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 fast. 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, current 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

📌 Head of Digital Performance (Australia)
🏢 The Aje Collective
📍 Australia