Senior Growth Leader - Direct-to-Consumer Subscription

Please Note - This role is not suited to candidates without hands-on experience scaling paid media and DTC subscription brands.

About Bugalugs Pet Care

Bugalugs is one of the UK's fastest-growing pet care brands, currently at £25M turnover and stocked in the UK's biggest retailers — Tesco, Sainsbury's, ASDA, Morrisons, Pets at Home and internationally in PetSmart. Amazon UK currently drives the majority of our revenue, where we’ve successfully built a large subscription base.

Our next phase is critical: building and scaling a direct-to-consumer subscription business where we own the customer relationship.

We're targeting £50M turnover and to get there, we're hiring the person who will make it happen — a senior growth leader who will build our direct-to-consumer subscription business from the ground up and own our marketing function entirely.

The Opportunity

This is not a brand awareness role. This is not a social media role. This is a commercial growth role at the highest level.

We want someone who has lived and breathed DTC subscription growth — someone who understands exactly how the best-in-class pet, health and wellness subscription brands have acquired, converted, and retained customers at scale, and knows how to replicate and surpass that.

You will architect and own our move from a marketplace-dependent business to a subscription-first DTC brand with a loyal, owned customer base. You will manage a £500,000 annual paid media budget across Meta, Google, TikTok and YouTube. You will lead and grow our in-house marketing team. And you will be accountable for the numbers.

Non-Negotiable Requirements

We will only consider candidates who can demonstrate ALL of the following:

·     Directly scaled a DTC subscription brand — not just supported one.

·     Managed £100,000+ in paid media spend across Meta, Google, TikTok and YouTube with proven results.

·     Built or grown a subscription ecommerce website on Shopify or similar.

·     Led and developed a marketing team, including hiring for new skill sets.

·     Strong commercial understanding of CAC, LTV, ROAS, churn and contribution margin.

·     Comfortable reporting directly to the founder and owner — working closely together to move fast and make quick decisions.

If you cannot point to specific, real-world examples against each of the above, this role is not for you.

What You'll Own:

DTC Subscription Strategy

·     Architect and launch a subscription-first ecommerce website, reducing dependency on Amazon and building an owned customer base

·     Develop retention, lifecycle and CRM strategies to maximise subscriber LTV

·     Set the roadmap from launch to scale

Paid Media (£500,000 annual budget)

·     Lead all performance marketing across Meta, Google, TikTok and YouTube

·     Own acquisition targets, ROAS and CAC benchmarks

·     Drive creative strategy with the in-house team to produce high-converting content

Team Leadership

·     Manage the existing team: Social Media Manager, Marketing Manager, Videographer, Graphic Designer, Social Media Content Creators and TikTok Shop Presenter

·     Identify gaps and recruit additional talent as the business scales

·     Build a data-led, high-performance marketing culture

Reporting & Analytics

·     Build full-funnel reporting across all digital channels

·     Report directly to the founder on growth KPIs

·     Use data to make fast, smart decisions on budget, creative and audience strategy

Amazon & Retail

·     Ensure brand consistency across Amazon UK, major retail partners and DTC

·     Develop a strategy to migrate Amazon subscribers into an owned DTC ecosystem

What We Offer

·     Competitive salary + performance bonus, depending on experience

·     Play a key role in scaling a £25m → £50m brand

·     Full ownership of a major growth function

·     Fully remote with a monthly visit to office in Cumbria required

·     25 days holidays plus bank holidays

·     £500,000 paid media budget and full ownership of how it's spent

·     A talented, passionate in-house team ready to be led

·     Directly report into the owner — quick decisions, no red tape, real ownership of the role

How to Apply

To be considered, you must submit a tailored cover letter alongside your CV.

Your cover letter should clearly demonstrate:

• Relevant brands and projects you’ve led
• Measurable growth results you’ve achieved
• Why you are the right person to build Bugalugs’ DTC subscription engine