£55,000–£70,000 DOE | Remote, UK | Full-time permanent
About Fanciful Doll
Fanciful Doll is an independent British fashion brand creating distinctive romantic gowns, corsetry and occasionwear for a global customer base.
The brand has experienced significant year-on-year growth and is now entering its next stage of development. Until now, marketing has been led directly by the founders. We are now looking for an experienced Head of Marketing to take ownership of the marketing function and play a central role in driving the next stage of the brand’s commercial growth.
This is a newly created senior position for someone who can take an already distinctive brand, strong product proposition and established customer base and determine how we reach significantly more of the right customers, increase revenue and scale the business profitably.
Working closely with the Founder and Creative Director, you will have significant responsibility for identifying where future growth can come from, which marketing opportunities warrant investment, and how successful channels, products, audiences and creative can be scaled.
The Role
This is first and foremost a commercial marketing leadership role focused on growth.
We are not looking for someone simply to manage individual marketing channels or maintain an existing marketing calendar. We are looking for someone who can look across the business and identify how marketing can materially increase customer acquisition, conversion, retention and revenue.
You will be responsible for building an integrated marketing strategy across paid acquisition, CRM and retention, organic marketing, creators, PR, partnerships and customer data, understanding how these areas interact and where the greatest opportunities lie.
A major part of the role will be turning data into action: identifying meaningful commercial signals, allocating resources intelligently, testing new opportunities and moving decisively behind the products, audiences, channels and creative demonstrating the strongest potential.
The Founder and Creative Director will continue to lead product development, brand direction, storytelling, campaign concepts and creative output. Your role will be to ensure those assets are utilised as effectively as possible to reach more qualified customers, create demand and drive profitable growth.
Key Responsibilities
- Own and develop the overall marketing strategy against ambitious commercial growth objectives.
- Identify the principal opportunities for customer and revenue growth and build strategies to capture them.
- Develop annual, quarterly and campaign-level marketing plans, budgets and forecasts.
- Determine how marketing investment should be allocated across channels according to commercial opportunity and performance.
- Own customer acquisition strategy across paid and organic channels.
- Oversee paid social and performance marketing strategy.
- Understand and interrogate key commercial metrics including CAC, ROAS, conversion rate, AOV, LTV, contribution and retention.
- Develop robust marketing measurement and reporting to establish what is genuinely driving incremental growth.
- Analyse customer, product, channel and creative performance and translate those insights into commercial action.
- Identify winning products, propositions, audiences and creative, and develop strategies to scale them.
- Own CRM and retention strategy, including segmentation, lifecycle marketing, repeat purchase and customer value.
- Develop an organic marketing strategy that makes effective commercial use of the brand’s existing audience while protecting and strengthening its positioning.
- Develop and oversee creator and influencer strategy, balancing brand value with measurable commercial performance.
- Identify worthwhile PR, partnership and brand-building opportunities and assess them against wider growth objectives.
- Develop marketing strategies around new collection launches and product releases, maximising full-price demand and commercial performance.
- Identify and test new acquisition channels, markets and growth opportunities.
- Continuously assess where marketing effort and investment are generating the strongest returns, scaling successful activity and challenging or stopping activity that does not justify continued investment.
- Work closely with the Founder and Creative Director, the co-founder overseeing paid acquisition, and junior marketing support to ensure strategy is translated into effective execution.
- Help build and shape the wider marketing function as the business continues to scale.
About You
We are looking for an experienced, commercially minded marketer with the judgement, analytical ability and confidence to play a major role in growing a fast-moving consumer brand.
Essential experience
- Significant broad senior-level marketing experience.
- Meaningful marketing experience within fashion, beauty, luxury, premium lifestyle or another highly visual and aspirational consumer brand.
- Strong ecommerce/DTC experience.
- Demonstrable experience contributing to meaningful commercial and customer growth.
- Experience managing significant marketing budgets and making informed decisions about where investment should be directed.
- Strong understanding of paid customer acquisition, particularly paid social.
- Strong understanding of CRM, retention and customer lifecycle marketing.
- Experience using performance data to make commercial and budget-allocation decisions.
- Strong understanding of attribution and the challenges involved in measuring marketing performance across multiple channels.
- Experience identifying opportunities, testing them intelligently and scaling successful activity.
- Experience across multiple marketing channels rather than a career focused primarily on social media or content creation.
- Strong commercial judgement and an understanding of the relationship between marketing activity, customer behaviour and revenue.
- Strong understanding of brand positioning, desirability and customer psychology alongside performance marketing.
- Confidence working directly with founders and taking genuine ownership of a developing function.
- Excellent analytical, organisational and communication skills.
- A proactive and entrepreneurial approach, with the ability to operate effectively within a fast-growing independent business.
Experience building or managing a marketing team would also be advantageous.
Who This Role Will Suit
This role will suit someone who is excited by growth, experimentation and building rather than simply inheriting an established marketing function.
The brand already has a clearly defined creative identity, strong product proposition and substantial creative output. We are looking for someone who can take those existing assets and ask:
Where is the greatest commercial opportunity? What would be required to capture it? How do we prove it works? And how far can we scale it?
You should enjoy identifying growth opportunities, testing hypotheses, understanding why something is working and reallocating resources quickly when the evidence supports it.
You should be as comfortable discussing brand positioning, customer psychology and creative performance as you are discussing acquisition costs, conversion, attribution, channel performance and marketing investment.
This is an opportunity to join at a stage where your decisions can have a material impact on the future trajectory of the business and to help build the marketing function required for its next stage of growth.
How to Apply
Please apply with your CV and a short covering note outlining:
- Your experience driving commercial growth within an ecommerce/DTC consumer brand.
- The scale and nature of the marketing budgets, revenue objectives or commercial targets you have previously worked with.
- An example of where you have identified a meaningful growth opportunity and how you approached it.
- Why your experience is relevant to Fanciful Doll and the next stage of the brand’s growth.
This is a broad commercial marketing leadership position rather than a social media or content creation role. Applicants should have experience across multiple areas of marketing and be comfortable taking ownership of commercial growth strategy.
Pay: £55,000.00-£70,000.00 per year
Work Location: Remote
