LIPTON Teas and Infusions is the world's largest tea business with a remarkable portfolio of over 30 world-class brands, including iconic names like Lipton, PG Tips, TAZO, Brooke Bond, and B-Corp certified Pukka and T2. Based in the Netherlands and operating in more than 100 countries, we pioneer innovative, premium and sustainable teas and infusions to delight our consumers daily.
Our commitment is to drive the entire tea industry upwards and create value for all and the planet, from farmers to consumers, retailers, team members, partners, and shareholders. We take a long-term approach, investing in innovative and sustainable practices that deliver responsible growth, with a keen focus on meeting the needs of our customers and consumers, protecting the environment, and making a positive impact on people's lives.
The Opportunity
Build and scale our UKI DTC growth engine across Pukka, Lipton and PG Tips. Own the full customer journey - from acquisition to advocacy - and launch a new DTC proposition spanning CRM, subscriptions, social commerce and retail.
Operate like a start-up: move fast, stay close to customers, test relentlessly and scale what works. This is a hands-on role with clear commercial accountability.
Reporting to the UKI CMO and leading one direct report, you will have the freedom to make fast, evidence-led decisions.
What You Will Own
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Set the growth agenda: Turn UKI DTC strategy into focused priorities and fast execution.
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Own the numbers: Drive revenue, margin, conversion, AOV, CAC, LTV, retention and payback.
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Launch and scale: Build the proposition, trading model, subscriptions, fulfilment and customer experience.
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Grow customer value: Use CRM, lifecycle marketing, first-party data and personalisation to increase repeat purchase.
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Test fast: Ship focused experiments across proposition, creative, journeys and offers; scale or stop decisively.
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Win in social commerce: Build a shoppable creator and TikTok Shop playbook that converts and retains.
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Connect DTC and retail: Use DTC insight to improve omnichannel propositions, content and conversion.
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Build capability: Create lean rhythms, clear dashboards and a high-performing team.
Experience That Will Help You Succeed
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Built or scaled a DTC business, ideally in a start-up, scale-up or fast-growth environment.
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Hands-on across trading, CRO, CRM, lifecycle marketing and repeat-purchase categories.
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Strong grasp of e-commerce platforms, paid and organic growth, creators and social commerce.
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Fluent in DTC unit economics and able to turn data into action.
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A proven coach and cross-functional operator who influences without hierarchy.
How You Work
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Own it: Spot the gap, make the call and deliver the outcome.
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Customer first: Turn real behaviour and feedback into better experiences.
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Move fast: Prefer focused releases and measurable learning to perfect plans.
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Stay hands-on: Switch comfortably between strategy, analysis, trading and execution.
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Follow the evidence: Test clear hypotheses and change course quickly.
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Keep it simple: Create clarity and momentum in ambiguity.
How to Proceed
If this opportunity reflects your experience and interests, we encourage you to apply. You are also welcome to share this role with individuals in your network who may be well suited to a global brand, portfolio, and innovation role within Lipton Teas & Infusions
UKI DTC & eCommerce Growth Controller - FTC (Maternity Cover) employer: Lipton
At LIPTON Teas & Infusions, we pride ourselves on being a people-first organisation that values ownership, passion for excellence, and consumer-centricity. As the Head of Category, you will thrive in a dynamic hybrid work environment in London, where you can lead a talented team, drive impactful category strategies, and enjoy unique benefits like complimentary tea. We are committed to fostering an inclusive culture that supports your professional growth and encourages diverse thinking, making us an excellent employer for those seeking meaningful and rewarding careers.
