Fractional Head of Growth

The Role

We are looking for a commercially mindful, execution focused Head of Growth to drive the next phase of growth. This is a hands on role for someone who can both set strategy and execute across channels (fully in house), with a clear focus on customer acquisition, CAC efficiency, retention, and LTV growth.

You will own the full growth engine from paid media to lifecycle to onsite conversion, working closely with the founder and a senior growth advisor.

Core Responsibilities 1. Customer Acquisition & Performance Marketing

• In house management of performance media strategy, with a focus on Google and Meta
• Lead creative strategy and asset production (UGC, statics, video, advertorials) - design skills a bonus
• Create a creative testing plan to enable scaling of ad accounts in line with performance
• Continuously test audiences, angles, and offers to improve CAC
• Identify and unlock new paid and organic growth channels, particularly TikTok and affiliates
• Recommend future structure (e.g. continue in house vs hiring a performance agency)

2. Lifecycle Marketing & Retention

• Own email and CRM strategy via Klaviyo
• Build and optimise automated flows (welcome, post purchase, replenishment, churn prevention)
• Plan, design, and implement email, WhatsApp, and SMS campaigns
• Drive improvements in retention, repeat purchase rate, and subscription uptake
• Develop segmentation strategies to personalise the customer journey

3. Ecommerce & Conversion

• Manage and optimise the Shopify storefront - strong technical ability required
• Implement content updates, including asset generation
• Lead landing page strategy, design, and build (focused on paid traffic conversion)
• Own A/B testing roadmap across PDPs, checkout, and key funnel steps
• Improve site UX, messaging, conversion rates, and offer strategy

4. Subscription & Revenue Optimisation

• Manage and optimise the subscription platform and customer experience
• Reduce churn and increase subscriber lifetime value
• Implement strategies to increase LTV (e.g. cadence optimisation, education)

5. Amazon & Marketplace Growth

• Own Amazon channel performance (listing optimisation, keywords, reviews)
• Ensure consistent brand positioning and strong marketplace conversion
• Devise and execute a strategy to grow the platform

6. SEO, Content & Organic Growth

• Build and execute a high intent content roadmap targeting key search terms (e.g. UTIs, BV, menopause related concerns)
• Devise a strategy to utilise the blog as a customer acquisition and education engine, with clear ROI
• Optimise PDPs and landing pages for organic search
• Create a GEO strategy to grow citations for P.Happi and prepare for agentic checkout
• Recommend agency vs in house execution of SEO

7. Social & Content Support

• Oversee organic social strategy to support paid performance and brand building
• Guide content creation across Instagram, TikTok, and other relevant channels
• Ensure alignment between paid ads, organic content, and landing pages
• Leverage social proof (UGC, reviews, testimonials) across all channels

8. Reporting & Analytics

• Own daily, monthly, and quarterly growth reporting
• Track and optimise key metrics across the funnel
• Maintain and develop CRM dashboards to understand LTV health
• Identify insights and opportunities for growth across all channels

9. Operations & Customer Service

• Oversee logistics platform and ensure a seamless post purchase experience
• Align growth strategy with operational capacity and constraints
• Respond to inbound customer service queries (product, purchase support, microbiome and women's health questions)
• Propose scalable customer service solutions (e.g. fractional support, helpdesk platform)

Key Metrics & Success Measures

You will be accountable for:

• New Customer Growth - scalable acquisition across paid and organic channels
• Customer Acquisition Cost (CAC) - improving efficiency while scaling
• Customer Retention Rate - reducing churn across one time and subscription customers
• Lifetime Value (LTV) - increasing revenue per customer through retention and monetisation
• LTV:CAC Ratio - maintaining strong unit economics
• Conversion Rate (CVR) - across landing pages and site
• Subscription Growth & Churn Rate

What We're Looking For

• Proven experience in a DTC, subscription first brand (beauty, wellness, or health preferred)
• Multichannel experience (D2C, Amazon, retail, marketplaces) beneficial
• Strong hands on experience with performance marketing (Meta + Google)
• Deep understanding of customer lifecycle and retention strategies
• Experience with Klaviyo, Shopify, and subscription platforms
• Analytical mindset with the ability to turn data into actionable insights
• Comfortable operating both strategically and in the weeds - willingness to be hands on is essential
• Experience scaling brands from early stage to growth stage is a strong plus
• Passion for women's health and a desire to drive change