Head of Subscription Sales
We’re recruiting on behalf of one of the UK’s fastest-growing ecommerce businesses for a Head of Subscription Sales to drive revenue growth through their membership product.
Subscriptions have grown 565% in the last six months and are projected to become 20% of total revenue within two years. This is a revenue-critical hire. The business needs someone who can sell — who understands how to convert customers into subscribers, increase average order value, reduce churn, and grow recurring revenue month on month.
Reporting directly to the CMO, you’ll own the commercial performance of the subscription product end-to-end. You’ll have a six-figure marketing budget, a growing subscriber base of 17,000 members, and the autonomy to build and execute the sales and revenue strategy your way.
The Opportunity
This is a newly created role in a founder-led business that moves fast, backs its people, and is scaling rapidly. The subscription product already has serious momentum - 17,000 subscribers on a cancel-anytime model with an 11% churn rate. What it needs now is a commercially driven leader who can turn that momentum into sustained, scalable revenue growth.
What You’ll Own
- Revenue targets for the subscription product - you’ll be measured on subscriber growth, conversion, retention, and recurring revenue
- Sales and conversion strategy across the full funnel: acquisition, sign-up, upgrade, renewal and reactivation
- Pricing, packaging and proposition development - defining what you sell, to whom, at what price, and why it wins
- Campaign planning and execution across paid media, partnerships, affiliate, organic and offline channels, with a relentless focus on ROI and cost of acquisition
- Conversion rate optimisation across key funnel steps - landing pages, checkout, payment, and post-purchase - working closely with the CRO and performance teams
- Retention and churn reduction through commercial interventions: offer strategy, renewal incentives, win-back campaigns, and subscriber engagement
- Strategic partnerships that add tangible value to the membership proposition - perks, exclusives, rewards - and drive subscriber acquisition
- Third-party call centre performance - ensuring conversion targets are met in line with brand and compliance standards
- Full-funnel reporting and forecasting using core commercial metrics: revenue, CPA/CAC, conversion rate, churn, LTV, ARPU, AOV and payback period
What Success Looks Like (First 6–12 Months)
- Consistent month-on-month growth in subscriber numbers and subscription revenue
- Improved conversion rates across key funnel steps from landing through to purchase
- Measurable reduction in churn through commercial interventions and improved subscriber experience
- A stronger membership proposition with benefits and partnerships that drive higher conversion and loyalty
- Clear, commercial reporting that shows exactly what’s driving revenue and where the next opportunity sits
About You:
Essential
- A proven track record of driving revenue through subscription, membership or recurring revenue products
- Strong sales and commercial instincts - you think in terms of revenue, margin, conversion and lifetime value, not just marketing metrics
- Experience owning and hitting revenue targets with clear accountability for commercial outcomes
- Confident building and executing acquisition and conversion campaigns across multiple channels
- A test-and-learn mindset with the ability to move fast, iterate, and optimise based on what the numbers tell you
- Strong grasp of retention levers - you understand why customers leave and how to keep them
- Highly numerate, commercially articulate, and comfortable presenting performance data and recommendations to senior stakeholders
- Comfortable with pace, ambiguity and a founder-led environment where ownership is real and results matter
Desirable
- Experience in ecommerce, gaming, competitions, or high-frequency transactional environments
- Experience shaping subscription proposition, pricing, packaging or benefits strategy
- Partnerships experience - negotiating and activating value-add collaborations that drive subscriber acquisition
- Familiarity with payment optimisation and checkout friction reduction
This is full commercial ownership of a revenue stream that’s already proving its value and growing fast. You won’t be inheriting someone else’s playbook - you’ll be writing it. If you’re driven by numbers, thrive on ownership, and want to build something with real commercial impact in a business that’s scaling at pace, this is a compelling opportunity.