Jobs in London - Director of International E-Commerce and Digital Marketing, Beauty • Central London

Company: AS Beauty Group

Central London

AS Beauty is one of the fastest-growing cosmetic companies in the market today. Based in New York City, we’re a family-run business developing global beauty brands that deliver real-world solutions for a diverse consumer base. Our portfolio includes Laura Geller Beauty, Bliss, Cover FX, Julep Beauty, and Mally Beauty.We are seeking a highly driven, hands-on Senior Manager or Director of International E-Commerce & Digital Marketing to lead and aggressively grow our international direct-to-consumer business. This role will focus almost exclusively on the UK market, with responsibility for scaling additional English-speaking regions as the business expands. You will serve as the senior leader responsible for international DTC growth and will report directly to the GM, DTC.This is a strategic and executional role: you will be responsible for traffic growth, conversion optimization, revenue expansion, and international market performance. The ideal candidate has a proven track record of building and growing e-commerce businesses (not just managing them), deep understanding of digital performance levers, and the tenacity to uncover new opportunities in developed and emerging global markets.You will be responsible for optimizing the full shopping journey across all key customer segments—including new, repeat, and at-risk/lapsed customers—to ensure each audience receives tailored experiences that maximize conversion and lifetime value.We are looking for a builder - someone who thrives in creating structure, processes, and international growth pathways where they may not yet exist.Salary Range: $120,000 - $180,000 Annually + Discretionary BonusWe are currently interviewing UK candidates for this role.Key Responsibilities:International E-Commerce Growth (Primary Focus: UK)Own and manage the full international e-commerce P&L, with heavy emphasis on the UK customer base.Develop and execute aggressive growth plans across traffic acquisition, onsite conversion, retention, and international expansion.Identify market-specific opportunities, consumer behaviors, and competitive insights to fuel growth.Expand into additional English-speaking markets after the UK (e.g., Canada, Australia, etc.).Optimize the end-to-end shopping journey for all customer segments (new, repeat, and at-risk/lapsed), leveraging insights to tailor messaging, onsite experiences, and retention strategies by audience type.Develop localized approaches to merchandising, messaging, pricing, and promotions that reflect international consumer expectations.Drive aggressive but achievable YoY international DTC growth using a data-driven, test-and-learn approach.Digital Marketing & Traffic GenerationBuild and optimize full-funnel digital marketing strategies to drive high-intent traffic.Partner closely with shared performance marketing teams (paid social, paid search, affiliates, influencers) to maximize efficiency and scale.Collaborate with the internal Retention/CRM team to develop best-in-class lifecycle content, email/SMS programs, and market-specific contact cadences that strengthen repeat purchase and LTV.Work closely with the internal CRO team to align on testing roadmaps, landing page optimization, and ongoing funnel improvements to maximize international conversion.Leverage data to identify scalable opportunities and test new channels, creative, and audience strategies.E-Commerce Operations & Site ManagementOversee day-to-day operations of the international Shopify storefront(s).Ensure flawless site experience, product launches, merchandising, UX enhancements, and content updates.Partner with shared UX/creative teams to localize pages, messaging, and promotions for international markets.Bring a builder mindset to developing scalable processes, operational workflows, and international DTC best practices.Analytics & ReportingUse GA4, Google Analytics, Shopify analytics, or Amplitude to monitor KPIs, diagnose performance, and guide decision-making.Build dashboards and succinct reporting across traffic, CAC, retention, and conversion metrics.Forecast and model growth for the UK and other international markets.Own analytics across the international funnel, translating data into insights, action plans, and growth forecasts.Cross-Functional LeadershipCollaborate with product, logistics, finance, and creative teams to support international expansion.Maintain strong relationships with 3PLs, fulfillment partners, and cross-border shipping vendors.Leverage knowledge of cross-border operations, VAT considerations, delivery expectations, and international customer experience best practices.Experience working with cross-border platforms such as Global-E to manage localized pricing, duties/VAT, checkout experiences, and international customer expectations.Influence and coordinate across internal teams with the potential to build direct reports as the business grows.Qualifications:7–12+ years in e-commerce, digital marketing, or DTC growth roles, ideally in beauty, cosmetics, or consumer brands.Experience owning or scaling an e-commerce business of at least $10M+ in annual revenue.Values speed, creativity, accountability, and a test-and-learn mentality.Proven success in building, not just maintaining, e-commerce growth.Strong understanding of performance marketing, traffic drivers, LTV, and full-funnel digital strategy.Deep expertise in Shopify, Google Analytics, and/or Amplitude.Experience with UK or international markets strongly preferred.Demonstrated ability to move quickly, think entrepreneurially, and execute with urgency.Exceptional data-driven mindset with the ability to translate insights into action.Strong cross-functional communicator who thrives in a fast-paced, high-growth environment. Nice-to-Have:Experience with Global-E or similar cross-border tools.Background in international DTC expansion beyond the UK.