Willow is a leading global consumer electronics scaleup based in Perth. We have two core products, the Smart Indoor Plant Sensor and the App. We sell the sensors via D2C and Retail, with leading partners including Bunnings, Currys and John Lewis. We have hardware users in 35+ countries and app users in over 120.
We’re in an aggressive scale phase, with launches into major retail across the US, EU and Asia in the next 6–12 months. You’ll work closely alongside the founders and become foundational in our next phase of growth.
Role
Build and lead growth at Willow across our D2C and App.
You own both. Build the team, systems and campaigns to grow both sustainably.
Who you are
* Proven experience scaling DTC brands from early‑stage to structured growth ($10M+/year).
* Deep experience across paid acquisition, especially Meta, Google and TikTok, with strong creative testing instincts.
* Strong ecommerce operator across Shopify, CRO, offers, bundles, AOV, CAC, MER, payback and contribution margin.
* Comfortable across lifecycle and retention, including email, SMS, push, in‑app messaging and repeat purchase.
* Experience growing LTV through subscriptions, apps, memberships, marketplace, consumables or accessories.
* Commercially sharp, data‑led and able to build the system while staying close to the work.
* Bonus: experience in connected hardware, consumer electronics, smart home, IoT, consumer SaaS or subscription apps.
What you’ll own
D2C growth
Build and scale Willow’s hardware sales growth engine across paid, owned and organic channels.
* Own paid acquisition across Meta, Google, TikTok and other high‑potential channels.
* Improve the Shopify funnel across landing pages, product pages, checkout, offers, bundles, CRO and AOV.
* Build a repeatable creative testing system across hooks, angles, formats, messaging and landing pages.
* Own email and SMS across acquisition, abandoned cart, post‑purchase, repeat purchase and winback.
* Grow additional channels including SEO, content, referral, affiliate and partnerships.
* Track and improve CAC, MER, ROAS, contribution margin, payback and LTV.
App growth and monetisation
* Grow the Willow App across acquisition, activation, engagement, monetisation and retention.
* Build clear paths from free app usage into hardware purchase, subscription and marketplace revenue.
* Own lifecycle journeys across email, push, SMS and in‑app messaging.
* Work with product and engineering to improve onboarding, feature adoption, pricing, packaging and subscription conversion.
* Identify and test new ways to turn app engagement into recurring revenue while protecting the customer experience.
* Use data to understand segments, drop‑off points, conversion opportunities and LTV.
Leadership
* Build the growth function for Willow’s next phase of scale.
* Set strategy, targets and operating rhythm across D2C, app, subscription and marketplace revenue.
* Build the team, agency mix, reporting and systems needed to scale.
* Decide what to test, scale, stop and invest in.
* Balance aggressive growth with margin discipline, payback and long‑term brand strength.
Education
Tertiary qualification in marketing, advertising, digital or similar.
Experience
5+ years in ecommerce, connected hardware, or SaaS.
#J-18808-Ljbffr