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- Tasks: Lead DTC growth for a premium beauty brand, driving strategy and digital performance.
- Company: Join Health & Happiness Group, a global leader in wellness and nutrition.
- Benefits: Enjoy hybrid working, gym membership, generous leave, and discounts on products.
- Why this job: Be at the forefront of beauty innovation and make a real impact.
- Qualifications: 7+ years in digital beauty leadership with a passion for premium brands.
- Other info: Dynamic, inclusive culture with opportunities for personal and professional growth.
The predicted salary is between 43200 - 72000 £ per year.
About Health & Happiness Group
Health & Happiness (H&H) Group is a publicly traded company, with established market positions in more than 15 countries in Asia-Pacific, Europe, North America and Oceania with over 3,000 team members working across the globe. Our vision is focused on premium nutrition and lifetime wellness. We have 3 business segments – Baby, Adult and Pet Nutrition and Care – supporting whole-family health and happiness across 8 international brands.
As we grow, our people and our culture are essential to our success. We are recognised as a 'Great Place to Work' and have over 3,400 employees working globally, both in-office and remotely to support the company's rapid growth. We are looking for more brilliant people who can turn complex problems into simple solutions.
Your role within the team:
Aurelia Cellular is seeking an ambitious, strategic, and commercially minded Direct-to-Consumer (DTC) lead for Beauty to own and accelerate our DTC growth in UK and FR. This leader will set the DTC strategy, drive acquisition and retention, oversee digital performance, and ensure every interaction with the brand is premium, high-impact, and conversion-driving.
This is a transformational role for a pioneering brand at the intersection of beauty, wellness and advanced skincare science. The ideal candidate has subject-matter expertise in digital beauty growth models and understands how consumers discover, evaluate and fall in love with beauty brands online. You have a proven track record of scaling DTC beauty businesses, converting trial to ritual and building strong LTV through retention and loyalty.
Key Responsibilities:
- DTC Strategy & P&L Ownership
- Define and execute Aurelia Cellular's DTC strategy with a premium beauty lens.
- Own the DTC P&L, driving sustainable, profitable growth.
- Set ambitious acquisition, retention, conversion, and revenue targets.
- Champion premium brand experience while driving cost efficiency and scale.
- Acquisition, Performance Marketing & Media
- Oversee performance marketing across Meta, Google, YouTube, affiliates, influencers, and emerging platforms.
- Develop a robust growth roadmap that balances brand building with performance efficiency.
- Partner with Brand & Creative teams to deliver high-impact beauty storytelling in conversion-driven campaigns.
- Customer Lifecycle, CRM & Retention
- Own the consumer lifecycle from first impression through long-term beauty ritual.
- Oversee CRM strategies (email/SMS/loyalty) to maximize LTV and retention.
- Increase LTV by driving subscription, replenishment, and advocacy.
- As the brand grows, develop segmentation, customer journeys, and personalized experiences.
- Ecommerce, Conversion & Digital Experience
- Own site experience, CRO, digital merchandising, and UX to reflect Aurelia's premium beauty identity.
- Ensure the digital consumer journey reflects the brand's premium positioning and scientific authority.
- Lead product launch plans, promotional strategy, and digital merchandising.
- Insights, Forecasting & Data-Driven Decision Making
- Partner with analytics to build dashboards, interpret insights, and drive data-based decisions.
- Lead DTC forecasting aligned with marketing plans, promotions, and growth strategies.
- Identify growth opportunities and build business cases for new initiatives.
Desired Skills and Experience:
- 7+ years of commercial experience as a commercially-driven digital leader with deep experience in Beauty DTC (skincare, supplements, cosmetics, or premium consumer health).
- Expert in scaling brands online through acquisition growth + high-retention models.
- Passionate about premium brands, beauty culture, community-driven advocacy, and category innovation.
- Obsessed with metrics but equally with creativity, brand equity, and product desire.
- Comfortable building and leading high-performing teams in a fast-growth environment.
- Creative thinker with a passion for wellness.
- Excellent problem-solving and decision-making skills – seeks to solve problems and bring recommendations rather than just reporting on issues or challenges.
- Results-oriented self-starter that takes initiative without being asked and has a proven track record of excellent results in a fast-growth environment.
