness landscape and growing opportunities across digital, retail, partnerships, and community channels, the focus is now on building a cohesive marketing strategy that strengthens brand equity while supporting ambitious commercial growth objectives. The business is now seeking a Head of Marketing to lead the development and execution of its marketing vision. This is a highly influential leadership role working closely with the founders and senior leadership team, with responsibility for shaping brand strategy, campaign planning, customer engagement, and marketing performance across all touchpoints.

• Own and deliver the overall marketing strategy, balancing brand-building initiatives with performance-driven customer acquisition and revenue growth.
• Lead all paid media activity across Meta, Google, YouTube, TikTok, and emerging channels, with accountability for budget allocation, channel performance, and customer acquisition efficiency.
• Drive continual optimisation of key commercial metrics including CAC, LTV, MER, ROAS, conversion rate, payback period, and contribution margin.
• Develop and execute a robust customer acquisition strategy focused on scaling new customer growth while maintaining strong unit economics.
• Own lifecycle marketing across email, SMS, loyalty, and retention programmes, with a focus on increasing repeat purchase rates and customer lifetime value.
• Build and manage a structured testing roadmap across creative, audience targeting, landing pages, offers, and customer journeys to improve marketing effectiveness.
• Work closely with creative teams to develop high-performing campaign assets and messaging that drive both engagement and conversion.
• Oversee performance reporting, attribution models, forecasting, and dashboard development to provide clear visibility on marketing effectiveness and future growth opportunities.
• Manage relationships with external agencies, platforms, and technology partners, ensuring clear accountability against agreed performance targets.
• Lead annual marketing planning, budget management, and resource allocation to maximise return on investment across all marketing activities.

• Proven experience in a marketing, performance marketing, growth or ecommerce marketing leadership role within a high-growth D2C or consumer brand.
• Demonstrable success scaling customer acquisition through paid media channels including Meta, Google, YouTube, TikTok, and other digital platforms.
• Strong hands-on expertise across performance marketing, PPC, paid social, CRM, lifecycle marketing, and customer retention strategies.
• Experience managing and optimising significant marketing budgets with a strong focus on efficiency, profitability, and sustainable growth.
• Experience building structured testing frameworks across creative, media buying, customer journeys, landing pages, and conversion optimisation.
• Experience managing external agencies, platform partners, and internal stakeholders within a fast-paced, high-growth environment.
• Previous experience within D2C, fitness, wellness, lifestyle, or subscription-led consumer businesses would be highly advantageous.

• A commercially minded marketing leader who understands how to drive both brand equity and measurable revenue growth in the consumer industry (e.g. food, drink, fitness, wellness, fashion, beauty, cosmetics, personal care or broader fmcg).
• Someone who combines strong analytical thinking with excellent marketing instincts and customer understanding.
• A strategic operator who is equally comfortable setting direction and rolling up their sleeves to solve problems.
• A naturally data-driven decision-maker who enjoys using insight and experimentation to unlock growth opportunities.
• A collaborative leader who can bring together performance, creative, ecommerce, and commercial functions around shared objectives.
• Someone who thrives in ambitious, entrepreneurial environments where pace is high and impact is visible.

Location: London (hybrid)
Start-date: ASAP
Salary: £85,000-£100,000 + bonus + long-term incentive

At Harmonic, we are dedicated to fostering an inclusive and equitable workplace. We actively welcome applications from individuals of all backgrounds and assure you that every candidate will be thoughtfully considered for the roles we represent, without regard to race, religion, gender expression, disability, or sexual orientation.