Head of Performance Marketing

REPORTS TO: Managing Director
LOCATION: TBC (if UK, 4 days a week in office; if US, flexible on location)

The Head of Performance Marketing will take a key leadership role within the organisation, leading all paid marketing across the business globally (paid media across Meta, Google, YouTube, Reddit, affiliates and emerging channels). As our first, in-house paid marketing expert, you will build the department from the ground up, creating a best-in-class paid creative engine. You will be a proven paid leader, combining creative strategy experience with an analytical nature, and the desire to be continuously optimising and staying abreast of new technologies.

What you’ll do:

• Own Lisa Eldridge’s performance marketing strategy and budget across all markets and channels. Define the role of each channel and how we win on there. Accountable for CAC, payback and revenue contribution as business-level KPIs that ladder up to the wider growth plan.
• Lead the creative operating model for performance. Build a best-in-class content engine that feeds paid platforms, delivering the level of content required while ensuring assets are elevated and in line with the wider brand strategy. Partner with the Production and Design team to efficiently capture new content and tactically re-purpose pre-existing content.
• Set the vision and build the processes for how we test, scale and replicate high-performing content across channels and markets. Ensure we have the data and reporting we need to act as a continuous feedback loop producing actionable insights. Responsible for sharing these insights across the business and levelling up other teams.
• Own relationship with external paid agencies: setting clear targets, holding a high bar, and ensuring campaign structure and budgets are optimal. Sync with external parties to stay abreast of new technologies and industry-wide best practice.
• Define the role of UGC and affiliates in our paid strategy. Create a programme that focuses on leveraging our community with a focus on authenticity and genuine advocacy. Work with PR/Influencer team to ensure this compliments their strategy.
• Connect paid decisions directly to LTV, retention and unit economics in wider leadership conversations. Partner with the Ecom team to ensure a consistent and optimal user journey from paid activity to landing page to post-purchase.
• Explore and lead on adoption of AI across processes, with a focus on how we can compliment human creativity and unlock efficiency.
• Work with the Managing Director to define future team structure and to, in turn, build that team.