Head of Marketing in Watford

LILY & ROO is a fast-growing online jewellery brand creating meaningful, beautifully crafted pieces designed to celebrate life’s moments. We are ambitious, commercially driven and customer-focused, with clear growth plans. We are looking for a commercially sharp, hands-on marketing leader to help take us to the next stage. This role would suit an experienced Head of Marketing or a strong Senior Marketing Manager ready to step up into a full leadership role with real ownership and accountability.

The Role

We are looking for someone who has truly done it before. A strategic thinker who is also operational. A leader who develops their team but isn’t afraid to roll up their sleeves. Someone equally comfortable analysing conversion data as they are directing a photoshoot. This is not a purely strategic role — and it’s not purely managerial. We want the whole package. You will move seamlessly between:

• Setting the marketing strategy
• Directing the content calendar
• Reviewing performance data
• Jumping into Shopify to improve product pages
• Analysing Klaviyo campaign performance
• Challenging agencies on results
• Testing and optimising across channels

This is an office-based role in Watford, working closely with the Founder and team to drive performance and growth.

Key Responsibilities

• Develop and own the full marketing strategy aligned to revenue and growth targets
• Set clear KPIs across acquisition, retention and conversion
• Identify growth opportunities and performance improvements
• Ensure all activity is commercially driven and measurable

Team Leadership & Development

• Manage, mentor and grow a capable, talented in-house marketing team
• Provide structure, clarity and accountability
• Motivate the team and create momentum around key priorities
• Elevate standards across creative and performance
• Step in operationally when needed to maintain pace and quality

Content & Campaign Direction

• Own and direct the content calendar in line with launches and trading moments
• Lead campaign planning from concept to execution
• Ensure consistency across website, email, paid and social
• Align creative output with commercial objectives

Photoshoots & Brand Execution

• Lead and oversee photoshoots from concept to delivery
• Guide the team in preparing for shoot days (creative direction, shot lists, objectives)
• Ensure shoots produce high-performing, commercially effective assets
• Maintain strong brand consistency and quality control

Website & Conversion Optimisation

• Analyse product page performance and customer journeys
• Improve website conversion rates through testing and optimisation
• Implement changes directly within Shopify
• A/B test imagery, copy, layout and offers
• Continuously refine UX based on data

Email, Paid Media & Agency Management

• Oversee email strategy via Klaviyo and analyse campaign and flow performance
• A/B test subject lines, segmentation, messaging and creative
• Manage external agencies across paid media and email
• Set clear performance expectations and hold agencies accountable
• Challenge strategy and ensure strong ROAS and CPA performance
• React quickly to data insights and adapt activity accordingly

PR & Brand Partnerships

• Own and execute PR in-house — this is not agency-led
• Develop and deliver a PR strategy aligned to key launches and brand moments
• Identify and secure press coverage across relevant publications
• Build and maintain relationships with press, stylists and key industry contacts
• Manage product gifting and seeding to drive brand awareness
• Identify and develop brand partnerships
• Ensure PR supports both brand positioning and commercial performance
• Track PR impact and contribution to overall marketing results

Data & Reporting

• Monitor CAC, ROAS, LTV, CVR and retention
• Translate insights into clear, prioritised action plans
• Ensure action points are implemented and followed through
• Provide structured performance reporting to leadership

What We’re Looking For

You may already be a Head of Marketing, or a high-performing Senior Marketing Manager ready to take the next step. You are:

• Commercially sharp and data-driven
• Strategic but highly hands-on
• Confident working within Shopify
• Strong with Klaviyo and email optimisation
• Experienced in managing and challenging agencies
• Comfortable directing photoshoots and leading creative output
• A natural team leader who motivates and drives accountability
• Comfortable getting into the details quickly

What Success Looks Like

• Quickly getting into the weeds of the business — understanding the numbers, customers, product performance and growth levers
• Developing a deep understanding of the LILY & ROO brand, tone and positioning
• Identifying gaps and inefficiencies early and confidently actioning improvements
• Turning insight into clear, prioritised action points — and ensuring they are delivered
• Motivating, guiding and elevating the team
• Bringing structure and clarity to launches and trading moments
• Improving website conversion rates through hands-on optimisation
• Increasing email revenue contribution through consistent testing and refinement
• Ensuring agencies are proactive, challenged and accountable
• Creating a culture of ownership, pace and high standards

How to Apply

LILY & ROO is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. To apply, please send your CV and a covering letter outlining your experience and why you would be a great fit for the role.