The Challenge
Berblanc is at an inflection point: a growing e-commerce hat and cap brand needs to rebrand, restructure, and scale from startup to premium market leader. You'll own the complete digital & marketing transformation while building a 4-person team and charting a path to CEO.
Your Mission
Audit current digital presence, define rebrand positioning and messaging framework for Maison Berblanc
Stabilize and clarify the marketing & digital team structure, establish OKRs and weekly cadence
Launch initial social media strategy with differentiated content (product videos, style expertise) on 2-3 platforms
Map product transition plan between entities (which SKUs transfer, timeline, stock management)
Lift e-commerce conversion rate by 25-35% through UX optimization, merchandising, and A/B testing
Build social media following by 50%+ with engaged audience; establish brand as chapeau/casquette expert
Complete rebrand rollout across digital touchpoints (website, social, email) and coordinate logistics transition
Establish monthly performance dashboard tracking CA, conversion, AOV, retention, and social engagement
KPIs You'll Own
E-commerce Conversion Rate
Track baseline and lift through UX, merchandising, and paid optimizations.
Revenue (CA) & Growth Rate
Core metric tied to your variable compensation and equity discussions.
Social Media Engagement Rate
Measure quality of audience interaction across platforms (likes, comments, shares, saves).
Average Order Value (AOV)
Optimize through bundling, upsells, and product positioning.
Customer Retention / Repeat Rate
Long-term health of the brand; measure repeat purchase frequency and customer lifetime value.
Cost Per Acquisition (CPA)
Efficiency metric across paid channels and organic social performance.
Tools & Stack
Your Team
Your Manager
Founders (direct report to leadership)
Current Team
4-person team: digital specialist, marketer, content creator, social media manager
Backfill and upskilling; role is to restructure and elevate existing team
The Package
Salary
€55K-€75K base (depending on experience)
Variable
Performance-based bonus tied to revenue/growth targets
Equity
Long-term equity/capital participation available (terms to be negotiated based on profile and commitment)
Remote
On-site in Montanay (Auvergne-Rhône-Alpes, Lyon area), full-time, CDI
Benefits & Perks
Company Intelligence
Berblanc is a fast-growing e-commerce player in the hat and cap market, now undergoing strategic rebrand and restructuring to become a premium market reference (Maison Berblanc). The company is at a critical inflection point: moving from founder-led operations to scaled, structured growth with professional marketing leadership.
Customers
Direct-to-consumer e-commerce; premium hat and cap buyers
Culture
Founder-led, ambitious, willing to empower marketing leadership with autonomy and equity upside
Is This Role For You?
- You've built or led e-commerce marketing functions at 8+ years and want to run the whole show (digital, social, conversion, team management)
- You thrive in high-ambiguity, high-autonomy environments where you define strategy and see it executed
- You're obsessed with metrics-conversion, CAC, retention, revenue-and use data to drive arbitrage decisions fast
- You see CEO potential in this role and want real equity upside tied to company transformation and growth
- You need a fully built marketing infrastructure and team; this is build-from-ground-up restructuring
- You prefer remote work or flexibility-this is on-site, full-time in Lyon
- You're risk-averse; equity upside + variable comp means your earnings are tied to hitting growth targets
Interview Process
Initial conversation
Chat with recruiter (Licorne Society) about your e-commerce wins and management style
Founder interview
Deep dive on strategy: how would you rebrand, restructure logistics, and scale revenue?
Team fit
Meet with current digital/marketing team to assess leadership approach and vision alignment
Equity & comp negotiation
Discuss base salary, variable bonus structure, and equity/capital participation terms
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.