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 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, 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 chance, 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.
#J-*****-Ljbffr

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