Head of Growth – Europe

Afina is a consumer brand built around better water  fixed shower head filter is designed to remove impurities from shower water — helping customers look after their hair and skin — and it comes with all the tools needed, installs in two minutes, and needs no plumber. Afina sells direct to consumers online and through major retail and media channels in the US, and Europe is now a priority growth market.

This is not a role for someone who wants to oversee agencies from a distance. It is for a builder who runs the ads, builds the pages, tests the offers, reads the numbers, and does it again — faster and better.
This is a remote position.

As Head of Growth – Europe, you will own the full DTC / Shopify growth engine for Europe and be accountable for hitting a 100% year-on-year (YoY) channel growth target — profitably. You will hold full ownership of the European DTC growth profit and loss (P&L), while working closely with operations, creative production, email / SMS, and wholesale colleagues.

• Own the growth engine. Own the full DTC / Shopify growth engine for Europe and hit the 100% YoY channel target.
• Be the PPC master. Scale Meta, Google, Tik Tok, and emerging channels profitably — constantly finding new angles, audiences, and opportunities, rather than letting campaigns coast.
• Lead creative strategy. Concept, brief, and iterate thumb-stopping ads and variations. You understand what stops the scroll — and what converts after the click.
• Build pages, funnels, and offers. Build and relentlessly optimise high-converting landing pages, funnels, and offers. Running ads + landing pages + offers together is non-negotiable in this role.
• Experiment in a structured way. Run creative tests, offer tests, audience tests, and landing-page tests — then double down quickly on what works and cut what does not.
• Own the numbers. Own return on ad spend (ROAS), customer acquisition cost (CAC), lifetime value (LTV), conversion rate, average order value (AOV), and contribution margin. You turn data into clear stories and clear decisions.
• Collaborate, without giving up ownership. Work cross-functionally with operations, creative production, email / SMS, and wholesale teams, while maintaining full ownership of the DTC growth P&L.
• Build the team as we scale. Help build and lead a small, high-output growth team — or a trusted network of specialists — as European revenue grows.

• Proven, hands-on D2C experience. 3+ years of paid, hands-on experience in growth / performance marketing or e-commerce for direct-to-consumer (D2C) brands. We will make exceptions on exact years if you have proven results running ads, landing pages, and offers at a high level.
• AI-native. You use artificial intelligence (AI) as a daily force multiplier — generating and editing creative, drafting and iterating copy, spinning up landing pages, and automating reporting and workflows.
• A doer, not a delegator. You do the work yourself first. You are happiest inside the ad account, the page builder, and the spreadsheet — not just reviewing other people's work.
• Creative strategist + PPC master in one. You don't just “manage ads” — you craft the strategy and the creative that move the needle dramatically.
• You love the game. The strategy, the creativity, the data, the psychology — and both the wins and the lessons from the losses.
• Obsessed with profitable growth. You think about the full customer journey and in systems and loops, not just in individual campaigns.
• Low ego, high output. Proactive, comfortable with ambiguity and ownership, and quick to act on what the data says — even when it proves you wrong.
• A clear communicator. Excellent at articulating ideas, learnings, and results, in writing and verbally.