VP, Performance & Retention Marketing | Dermstore
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What you'll do
- Develop and drive innovative growth and paid-media strategies with a focus on incremental, sustainable, efficient growth; own the channel roadmap, optimization, and expansion.
- Oversee inbound traffic (SEM, SEO) and Paid Media (Social, CTV, YouTube, Programmatic, and all paid investment), plus Affiliate & Influencer.
- Own channel spend mix and revenue targets, scaling investment while achieving LTV/CAC and ROAS goals.
- Own the retention and lifecycle P&L, maximizing the existing customer base and supporting the marketing-mix shift toward prospecting.
- Own the acquisition/retention budget split, continuously re-optimized against CLV.
- Lead owned and organic channels, Email, SMS, App, Organic Social, and lifecycle programs including loyalty and auto-replenishment.
- Own weekly, monthly, quarterly, and annual reporting on actual, budgeted, and forecasted spend and return.
- Mature the measurement stack: MMM, MTA, incrementality (CLS, Geo, conversion-lift), Brand Health, and triangulation of last-click vs. platform-attributed vs. MMM to run headroom analysis across paid social and Google.
- Scale 1P data activation from implementation to commercial activation, driving enriched segmentation and CLV.
- Own brief and content development with the creative team to optimize ad performance and brand image.
- Manage relationships with the Central UK team and external media partners (Google, Meta, TikTok, MMM vendor).
- Lead and develop a high-performing team; establish concrete goals, clear swimlanes, and accountability.
What they're looking for
- 10+ years leading paid digital media and/or growth/performance marketing.
- Demonstrable ownership of retention / lifecycle or CRM marketing (Email/SMS/App, loyalty, churn).
- Experience with large budgets across all media types (digital, social, search, programmatic, CTV/OTT, video, OOH).
- Advanced command of direct-response metrics and ROI measurement across Meta, Google, and TikTok.
- AdTech / MarTech fluency; experience with multiple platforms and scaling 1P data activation.
- Fluency in MMM / incrementality / attribution; comfort acting on statistically significant test results.
- Growth mindset with a bias toward change; highly collaborative across data, creative, brand, and site-merch; retailer and/or D2C experience.
Summarised by NextRaise from the employer’s description, which follows in full below.
Full description from employer
About THG
We are THG, a global ecommerce group on a mission to be the global online leader in beauty and sports nutrition.
Our portfolio of leading retailers and brands such as LOOKFANTASTIC, Myprotein, ESPA, Perricone MD, and Cult Beauty form our two core businesses: THG Beauty and THG Nutrition.
From Manchester to New York, we’re powered by a team of over 2500 people who work together, lead by example, and think BIG.
With us, you’ll go further, faster. What are you waiting for?
Life at THG Beauty
We know that beauty isn’t one-size-fits-all. Our portfolio of leading retailers and iconic beauty brands caters to everyone, everywhere, empowering customers all over the world to look and feel fantastic.
By combining our portfolio of owned brands with a marketplace for over 1,300 third-party beauty brands through online retail sites LOOKFANTASTIC, Cult Beauty, and Dermstore, THG Beauty's ambition is to be the global digital partner of choice across the beauty industry, supporting the channel shift to online.
THG Beauty’s breadth of relationships is unique to the beauty market; it engages with brands as a retailer, a brand owner, and a product developer and manufacturer, making it the industry’s digital strategic leader.
Why be a VP, Performance & Retention Marketing at THG Beauty?
Dermstore is the premier destination for professional-grade skincare and clinical beauty, curated by experts and trusted by enthusiasts. Since its founding by a dermatologist, Dermstore has been a pioneer in the digital beauty space, offering a highly curated selection of the world’s most efficacious brands across skincare, hair care, and cosmetics. As a leader in prestige beauty e-commerce, we bridge the gap between clinical expertise and a premium shopping experience.
