Chief Marketing Officer (CMO)

Join us. We're still building. We make bags and accessories for the people building the future. Engineers, founders, designers, makers. People in the arena, doing the work, often without proof. We're building the future too, in our own way. Fifteen years in. Fourteen times bigger in the last five. B Corp certified. First fully circular bag collection in our category. Wirecutter's pick for best laptop backpack. The work we do has substance.

We're looking for a CMO to lead our teams across brand and performance through our next phase. Someone who's done this before, at a brand that had to earn it and succeeded. Someone who can tell our stories, connect with customers, drive real growth, and build something people love that lasts. You trust your instinct on creative that makes people feel something. You run performance AI‑first. You hold the company to high numbers. If that sounds like you, we'd love to talk.

What You'll Do

• Brand - Own brand strategy across every channel and market. One story. One voice. True to who we are. Work directly with the CEO and Creative Director on creative, content, and campaigns. Hands‑on partnership, not oversight. Own performance marketing across paid social, paid search, affiliate, email and SMS, SEO, and Amazon. Set the strategy. Understand the economics. Hold partners accountable, including yourself. Define how we acquire and retain customers. Build LTV and CAC for growth that lasts. Every brand touchpoint should reflect who we are and how we work. Performance strategies strengthen the brand, not erode it. Lead with AI. Faster creative. Sharper personalisation. Better insight. Not a side project. The way the team works.
• Commercial - Own top‑line revenue across DTC and Amazon. Build channel‑specific strategies that balance growth, profitability, and brand. None of these wins at the expense of another. Know the unit economics well enough to make fast, confident investment calls. Know when to scale. Know when to stop. Partner closely with Product and Operations on merchandising, pricing, and promotions. The decisions should feel like they came from one company. Build the flywheel. Channels, creative, retention, and brand. All compounding into growth that pays for itself.
• Performance - Turn strategy into focused execution with measurable outcomes. Own the core commercial KPIs: traffic, conversion, AOV, CAC, LTV, ROAS. Report clearly to the CEO. Use data to guide investment. Use insight to interpret it. Test. Learn. Scale what works. Without losing sight of what makes us distinctive.
• People and Leadership - You'll lead a large team, across time zones. You set a high bar, hold it with care, and give direct feedback in a way that makes people want to do better work. You build leaders, not just a high‑performing team. Succession and capability beneath you matter as much as the results above. You’ll build structure that lets the team operate confidently without you in the room. Systems, clarity, rhythm. You run a tight reporting rhythm. KPIs are clear, owners are named, and the team knows where they stand and how they can deliver and grow. You set the culture by how you show up, not what you say about it. People around you do better work because of it. You partner with the leadership team to make Troubadour a place people are proud to work. As invested in the people as the numbers and in how the results get achieved, not just what they are. You believe in what we do and how we do it. Not because it's your job to. Because it matters to you.

Who You Are

• You've built or meaningfully shaped a brand with a real point of view. You know what it costs to build one and what it costs to lose one. You've driven the brand and the numbers. Not managed the team that did. You know what it feels like to be accountable for both.
• You know Amazon Ads, Meta, and Google well enough to set strategy, read the data, and know when you're being told what you want to hear. You've owned a budget and a number. You're not looking to get closer to the commercial side. You're already there.
• You work AI‑first. Your team moves faster because of it. You've already figured out where it creates real leverage in marketing, and you bring that in from day one.
• You love this kind of work. The hard parts. The boring parts. The parts no one will see. You take the work seriously. You don't take yourself too seriously. We try not to either.

Why Troubadour

We've grown fourteen times bigger in the last five years. The next phase is bigger still, and everyone we hire has a hand in shaping it. We're a small team. Curious. Hands‑on. We care about doing things well, and about the people doing them. High standards without high drama. We disagree out loud. We back each other up. The people who thrive here treat the work seriously and themselves a little less so. Our headquarters is in Soho, London, alongside our store on Beak Street. We have an office in Boston. The rest of the team works remotely, and we get together whenever we can. We offer unlimited annual leave, remote and hybrid working, and a wellness allowance. Once a year, the whole company goes somewhere in the world together. All expenses paid. We pick somewhere new every time.

Apply Now - Follow the link, send your CV, and a short note telling us why this role excites you and what you would bring. Please include examples of brands you have meaningfully shaped and the growth you have driven.