ABOUT AFINA
Afina is a consumer brand built around better water at home. Our fixed showerhead filter is designed to remove impurities from shower water — helping customers look after their hair and skin — and it comes with all the tools needed, installs in two minutes, and needs no plumber. Afina sells direct to consumers online and through major retail and media channels in the US, and Europe is now a priority growth market.
This is not a role for someone who wants to oversee agencies from a distance. It is for a builder who runs the ads, builds the pages, tests the offers, reads the numbers, and does it again — faster and better.
This is a remote position.
THE ROLE
As Head of Growth – Europe, you will own the full DTC / Shopify growth engine for Europe and be accountable for hitting a 100% year-on-year (YoY) channel growth target — profitably. You will hold full ownership of the European DTC growth profit and loss (P&L), while working closely with operations, creative production, email / SMS, and wholesale colleagues.
WHAT YOU'LL DO
- Own the growth engine. Own the full DTC / Shopify growth engine for Europe and hit the 100% YoY channel target.
- Be the PPC master. Scale Meta, Google, TikTok, and emerging channels profitably — constantly finding new angles, audiences, and opportunities, rather than letting campaigns coast.
- Lead creative strategy. Concept, brief, and iterate thumb-stopping ads and variations. You understand what stops the scroll — and what converts after the click.
- Build pages, funnels, and offers. Build and relentlessly optimise high-converting landing pages, funnels, and offers. Running ads + landing pages + offers together is non-negotiable in this role.
- Experiment in a structured way. Run creative tests, offer tests, audience tests, and landing-page tests — then double down quickly on what works and cut what does not.
- Own the numbers. Own return on ad spend (ROAS), customer acquisition cost (CAC), lifetime value (LTV), conversion rate, average order value (AOV), and contribution margin. You turn data into clear stories and clear decisions.
- Collaborate, without giving up ownership. Work cross-functionally with operations, creative production, email / SMS, and wholesale teams, while maintaining full ownership of the DTC growth P&L.
- Build the team as we scale. Help build and lead a small, high-output growth team — or a trusted network of specialists — as European revenue grows.
WHO YOU ARE
- Proven, hands-on D2C experience. 3+ years of paid, hands-on experience in growth / performance marketing or e-commerce for direct-to-consumer (D2C) brands. We will make exceptions on exact years if you have proven results running ads, landing pages, and offers at a high level.
- AI-native. You use artificial intelligence (AI) as a daily force multiplier — generating and editing creative, drafting and iterating copy, spinning up landing pages, and automating reporting and workflows.
- A doer, not a delegator. You do the work yourself first. You are happiest inside the ad account, the page builder, and the spreadsheet — not just reviewing other people's work.
- Creative strategist + PPC master in one. You don't just “manage ads” — you craft the strategy and the creative that move the needle dramatically.
- You love the game. The strategy, the creativity, the data, the psychology — and both the wins and the lessons from the losses.
- Obsessed with profitable growth. You think about the full customer journey and in systems and loops, not just in individual campaigns.
- Low ego, high output. Proactive, comfortable with ambiguity and ownership, and quick to act on what the data says — even when it proves you wrong.
- A clear communicator. Excellent at articulating ideas, learnings, and results, in writing and verbally.
WHAT SUCCESS LOOKS LIKE
In your first year, success means European DTC revenue growing at the 100% YoY target without sacrificing contribution margin — because you have built a repeatable system: winning ad angles that can be iterated, landing pages and offers that convert cold traffic, and a testing cadence that finds the next winner before the last one fades. You can explain, at any moment, what is working, what is not, what you are testing next, and what it means for the P&L.
WHY THIS ROLE
- Real ownership: one owner, one P&L, and the freedom to test and move fast across three live European markets.
- Builder's scope: media, creative, pages, and offers in a single role — the levers that actually drive growth are all yours.
- Room to build a team: prove the engine, then hire and lead around what works.
