Head of Growth & Performance Marketing Europe (w.m.d)
We are seeking an experienced and commercial Head of Growth & Performance Marketing Europe. The role is responsible for leading the execution and continuous optimization of growth and performance marketing activity across European markets - supporting customer acquisition, retention, revenue growth and profitability targets.
This dynamic role will develop and deliver European multi-channel marketing plans aligned to our strategy. The position holder will work across digital channels to create a seamless customer experience and will bring a strong customer-centric mindset, with a clear passion for fuelling Lands’ End’s growth and expanding marketing activities across the digital ecosystem. The successful candidate will have proven experience in driving iterative deployment and testing of content across channels. They will be someone with demonstrable success in effective deployment of media and search budgets at all stages of the marketing funnel. They will be experienced at working with and managing Agency relationships on a day-to-day basis. They will combine this with strong market and customer insight, identifying commercially attractive opportunities and translating these into practical, market-relevant growth plans. They will understand the importance of adapting approaches to the characteristics, commercial realities and customer preferences of each target market.
To succeed, the position holder will drive effective collaboration and work confidently in a matrix environment. The role will collaborate especially closely with functional leaders in Europe, particularly Creative, Ecommerce, and Analytics, to ensure that marketing activity is aligned, measured and effective. The person will also maintain strong communication with US Marketing leadership and other stakeholders.
At Lands’ End, we are proud to be a classic American lifestyle brand with more than 60 years of heritage, built on quality, service and beloved products. Since our founding in 1963, we have remained focused on a simple but powerful idea: we create trusted, quality, classic apparel. Today, Lands’ End serves customers across the United States, Europe and beyond through a digital-first, multi-channel operating model. DTC eCommerce remains central to the business, giving customers direct access to the brand and allowing us to build lasting relationships through service, fit, personalization and convenience.
This is a hybrid role and can be worked from either our European Head office based in beautiful Rutland or our EU office in Mettlach, Germany.
Key responsibilities:
This senior role in the Europe business will contribute to shaping and delivering growth initiatives across European markets, orchestrating new customer acquisition and working closely with cross-functional teams and executive stakeholders.
- Drive profitable eCommerce growth: Develop and execute acquisition strategies that increase high-quality traffic to Lands' End's European eCommerce businesses, with particular focus on new customer acquisition, conversion and profitable revenue growth.
- Lead and manage performance marketing campaigns across digital channels, including PPC, SEO, social media and affiliate marketing.
- Collaborate with Brand Creative to drive customer acquisition, brand awareness and campaign execution across all media channels
- Implement data-driven strategies to maximize ROAS and achieve agreed KPIs.
- Embed a rigorous test-and-learn and A/B testing mindset across campaigns, channels, creative assets and customer journeys, translating results into continuous optimization.
- Lead and coordinate multiple external agencies, setting clear objectives, managing performance, budgets and accountabilities, and ensuring effective collaboration with internal teams.
- Own the European affiliate marketing channel, identifying and developing strategic affiliate partnerships, managing agency and network relationships, and continuously optimizing performance through data-driven insights to achieve customer acquisition, revenue, and ROI targets.
- Partner closely with Ecommerce to connect media strategy with onsite customer intent, merchandising priorities, landing experiences and conversion performance, ensuring marketing investment drives high-quality, commercially valuable traffic.
- Leverage relevant marketing channels and tactics to expand the customer base and enhance brand awareness.
- Partners with CRM/Lifecycle to understand downstream customer quality and LTV
- Marketplaces: Own marketing investment on key online marketplaces,
- Optimize marketing strategies and budgets across Amazon, Zalando Debenhams etc to drive sales and brand awareness in line with strategic objectives
- AI /Agentic commerce: Design, implement and scale strategies for Lands’ End to win with agentic commerce
Key Competencies
- Expert in digital growth strategies across all channels, with clear understanding of how to craft winning strategies in each
- Consumer-obsessed: Passionate about understanding customer behaviour and able to translate findings into meaningful, long-term relationships.
- European experience: Knowledge especially of Germany, UK and France markets - including consumers, competition, trade, advertising, promotion - with experience using the marketing mix to support integrated plans.
- Results-focused leader who sets stretching goals, manages P&L trade-offs and drives continuous improvement to deliver the strategy
- Strong analytical and numerical proficiency, with the ability to interpret complex performance data, assess commercial impact, evaluate test-and-learn and A/B testing results, and draw actionable conclusions.
- Strong organizational and time-management skills with a proactive attitude and the ability to bring solutions to business challenges.
- A proven record of attracting, motivating and developing talent within a forward-thinking European team.
- Ability to build productive cross-functional relationships within Europe and the US, understanding current ways of working while bringing new thinking to improve business performance.
- Uses strong influencing and negotiation skills to manage both intra-company and external partner relationships
Other Essential Qualities
- Bachelor’s or Master’s degree in Business, Marketing or a related field preferred.
- Proven relevant experience in growth, performance, digital or multi-channel marketing, including meaningful team leadership experience and exposure to key growth and performance marketing levers.
- Strong tech skills, including use of AI tools and Excel
- Ability to travel approximately 20% of the time within and outside Europe.
- Fluent in English. Additional German language skills would be an advantage.
Find out more by clicking to apply – you will be taken to our Applicant Tracking System where you can upload your CV.
To learn more about us go to landsend.co.uk/careers.
You must be immediately eligible to work in the UK.
No agencies please.
