UKI DTC & eCommerce Growth Controller - FTC (Maternity Cover)

The Opportunity 

Build and scale our UKI DTC growth engine across Pukka, Lipton and PG Tips. Own the full customer journey—from acquisition to advocacy—and launch a new DTC proposition spanning CRM, subscriptions, social commerce and retail. 

Operate like a start-up: move fast, stay close to customers, test relentlessly and scale what works. This is a hands-on role with clear commercial accountability.

Reporting to the UKI CMO and leading one direct report, you will have the freedom to make fast, evidence-led decisions. 

What You Will Own 

• Set the growth agenda: Turn UKI DTC strategy into focused priorities and fast execution. 

• Own the numbers: Drive revenue, margin, conversion, AOV, CAC, LTV, retention and payback. 

• Launch and scale: Build the proposition, trading model, subscriptions, fulfilment and customer experience. 

• Grow customer value: Use CRM, lifecycle marketing, first-party data and personalisation to increase repeat purchase. 

• Test fast: Ship focused experiments across proposition, creative, journeys and offers; scale or stop decisively. 

• Win in social commerce: Build a shoppable creator and TikTok Shop playbook that converts and retains. 

• Connect DTC and retail: Use DTC insight to improve omnichannel propositions, content and conversion. 

• Build capability: Create lean rhythms, clear dashboards and a high-performing team. 

Experience That Will Help You Succeed 

• Built or scaled a DTC business, ideally in a start-up, scale-up or fast-growth environment. 

• Hands-on across trading, CRO, CRM, lifecycle marketing and repeat-purchase categories. 

• Strong grasp of e-commerce platforms, paid and organic growth, creators and social commerce. 

• Fluent in DTC unit economics and able to turn data into action. 

• A proven coach and cross-functional operator who influences without hierarchy. 

How You Work 

• Own it: Spot the gap, make the call and deliver the outcome. 

• Customer first: Turn real behaviour and feedback into better experiences. 

• Move fast: Prefer focused releases and measurable learning to perfect plans. 

• Stay hands-on: Switch comfortably between strategy, analysis, trading and execution. 

• Follow the evidence: Test clear hypotheses and change course quickly. 

• Keep it simple: Create clarity and momentum in ambiguity.