Role Overview The Head of Digital Performance & Growth is the senior performance marketer accountable for scaling customer acquisition and revenue across Aje, Studio and Athletica, and for opening up the USA and Rest of World as major growth markets.

This is a growth marketing role first. Success is judged on profitable new customer growth, contribution margin and payback, not on holding a fixed cost of sale percentage. The role is expected to know when to spend harder, not only when to pull back.

Creative is the main scaling lever. The Head owns the system that turns product, content and creators into a steady flow of tested concepts, and works with Brand, Content and Visuals to make winning ideas repeatable at higher spend.

The business moves quick. The role runs a daily trading rhythm with Ecommerce and Trading, makes budget decisions quickly with incomplete data, and keeps three brands with different audiences and maturity moving at once. Search, CRM, onsite and agency capability all support this core growth engine.

Key Responsibilities

Growth model and measurement

- Own the paid growth plan across Meta, TikTok, Google, affiliates, creators and emerging channels for all three brands
- Run growth on contribution margin after returns, new customer volume, MER, blended CAC and payback by cohort, with CoS% reported as a guardrail
- Build a measurement stack that does not rely on platform ROAS alone: incrementality and holdout testing, post-purchase attribution, and marketing mix or equivalent modelling
- Forecast, pace and report on digital revenue and spend against COF and target, daily and weekly
- Own the relevant digital P&L; lines and keep finding efficiencies without capping growth

Creative-led scaling
- Own the creative testing engine: hypothesis-led briefs, weekly test volume, hit rate tracking and fast iteration on winners
- Build a modular creative system across hooks, formats, UGC, creator content, product-led video and static, in partnership with Brand, Content and Visuals
- Understand what lets a concept scale: spend per concept, fatigue curves, audience saturation and the point where returns fall
- Feed concept learnings back to Brand, Design and Merchandise so product and creative decisions inform each other
- Direct marketing investment behind high-margin products with proven commercial performance, working with Trading and Merchandise
- Protect the distinct identity of each brand while sharing what works

Running three brands at once
- Maintain one shared playbook,



with a separate growth plan for each brand based on its stage, audience and margin profile
- Allocate budget, team time and creative resource by opportunity, and move them quickly when trading changes
- Run the daily trading rhythm with Ecommerce Trading, a weekly test and learnings review, and monthly and quarterly growth planning

International growth: USA and Rest of World
- Lead growth planning for the USA and Rest of World, with a sequenced market entry plan and clear criteria to scale, hold or stop each market
- Localise creative, offers, creators and messaging by market, working with Ecommerce, Logistics and Customer Experience on delivery, duties and returns
- Build channels beyond paid media: affiliate and partnerships, creator programmes, TikTok Shop and social commerce, marketplaces and wholesale halo
- Use SEO, content and CRM to support international growth once paid and creative have found traction
- Manage regional partners and agencies, and cover time zone gaps with clear handover and escalation

Search, CRM and owned channels
- Own One Search as an integrated plan across SEO, content and paid search, so paid complements organic growth
- Provide strategic oversight of CRM and Loyalty, owned day to day by the Senior CRM Manager, with a focus on retention, LTV and revenue contribution

Team, agencies and ways of working
- Lead and develop the team with clear accountability, regular 1:1s, KPI tracking and development plans
- Decide what to run in-house and what to keep with agencies based on speed of testing, cost and risk, and manage the transition where it makes sense
- Own the reporting roadmap, including daily, weekly and monthly trackers, dashboards, board packs and business cases
- Turn data into a clear commercial story for senior stakeholders: what worked, what did not, and what happens next
- Run regular lunch and learn sessions with Ecommerce and Marketing on performance marketing, creative and growth levers

Key Performance Indicators

- Growth: new customer volume and digital revenue by brand and market; contribution margin after returns; MER and blended CAC; payback period
- Creative:



concepts tested per week; hit rate; share of spend on proven winners; time from winning concept to scaled iteration
- International: USA and ROW revenue and new customers; market entry milestones met; scale, hold or stop decisions made on schedule
- Efficiency guardrails: CoS% within an agreed range per brand; incrementality results informing budget moves
- Reporting: accuracy and adoption of daily, weekly and monthly trackers; forecast accuracy
- Team: performance, engagement and development outcomes; speed of in-house capability build

Targets are set per brand and market with the Digital Director and measured against COF and target.

Personal Attributes and Experience

Essential

- 8+ years in performance marketing and growth, with a track record of scaling paid social and search spend profitably
- Hands-on experience in a fast-moving retail, fashion or DTC business trading daily against forecast
- Proven creative-led growth: has built or run a testing programme and can explain why specific concepts scaled and others did not
- Has managed multiple brands or markets at once and can prioritise between them under pressure
- Has launched or scaled paid growth in the USA or other international markets
- Comfortable running growth on contribution margin, MER and payback, and able to make the case for spend above a standing CoS% target
- Has led teams, managed a P&L; and owned a budget at scale
- Highly data-literate, with experience in incrementality testing or modelled attribution
- Clear commercial communicator who influences at every level, from creative to the executive team

Desirable
- Experience with TikTok Shop, creator and affiliate programmes, or marketplaces
- Has moved capability from agency to in-house without losing performance
- Working knowledge of SEO and CRM as supporting growth levers
- Strong creative instinct: able to brief, critique and sharpen creative with designers and content teams

This role is critical to scaling the group’s digital growth capability across three brands and into new international markets. Reporting and Team Structure The Head of Digital Performance & Growth reports to the Global General Manager – Digital & Online and works as a close partner to the Head of Ecommerce and the trading team.

The Head of Digital Performance & Growth sets direction, cadence, KPIs and performance expectations for the team, with regular check-ins, formal performance reviews and development plans.

📌 Head of Digital Performance & Growth (Sydney)
🏢 Aje.
📍 Sydney