- Highly organized and disciplined with strong attention to detail.
- Collaborative - proven collaborative leadership style and a team player.
- Strong written, verbal and listening communication skills.
- Excelling at operating in a fast paced & entrepreneurial environment.
- Ability to work in a cross-functional matrix environment.
Benefits:
- Hybrid working with 3 days a week in the office.
- Gym Membership (28 credits per month)
- On-site Gym
- 30 Annual Leave days per year
- 40% discount for UK Brands
- Pension
- Health Insurance
- Life Insurance
- Private Dental Insurance
- Dog-friendly office.
- Coffee shop within the building.
- Complimentary office drinks on Thursday evenings.
H&H Group believes in the benefits of a diverse and inclusive workplace and aims to reflect the varied cultures within which we exist. We are committed to providing a working environment that is free from discrimination and harassment, creating a safe and inclusive environment for all.
We encourage applications from people of all ages, nationalities, religions, racial and gender identities, sexual orientations, abilities and cultures, and our hiring decisions will be based on business needs, position requirements, and the qualifications and experience of individuals. If you require support or assistance during the application process, please notify us at the time of application and we will be sure to enable reasonable adjustments where suitable.
If you have what it takes, please apply via the online portal and we will be in touch soon. We move quickly and may fill the role prior to the application close date, so we suggest you get in touch today!
Salary and benefits will be competitive and commensurate with experience. All personal data collected is for recruitment purposes only.
Beauty DTC Lead in London employer: H&H Group | B CorpTM
Contact Detail:
H&H Group | B CorpTM Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Beauty DTC Lead in London
✨Tip Number 1
Get to know the company inside out! Research Health & Happiness Group and their brands. Understanding their mission and values will help you tailor your approach and show them you're genuinely interested.
✨Tip Number 2
Network like a pro! Connect with current employees on LinkedIn or attend industry events. Building relationships can give you insider info and might even lead to a referral, which is always a bonus!
✨Tip Number 3
Prepare for interviews by practising common questions and crafting your own stories that highlight your experience in DTC beauty. Show them how you've driven growth and retention in past roles – numbers speak volumes!
✨Tip Number 4
Don't forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows you're serious about joining the team at Health & Happiness Group.
We think you need these skills to ace Beauty DTC Lead in London
Some tips for your application 🫡
Tailor Your Application: Make sure to customise your CV and cover letter for the Beauty DTC Lead role. Highlight your experience in DTC strategies and how you've driven growth in previous roles. We want to see how you can bring your unique flair to our team!
Showcase Your Achievements: Don’t just list your responsibilities; share your successes! Use metrics to demonstrate how you’ve scaled brands or improved retention rates. We love numbers that tell a story, so make them shine!
Be Authentic: Let your personality come through in your application. We’re looking for someone who’s not only skilled but also passionate about beauty and wellness. Share what excites you about the industry and why you want to join us at Health & Happiness Group.
Apply Through Our Website: We encourage you to apply directly through our online portal. It’s the quickest way to get your application in front of us. Plus, we move fast, so don’t wait too long – we can’t wait to hear from you!
How to prepare for a job interview at H&H Group | B CorpTM
✨Know Your DTC Inside Out
Before the interview, dive deep into the Direct-to-Consumer (DTC) landscape, especially in the beauty sector. Familiarise yourself with successful DTC strategies and be ready to discuss how you can apply these insights to drive growth for Aurelia Cellular.
✨Showcase Your Metrics Mastery
Since this role is all about data-driven decision-making, come prepared with examples of how you've used metrics to scale beauty brands. Be ready to discuss specific KPIs you've improved and how they contributed to overall business success.
✨Demonstrate Your Creative Edge
This position requires a blend of creativity and commercial acumen. Prepare to share innovative ideas for campaigns or customer engagement strategies that align with premium brand experiences. Think outside the box and show how you can elevate the brand's storytelling.
✨Prepare for Collaborative Scenarios
Given the emphasis on teamwork, think of examples where you've successfully collaborated across departments. Be ready to discuss how you’ve led cross-functional projects and how you can foster collaboration at Aurelia Cellular to achieve shared goals.
