Propel
Head of Marketing | B2C Marketplace | Part Time
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Part-Time Head of Marketing | Consumer Marketplace
UK Remote | 2–3 days per week initially | £80,000–£90,000 FTE, pro-rated + equity | Opportunity to move full-time
I'm working with a small, mission-led consumer marketplace operating in the wellbeing space. They've spent the last phase building the product, technology, supply and brand foundations and are now preparing to launch a completely new consumer platform.
The proposition is highly curated and trust-led, serving a discerning, relatively high-net-worth audience making highly considered, often deeply personal purchasing decisions. With an average transaction value of just under £4,000, this isn't fast, low-ticket e-commerce or a simple impulse purchase.
The company has a genuinely interesting marketing challenge: how do you combine brilliant performance marketing with the brand, creative and consumer understanding required to build trust, create demand and ultimately drive bookings? That's where you come in.
The opportunity
As their first dedicated senior marketing hire, you'll take ownership of the demand side of the marketplace and build the marketing engine from zero to one.
This is deliberately broader than a traditional performance role. Brand and performance sit together. You'll be responsible for both creating demand and capturing it: building a distinctive consumer brand and creative strategy while establishing the acquisition, measurement and experimentation engine that turns awareness and intent into bookings.
Ultimately, success is commercial. The goal is to build a repeatable engine that brings high-intent customers into the marketplace and converts them at a sustainable cost. You'll work directly with the leadership team to establish the right targets and have a six-figure marketing budget to test, learn and scale behind what works.
What you'll actually be doing
- Building the acquisition strategy from scratch: deciding which channels to test first, launching the first paid campaigns, setting budgets, reviewing performance and scaling what works.
- Owning measurement and commercial performance: establishing tracking and attribution, monitoring CAC, conversion, LTV and payback, and using the data to decide where the next £1 should go.
- Leading brand and creative: taking the positioning and messaging work already developed and turning it into campaigns, creative concepts and activations that build awareness, trust and demand.
- Shaping how the brand shows up: influencing messaging, creative direction and social, briefing internal and external partners on copy and creative, and finding smart ways to generate attention without simply increasing media spend.
- Owning the customer journey: looking beyond acquisition at what happens from first touch through consideration and booking, identifying drop-off points and working with product and design to improve conversion.
- Developing CRM and lifecycle: working out how the existing database should be segmented, nurtured and re-engaged, and building journeys that turn interest into bookings across a longer consideration cycle.
- Connecting the existing marketing activity: bringing PR, SEO, GEO/AEO, social, content, CRM, partnerships, affiliates and paid together into one coherent demand strategy.
- Running the experimentation roadmap: continually testing audiences, propositions, messaging, creative, landing experiences and channels, proving things at small scale before committing significant budget.
- Managing agencies, specialists and budget: getting the best from the external expertise already around the business while remaining hands-on enough to move things forward yourself.
- Working directly with leadership: translating commercial objectives into a marketing plan, reporting on what's working and helping determine where the business invests next.
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What you're walking into
You're not starting with a blank sheet.
- PR is already well established, with deep travel and wellbeing expertise, and significant work has already gone into brand positioning and messaging.
- There are two SEO specialists working across content SEO and GEO/AEO, an existing social audience, newsletter/database and bespoke CRM.
- You'll also have access to product, design, editorial expertise and an outsourced development team.
- What doesn't exist yet is the marketing engine connecting all of this together. There has deliberately been no paid acquisition spend to date. Rather than pouring money into an unfinished funnel, the business has focused on getting the product and customer experience right first.
You'll therefore have the opportunity to establish the measurement foundations, launch the first acquisition experiments and determine where the business should invest. You'll have a six-figure marketing budget, but the philosophy is test-before-scale: start intelligently, prove the economics and investment grows behind what works.
Who we're looking for
We're looking for a senior T-shaped B2C marketer who genuinely combines:
- Performance + brand.
- Data + creativity.
- Strategy + execution.
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You'll probably have a strong grounding in performance/acquisition and experience managing at least six-figure budgets, but you'll be much broader than a paid media specialist. You should be able to talk confidently about CAC, attribution, conversion, revenue and LTV, while getting equally excited about the brand, creative and consumer thinking that creates demand in the first place.
You'll have genuine brand and creative experience, whether that's shaping positioning, developing campaigns, creating activations or finding clever ways to build awareness without simply buying more media.
Ideally, you'll also have managed and developed people before. There won't be a team underneath you on day one, but when you prove the model, you'll have the opportunity to build the team and function underneath you.
You'll also be broad enough to think across CRM/lifecycle, organic, social, SEO, partnerships and the wider customer journey, and comfortable with modern MarTech, analytics and AI.
Crucially, you'll still be hands-on. This is a small, genuinely early-stage business. You won't arrive to find a five-person marketing team waiting for instructions. You'll have agencies and specialists around you, but initially you are the growth team. You need to be comfortable moving from strategy into the detail, launching tests, interrogating data, briefing creative and making things happen.
Marketplace experience would be useful, but it isn't essential. We're open to strong B2C marketers from consumer tech, marketplaces, travel/experiences and other high-consideration consumer categories.
Experience marketing a higher-ticket purchase is particularly interesting. The average transaction here is just under £4,000, so understanding longer consideration cycles, trust and emotional purchase drivers matters.
Most importantly, you'll genuinely enjoy building.
The practical bit
This is designed to begin as a part-time role, ideally 2–3 days per week for approximately six months, with the intention and opportunity to move into a full-time leadership position as the business develops. The exact conversion point is flexible rather than tied to an arbitrary date.
It's fully remote within the UK, with occasional opportunities to get together with the team.
Salary is £80,000–£90,000 FULL-TIME EQUIVALENT, pro-rated for the initial 2–3 day commitment, plus equity.
For complete clarity, at 3 days per week that's approximately £48,000–£54,000 annualised + equity.
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