The posting
About the role Cider is looking for a Country Manager to lead our growth in the United Kingdom. You will own the UK market strategy and commercial performance, strengthening brand awareness, growing our customer base, and building lasting customer loyalty. This role combines strategic leadership with hands-on execution. You will bring a deep understanding of UK fashion consumers and work closely with global teams across marketing, merchandising, e-commerce, and operations to turn local insights into business results. Key responsibilities Develop and execute the UK business strategy, with clear priorities for revenue growth, profitability, and market development. Own the country commercial plan, budget, forecasts, and performance reporting. Lead local customer acquisition and retention initiatives across paid media, social media, influencer partnerships, affiliate marketing, and CRM. Build Cider’s relevance among UK fashion consumers through locally resonant campaigns, content, community engagement, and partnerships. Translate customer insights, fashion trends, and competitor activity into recommendations for assortment, pricing, promotions, and seasonal campaigns. Partner with global e-commerce teams to improve the UK shopping experience, conversion rate, average order value, and repeat purchase rate. Work with logistics and customer service teams to improve delivery, returns, and customer satisfaction. Build and manage local agencies, partners, and team members as the business grows. Represent the UK market internally, ensuring local opportunities and customer needs inform global decisions.
Requirements Significant experience in e-commerce, fashion, consumer brands, or retail, including responsibility for growth in the UK. Proven ability to deliver measurable commercial results and manage budgets or a country P&L. Strong understanding of UK consumer behaviour, fashion trends, digital channels, and the creator landscape. Experience combining brand building with performance marketing and customer retention. Strong analytical skills, with the ability to turn customer and commercial data into clear actions. Experience working across functions and collaborating with international teams. An entrepreneurial mindset, sound commercial judgement, and the ability to move between planning and execution. Fluent English, written and spoken, is required. Preferred experience Scaling a direct-to-consumer fashion or lifestyle brand. Building influencer, affiliate, and community programmes in the UK. Working in a fast-growing international business.
