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.

Calo’s 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, 2–3 days per week in office

As Head of Demand (Growth) – UK, you will own and lead Calo’s 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 1–5m+ 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 Calo’s 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 We’re 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.

What’s 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. 🤝💚