As the VP, Performance & Retention Marketing, you will unify new-customer acquisition and retention/lifecycle under a single accountable leader, owning the full LTV/CAC equation rather than the top of the funnel alone. Over the past twelve months, the business has moved decisively away from last-click attribution toward MMM, MTA, and LTV-based measurement, and has begun activating first-party data at scale. You will be the measurement-savvy strategist who takes this foundation, steps up to own the full retention and lifecycle P&L, and drives change through action.
You will lead, mentor, and grow a talented team, providing the strategic and operational guidance necessary to scale multi-channel growth while fostering a culture of continuous optimization and accountability.
As VP, Performance & Retention Marketing, you’ll:
Acquisition & Growth
- Develop and drive innovative growth and paid-media strategies with a focus on incremental, sustainable, efficient growth; own the channel roadmap, optimization, and expansion.
- Oversee inbound traffic (SEM, SEO) and Paid Media (Social, CTV, YouTube, Programmatic, and all paid investment), plus Affiliate & Influencer.
- Own channel spend mix and revenue targets, scaling investment while achieving LTV/CAC and ROAS goals.
Retention & Lifecycle
- Own the retention and lifecycle P&L, maximizing the existing customer base and supporting the marketing-mix shift toward prospecting.
- Own the acquisition/retention budget split, continuously re-optimized against CLV.
- • Lead owned and organic channels, Email, SMS, App, Organic Social, and lifecycle programs including loyalty and auto-replenishment.
Measurement & Data
- Own weekly, monthly, quarterly, and annual reporting on actual, budgeted, and forecasted spend and return.
- Mature the measurement stack: MMM, MTA, incrementality (CLS, Geo, conversion-lift), Brand Health, and triangulation of last-click vs. platform-attributed vs. MMM to run headroom analysis across paid social and Google.
- Scale 1P data activation from implementation to commercial activation, driving enriched segmentation and CLV.
Creative & Partners
- Own brief and content development with the creative team to optimize ad performance and brand image.
- Manage relationships with the Central UK team and external media partners (Google, Meta, TikTok, MMM vendor).
Leadership
- Lead and develop a high-performing team; establish concrete goals, clear swimlanes, and accountability.
Key Performance Indicators
- A clear understanding of how unified performance and retention initiatives directly impact the bottom line.
- Driven by data, advanced attribution, and constant optimization to improve performance.
- Able to balance strategic leadership with hands-on operational oversight across complex media and lifecycle stacks.
- Passionate about scaling professional skincare brands through innovative, data-led growth and high-quality communication standards.
What skills and experience do I need for this role?
- 10+ years leading paid digital media and/or growth/performance marketing.
- Demonstrable ownership of retention / lifecycle or CRM marketing (Email/SMS/App, loyalty, churn).
- Experience with large budgets across all media types (digital, social, search, programmatic, CTV/OTT, video, OOH).
- Advanced command of direct-response metrics and ROI measurement across Meta, Google, and TikTok.
- AdTech / MarTech fluency; experience with multiple platforms and scaling 1P data activation.
- Fluency in MMM / incrementality / attribution; comfort acting on statistically significant test results.
- Growth mindset with a bias toward change; highly collaborative across data, creative, brand, and site-merch; retailer and/or D2C experience.
What’s in it for me?
- Salary: $220,000 to $250,000
- Hybrid Work Model - NYC, 3 days office/2 days home
- Medical, Dental, Vision plans
- 401K matched up to 5%
- Generous PTO (Paid Time Off)
- Short and long-term disability
- Exclusive employee discounts off THG Brands
THG is proud to be a Disability Confident Committed employer. If you are invited to interview, please let us know if there are any reasonable adjustments we can make to the recruitment process that will enable you to perform to the best of your ability.
THG is committed to creating a diverse & inclusive environment and hence welcomes applications from all sections of the community.
Because of the high volumes of applications our opportunities attract, it sometimes takes us time to review and consider them all. We endeavour to respond to every application we receive within 14 days. If you haven't heard from us within that time frame or should you have any specific questions about this or other applications for positions at THG please contact one of our Talent team to discuss further.
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