General Manager (D2C) - Cowshed

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Founded in 1998 at Soho House, Cowshed has grown into a globally loved brand, bringing a playful yet purposeful approach to wellness and beauty. We’re known for our natural products, unapologetic personality, and strong brand community. As we enter our next phase of growth, digital will be at the heart of how we scale, connect, and deliver.

The Opportunity

We’re hiring a commercially minded General Manager to lead and scale Cowshed’s online direct-to-consumer (D2C) business, with full ownership of the D2C P&L. This is a pivotal leadership role, driving the entire digital ecosystem for Cowshed, with responsibility for online sales, performance marketing, customer experience, CRM, and digital brand storytelling.

You’ll be a strategic thinker with strong commercial instincts, ready to shape and deliver a digital strategy that drives growth and deepens brand connection. You’ll thrive in a fast-paced environment where creativity meets performance and work closely with the CEO as a key voice at the table.

We’re looking for someone with deep D2C expertise and a strong understanding of how to build and optimise a modern digital experience. You’ll be equally comfortable shaping strategy at a senior level and getting hands-on when required. This is a role for someone who can flex between big-picture thinking and detail, who knows how to optimise performance, and who cares about both the commercial impact and the quality of the customer experience.

We want someone on a C-suite trajectory, with the vision, leadership, and breadth of capability to match - and the practical, operational mindset to back it up.

You’ll have strategic and operational control across :

• Cowshed.com (UK + US), powered by Shopify Plus
• trade.cowshed.com, our wholesale self-service platform for independent B2B customers
• Community / influencer marketing strategy development
• Future growth via TikTok Shop and new platforms

This isn’t a “maintain the machine” job. It’s a full-stack digital growth mandate. You’ll build the team, reshape the tech stack, drive performance, and partner directly with the CEO. If you're excited about scaling a lean, performance-led, tech-enabled beauty business, you’ll be in your element here.

What You’ll Do

Team Building

AI & Tech-Enabled Execution

Customer Experience & CRM

Data & Performance

What We’re Looking For

About You

We’re not looking for corporate lifers. We’re looking for doers who’ve built and scaled scrappy, digital-first businesses. If you thrive on speed, autonomy, and real commercial impact - this is your shot.

Why Join Us

We Love AMAZING People

We also love to reward our teams for their hard work and after all there would be no amazing products or brands without them! Our office has always got something going on whether that’s puppy yoga, massages, bingo nights or a bake off to bring our teams together. Here is a snapshot of some of the other fantastic benefits we offer;

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