Marketing Manager

The opportunity:

We are looking for a commercially driven Marketing Manager to lead an integrated growth function spanning ecommerce, customer acquisition, retention, brand, content, and product launches. This is a senior, hands-on role for someone who can set the strategy, convert it into a disciplined trading plan and remain close enough to the channels to improve performance directly.

You will bring together Shopify, app, CRM, paid media, affiliates, creators, organic social, content, education, B2B activity and launches. You will use reliable commercial data to decide where budget and effort should go, lead the team clearly and ensure campaigns are supported by stock, margin, operational and customer-service readiness.

The role in one sentence: A commercially accountable, hands-on marketing leader who unifies ecommerce, acquisition, retention, content and launches and turns them into profitable, measurable growth.

About the Company

Global Beauty Products Limited is revolutionising the beauty industry through our premium Beautiful Brows & Lashes collection. We are a UK manufacturer and supplier of professional brow, lash and cosmetic products, serving beauty professionals, consumers, distributors and OEM/private-label customers in the UK and internationally.

📍 Location: Head Office - Liverpool, with travel where required to, launches and events.

Are You Ready to Shape the Future of the Brow & Lash Industry?

We are looking for an experienced, commercially driven Marketing Manager to lead our integrated marketing function. This is not a narrow brand or communications role. It is an opportunity to influence how customers discover, buy, use and remain loyal to our products while taking direct ownership of e-commerce, acquisition, retention, content and product launches.

If you combine strategic leadership with hands-on ecommerce and channel expertise, understand the commercial realities behind growth and want to help shape a distinctive professional beauty brand, this role was made for you.

🎯 What You'll Be Doing

Commercial Strategy & Leadership (20%)

Build and own the annual and quarterly marketing plan across professional, consumer, ecommerce, wholesale and distributor channels.

Translate company objectives into clear channel priorities, campaign calendars, budgets, ownership and delivery dates.

Balance customer acquisition, retention, brand development, promotions and launches according to revenue, margin and operational capacity.

Ecommerce, App & Customer Conversion (20%)

Own marketing performance across Shopify and the app, improving traffic quality, conversion, average order value and repeat purchase.

Build a disciplined trading calendar covering campaigns, launches, landing pages, merchandising, bundles, offers and onsite journeys.

Use customer, product and channel data to identify conversion barriers, commercial opportunities and meaningful tests.

CRM, Retention & Customer Lifecycle (15%)

Lead email and SMS across acquisition, onboarding, education, replenishment, cross-sell, win-back, loyalty and launches.

Develop segmentation and automated lifecycle journeys using behaviour, purchase history, professional status and customer value.

Use repeat-purchase, cohort and customer lifetime value analysis to prioritise activity and demonstrate its effect.

Paid Media, Affiliates & Partnerships (15%)

Set the paid-media plan with clear objectives, audiences, creative requirements, budgets and commercial guardrails.

Manage agencies and specialists using CAC, ROAS, MER, contribution and incrementality rather than platform-reported revenue alone.

Develop affiliate, educator, creator and brand partnerships while controlling codes, commissions, attribution, partner quality and margin.

Brand, Content & Social (15%)

Set a coherent content strategy for professional and consumer audiences across education, product proof, social, ecommerce and retention.

Lead the content calendar and creative briefing process so copy, imagery, video and claims are accurate, distinctive and commercially useful.

Direct shoots and produces efficiently, turning core assets into channel-specific content without unnecessary duplication.

Product Launches & Cross-Functional Delivery (10%)

Lead go-to-market plans covering proposition, audience, education, content, ecommerce, CRM, paid media, PR, affiliates and trade activity.

Work with Product Development, Regulatory, Production, Warehouse, Sales and Customer Support so campaigns reflect approved claims, stock and operational readiness.

Use launch performance and customer feedback to improve replenishment, communications and the next launch cycle.

Team, Budget & Performance (5%)

Lead and develop the marketing team with clear priorities, responsibilities, deadlines and constructive performance management.

Maintain a reliable dashboard covering revenue, margin, conversion, AOV, CAC, ROAS, MER, retention, CRM contribution, app performance and channel trends.

Control budgets, agencies and purchase commitments, reallocating resources when evidence shows a stronger commercial use.

✅ What We're Looking For

Essential

Proven experience leading an integrated marketing function or broad marketing remit within beauty, cosmetics, ecommerce, consumer products or another product-led business.

Commercial ownership across ecommerce, acquisition, retention, campaigns and product launches, with evidence of measurable business results.

Hands-on knowledge of Shopify or a comparable e-commerce platform, CRM/lifecycle marketing, paid social/search, affiliates, organic social and content production.

Experience managing budgets, agencies or specialist partners and making channel-investment decisions using commercial performance data.

Experience leading and developing people, setting priorities and coordinating delivery across several channels and departments.

Ability to explain performance through revenue, gross margin, contribution, conversion, AOV, CAC, ROAS, MER, retention and customer lifetime value.

Clear communication, strong commercial judgement, disciplined organisation and the confidence to challenge weak assumptions.

Willingness to work predominantly from our Liverpool head office and travel where required.

Desirable

Professional beauty, salon, cosmetics, education-led selling or experience serving both B2B and direct-to-consumer customers.

App marketing, loyalty, subscription or another high-repeat-purchase customer model.

International distribution, retail, wholesale, trade shows or product education.

Experience using Klaviyo, HubSpot, AWIN, GA4 or comparable ecommerce and marketing platforms.

Experience supporting frequent product launches in a regulated or technically led product environment.

🌟 What Makes This Role Different

This is not a one-dimensional marketing position. You'll be:

✨ A Commercial Growth Leader - connecting marketing to profitable revenue, margin, retention and customer value.

✨ An Ecommerce & CRM Operator - improving Shopify, app, lifecycle journeys and conversion.

✨ A Brand Builder - shaping how Beautiful Brows & Lashes competes across professional and consumer markets.

✨ A Launch Leader - aligning proposition, content, stock, operations and customer communications.

✨ A Team Leader - creating clear priorities, accountability and an evidence-led working rhythm.

🎁 What We Offer

A competitive salary, dependent on experience.

A comprehensive benefits package supporting financial, personal and professional well-being.

Continuous professional development across ecommerce, customer growth and professional beauty.

The chance to lead marketing for an established UK manufacturer and international beauty brand.

A collaborative environment with direct access to product development, manufacturing and senior decisions.

Real scope to shape the function, develop the team and influence future growth.

📩 How to Apply

Ready to make your mark? Click “Apply Now” and submit your CV with a brief cover letter telling us:

Why does this role and our professional beauty market excite you?

What commercial marketing result best demonstrates your personal contribution?

How do you balance strategic leadership with hands-on channel ownership?

We review applications on a rolling basis, so please apply promptly.

We are an equal opportunity employer and welcome applications from all backgrounds and identities.

Preferred Skills

Applicants must evidence current e-commerce, CRM, acquisition, content and launch ownership with measurable results. Because of anticipated interest, we may not respond to every applicant individually.

Pay Range and Compensation Package

Salary and compensation will reflect experience and will be discussed during the recruitment process.

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