Head of Growth

About Allter

Allter is a D2C personal care brand focused on toxin-free, high-performance products for babies and mothers. We are building a long-term brand with strong unit economics, repeat usage, and global ambition.

Role Overview

The Head of Growth will own end-to-end growth for Allters D2C business, with clear accountability for revenue, CAC, retention, and contribution margin. This is a P&L-oriented rolenot a campaign manager role.

You will be responsible for scaling revenue sustainably across paid acquisition, retention, and lifecycle growth while building strong systems and processes that reduce founder dependency.

Key Responsibilities1. Revenue & P&L Ownership

• Own D2C revenue targets, growth rate, and contribution margin
• Manage and optimise CAC, LTV, payback period, MER
• Build and track growth dashboards with weekly and monthly reviews
• Work closely with finance on forecasts, budgets, and growth ROI

2. Performance Marketing

• Own paid acquisition across Meta, Google, marketplaces (if applicable)
• Scale spend responsibly while maintaining target CAC and payback
• Lead creative testing frameworks (hooks, formats, UGC, founder-led, etc.)
• Partner with internal teams / agencies to improve ad efficiency

3. Retention & Lifecycle Growth

• Own repeat rate, cohort retention, and LTV
• Build lifecycle journeys: onboarding, replenishment, cross-sell, win-back
• Drive growth via email, WhatsApp, SMS, subscriptions, bundles
• Collaborate with product and CX teams to improve post-purchase experience

4. New Customer Acquisition (Beyond Ads)

• Test and scale non-paid acquisition channels: referrals, influencers, affiliates, partnerships
• Identify new audience segments and expansion opportunities
• Improve website CRO and checkout funnel conversion

5. Team, Process & Systems

• Build clear growth playbooks and SOPs
• Manage in-house team members and external partners/agencies
• Create systems so growth performance is predictable, trackable, and scalable

Must haves:

• 57 years of hands-on growth experience in a D2C brand
• Prior experience in personal care / baby care / FMCG D2C (mandatory)
• Strong performance marketing expertise with budget ownership
• Proven experience driving retention, repeat rate, and LTV
• P&L ownership for a D2C business (not just channel ownership)
• Deep understanding of unit economics and growth trade-offs
• Data-driven mindset with strong analytical skills