Director of Demand (UK)

About Calo

Calo is on a mission to make healthy living easy. We deliver highly personalised chef-crafted meals to busy individuals powered by nutritional science technology and world-class food.

Founded in 2019 Calo now operates across six countries delivered over 10 million meals last year and launched Grab & Go café concepts. The UK is our first Western market and a core pillar of our global growth strategy.

Calos ambition to IPO within the next three years has been publicly announced. The UK plays a critical role in getting us there.

About the Role

Office Location: SW6 1AH

Hybrid 23 days per week in office

As Head of Demand (Growth) UK you will own and lead Calos UK demand and growth engine across acquisition retention and lifecycle marketing.

This role expands beyond traditional marketing leadership. You are accountable for driving demand optimising growth channels and scaling revenue efficiently across the full funnel.

You will oversee performance marketing CRM lifecycle CRO SEO and GEO affiliates referrals and growth experimentation while working closely with Brand Product Ops and Data.

You will inherit a strong team and significant budget with full autonomy over strategy channel mix and execution.

You will report into the UK GM with support from the Global VP of Product and Global VP of Marketing.

Your Core Priorities

• Build a world-class demand and growth engine optimised across acquisition activation retention and LTV.

• Drive best-in-class growth channel optimisation across performance marketing and CRM.

• Scale efficient customer acquisition while continuously improving CAC CVR retention and payback.

• Implement AI-enabled lifecycle marketing experimentation and personalisation across email SMS app and on-site.

• Invest in organic and performance-led content targeting 15m monthly views.

• Build and scale high-performing affiliate referral and creator-led acquisition channels.

• Deliver attention-grabbing growth through unconventional marketing PR and partnerships.

Your Responsibilities

1. Own UK Demand & Growth Strategy

• Set and execute the full-funnel UK demand and growth strategy.

• Own targets across acquisition CAC conversion retention LTV and revenue growth.

• Drive a clear growth roadmap across paid organic lifecycle and product-led channels.

• Partner closely with Product and Data to optimise the end-to-end customer journey.

2. Performance Marketing & Growth Channel Optimisation

• Own and allocate the paid media budget to drive efficient scalable growth.

• Lead performance across Meta Google TikTok affiliates influencers referrals and emerging channels.

• Own SEO and GEO (Generative Engine Optimisation) strategy to capture demand across search and AI-driven discovery.

• Continuously test iterate and scale channels based on performance data.

3. Lifecycle CRM & Retention Growth

• Build and optimise a full lifecycle marketing strategy across email SMS app notifications and in-product messaging.

• Use AI segmentation and personalisation to improve activation repeat rate and LTV.

• Reduce churn and improve cohort performance through data-driven lifecycle optimisation.

• Own CRM tooling testing frameworks and performance reporting.

4. CRO Experimentation & Data-Driven Growth

• Lead CRO strategy across web and app to improve CVR and AOV.

• Build a strong experimentation culture across landing pages onboarding pricing offers and messaging.

• Work closely with Data to define dashboards attribution and growth insights.

• Turn insight into action quickly.

5. Brand Positioning & Creative Direction

• Own and evolve Calos UK positioning through a growth lens.

• Provide high-level creative direction to ensure campaigns convert as well as inspire.

• Work closely with the Senior Brand Manager who owns day-to-day brand execution campaign delivery and consistency.

• Ensure all comms reflect a premium performance-led tone of voice.

6. Unconventional Growth PR & Partnerships

• Drive cultural relevance through bold unconventional growth plays.

• Launch stunts guerrilla activations partnerships and PR moments that generate demand and earned media.

• Build strategic partnerships with creators trainers communities and platforms that drive both views and sales.

7. Lead & Scale a High-Performing Growth Team

• Lead and develop a team across performance lifecycle retention and growth marketing.

• Set clear goals KPIs and accountability.

• Foster a fast-moving test-and-learn growth culture.

• Work cross-functionally with Product Ops Brand and CX to maximise LTV.

Your Top KPIs

• New customer acquisition

• CAC and payback

• Conversion rate and funnel efficiency

• Retention and LTV

• Revenue growth

• Impressions and views

• Brand awareness and demand signals

Who Were Looking For

You Are:

• A proven growth leader who has scaled a high-growth DTC brand in the UK.

• Commercially sharp and data-driven but highly creative.

• Obsessed with growth loops performance optimisation and lifecycle impact.

• Comfortable owning numbers teams and strategy end-to-end.

• Curious fast-moving and willing to test unconventional ideas.

• Confident working cross-functionally in complex scaling businesses.

Must-Have Experience:

• 5 years in growth or performance marketing including leadership experience.

• Proven track record scaling DTC acquisition while improving CAC and LTV.

• Deep experience across paid media SEO GEO CRO CRM and lifecycle marketing.

• Strong understanding of attribution experimentation and growth analytics.

• Experience managing growth teams across performance and retention.

• Success launching high-impact growth campaigns or unconventional activations.

Perks of the Role

• Opportunity to build and scale a category-defining growth engine.

• Competitive salary benefits and stock options.

• Free Calo meal subscriptions.

• 25 days holiday plus Bank Holidays increasing with tenure capped at 27.

• Hybrid working home and SW6 1AH.

• Mandatory office days: Monday and Wednesday.

• First 6 weeks require 4 days per week in-office.

• Cycle-to-work scheme.

• Up to 3 weeks international remote working per year time-zone dependent.

• Cash bonus for completing 50 workouts per quarter.

• Free on-site gym.

• Subsidised ClassPass membership.

• Monthly learning budget and courses.

• Work iPhone provided.

Our Process

• Experience and performance interview 60 minutes.

• Culture interview with the wider team 90 minutes.

• Paid task scoped to seniority.

• Call with a former team member 15 minutes.

Whats Next

If this role excites you and you believe you can build a world-class growth engine for Calo UK apply now. Feel free to send us a DM on LinkedIn or something unconventional like a video or piece of content.