At a Glance
- Tasks: Lead and scale Cowshed’s online D2C business, driving digital strategy and performance.
- Company: Cowshed is a globally loved wellness and beauty brand with a playful approach.
- Benefits: Enjoy unlimited holiday, flexible working, private medical insurance, and amazing product discounts.
- Other info: Hybrid working model with a vibrant office culture including fun team events.
- Why this job: Join a dynamic team, work directly with the CEO, and shape an iconic brand's future.
- Qualifications: Proven D2C scaling experience, strong in performance marketing, and a digital-native mindset required.
The predicted salary is between 72000 - 108000 £ per year.
Founded in 1998 at Soho House, Cowshed has grown into a globally loved brand, bringing a playful yet purposeful approach to wellness and beauty. We’re known for our natural products, unapologetic personality, and strong brand community. As we enter our next phase of growth, digital will be at the heart of how we scale, connect, and deliver.
The Opportunity
We’re hiring a commercially minded General Manager to lead and scale Cowshed’s online direct-to-consumer (D2C) business, with full ownership of the D2C P&L. This is a pivotal leadership role, driving the entire digital ecosystem for Cowshed, with responsibility for online sales, performance marketing, customer experience, CRM, and digital brand storytelling.
You’ll be a strategic thinker with strong commercial instincts, ready to shape and deliver a digital strategy that drives growth and deepens brand connection. You’ll thrive in a fast-paced environment where creativity meets performance and work closely with the CEO as a key voice at the table.
We’re looking for someone with deep D2C expertise and a strong understanding of how to build and optimise a modern digital experience. You’ll be equally comfortable shaping strategy at a senior level and getting hands-on when required. This is a role for someone who can flex between big-picture thinking and detail, who knows how to optimise performance, and who cares about both the commercial impact and the quality of the customer experience.
We want someone on a C-suite trajectory, with the vision, leadership, and breadth of capability to match - and the practical, operational mindset to back it up.
You’ll have strategic and operational control across:
- Cowshed.com (UK + US), powered by Shopify Plus
- CRM (Klaviyo; ~200K contacts)
- Amazon (UK + US stores)
- trade.cowshed.com, our wholesale self-service platform for independent B2B customers
- Community/influencer marketing strategy development
- Future growth via TikTok Shop and new platforms
This isn’t a “maintain the machine” job. It’s a full-stack digital growth mandate. You’ll build the team, reshape the tech stack, drive performance, and partner directly with the CEO. If you\'re excited about scaling a lean, performance-led, tech-enabled beauty business, you’ll be in your element here.
What You’ll Do
Commercial Leadership
- Develop the end-to-end digital strategy for Cowshed, aligned to brand and commercial objectives.
- Own and scale the full online D2C P&L, driving topline growth and bottom-line contribution.
- Deliver an integrated strategy across acquisition, conversion, retention, and repeat.
- Lead digital performance marketing across all paid and owned channels, optimising spend and ROAS.
- Optimise Cowshed.com and Amazon for growth in both the UK and US markets.
- Expand the performance of trade.cowshed.com with independent B2B customers.
- Partner closely with brand and creative teams to bring Cowshed’s brand to life digitally across web, social, and CRM.
Team Building
- Build and lead a high-performing D2C team - hiring, structuring, and coaching as needed.
- Decide when to outsource vs. in-house, and reset agency partnerships as required.
- Work collaboratively across the business to embed digital thinking in brand, product, marketing, and commercial plans.
- Play an active leadership role in the Cowshed team, contributing to wider business strategy and decision-making.
- Instill a test-learn-iterate culture with performance at its core.
AI & Tech-Enabled Execution
- Leverage AI tools across marketing, operations, and customer service to unlock efficiency and speed.
- Use AI to scale content creation (video, static, UGC-style) across channels.
- Champion technology as a competitive advantage in a traditionally analogue industry.
Customer Experience & CRM
- Own the digital customer journey across all touchpoints, optimising acquisition, retention, and LTV.
- Lead CRM strategy and execution (Klaviyo), personalising and segmenting at scale.
- Foster a test-and-learn culture around customer engagement and conversion.
Data & Performance
- Build the analytics backbone needed to drive decisions and growth.
- Own key KPIs including ROAS, CAC, LTV, conversion rate, and retention.
- Report regularly to the CEO on growth, risks, and opportunities.
What We’re Looking For
- Proven track record scaling a D2C business from ~£1–5m revenue toward £10m+.
- Deep experience across performance marketing, e-commerce, and CRM.
- Strategic and hands-on—you can zoom out and build systems, or dive in and write copy.
- Digital-native operator—ideally from startup or scale-up backgrounds, not big corporate.
