Dr. Martens plc
Senior Manager Acquisition Growth & Optimisation
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Dr. Martens is more than a brand - it’s a global icon with over 60 years of attitude, heritage, and cultural impact.
We’re a thriving, values-driven business powered by diverse thinkers, bold doers, and people who bring their whole selves to work. If you’re ready to make your mark, you’re in the right place.
At DM, our values guide everything we do: Be Yourself, Act Courageously, Show You Care. They’re not just words - they’re how we turn passion into progress.
WHERE YOU SIT
As our Senior Manager Acquisition Growth & Optimisation, you’ll be part of the Customer team working closely with brilliant people across the business. You’ll be right at the heart of fast-moving projects that shape how we show up for our consumers - today and tomorrow.
WHERE YOU CONTRIBUTE
This role leads the Acquisition Growth & Optimisation team — the intelligence, audience and experimentation engine at the top of the customer funnel. It works alongside Integrated Channel Acquisition, partnering closely with Brand, Product, Customer Experience, Retention, Finance, Technology and Data & Analytics across the customer growth ecosystem. The role partners with the Senior Manager, Retention Growth & Optimisation to ensure a consistent, insight-led approach across the full customer lifecycle.
The role drives new customer acquisition by identifying, sizing and prioritising opportunities across the upper funnel and first-purchase journey, and by improving Cost to Acquire; optimising across audience quality, channel mix, media efficiency and conversion into first purchase.
The role is accountable for the quality of acquisition, not simply its volume. The priority is to rebuild a stronger acquisition engine that recruits customers worth keeping (predicted 12M CLTV). In practice the role answers three questions for the business: who to target, where to invest, and how to continuously improve acquisition efficiency and quality.
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The role embeds test-and-learn, audience and suppression governance, and incrementality-based measurement into acquisition activity, ensuring media investment and customer journeys are continuously improved and deliver measurable, efficient and profitable growth.
Core Accountabilities
As our Senior Manager Acquisition Growth & Optimisation you will be responsible for:
- Identifying and prioritising acquisition opportunities across channels, audiences and markets, sizing and sequencing opportunities based on value, feasibility and impact.
- Defining and owning the global audience strategy, developing segmentation frameworks and ensuring consistent, insight-led targeting and activation across channels, markets and campaigns.
- Driving acquisition quality and effectiveness, using LTV:CAC, New vs Repeat and marginal ROAS to optimise investment towards sustainable, high-value customer growth.
- Leading optimisation, experimentation and performance insight, overseeing the global testing roadmap, identifying opportunities to improve CAC, conversion and LTV, and translating data into clear commercial recommendations.
- Enabling markets and aligning cross-functional teams, providing audience frameworks and playbooks while partnering with Customer Growth, Commercial, CRM, Data & Analytics, Product, eCommerce and Experience teams to connect global strategy with local execution.
Key Skills & Capabilities
Put simply, the key things we’re looking for are:
- Audience & Segmentation Expertise: Deep experience developing and activating audience strategies across paid, non-paid, CRM and OOH channels, including segmentation, propensity and lifecycle frameworks.
- Data & Platform Expertise: Advanced ability to interpret consumer and performance data, with strong command of first-party data, audience platforms and activation tools.
- Performance & Commercial Acumen: Strong understanding of how audience strategy drives acquisition, conversion and customer quality, with expertise across CAC, LTV and incrementality.
- Strategic & Global Leadership: Ability to translate commercial priorities into scalable audience strategies, influence cross-functional teams and balance global consistency with local market needs.
- Testing, AI & Optimisation: Proven experience leading experimentation and optimisation programmes, leveraging AI and automation to enhance targeting, analysis and decision-making while fostering a test-and-learn culture.
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WHAT’S IN IT FOR YOU?
- Hybrid working
- Welcome free pair of Docs
- ‘Buy as you Earn’ Share scheme
- 65% off all Docs
- 50% off Accessories
- Pension Scheme through Aviva
- Life Assurance
- 25 Days Annual Leave + Bank Holidays
- Private healthcare
- 2 paid volunteer days per year
READY TO FILL YOUR BOOTS?
If you’re excited to own your impact, shape the future of an iconic brand, and grow your career in a place that champions individuality - we’d love to hear from you.
Application closing date:
At Dr. Martens, we are committed to creating an environment in which we can all be our best and bring our authentic selves to work. We encourage applications, regardless of race, colour, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, age, veteran status, or disability. Diverse and inclusive teams have a positive impact on our brand; helping us to speak authentically to our consumers.
We strive to develop a business where our people can thrive and feel empowered to express themselves. Because we believe everyone should feel supported and included whatever their role in the Dr. Martens community.
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