Head of Growth (DTC & Ecommerce)

Hybrid role - Flexible up to 5 days a month in London

Role Context

Rock Face is on a mission to significantly increase its Direct-to-Consumer (DTC) sales, with a targeted focus on ecommerce, Tik Tok and Amazon. The brand currently has a solid DTC infrastructure but is looking to become a DTC leader.

We are seeking a hands-on Head of Growth who will be responsible for driving our DTC growth strategy, particularly through ecommerce channels, Tik Tok and Amazon. Initially the individual will effectively manage, coordinate, and push existing marketing agencies (CRM, paid media, Amazon, ecommerce, influencer and affiliate) but will be responsible for defining the future roadmap and org chart of the function as the channel grows in size.

This role will report directly to the CMO and will work closely with leadership across brand, sales, and product. This is a high-ownership, hands-on role where you’ll lead agency partners and collaborate cross-functionally; direct reports will be granted as the channel scales.

Brand Background

Rock Face is on a mission to help men look and feel great everyday by being their male care sidekick. The brand delivers on this mission through 3 core values:

1.Product benefit: Unmistakable Scents

2.Planet / innovation benefit: Sustainable Essentials

3.Community Benefit: Elevate men everyday.

From a range perspective Rock Face has a range of 3x aftershave quality scents that are packed into everyday essentials of Body Sprays, Antiperspirants, Skincare, Shower Gels and soon to launch refillable, natural deodorants and aftershaves.

In the last 3 years the business has tripled in size, with the range growing rapidly in the UK, Ireland and Australia. The brand has strong UK distribution where it is featured in every retailer with the exception of Superdrug.In February 2025, the team secured £2.5M investment in a funding round in order to expand the team and marketing budgets. The Senior Management Team of James Wilkinson (CEO) James Langdon (Innovation Director) and Lauren Mullany (Sales Director) have big ambitions to scale the already high growth business with a strong innovation pipeline focused on sustainability. As the only challenger brand in the men’s mass category, Rock Face prides itself on bringing innovation to a stagnant category filled with legacy brands.

You’ll be joining a fast-growing company led by a leadership team with deep experience driving growth for some of the world’s most recognized consumer brands. Our team brings together FMCG pedigree from companies like L’Oréal, Diageo, Coca-Cola, Unilever, Ikea, and Sainsbury’s, alongside high-growth challenger expertise—including leading the growth of Wild, one of the UK’s fastest-growing refillable personal care brands, recently acquired by Unilever. We’re passionate about sharing this knowledge, supporting ambitious people, and fostering a collaborative, flexible, and fun workplace culture.

Marketing Function Background

Historically, the brand has been more brand marketing focused activating mainly on TV and OOH (billboards). It has been a vision activated over the last 18 months to design two new product categories that are specifically for a high growth D2C business. The brand has big D2C ambitions so is putting a lot of investment into online channels (CRM, influencers, affiliate marketing and social media). To further accelerate the growth of the business we are building out a high functioning marketing team split into brand marketing and growth marketing.

What you’ll do…

1. Paid Media & Digital Advertising (Performance Marketing)

-Plan and execute paid campaigns across Meta Ads and Google Ads to drive customer acquisition and sales growth.

-Optimise campaign performance through rigorous testing, audience segmentation, and creative strategy.

-Monitor and analyse key paid media metrics including CAC, ROAS, and blended marketing efficiency.

-Collaborate with the Head of Marketing and leadership to improve attribution modeling and reporting, ensuring clarity on paid media’s true incremental impact within the overall marketing mix.

-Familiarity with multi-touch attribution and marketing mix modeling tools (e.g., Triple Whale, Northbeam, Rockerbox) is a plus.

2. CRM & Retention Marketing (Lifecycle Marketing)

-Own CRM strategy using Klaviyo to maximise retention, repeat purchase, and customer LTV.

-Develop and execute lifecycle marketing flows, including welcome series, post-purchase campaigns, and re-engagement journeys.

-Partner with content and creative teams to ensure CRM assets align with growth goals.

3. Amazon Sales & Marketplace Growth

Work with our Amazon & Tik Tok Shop Agency- Acorn AI to:

-Lead Amazon advertising and promotional strategies.

-Maximize sales and profitability on Amazon.

-Optimise the storefront, listings, and advertising (Amazon Ads).

-Optimise Amazon performance through PPC, organic ranking, reviews, and conversion improvements.

-Launch Rock Face in key international markets on both Amazon and Tik Tok Shop

-Analyze performance data to drive Amazon revenue growth, working alongside operations and logistics teams to ensure channel readiness.

4. Affiliates & Influencer Partnerships

-Drive affiliate marketing partnerships to fuel cost-effective acquisition.

-Collaborate with influencer agencies or creators—especially for TikTok and Instagram—to amplify growth

5. Lead the Function

-Define the Growth Function Structure including what D2C functions to in house or distribute to agencies.

-Drive the content strategy for the brand by working with designers, videographers and influencers to create content that our community loves.

Who you are…

●You have strong commercial acumen. You have the capability to understand and drive revenue growth strategies.

●You have demonstrated experience in navigating and contributing to a brand's DTC growth journey, particularly through agency collaboration.

●You have experience working with Shopify, GA4, Klaviyo, Meta Ads, Google Ads and TikTok Ads Manager.

●You have a deep understanding and hands-on experience with ecommerce and Amazon sales strategies (Amazon Vendor Central / Amazon Ads)

●You have experience with Affiliate platforms (Impact, Awin etc.)

●Preferred bonus if you have experience with Attribution platforms (Triple Whale, Northbeam, etc.)

●CRO tools (e.g., Hotjar, Optimizely)

●You have experience managing multiple marketing agencies and bringing their efforts together towards a unified goal.

●Strong background in using CRM tools to boost customer interaction and loyalty, contributing to sales growth.

Why Join Rock Face?

●Be part of an exciting journey as we scale our brand globally.

●Learn from an experienced entrepreneurial FMCG focused team.

●Opportunity to make a significant impact on the success of the business.

●Collaborative and innovative work environment.

●Competitive salary and benefits package.

Package & Benefits:

-35 days holidays inc Bank Holidays.

-Flexible working - core working hours 10-4pm.

-Access to a London office where we would like you in a minimum of 5 days a month in London

-Private medical care

-Mentoring/counselling provided

If you are a commercially savvy, hands-on doer with a passion for DTC growth, we’re looking for you!