DTC Head of Performance

Job description

Salary: £55,000 to £75,000 Base + Personal Performance Bonus (Up to 50%) Role: Your mission will be to lead and scale our performance marketing and backend optimization strategies. You'll be responsible for building & optimising ALL growth driving levers in our D2C business, including but not limited to, improving website CVR/AOV through landing page & offer tests, overseeing ad creative production for Meta, maximising customer LTV with subscription/retention optimisations, developing and scaling profitable acquisition channels, implementing effective email and SMS strategies etc. Location: Kennington Working Type: In-Person *Please read requirements before applying* *This is an in-person role with an expectation to work in our Kennington office 5 days a week.* About Elavate: Want to play a key part in scaling one of the UK's fastest-growing wellness brands? Elavate was launched in early 2024 with a primary goal of helping women achieve their skin goals, with science-backed Collagen. Since then we've rapidly grown to service over 10,000 Subscribers and we've an ambitious goal of becoming the UK's biggest Collagen brand in the next 24 months. Elavate was born after our Founder, Alex Philip, had enough of buying overpriced, low quality and foul tasting Collagen supplements for his mother. He was determined to make a superior Collagen product that actually worked, tasted great and was affordable. We're quickly becoming one of the most recognised Collagen brands on Social Media in the UK & we're just getting started! This is a career-defining opportunity to join a High Growth supplement brand, with massive upside potential (including top of market salary + performance bonuses & equity options). If you're a high-performer who thrives in high-growth environments, and are looking to make waves in the supplement industry, this is your opportunity. While we offer great benefits, this isn't a traditional 9-5 role - we expect each and every team member to move fast, have full ownership over their work and hold each other to a high standard. If you're not driven to own your work, execute swiftly, and innovate constantly, this isn't the right place for you. Core Job Responsibilities: Oversee a high-performing creative production engine, managing both in-house and agency/freelance strategists to deliver a consistent flow of high converting Meta performance ad content Lead all growth optimization initiatives across our D2C business, with primary focus on improving key metrics including LTV, CVR and AOV/RPU through systematic testing and optimization. Design, execute and analyze comprehensive split tests across landing pages, sales funnels, subscription offers, and retention campaigns to identify opportunities for conversion and revenue optimization. Own the end-to-end subscription funnel optimization, from first touchpoint through long-term retention. This includes developing and testing new first order offers, subscription plans, and retention strategies to maximize customer lifetime value. Analyze cohort data and customer behavior patterns to identify opportunities for improving retention, reducing churn, and increasing average order value across different customer segments. Work cross-functionally with marketing, product, and customer service teams to implement and measure the impact of new growth initiatives, ensuring all teams are aligned on key performance metrics and optimization priorities. Additional Functions: Stay ahead of creative trends across Meta/TikTok and implement learnings into our creative strategy Act as the data-driven growth leader within the team, providing strategic insights and recommendations based on test results and performance data. Identify and test new channels, offers, and growth tactics that can be scaled once proven successful. Help build and maintain a library of winning creative concepts that can be efficiently iterated upon Develop and optimize our retention marketing strategy, including email flows, SMS, and win-back campaigns. Success Metrics: Achieve set customer acquisition targets Achieve set Year 1 LTV target Improve RPU on new customer traffic to set target Increase retention rates and reduce churn through optimization initiatives Scale successful tests into profitable growth channels (New platforms, ad formats, other initiatives) Core Skills: Deep understanding of subscription business metrics and unit economics (CVR, LTV, AOV, CAC) Strong understanding of direct response performance creatives (hooks, storytelling, social proof) Experience running and analyzing split tests across multiple variables (landing pages, offers, flows) Strong analytical skills with ability to perform cohort analysis and derive actionable insights from complex data sets Understands the Meta Ad platform at a high level and can read relevant data + how other channels (Google, Influencer & Word of Mouth) play a role in the marketing funnel Strong copywriting abilities to build high-converting LPs and strong understanding of analytics tools Qualifications: 2+ years experience in growth/optimization roles for D2C subscription businesses Proven track record of improving key metrics (CVR, LTV, AOV) through testing and optimization Experience with subscription platforms (ReCharge, Skio, Loop) and analytics tools Strong understanding of unit economics and subscription business models Experience managing multiple growth experiments simultaneously Health/wellness industry experience is a plus, but not required Compensation & Perks - Salary: £55,000 to £75,000 (dependent on experience) + Personal Performance Bonus (Up to 50%) - Up to £10,000 Annual learning & Development Budget - Work desktop + laptop and full desk set-up (Dual Monitor, Ergonomic chair & standing desk option) - Vitality Private Health Insurance - Growth Opportunities (Rapidly develop your skills & career in a company that is driven by innovation and is growing fast) - Direct access to Founder daily - Free Elavate products every month Why Work at Elavate? Elavate is one of the fastest-growing Supplement brands in the UK and we have an ambitious goal of reaching £100 Million in annualised revenue by the end of 2026. We're not just dreaming big, we have a clear strategy & momentum to get there. Joining Elavate early on our journey presents you with a few amazing opportunities: 1. Fast Track Promotions We believe in promoting based on capability, not just time served. As you demonstrate strong performance, exceed business targets and show personal ambition and drive to progress in your career, you'll have abundant opportunities to take on more responsibilities and step into higher level roles as we grow. You are also backed by our commitment to your personal development with our £10k Annual learning/Mentorship plan. 2. Performance Bonuses We have a very generous bonus plan in place (up to 50% of Salary) to reward great work. We firmly believe in the concept of rewarding top-performers and over-performance will be well rewarded. We're invested in helping you reach your full potential and thrive professionally & will meaningfully reward great performance. 3. Accelerated Learning / Personal Growth Opportunities + Autonomy As we rapidly scale, you’ll have the freedom to pioneer many new initiatives and lead strategic projects that drive our growth. We encourage creative thinking and empower you to implement your ideas. Our agile, low-bureaucracy environment means quick decision-making and continuous learning. We value experimentation and see both success and challenges as opportunities for growth and innovation. 4. Equity Participation Option We believe in rewarding committed team members with equity options, designed to deliver substantial value as we grow, ensuring you share directly in our success. Team members who help drive us towards meeting/exceeding business targets will be rewarded with meaningful equity packages. 5. Top-of-the-Market Compensation Because our team is only comprised of the best-of-the-best, we pay the very top of market compensation + extra perks, to build a team full of real A-Players. At Elavate you'll have the opportunity to work with other talented high performers + have direct access to the founder daily. 6. Market Opportunity & Timing The UK Collagen industry is experiencing unprecedented growth. It is currently worth north of £1 Billion a year and still less than 15% of Women over 40 take Collagen on a regular basis. We have a huge opportunity to scale domestically as well as expand product categories & look into bigger markets abroad. Very Exciting Times Ahead! For Ambitious Builders If you're excited by the prospect of building something extraordinary, if you thrive on challenges, and if you want your work to have real impact - we want to talk to you. At Elavate, we're not just offering a job; we're offering the chance to shape an industry leader from the ground up.