Marketing Director

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, reducing 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 are: Kind to everyone we encounter, Trust & Professionalism, Customer Focus and 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. The Marketing Director will lead the marketing organisation, owning strategy, performance and commercial output across the entire function, and delivering significant year‑on‑year growth on a set budget.

Responsibilities include:

• Own brand, marketing and customer strategy, budget and plan end‑to‑end and ensure alignment to commercial objectives.
• Set product positioning and competitive differentiation; test propositions with audiences to determine how amicable stands out.
• Lead, develop and coach the team, setting clear objectives, ways of working, and a regular cadence for performance and development.
• Own key marketing economic metrics including customer lifetime value, acquisition cost and revenue, and report against targets.
• Deliver significant year‑on‑year growth on a set budget, ensuring agile allocation and spend efficiency across all channels.
• Spearhead the marketing and AI technology ecosystem, ensuring solutions are efficient, compliant and build 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 optimisation.
• Ensure governance and quality of AI‑generated output, maintaining brand, accuracy and compliance standards.
• Provide strategic brand leadership, ensuring brand values and voice are consistent across all channels.
• Develop marketing and media strategy, selecting effective channels for reach and conversion into key target segments.
• Optimise the media mix to improve effectiveness and grow the organic contribution of leads and customers.
• Own marketing attribution, tracking and measurement across all channels to allocate budget for ROI and reporting accuracy.
• Work closely with commercial, sales, product and customer‑facing teams to improve customer experience and marketing propositions.
• Own the annual marketing plan and budget, including resource allocation and reforecasting aligned to the operating plan.
• Develop marketing targets, KPIs and dashboards aligned to board and senior stakeholder reporting.
• Produce engaging reports on performance, insights and market trends through clear, data‑visualised presentations.
• Ensure compliance with GDPR, PECR and the ASA/CAP advertising codes.

About you

• Proven senior marketing leadership in a fast‑growing, consumer‑facing organisation, ideally with a complex product set.
• A strong track record of delivering growth and improving unit economics, including customer lifetime value and acquisition cost, while controlling a 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 – able to set strategy from data, 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 their impact on revenue, cross‑sell, up‑sell and referral.
• Strategic brand and communications understanding, including 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 along.
• Comfortable leading in a fast‑paced, changing environment, able to unlock value and prioritise effectively.
• Experience leading marketing through periods of rapid scaling and growth, including optimising 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.