About Refyne
We are redefining recruitment across the Personal Care, Beauty, Aesthetics & Wellness space. We partner with ambitious businesses to source high-impact talent and make hiring feel seamless - and we guarantee our results every time.
From entry-level to executive search, we bring market insight, global network depth, and a Refyned, high-touch approach. Whether you're building your founding team or hiring at scale - we're your people.
Our Client
Our client is a high-growth consumer brand that has built an exceptional reputation through product innovation, customer loyalty, and a highly engaged digital community. Operating across direct-to-consumer, retail, and marketplace channels, the business is experiencing rapid expansion and continues to invest heavily in commercial growth, customer acquisition, and market leadership.
As part of its next phase of growth, the company is seeking a Director of Men's Growth to lead the commercial performance of a strategically important business unit. This individual will take ownership of revenue growth, profitability, customer acquisition, retention, forecasting, and marketing investment, driving sustainable and scalable business performance across every customer touchpoint.
The business offers a dynamic, entrepreneurial environment where ownership, innovation, and ambitious thinking are highly valued.
Overview
We are seeking a Director of Men's Growth to lead the commercial strategy and revenue performance of a rapidly expanding category within the business.
Reporting into the senior leadership team, this role sits at the intersection of growth marketing, commercial strategy, eCommerce, customer lifecycle, and business performance. The successful candidate will own the category P&L while developing scalable acquisition, retention, and optimisation strategies that accelerate profitable growth across multiple sales channels.
Working closely alongside Brand & Creative leadership, this role will determine where marketing investment delivers the greatest commercial return while ensuring creative excellence translates into measurable business outcomes.
This is a highly strategic, commercially driven leadership position offering significant ownership and influence across the organisation.
Key Responsibilities
Commercial Leadership & Business Ownership
Own the commercial performance and profitability of the Men's business unit.
Develop annual growth plans, revenue forecasts, and commercial strategies that support long-term business objectives.
Take accountability for sales performance, contribution margin, marketing efficiency, and overall financial performance.
Present commercial updates, forecasts, and strategic recommendations to senior leadership while identifying opportunities for continuous growth and optimisation.
Growth Marketing & Customer Acquisition
Develop and execute scalable acquisition strategies across multiple paid and owned marketing channels.
Lead investment decisions, media planning, channel expansion, and marketing budget allocation to maximise profitable customer growth.
Partner with Creative and Brand teams to develop high-performing campaigns, optimise creative testing, and continually improve marketing effectiveness.
Monitor acquisition performance, customer quality, attribution models, and marketing efficiency to ensure sustainable growth.
Customer Retention & Lifecycle Strategy
Own customer retention initiatives across CRM and lifecycle marketing channels.
Develop strategies that increase customer lifetime value through segmentation, loyalty initiatives, subscription programmes, post-purchase journeys, and personalised customer experiences.
Continuously optimise repeat purchase rates while improving overall customer engagement and retention performance.
eCommerce & Conversion Optimisation
Lead the commercial strategy across the direct-to-consumer website experience.
Oversee landing page strategy, merchandising, product presentation, promotional planning, checkout optimisation, conversion rate optimisation, and testing programmes.
Partner with cross-functional teams to continuously improve the customer journey and maximise online revenue performance.
Marketplace & Omnichannel Growth
Support the continued expansion of marketplace and retail channels through integrated commercial strategies.
Collaborate with marketplace, retail, and commercial teams to optimise product launches, advertising performance, promotional activity, merchandising, and channel growth.
Identify opportunities to strengthen omnichannel performance while maintaining a consistent customer experience across all sales channels.
Forecasting, Analytics & Commercial Performance
Own commercial reporting, forecasting, and performance analysis across the category.
Monitor key metrics including revenue, customer acquisition costs, lifetime value, marketing efficiency, return on advertising spend, conversion rates, profitability, and channel performance.
Translate data into actionable commercial insights that improve marketing investment decisions and accelerate business growth.
Develop executive reporting and dashboards that support strategic decision-making.
Growth Strategy & Business Expansion
Develop long-term growth strategies that support sustainable commercial expansion.
Identify opportunities across pricing, promotional planning, product launches, channel development, international expansion, customer acquisition, and lifetime value optimisation.
Continuously evaluate market trends, consumer behaviour, and competitor activity to identify future growth opportunities.
Cross-Functional Leadership
Partner closely with senior stakeholders across Brand, Creative, Product, Commercial, Finance, Operations, Supply Chain, eCommerce, and Sales.
Act as the commercial owner for the category, ensuring strategic alignment across teams while driving accountability and execution against business objectives.
Champion innovation, collaboration, and continuous improvement throughout the organisation.
Team Leadership
Build, mentor, and develop a high-performing growth function focused on profitable scale.
Lead and support specialists across growth marketing, performance marketing, CRM, eCommerce, analytics, marketplace management, and optimisation.
Foster a data-driven, collaborative culture focused on innovation, accountability, and commercial excellence.
Reporting & Performance Analysis
Monitor performance against key commercial and marketing objectives including:
Revenue growth
Profitability and contribution margin
Customer acquisition
Customer lifetime value
Marketing efficiency
Return on advertising spend
Customer acquisition cost
Conversion rate optimisation
Repeat purchase performance
Forecast accuracy
Budget management
Channel profitability
Translate insights into strategic recommendations that drive measurable business outcomes and support long-term category growth.
Experience
Minimum 8+ years' experience within Growth Marketing, Performance Marketing, eCommerce, Commercial Strategy, or General Management roles.
Proven success owning significant marketing budgets, commercial performance, and P&Ls.
Experience scaling high-growth direct-to-consumer consumer brands.
Strong understanding of customer acquisition, lifecycle marketing, retention, and revenue optimisation.
Experience balancing commercial growth objectives with long-term customer and brand development.
Experience working within high-growth consumer, beauty, wellness, lifestyle, FMCG, or retail environments is highly desirable.
Technical & Strategic Skills
Strong commercial and financial acumen with a proven ability to drive profitable revenue growth.
Deep understanding of paid media, performance marketing, customer lifecycle marketing, and marketing investment.
Experience developing forecasting models, commercial plans, and growth strategies that deliver measurable business outcomes.
Strong understanding of attribution modelling, marketing analytics, incrementality, customer segmentation, and business intelligence.
Experience managing complex cross-functional initiatives and influencing senior stakeholders.
Highly analytical with the ability to translate data into strategic commercial decisions.
About You
Strategic commercial leader with strong financial instincts.
Entrepreneurial, ambitious, and highly results-oriented.
Comfortable operating in fast-paced, high-growth environments.
Strong leadership skills with the ability to influence stakeholders across multiple functions.
Excellent communicator with exceptional presentation and relationship-building abilities.
Passionate about consumer brands, commercial growth, customer experience, and innovation.
Highly accountable with a bias towards action, execution, and continuous improvement.
Perks & Benefits
Competitive salary package.
Performance-related bonus opportunities.
Flexible remote working environment.
Career progression opportunities within a rapidly scaling business.
Learning and development support.
Collaborative and entrepreneurial company culture.
Exposure to senior leadership and high-impact strategic initiatives.
Why Join?
This is a unique opportunity to lead the commercial growth of a strategically important business unit within an ambitious, high-growth consumer brand.
The role offers significant ownership across commercial strategy, customer acquisition, lifecycle marketing, eCommerce, forecasting, and overall business performance. You will play a pivotal role in building a scalable growth engine while working alongside an ambitious leadership team committed to long-term success.
For an experienced commercial and growth leader, this represents an exceptional opportunity to shape the future of a rapidly expanding category while delivering measurable impact across revenue, profitability, and customer growth.