Role Purpose The Head of Digital is accountable for end-to-end digital marketing performance across the business, owning performance marketing, paid media, CRM and retention, and the digital brand experience across all markets. This is a senior, hands-on leadership role reporting directly to the CEO, The Head of Digital is expected to work across strategy and execution simultaneously, going in-platform, building briefs, briefing content and creative, running analytical audits, and directly managing agency partners.

The Head of Digital owns everything that drives customers to the site; paid media, CRM/retention and digital brand content, and partners closely with other stakeholders including Head of Brand and the Head of eCommerce on traffic quality, attribution and campaign-to-site continuity, without stepping into eCommerce's remit.

Rachel Gilbert is a unique, fashion-led D2C business and this role requires someone who genuinely understands fashion, ecommerce and direct-to-consumer, who has scaled a digital function across international markets before, and who is comfortable rolling up their sleeves rather than operating purely at a strategic level.

This role would suit someone accustomed to a faced paced, high growth D2C trading environment with a solid strategic skillset backed by technical know how as well as the ability to communicate effectively taking an agile approach to delivering business and commercial requirements.

Key Responsibilities

Digital Strategy & Growth

- Own the end-to-end digital marketing strategy, performance marketing, paid media, CRM and retention, and digital brand presence across all current and future markets.
- Lead the digital strategy for international expansion, drawing on prior experience scaling digital marketing into new markets.
- Own digital budget and performance targets (CAC/nCAC, ROAS, MER, LTV) directly with the CEO.
- Own the full-funnel strategy from prospecting and acquisition through to retention and loyalty, balancing new customer growth with lifetime value.
- Build and present business cases for current digital channels, tools, and test-and-learn initiatives.

Performance Marketing & Paid Media
- Brief, direct and manage the day-to-day relationship with the paid media agency going in-platform (Meta, Google, Pinterest, Klaviyo and others) to review, question, and where needed directly review campaign structures to identify optimisation opportunities.
- Hold ultimate accountability for the internal digital strategy which includes reviewing agency strategic proposals and collaborating on targeting, creative and reporting.
- Own budget allocation across top, mid and bottom-of-funnel activity, and manage this to defined benchmarks.




- Build and brief performance marketing campaign briefs, including creative and copy direction, in collaboration with agency and creative partners.

CRM & Retention Marketing
- Own CRM and retention strategy end-to-end, with the confidence to personally build, activate and test email and SMS flows and campaigns in Klaviyo.
- Own segmentation, audience journeys, automation/flow strategy, and personalisation across the CRM program.
- Own and drive utilisation of CDP platform and other Business Intelligence tools, ensuring first-party data actively informs segmentation, retention targeting and personalisation rather than sitting unused.
- Balance CRM/retention investment against acquisition spend, working to a clear view of the roles each plays in the funnel.

Content, Creative & Digital Brand Experience
- Brief and direct content, copy and creative for digital channels, paid, and CRM, partnering closely with brand and creative teams.
- Bring a strong, informed point of view on what creative performs across digital channels, and how to use it to build relevant audiences and drive both demand and retention.
- Ensure the digital brand experience reflects Rachel Gilbert's positioning and a coherent customer journey across acquisition and retention touchpoints.

Data, Analytics & Reporting
- Run analytical audits and day-to-day reporting across GA4, Shopify, Supermetrics, Klaviyo and other tools in the digital stack.
- Own weekly and monthly performance reporting to the CEO and wider leadership team across CAC, MER, LTV, retention and channel performance, distinguishing controllable performance drivers from market conditions.
- Critically interrogate and validate data and insights to ensure strategic rationale and accuracy.

Agency & Vendor Management
- Own and manage all digital agency relationships (media, CRM, and other digital partners), collaborating with partners to agreed strategy, targets and reporting standards.
- Ensure clear goals an objectives are set with partners and that strategies support the broader business objectives
- Collaborate with partners to ensure alignment with digital and broader business priorities

Cross-Functional Collaboration
- Partner closely with the Head of eCommerce on traffic quality, attribution, campaign-to-site continuity and shared digital revenue targets.




- Collaborate with Brand & Creative on brand storytelling and the digital content pipeline.
- Work with Retail as the store footprint grows to understand cross-channel attribution and the online-to-in-store customer path.
- Partner with Finance on digital budgeting, forecasting and reporting.

Team Leadership
- Operate as a hands-on, individual-contributor leadership role with end-to-end ownership of digital execution.
- As the function grows, build and lead a digital team (for example, a Senior Digital Marketing Manager and/or Digital Executive), hiring, setting objectives and developing capability over time.

Key Skills & Competencies

- Deep, hands-on expertise across paid media platforms (Meta, Google, Pinterest and others) and CRM platforms genuinely confident working in-platform, not only directing agencies.
- Strong understanding of full-funnel marketing, balancing acquisition metrics (CAC, ROAS) with retention and lifetime value.
- Confident and rigorous in interrogating strategy, targeting and reporting and asks the right questions rather than taking outputs at face value.
- Genuine understanding of fashion, ecommerce and D2C, with an instinct for brand and customer journey in a premium/fashion context.
- Experience scaling or launching digital marketing across international markets.
- Strong creative instinct, understands what creative works across digital channels and how to use it to build audiences and drive demand and retention.
- Tech-savvy across the digital and analytics stack: GA4, Shopify, Supermetrics, Klaviyo.
- Skilled in segmentation, CRM audience journeys and personalisation strategy.
- Strategically minded, but equally comfortable rolling up sleeves, briefing, building and executing hands-on.
- Strong collaborator, working effectively across brand, ecommerce, retail and finance.

Qualifications & Experience

- 9+ years' experience in senior digital marketing roles, ideally within fashion, apparel or premium/luxury D2C businesses.
- Proven track record owning performance marketing and CRM end-to-end, including hands-on, in-platform execution.
- Proven experience managing agencies at a senior level
- Experience leading digital marketing through international/global market expansion.
- Hands-on experience with Klaviyo, Meta and Google Ads platforms, GA4, Shopify, Supermetrics, and CDPs.
- Experience across segmentation, customer journeys and retention/lifecycle marketing.
- Comfortable operating without a large team in place, hands-on execution capability and multitasking in a fast paced evolving environment is essential to this role.

This position description reflects the core requirements of the role and may be updated to meet the changing needs of the business.

📌 Head of Digital (Sydney)
🏢 RACHEL GILBERT
📍 Sydney