Growth Lead - DTC

About Shelly

We make smart devices and push the boundaries of the IoT sector every single day. Shelly is a strong company with a startup mindset - no bureaucracy, just bold ideas, creative problem-solving, and a team that genuinely loves what they do. We turn every spark of an idea into a real product - from first concept to full production - and bring smart automation to over 3 million households around the world. From heating, lighting, appliances, curtains, and more - if it runs on electricity, chances are we can automate it. We’ve built over 100 smart devices (and counting!), and everything happens right here at our headquarters in Sofia.

Sounds exciting? Keep reading...

Growth Lead - DTC

Your Role
You own new customer acquisition for shelly.com’s global direct-to-consumer business, with a clear goal: grow our customer base at or below target customer acquisition cost (CAC). You lead a team of senior specialists while staying hands-on with budgets, funnels, creative and testing. You use AI daily and shape how your team puts it to work.

Your Responsibilities:

• You set the acquisition roadmap and channel and market KPIs, turning them into weekly execution and structured experiments with written hypotheses, clear readouts and documented decisions.
• You own paid performance across Meta, Google Search, Shopping and Performance Max, YouTube and emerging channels such as TikTok and Reddit. You allocate spend across markets while meeting CAC and contribution margin targets.
• You own acquisition reporting with our Data Analyst, including attribution, incrementality and cohort value, and work with the Commercial Lead and Finance on budget pacing, forecasts and first-order profitability.
• You lead paid and organic creative strategy, turning performance insights into clear briefs for ad concepts, user-generated content and localized variants.
• You grow affiliate and influencer programs across Europe and the US, and build content, SEO and visibility in AI-generated answers into measurable acquisition channels.
• You test starter kits, bundles, entry price points and customer funnels to improve conversion, average order value and acquisition efficiency.
• You partner with the CRO Manager and Lifecycle Marketing team on landing pages, welcome journeys and post-purchase flows that turn a first device into a second and third.
• You develop your team, set individual KPIs and quarterly goals, and manage agencies and freelancers while keeping ownership and accountability clear.
• You establish AI workflows for creative production, testing, reporting and analysis, balancing speed with quality and sound judgment.

What makes you a great fit:

• You bring 5+ years in DTC growth or performance marketing, including 2+ years leading a team of experienced specialists.
• You have a track record of scaling an eight-figure-revenue DTC business and managing annual paid budgets in the millions.
• You bring hands-on acquisition experience across European markets and languages, particularly on Meta and Google. US experience is a plus.
• You run disciplined experiments and bring hands-on experience with attribution and incrementality testing.
• You build and explain budget models that balance first-order profitability and customer value, with a strong grasp of nCAC, MER, iROAS, aROAS and cohort value.
• You combine paid social creative strategy with practical experience in ad concept development and landing-page testing.
• You communicate fluently in English. Other European languages are a plus.
• You get bonus points for experience with smart home or other technical products, affiliate or creator programs, or brands where DTC grows alongside Amazon and retail.

What is in it for you

Work:

• A  welcoming, collaborative team
• Meaningful  products and services that people actually use and love.
• Learning  opportunities to sharpen your skills
• Competitive  salary + Performance bonuses
• Modern office in a great location
• Fun  team buildings and company events

Lifestyle:

• 26  days of paid annual leave
• Flexible working hours
• Additional  health insurance
• Free access to all Shelly devices (yes, you can smarten up your whole home!)
• Multisport Card
• Fully sponsored yearly public transport card

Ready to join the Shelly Revolution? 
Let’s build the future of smart living together. 
Hit that Apply button - we can’t wait to meet you.