amicable
Marketing Director
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About Us
Our mission is to help people navigate relationship change with kindness, clarity, and practical support. From moving in together to getting married, separating, co-parenting, or blending families, amicable helps thousands of couples have better conversations and make clearer decisions.
Our digital, human approach combines technology with expert support to make things simpler, fairer, and more accessible. We help people focus on what matters most, while reducing the cost and stress of navigating relationship change.
Amicable is growing quickly as demand increases and the way people approach relationships continues to evolve.
Our values bring our purpose to life and make what we do and how we do it unique: we are Kind to everyone we encounter, we embrace Trust & Professionalism, with a quest for Customer Focus that drives us to be more Pioneering.
We are proud to be part of the Octopus Group.
About the Role
This is a senior leadership role at the heart of amicable's growth. You'll lead the marketing organization - owning strategy, performance, and commercial output across the entire function, and delivering significant year-on-year growth on a set budget.
You'll lead a brand, communications, growth, and customer-focused team with pace, efficiency, and a drive for commercial success. You'll architect an AI and martech ecosystem that drives automation across the function and set ways of working that shift the business toward a more agile, automated operating model.
You're both a strategic leader and a hands-on operator. You bring depth across brand, marketing, AI, and customer experience - and you use it to improve unit economics, increase customer lifetime value, and reduce the cost of acquisition, while keeping the brand visible and consistent across all channels.
You'll own positioning and competitive differentiation, and partner closely with the Co-Founders and the Commercial, Product, Tech, Sales, and Customer Services teams to align marketing with the wider business strategy.
Key Responsibilities
As our Marketing Director, you will:
Strategy & Leadership
- Own the brand, marketing, and customer strategy, budget, and plan end-to-end - aligned to amicable's commercial objectives and strategy for efficient, effective growth
- Set product positioning and competitive differentiation, testing propositions with audiences to decide how amicable stands out in its market
- Lead, develop, and coach your team - setting clear objectives, ways of working, and a regular cadence for performance and development
- Own the key marketing economic metrics, including customer lifetime value, acquisition cost, and revenue - setting targets and reporting against them
- Deliver significant year-on-year growth on a set budget, ensuring agile allocation and efficiency of spend across all channels
- Consolidate strategy into succinct, commercial narratives that win over the Executive Team and cross-functional stakeholders
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AI, Automation, and Marketing Technology
- Own the marketing and AI technology ecosystem and its roadmap - ensuring martech solutions are efficient, compliant, and serve the wider business
- Embed AI and automation across all marketing functions, from content creation and copywriting to social media, testing, and analysis
- Identify, adopt, and scale AI tools and integrated workflows to accelerate execution, pace, and optimization
- Own the governance and quality of AI-generated output, ensuring it meets brand, accuracy, and compliance standards
Brand, Customer, and Commercial
- Provide strategic brand leadership, ensuring our values and voice are reflected consistently across all channels
- Develop the marketing and media strategy - determining the most effective channels for reach and conversion into key target segments
- Optimize the media mix to improve effectiveness and grow the organic contribution of leads and customers
- Own marketing attribution, tracking, and measurement across all channels - allocating budget for ROI and accuracy of reporting
- Work closely with commercial, sales, product, and customer-facing teams to improve customer experience and marketing propositions
Planning, Reporting, and Communication
- Own the annual marketing plan and budget, including resource allocation and reforecasting, aligned to the annual operating plan
- Develop marketing targets, KPIs, and dashboards aligned to reporting requirements from the board, Executive Team, and senior stakeholders
- Create engaging reports on performance, insights, and market trends through clear, data-visualized presentations
- Ensure all marketing activity complies with GDPR, PECR, and the ASA/CAP advertising codes
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About You
Proven senior marketing leadership in a fast-growing, consumer-facing organization, ideally with a complex product set
- A strong track record of delivering growth and improving unit economics - including customer lifetime value and acquisition cost - a controlled budget
- Fluency in using AI and martech tools to accelerate content creation, testing, and analysis, including experience building automated workflows using tools such as n8n, Claude, or similar
- Strong data and analytics capability – you're able to set strategy from data and brief and interpret tools such as Power BI, the Google Suite, Klip, Airtable, and HubSpot
- Experience across PPC, SEO, AEO, customer marketing, lifecycle, and CX strategy, and how these drive revenue, cross-sell, up-sell, and referral
- Strategic brand and communications understanding, including the role of PR, ATL, social media, and public-facing communications
- Strong communication and stakeholder management skills - able to simplify complex data into clear commercial recommendations and bring cross-functional teams with you
- Comfortable leading in a fast-paced, changing environment - you know where to unlock value and how to prioritize
- Experience leading marketing through periods of rapid scaling and growth, including optimizing operating models and ways of working
- Understanding of UK customer and marketing regulations and compliance requirements
Compensation, Perks & Benefits
- Salary: £100,000-£125,000 per annum depending on skills and experience
- Private Health Insurance
- Group Life Assurance
- Employee Assistance Programme
- 28 days holiday plus bank holidays per annum
- Enhanced family leave
- Electric Vehicle Scheme
- Share Incentive Plan
- Cycle to Work Scheme
We respect and value people's differences and believe that our teams are at their best when their members feel safe to bring their whole self to work. We are committed to creating an inclusive experience as well as equal opportunities for growth and development for all.
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