D2C Director - #1697598

Natures Menu D2C Director

We’re looking for an inspirational D2C leader who has successfully grown D2C subscription and e-commerce brands in omnichannel environments. Our D2C Director will develop our D2C growth strategy and be hands-on with the team putting the strategy into action! The purpose of the role is to scale our D2C channel in synergy with our Retail channel, creating an integrated omnichannel Pet Food brand, so you’ll work in close collaboration with the B2B team.

To be successful in this role our D2C Director will need strong e-commerce, subscription and digital marketing expertise. You will implement data-driven strategies and create a centralised intelligence platform (Data Hub). You will be part of, and work collaboratively with, the leadership team to align online and offline marketing initiatives, optimise customer journeys, and deliver measurable value across all channels.

This is a permanent, full time role in a hybrid working environment. It’s based in London (UK) with some travel required to our sites in Norfolk (UK) and Barcelona (Spain).

What You’ll Do

Partner with the Nature’s Menu D2C & B2B leadership teams to deliver strategic growth, data intelligence, customer-centricity and a high performing team.

Strategic Growth

• Grow a sustainable and profitable D2C business with CAC:LTV performance >3x.
• Define and execute the D2C growth strategy embedded within Natures Menu’s omnichannel environment to integrate both digital and retail channels.
• Build initiatives that are symbiotic: driving in-store traffic through online engagement (e.g. click-to-retail, sampling, geo-targeting) and increasing online traffic through store engagement (e.g. lead generation, competitions, personalisation).
• Collaborate with B2B sales leadership to ensure alignment across channels to improve Nature’s Menu’s customer lifetime value.
  
  
  

Data & Customer Intelligence

• Develop a buyer persona project and reconsider customer strategic segmentation across any process/decision in order to execute end-to-end initiatives according to target audiences.
• Build and lead the creation of a Data Hub to centralize customer, market, and behavioral data.
• Develop advanced segmentation and personalization models to increase relevance and conversion across platforms.
• Implement robust attribution frameworks (online/offline) to measure campaign impact and customer behaviour.
  
  
  

Customer-centricity

• Embed a customer-centric approach to D2C that embraces both ecommerce and retail customers.
• Maximize customer lifetime value through the strategic acquisition of high value customers, innovative retention programs and a best-in-class customer journey.
• Optimise customer experience with a market-leading website and ecommerce platform.
  
  
  

Operational & Team Leadership

• Lead cross-functional D2C teams to deliver an agile, high-performing D2C unit
• Prepare upward data for the company to envision integral strategy across channels
• Drive cultural change to foster innovation, agility, and accountability becoming responsible for 100% of online budget and full control under ROI analysis (pre SG&A)
  
  
  

What Success Looks Like

• Significant increase in D2C revenue and customer retention, to achieve CAC/LTV ratio performance >3x
• Synergies created between D2C and B2B channels, resulting in higher brand loyalty and total customer value
• A fully operational Data Hub serving insights to the broader Natures Menu and Affinity business
• A high-performing D2C team with clear ownership and strong execution capabilities
  
  
  

About You

• 10+ years of experience in leading and scaling D2C and digital businesses, ideally with subscription-based models
• Success in growing D2C channels within an omnichannel, retail-first strategy.
• Strong analytical skills and track record of building data ecosystems and attribution models.
• Background in fast-paced consumer brands (e.g. FMCG, pet food, wellness, lifestyle).
• Strong interpersonal and leadership skills, with the ability to align cross-functional teams.
• Fluency in English; additional European languages a plus.
  
  
  

We are Nature’s Menu

We are Nature’s Menu, a market leading pet food brand with a state-of-the-art production facility in Snetterton, Norfolk. With a legacy spanning 40 years, we’re the UK’s leading supplier and expert in raw and natural pet food. Real in every way. Others claim it. We live it. Real ingredients, real expertise and a real passion for providing the nation's pets with natural, real meals they will love.

Our unique pet food is sold through both B2B and D2C channels, with 85% of revenue coming from retail distribution. The D2C channel is a strategic focus for future growth and has built a community of more than 12,000 loyal customers.

Nature's Menu is part of the Agrolimen brand family which turns over $2Bn with a group of 10 pet food brands across 25 countries including Affinity Petcare.

Perks of our Nature’s Menu Pack

We offer flexible working hours and a hybrid working model. The role offers a competitive salary and bonus incentive scheme.

Our benefits focus on our team’s career progression and financial, physical and mental wellbeing:

• 25 days of annual plus 8 bank holidays
• Modern co-working office at the heart of Southwark (London).
• Discount to the Hoxton hotels worldwide
• Discount to gym classes in our offices, offered throughout the day
• Team social events and activities
• Salary sacrifice pension
• Career progression: clear pathways for your technical, commercial or leadership growth and the Affinity University platform
• Hapibenefits: Embrace your physical and mental wellbeing with an Employee Assistance Programme, online health portal or Cycle to Work Scheme. Plus access to Everyday Shop and Store Discounts.
• Exclusive discounts on our best-in-class Nature’s Menu pet food products