Paid Media Specialist, Boots Online Doctor

Location: Islington, London (two days a week)

Contract: Permanent

Overview

Welcome to the Boots Digital Health team – an exciting team at the heart of Boots UK’s growth plans. As customers are changing, so are we! We’re focusing on really understanding our customers’ needs and making the most of our great services to optimise the online experience and drive growth. The Paid Media Specialist will be responsible for planning, managing, and optimising paid search campaigns for Boots Online Doctor. This role focuses primarily on Google Ads, driving high-quality traffic and customer acquisition for a wide range of digital healthcare services including online consultations, prescription treatments, and home testing kits. Working within the digital marketing team, the specialist will leverage data, automation, and audience insights to maximise campaign performance, improve return on ad spend (ROAS), and support the growth of Boots Online Doctor. Though the role is focussed on PPC activation, we are looking for some experience and/or willingness to activate across Paid Social and the affiliate network. The role requires a strong understanding of performance marketing and continuous optimisation to ensure campaigns are efficient, scalable, and aligned with business objectives. You will be part of a close-knit, high performing marketing team who work together to put our customers at the heart of everything we do.

Key Responsibilities

• Plan, build, and manage paid search campaigns across Google Ads to drive traffic and conversions for Boots Online Doctor services.
• Optimise campaign performance through bid management, budget allocation, and ongoing testing of ad copy, landing pages, and targeting strategies.
• Conduct keyword research and search intent analysis to identify growth opportunities across treatment categories (e.g., weight loss, sexual health, skin conditions).
• Monitor and analyse campaign performance using Google Ads, Google Analytics, and internal reporting tools, identifying insights and actionable improvements.
• Manage A/B testing strategies across ad creatives, extensions, and landing pages to improve click-through rate (CTR) and conversion rate (CVR).
• Identify opportunities for campaign expansion, including new keywords, treatment categories, and audience segments.
• Stay up to date with Google Ads features, automation tools, and industry best practices to continuously improve paid media performance.
• Produce regular performance reports and insights for stakeholders, highlighting trends, optimisation actions, and growth opportunities.
• Work closely with product, compliance, and content teams to ensure advertising messaging aligns with healthcare regulations and brand guidelines.
• Work closely with affiliate marketing owner; supporting in partner acquisition, performance tracking and promotional planning.

What you’ll need to have

• Minimum 3-4+ years of hands‑on experience managing PPC campaigns and/or paid affiliate programs; either via an agency or in-house brand team.
• Strong proficiency with Google Analytics and Google Ads.
• Some experience with affiliate marketing, working with partners such as AWIN.
• Understanding of affiliate marketing principles, including partner acquisition, commission structures, and performance tracking within the AWIN platform.
• Some experience in planning and executing paid media including (but not limited to) Digital Display (incl. DCO) and social media (META).
• Able to demonstrate the ability to analyse data and turn insights into actionable strategy.
• Experience with A/B testing, conversion rate optimisation, and performance forecasting.
• Excellent written & verbal communication, plus relationship building skills.
• Strong attention to detail and ability to manage multiple campaigns simultaneously.
• Demonstrable experience of reviewing & gaining stakeholder feedback on creative assets to deliver high quality communications.
• Analytical & inquisitive.
• Proficiency in key digital performance tools & awareness measurement methodologies.
• Good organisational and time management skills, with the ability to work and pace and manage multiple projects simultaneously.

It would be great if you also have

• Experience in planning and executing paid media including (but not limited to) Press, Radio, OOH, AV (TV & VOD) from both a media planning and creative execution perspective.
• Experience of working closely with media agencies – planners, buyers and creative agencies – account teams and creatives.
• Experience with Looker Studio, or similar analytics/reporting tools.
• Familiarity with paid social platforms (Meta, TikTok, LinkedIn).
• Experience with scripting; google ads script (java) preferred but not required.

A bit about us

At Boots, we're proud to be an equal opportunity employer, creating a place where everyone feels welcome, supported and free to be themselves. We believe that when our people feel valued and included, they thrive, so we're committed to creating a brilliant Boots for our people so they can make a difference for our customers and colleagues every time.

Rewards designed for you

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes and much more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.

What’s next

If your application is successful, our in‑house recruitment team will be in touch to arrange an interview and to answer any initial questions you have. If you have not been successful on this occasion, you’ll be notified by email. Where a role is advertised as full‑time, we are open to discussing part‑time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.