Head of Growth

Smyle is a fast-scaling, sustainable D2C oral care brand (sonic toothbrushes, toothpaste tablets, whitening) sold via Shopify and paid social. We operate on EOS — 90-day Rocks, clear scorecards. We're a lean team that lives and breathes ecommerce: every growth decision runs through data, not gut feel.

This is Smyle's senior growth seat — full-funnel, full-P&L ownership. You're not running a channel, you're running the growth number: acquisition, retention, LTV, ecomm conversion, and the data infrastructure that ties it together. You've done this before — taken a D2C brand from meaningful revenue through €20M+ — and you know exactly what breaks at each stage of that curve and how to fix it before it does.

You sit at the intersection of marketing, data, ecommerce, and leadership. You direct the people and agencies who execute (paid media, creative, lifecycle), but your job is the strategy and the number, not the daily hook-testing — that's a different seat on this team.

Growth Strategy & Ownership

• Own Smyle's full-funnel growth strategy — acquisition, conversion, retention, LTV — as one integrated system, not separate channel reports
• Set the growth roadmap and 90-day Rocks; you're accountable for the growth number, not just channel-level KPIs
• Decide where budget and team attention go, and defend that call with data

Acquisition (directed, not hands-on-keyboard)

• Direct paid social/Google agencies and the internal growth marketer(s) — set targets, review performance, reallocate budget across channels
• Own channel mix and testing prioritization at a strategic level

Retention & Lifecycle

• Own email/SMS and lifecycle strategy (Klaviyo) as a growth lever, not an afterthought
• Own subscription/repeat-purchase economics and customer intelligence (Churned or equivalent)
• Build and defend the LTV model behind every acquisition decision

Data & Attribution

• Own attribution and marketing measurement (Triplewhale or equivalent) — sit above channel dashboards, translate data into resource-allocation calls
• Build the reporting Smyle actually runs the business on

Ecommerce & CRO

• Own the Shopify growth roadmap: conversion rate optimization, site experience, checkout/funnel friction
• Weigh in on category/assortment decisions with product, backed by data

Team & Leadership

• Direct and develop Smyle's growth hires (including the Growth & Creative Lead / Creative Strategist seat) and external agencies
• Build the growth function as Smyle scales past its current size

EOS Rhythm

• Own growth as a seat in EOS — 90-day Rocks, weekly scorecard, IDS on blockers

• Full-funnel baseline across acquisition, retention, ecomm, and attribution — where the leaks and the biggest levers are
• Growth roadmap and first Rocks agreed with the founders
• At least one quick win identified and shipped
• Clear view on current team/agency structure and any changes needed

• Proven track record owning growth for a D2C/ecommerce brand from meaningful scale through €20M+ revenue
• Hands-on fluency with Triplewhale, Klaviyo, and Shopify; experience with Churned or a comparable retention/subscription intelligence tool is a strong plus
• Real ownership of both acquisition and retention — not a paid-media specialist who's never touched lifecycle or LTV
• Strong command of unit economics: CAC, LTV, contribution margin, payback period
• Experience directing agencies and team members — you set direction and hold people to it, you don't need to execute every test yourself
• Entrepreneurial mindset: equally comfortable in strategy and stepping in hands-on when the business needs it

• Experience scaling more than one D2C brand past €20M
• Experience with international/EU market expansion
• EOS environment experience

• Competitive salary based on experience
• Performance-linked bonus tied to EOS scorecard metrics
• Amsterdam office preferred, hybrid arrangement possible
• A real seat at the table: direct access to the founders, full ownership of the growth function, no layers of approval slowing you down
• Modern tech stack already in place (Triplewhale, Klaviyo, Shopify)