- AI-literate and eager to deploy automation across the stack.
- Comfortable owning a P&L and accountable for commercial outcomes.
- Experience in beauty, wellness, lifestyle, or luxury is a bonus—but not required.
- Skilled at building and leading inclusive, high-performing teams.
- Strong leadership presence; ready to operate as a key member of the senior team.
About You
We’re not looking for corporate lifers. We’re looking for doers who’ve built and scaled scrappy, digital-first businesses. If you thrive on speed, autonomy, and real commercial impact - this is your shot.
Why Join Us
- Full ownership of D2C strategy, P&L, and team.
- Work directly with an entrepreneurial CEO and leadership team.
- Help scale an iconic brand and shape its next chapter.
- Be part of a dynamic, purpose-driven culture with global ambition.
We Love AMAZING People
We also love to reward our teams for their hard work and after all there would be no amazing products or brands without them! Our office has always got something going on whether that’s puppy yoga, massages, bingo nights or a bake off to bring our teams together. Here is a snapshot of some of the other fantastic benefits we offer;
- Unlimited Holiday
- Flexible Working
- Private Medical Insurance
- Team Events & Socials
- Wellbeing Programme
- Free Breakfasts
- Volunteering Day
- Annual Discretionary Bonus
- Amazing Product Discounts
*Location: Based in London at our Tottenham Court Road HQ. Hybrid working with a minimum of 2 days per week in-office.
Reporting to: CEO
General Manager (D2C) - Cowshed in Slough employer: Matrix
Cowshed is an exceptional employer that champions a vibrant and inclusive work culture, offering employees the chance to take full ownership of their roles while working closely with an entrepreneurial leadership team. With benefits like unlimited holiday, flexible working, and a focus on wellbeing, Cowshed fosters an environment where creativity thrives and personal growth is encouraged, making it an ideal place for those looking to make a meaningful impact in the beauty and wellness industry.
StudySmarter Expert Advice🤫
We think this is how you could land General Manager (D2C) - Cowshed in Slough
✨Tip Number 1
Familiarise yourself with Cowshed's brand values and product offerings. Understanding their playful yet purposeful approach to wellness and beauty will help you align your vision with theirs during discussions.
✨Tip Number 2
Showcase your D2C expertise by preparing examples of how you've successfully scaled online businesses in the past. Be ready to discuss specific strategies you've implemented that drove growth and improved customer experience.
✨Tip Number 3
Network with professionals in the beauty and wellness industry, especially those with experience in digital marketing and e-commerce. Engaging with this community can provide insights and potentially valuable connections that may benefit your application.
✨Tip Number 4
Prepare to discuss how you would leverage AI tools to enhance Cowshed's digital strategy. Being able to articulate innovative ideas on using technology for efficiency and customer engagement will demonstrate your forward-thinking approach.
We think you need these skills to ace General Manager (D2C) - Cowshed in Slough
Some tips for your application 🫡
Tailor Your CV:Make sure your CV highlights relevant experience in D2C businesses, performance marketing, and team leadership. Use specific metrics to demonstrate your achievements, such as revenue growth or successful campaigns.
Craft a Compelling Cover Letter:In your cover letter, express your passion for the beauty and wellness industry. Discuss how your strategic thinking and hands-on approach can contribute to Cowshed's growth and digital transformation.
Showcase Your Digital Expertise:Emphasise your familiarity with digital tools and platforms, especially those mentioned in the job description like Shopify Plus and Klaviyo. Provide examples of how you've successfully leveraged technology to drive business results.
Demonstrate Leadership Skills:Highlight your experience in building and leading teams. Share specific examples of how you've fostered a high-performance culture and contributed to broader business strategies in previous roles.
How to prepare for a job interview at Matrix
✨Showcase Your D2C Expertise
Make sure to highlight your experience in scaling direct-to-consumer businesses. Be prepared to discuss specific strategies you've implemented in the past that led to significant growth, especially in performance marketing and customer retention.
✨Demonstrate Strategic Thinking
Cowshed is looking for someone who can think both strategically and operationally. Prepare examples of how you've developed and executed digital strategies that align with brand objectives, and be ready to discuss how you balance big-picture thinking with hands-on execution.
✨Emphasise Team Leadership Skills
As a General Manager, you'll need to build and lead a high-performing team. Share your experiences in hiring, coaching, and structuring teams, and illustrate how you've fostered a collaborative culture that encourages innovation and performance.
✨Be Ready to Discuss AI and Tech Integration
With a focus on leveraging AI tools for efficiency, come prepared to talk about your familiarity with technology in marketing and operations. Provide examples of how you've used tech to enhance customer experiences or streamline processes in previous roles.
