Head of Growth

Mother's Earth · Fully remote · Reports to the CMO · Manages the Head of Strategy, Media Buyers and influencer managers · Owns every paid and acquisition channel

Role Overview

Mother's Earth is a multiple 8-figure DTC brand running four stores across the Netherlands, Germany, France and the wider EU. We're fully remote, Meta is our core growth engine, and creative is our biggest lever.

As Head of Growth you own the acquisition engine: creative output, media buying, budget and the paid P&L. The Head of Strategy, our Media Buyers and influencer managers report to you, and you're responsible for every paid and acquisition channel we run, in-house or through agencies.

We're a subscription business, so growth here is a balancing act. You're judged on the new customers you bring in, what they cost, how fast we earn that back, whether they subscribe and stay and what that does to margin over their lifetime. You treat the channels as one system, because what you spend in one moves the results in the others.

What you'll own

• Plan and budget. The acquisition plan by market, channel and phase, budget allocation and pacing, and a forecast you're accountable for landing.

• Unit economics. CAC, LTV, first-order margin and payback by market, channel and product. CAC ceilings set from payback and margin, not ROAS alone.

• The channel mix. Budget allocated on marginal return, not average ROAS, with a clear view of how Meta, Google, TikTok, TikTok Shop and affiliate feed and cannibalise each other.

• Incrementality and cohorts. Lift tests and holdouts to know what's truly incremental. Cohort quality by channel: subscription take-up, repeat rate and 12-month margin.

• Data and patterns. Connecting the dots across channels, markets, products and creative, using AI heavily to spot trends early and automate routine reporting.

• Reporting. A weekly pacing report to the CMO, with the constraint named and a recommendation attached.

• The business frame. Product priority from stock, launches and margin, and the offer and pricing structure for paid, set with the CMO and the Head of E-commerce.

• The team. Managing the Head of Strategy, Media Buyers and influencer managers without doing their jobs, and running the weekly leads call.

• Every acquisition channel. Meta in-house. Google/YouTube, TikTok and TikTok Shop through agencies. Affiliate (including Awin), creator community, native, influencer, and marketplaces over time. Every partner held to the same KPIs as in-house.

• Retention and conversion. Aligning with retention and CRM on what each source leads to after the first order, and with E-commerce on how paid traffic converts.

What you bring

• 4+ years in senior DTC growth or performance leadership, owning a paid P&L at meaningful spend.

• A track record of scaling acquisition profitably across EU markets, ideally in subscription or repeat purchase.

• Fluency in growth economics: CAC, LTV, payback, contribution margin, marginal vs average returns.

• Multi-channel experience: Meta plus at least one of Google/YouTube, TikTok, affiliate, influencer, native or marketplaces.

• Strong data analysis, incrementality testing and cohort work, with an instinct for patterns.

• Heavy, practical use of AI in analysis, forecasting and reporting. You build your own tools with it.

• Deep knowledge of Meta: enough to challenge a media buyer without running the account.

• Creative literacy: you can hold a creative team accountable in its own language.

• Experience leading senior people without doing their jobs for them.

• Fluent English. Dutch and/or German is a strong plus.

Big plus: Experience with creator communities (Trybe, Tiktok Shop) and Amazon.

How we measure success

• Paid acquisition revenue at or above target across all four markets.

• New-customer CAC and payback within target as spend scales.

• CAC:LTV and 12-month contribution margin by acquisition source.

• Budget that follows marginal return.

• Problems and opportunities spotted early in the data.

• A second channel proven and scaling.

• Forecast accuracy.

• A team that gets better under you.