Founded in 1998 at Soho House, Cowshed has grown into a globally loved brand, bringing a playful yet purposeful approach to wellness and beauty. We’re known for our natural products, unapologetic personality, and strong brand community. As we enter our next phase of growth, digital will be at the heart of how we scale, connect, and deliver.

The Opportunity

We’re hiring a commercially minded General Manager to lead and scale Cowshed’s online direct-to-consumer (D2C) business, with full ownership of the D2C P&L. This is a pivotal leadership role, driving the entire digital ecosystem for Cowshed, with responsibility for online sales, performance marketing, customer experience, CRM, and digital brand storytelling.

You’ll be a strategic thinker with strong commercial instincts, ready to shape and deliver a digital strategy that drives growth and deepens brand connection. You’ll thrive in a fast-paced environment where creativity meets performance and work closely with the CEO as a key voice at the table.

We’re looking for someone with deep D2C expertise and a strong understanding of how to build and optimise a modern digital experience. You’ll be equally comfortable shaping strategy at a senior level and getting hands-on when required. This is a role for someone who can flex between big-picture thinking and detail, who knows how to optimise performance, and who cares about both the commercial impact and the quality of the customer experience.

We want someone on a C-suite trajectory, with the vision, leadership, and breadth of capability to match - and the practical, operational mindset to back it up.

You’ll have strategic and operational control across:

Cowshed.com (UK + US), powered by Shopify Plus
CRM (Klaviyo; ~200K contacts)
Amazon (UK + US stores)
trade.cowshed.com, our wholesale self-service platform for independent B2B customers
Community/influencer marketing strategy development
Future growth via TikTok Shop and new platforms

This isn’t a “maintain the machine” job. It’s a full-stack digital growth mandate. You’ll build the team, reshape the tech stack, drive performance, and partner directly with the CEO. If you're excited about scaling a lean, performance-led, tech-enabled beauty business, you’ll be in your element here.

What You’ll Do

Commercial Leadership

Develop the end-to-end digital strategy for Cowshed, aligned to brand and commercial objectives.
Own and scale the full online D2C P&L, driving topline growth and bottom-line contribution.
Deliver an integrated strategy across acquisition, conversion, retention, and repeat.
Lead digital performance marketing across all paid and owned channels, optimising spend and ROAS.
Optimise Cowshed.com and Amazon for growth in both the UK and US markets.
Expand the performance of trade.cowshed.com with independent B2B customers.
Partner closely with brand and creative teams to bring Cowshed’s brand to life digitally across web, social, and CRM.

Team Building

Build and lead a high-performing D2C team - hiring, structuring, and coaching as needed.
Decide when to outsource vs. in-house, and reset agency partnerships as required.
Work collaboratively across the business to embed digital thinking in brand, product, marketing, and commercial plans.
Play an active leadership role in the Cowshed team, contributing to wider business strategy and decision-making.
Instill a test-learn-iterate culture with performance at its core.

AI & Tech-Enabled Execution

Leverage AI tools across marketing, operations, and customer service to unlock efficiency and speed.
Use AI to scale content creation (video, static, UGC-style) across channels.
Champion technology as a competitive advantage in a traditionally analogue industry.

Customer Experience & CRM

Own the digital customer journey across all touchpoints, optimising acquisition, retention, and LTV.
Lead CRM strategy and execution (Klaviyo), personalising and segmenting at scale.
Foster a test-and-learn culture around customer engagement and conversion.

Data & Performance

Build the analytics backbone needed to drive decisions and growth.
Own key KPIs including ROAS, CAC, LTV, conversion rate, and retention.
Report regularly to the CEO on growth, risks, and opportunities.

What We’re Looking For

Proven track record scaling a D2C business from ~£1–5m revenue toward £10m+.
Deep experience across performance marketing, e-commerce, and CRM.
Strategic and hands-on—you can zoom out and build systems, or dive in and write copy.
Digital-native operator—ideally from startup or scale-up backgrounds, not big corporate.
AI-literate and eager to deploy automation across the stack.
Comfortable owning a P&L and accountable for commercial outcomes.
Experience in beauty, wellness, lifestyle, or luxury is a bonus—but not required.
Skilled at building and leading inclusive, high-performing teams.
Strong leadership presence; ready to operate as a key member of the senior team.

About You

We’re not looking for corporate lifers. We’re looking for doers who’ve built and scaled scrappy, digital-first businesses. If you thrive on speed, autonomy, and real commercial impact - this is your shot.

Why Join Us

Full ownership of D2C strategy, P&L, and team.
Work directly with an entrepreneurial CEO and leadership team.
Help scale an iconic brand and shape its next chapter.
Be part of a dynamic, purpose-driven culture with global ambition.

We Love AMAZING People

We also love to reward our teams for their hard work and after all there would be no amazing products or brands without them! Our office has always got something going on whether that’s puppy yoga, massages, bingo nights or a bake off to bring our teams together. Here is a snapshot of some of the other fantastic benefits we offer;

Unlimited Holiday
Flexible Working
Private Medical Insurance
Team Events & Socials
Wellbeing Programme
Free Breakfasts
Volunteering Day
Annual Discretionary Bonus
Amazing Product Discounts

*Location: Based in London at our Tottenham Court Road HQ. Hybrid working with a minimum of 2 days per week in-office.

Reporting to: CEO

Matrix

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General Manager (D2C) - Cowshed