Head of Marketing in London

Lab Atelier Brands is building a next-generation fragrance and clean innovation house, with two complementary brands: THE LAB CO. – Mood-crafted fragrance for modern wellbeing rituals across Fine Fragrance, Body Care, Laundry Care, Home Fragrance and Home Care; MÁNO × MNRL – A prestige fragrance house built around identity, creative depth and radically clean luxury.

We are looking for a commercially minded Marketing Director to lead the marketing function across the House. This is not a traditional marketing role. You will be responsible for driving brand growth, customer acquisition, retention, e-commerce performance, product launches, retail activation and commercial marketing execution across DTC, Amazon, TikTok Shop, retail and international distribution channels. You will work directly with the Founder, Managing Director, Product Team and Creative Team to turn strategy into measurable commercial growth.

Core Responsibilities

• Marketing Leadership & Brand Development
  • Own the annual and quarterly marketing strategy across both brands.
  • Build and manage the annual marketing calendar across product launches, campaigns, retail activations, e-commerce and community initiatives.
  • Lead campaign planning and execution across all channels.
  • Bridge sales and marketing, ensuring campaigns are both creatively strong and commercially effective.
  • Translate founder vision, product innovation and commercial opportunities into clear and executable marketing plans.
  • Build and manage the internal and external resources required to deliver results, including agencies, freelancers, specialist partners and future team members.
  • Ensure all marketing activity supports both long-term brand building and short-term commercial performance.
• Product Launches & Innovation
  • Lead launch planning and execution across all product categories.
  • Develop launch strategies that drive awareness, trial, conversion and retention.
  • Coordinate launch activity across DTC, Amazon, retail, distributors and international partners.
  • Ensure launch performance is measured and reviewed against clear commercial objectives.
• Growth & Commercial Performance
  • Own annual and quarterly growth plans across all channels.
  • Deliver revenue, acquisition, retention and profitability targets.
  • Identify and prioritise the highest ROI growth opportunities.
  • Build systems and processes that create scalable growth.
  • Work closely with leadership to ensure marketing investment is focused on activities that drive measurable business outcomes.
• Ecommerce Leadership
  • Own performance across Shopify, TikTok Shop, and future marketplace opportunities.
  • Work closely with the Managing Director and specialist partners to support Amazon growth and launch execution.
  • Key responsibilities include conversion rate optimisation, average order value growth, customer acquisition, customer retention, subscription growth, merchandising, site performance, promotional planning, and landing page optimisation.
• CRM & Retention
  • Own customer retention strategy including Klaviyo, email marketing, SMS marketing, loyalty programmes, subscription programmes, and lifecycle marketing.
  • Responsibilities include customer journey mapping, automated flows, segmentation, retention reporting, and repeat purchase optimisation.
• Trade Marketing, Retail & Distributor Growth
  • Support retail and distributor growth by ensuring products sell through once they land in stores.
  • Responsibilities include retail launch campaigns, retail activation programmes, in-store support materials, retail marketing calendars, distributor marketing plans, promotional planning, and retail performance analysis.
• Community, Creator & Influencer Growth
  • Accelerate organic growth through influencer strategy, creator partnerships, seeding programmes, ambassador programmes, affiliate programmes, and community growth initiatives.
  • Ensure activity drives measurable commercial outcomes.
• International Marketing Support
  • Support international distributors and partners through launch plans, marketing toolkits and activation programmes.
  • Ensure consistent brand execution across international markets.
  • Support the expansion of both THE LAB CO. and MÁNO × MNRL into new territories.
• Website & Digital Experience
  • You should be comfortable making changes yourself. This role is not dependent on developers for every task.
  • Preferred experience includes Shopify administration, landing page creation, merchandising, app integrations, conversion optimisation tools, and analytics implementation.
  • You do not need to be a developer, but you should be highly self-sufficient and comfortable working directly with agencies, developers and e-commerce partners.
• Data, Analytics & Reporting
  • Own performance reporting across the business.
  • Responsibilities include revenue reporting, channel performance reporting, customer acquisition metrics, retention metrics, contribution analysis, forecasting, and budget tracking.
  • Build dashboards that provide clear commercial visibility to leadership.
• AI & Growth Systems
  • Use AI aggressively to increase productivity and growth velocity.
  • Examples include consumer research, creative testing, reporting automation, workflow automation, trend forecasting, and product launch planning.
  • Continuously identify opportunities to increase output without increasing headcount.
• Budget Ownership
  • Manage marketing budgets responsibly.
  • Allocate resources based on ROI.
  • Forecast spend against performance.
  • Recommend where investment should increase or decrease.
  • Operate with a commercial P&L mindset.
• Multi-Brand & Omnichannel Experience
  • The successful candidate should be comfortable operating across multiple brands, categories, and channels.
• Working Style
  • This role will suit somebody who enjoys building. The successful candidate must be comfortable operating at both strategic and executional levels.
  • We are looking for somebody who takes ownership of outcomes and is willing to do whatever is required to help the business succeed.
  • The ideal candidate will be equally comfortable setting the vision, building the plan and rolling up their sleeves to help deliver it.

Experience Required

• 5–10+ years in marketing, e-commerce, brand or commercial marketing roles.
• Experience scaling consumer brands.
• Strong e-commerce and CRM experience.
• Experience leading product launches.
• Strong analytical and commercial skills.
• Experience managing budgets and forecasting.
• Experience working closely with creative teams.
• Highly organised and execution-focused.
• Experience in fragrance, beauty, wellness, luxury, lifestyle, premium consumer products or FMCG is strongly preferred.

Personal Attributes

• Commercially minded
• Data-driven
• Highly accountable
• Entrepreneurial
• Fast-moving
• Resourceful
• Comfortable with ambiguity
• Excited by building

You care about outcomes more than activity. You are capable of operating at both strategic and executional levels and understand that building a business often requires switching between the two.

Compensation

The role offers a competitive salary and annual performance bonus. This role is ideally suited to somebody excited by helping build a business, rather than simply managing a function within one.

Success In This Role

Within 12–18 months, success will be measured by e-commerce revenue growing consistently, customer acquisition becoming more efficient, retention improving, Amazon continuing to scale profitably, TLC Fine Fragrance established as the halo category of the brand, successful launches across both THE LAB CO. and MÁNO × MNRL, retail marketing programmes driving measurable sell-through, distributor marketing programmes operating effectively, clear growth reporting across the business, and marketing systems becoming repeatable and scalable.

Most importantly, you help build Lab Atelier Brands into one of the world's leading fragrance and clean innovation houses.