Head of E-commerce & Growth

Hershesons | Fitzrovia, London | £85,000 + meaningful growth incentives

Hershesons is one of the most distinctive names in hair.

Built from our London salons, editorial heritage and a clear belief that great hair should be easier , we are building a serious global product business. The ambition is substantial: create a DTC brand capable of scaling to tens of millions in revenue.

We are looking for an exceptional Head of E-commerce & Growth to help lead that next chapter.

This is not a conventional digital marketing role. You will own the commercial engine behind the product business: profitable acquisition, e-commerce trading, conversion, CRM and retention, creative performance, marketplaces, analytics and growth strategy.

You will work directly with founder Luke Hersheson, alongside a newly appointed COO, with real autonomy to make decisions, build the capability around you and create a growth engine that performs.

If you want a safe role managing agency meetings and presenting monthly dashboards, this is not it.

If you want to take a brand with real cultural relevance, strong product potential and a founder-led point of view — then build the commercial machine that takes it to the next level — this could be the role.

The opportunity

Hershesons has the brand, founder story, product range and platform to become a major DTC business.

We are now looking for the person who can turn that potential into a repeatable, profitable commercial engine.

You will inherit real foundations:

• A distinctive brand with deep credibility in hair, fashion and culture
• A founder who is deeply involved, ambitious and open to being challenged
• An established DTC product business with clear room to scale
• Existing performance, trading and reporting infrastructure
• A strong operational partner in place through the COO
• The mandate to improve the model, build the team and take ownership

You will not be asked to maintain a finished machine. You will be trusted to build one.

Your mission

Build a disciplined, profitable DTC growth engine capable of taking Hershesons’ product business toward £10m+ and beyond.

You will make better decisions, faster:

• What products deserve focus
• Where to invest acquisition spend
• Which creative, offers and messages are working
• What to scale, what to fix and what to stop
• How to improve conversion, retention and customer value
• Which new growth pathways have earned the right to exist

What you’ll own

E-commerce trading and commercial performance

• Own DTC revenue, contribution and performance across Hershesons.com and relevant marketplaces.
• Run the weekly trading rhythm, turning performance data into clear priorities and commercial decisions.
• Improve conversion rate, AOV, customer experience and repeat purchase.
• Own the trading calendar: launches, offers, bundles, merchandising, upsell, cross-sell, subscription and retention opportunities.
• Ensure product, stock, creative and acquisition activity are aligned around commercial outcomes.

Profitable customer acquisition

• Lead paid growth across Meta, Google and other relevant channels.
• Set clear performance standards around contribution, CAC, MER, ROAS, payback and cash impact.
• Build a high-velocity creative testing engine: stronger briefs, more hypotheses, faster learning and clear scale/kill decisions.
• Hold agencies, specialists and internal teams to a high standard of execution and accountability.
• Know the difference between activity, efficiency and actual commercial scale.

Conversion, creative and brand signal

• Translate the Hershesons brand, founder story and customer insight into creative that performs.
• Work with the founder, creative team and partners to ensure ads, product pages, email, social and marketplaces communicate a consistent, compelling reason to buy.
• Improve product pages, landing pages, offer structure and onsite journeys through continuous testing.
• Build a creative operating system that produces learning — not just content.

CRM, retention and customer value

• Own lifecycle activity across email, SMS, subscription, loyalty, referral and customer segmentation.
• Improve repeat purchase, retention and owned-channel contribution.
• Use customer and cohort data to identify who the highest-value customers are, how they buy and how to acquire more of them.

Data, analytics and commercial planning

• Build a trusted commercial view across Shopify, paid media, Amazon, CRM and finance.
• Go beyond dashboards. You will be able to investigate the underlying data, spot inconsistencies and get to the truth.
• Turn analysis into recommendations: what we should do, what we should stop and why.
• Lead digital forecasting, channel planning, budget allocation and performance reporting.

Leadership

• Lead a lean mix of internal talent, agencies, freelancers and specialists.
• Build the team and operating cadence required for the next stage.
• Operate as a genuine partner to the CEO: arrive with the diagnosis, recommendation and plan.
• Be strategic but stay close enough to execution to make things happen.

What great looks like

Within 12 months:

• The DTC business has a clear weekly commercial rhythm and a trusted performance scoreboard.
• Paid acquisition is improving against explicit contribution and cash standards.
• Creative testing is consistent, structured and producing clear winners.
• Conversion, AOV and repeat purchase are materially stronger.
• Product, budget and creative are concentrated behind the highest-potential commercial opportunities.
• CRM and retention are making a meaningful contribution to revenue and customer value.
• Luke is no longer the default approver, analyst or problem-solver for routine digital decisions.
• The business has a credible, evidence-led pathway toward £10m+ DTC revenue.

Who you are

You are commercially ambitious, analytically rigorous and hands-on.

You may currently be a:

• Senior E-commerce Manager
• Senior Digital Manager
• Head of Digital Commerce
• E-commerce Director
• Head of DTC

More important than your title is your track record. You have progressed beyond channel execution into genuine ownership of revenue, conversion, retention, acquisition economics and wider e-commerce strategy.

You can show us how you have used data to make difficult decisions and create measurable commercial results.

You will bring:

• Significant experience in a DTC, e-commerce or product-led consumer business.
• Experience owning meaningful revenue, conversion, acquisition or contribution targets.
• Strong working knowledge of Shopify, Meta, Google, CRM/lifecycle platforms, GA4 and e-commerce analytics.
• The ability to analyse performance across channel, product, customer, campaign and cohort level.
• Experience building, shaping or improving reporting and BI — not just reading dashboards created by somebody else.
• Commercial judgement across CAC, MER, ROAS, conversion, AOV, margin, retention and payback.
• Strong creative instincts and the ability to turn customer insight into briefs that convert.
• Experience managing agencies, freelancers, specialists and internal teams.
• High standards, clear communication and the confidence to challenge constructively.
• A bias for action. You can work at pace without becoming reactive.

This role is probably not right for you if:

• Your experience is mainly agency management, campaign planning or brand calendars.
• You are a paid-media specialist who does not want to own conversion, retention and commercial trading.
• You want a large team and a finished infrastructure before you can perform.
• You prefer reporting on performance to changing it.
• You are looking for a remote role. This position is primarily office-based in Fitzrovia, London.

Package and upside

• Growth incentives: Meaningful performance-based incentives tied to agreed commercial milestones.
• Real ownership: The right person will have the opportunity to build the function, shape the team and create the commercial systems behind a major DTC brand.
• Direct founder access: Work closely with Luke Hersheson and a leadership team committed to building something significant.

We want someone who thinks and operates like an owner. The incentive structure will reward profitable commercial scale , not superficial platform metrics or bigger ad spend.

Thank you for submitting!

We appreciate your interest and will review your information as soon as possible.