Digital Marketing Lead in London

We are looking for an experienced Paid Digital Marketing professional to join the Finisterre team as Digital Marketing Lead. This role is about understanding our customers and marketing to them across the entire digital funnel, with a key focus on Google Ads to attract new customers through marketing and insight, then bring them back via remarketing and other campaigns to drive repeat purchase. As a purpose-led brand we aim to build advocates, so the right candidate will have a deep understanding of performance channels and how Brand fits into the mix.

About Finisterre: Born two decades ago from the needs of hardy British surfers, Finisterre creates enduring outdoor wear for an inspired life in and around the ocean. Proudly B Corp certified, we are committed to making truly exceptional products in a more responsible and transparent way. Whether based at our cliff top headquarters in St. Agnes, Cornwall, or in one of our retail locations across the UK, Finisterre is a unique brand and career proposition.

Perched a few hundred metres from the Atlantic, our HQ at St. Agnes' Wheal Kitty Workshops is at the heart of our brand. Here we stay true to our original design ethos of functionality and sustainability, brought to life in an understated style and identity, always remaining committed to product, environment, and people.

As we enter the next stage of global growth, we are looking for talented individuals to join our crew. If you are passionate about the ocean and want to be part of a truly authentic, purpose-led brand with a shared vision to create exceptional products responsibly, we would love to hear from you.

Key Responsibilities:

• Working with Digital team to deliver a global paid digital marketing strategy that drives our brand and business targets (TOF through to BOF and repeat!)
• Strategically lead and optimise Paid Media (Search, YouTube & Display) in-house, while driving technical and bidding excellence. Responsible for budgets, creative updates, reporting and testing new strategies.
• Leading Change & GenAI Innovation in Search, pioneer the adoption of GenAI within Paid Search to enhance campaign strategy, automation, and performance — positioning our team at the forefront of data-driven marketing excellence.
• Inspire internal teams and stakeholders with the transformative potential of AI-powered, integrated Search solutions that drive measurable commercial impact.
• Supporting customer insights through consistent data analysis and reporting. You are able to take complex data and turn it into actionable insights that drive business results.
• Deep dive into incrementality and attribution using various reporting platforms (First & last click) Fospha, GA4 & Google Ads, while ensuring campaigns/strategies are implemented correctly and making sure all campaigns are optimised efficiently to achieve set paid and customer KPIs.
• Responsible for managing feed agency and ensuring everything is pulling through on GMC as it should be.
• Maintaining strong relationships with Google platform managers.
• Supporting other paid channels & SEO making sure strategy is aligned with Paid Search.
• Responsible for weekly and monthly reporting on all spend and the results, ensuring that the most appropriate metrics are used.
• Working closely with internal teams, especially Ecom and CRM, to ensure end-to-end ad journey is as efficient as possible, from the audience targeted to on-site experience.

Requirements:

• Relevant aspiration and interest in being part of a multi-channel retail business.
• Experienced in Performance & Brand Digital Marketing, specifically Paid Media.
• 4 years+ hands-on expertise across Paid Media (Google & Bing) and emerging search technologies (LLM/AI-powered), with a proven ability to plan, execute, and optimise full-funnel campaigns on Google.
• Strong analytical and Excel skills, experienced using Google Analytics 4 and working with MMMs.
• Excellent and clear communicator and confident presenting to internal teams.
• Ability to think creatively and innovatively.
• Team player, highly organised and able to adapt in a fast-paced environment.
• Willingness to own and drive your personal development plan, and open to asking for and accepting feedback on performance.
• Commitment to inclusivity and sustainability, and social and environmental sustainability.
• Passion, energy and aspiration in line with Finisterre values, products, brand and customers.
• Excellent interpersonal skills and ability to work in a team.
• Thrives on positive change and able to manage self under pressure.

Important: The successful candidate must, by the start of their employment, have permission to work in the UK. Finisterre are not licensed to sponsor overseas workers.

Benefits:

We offer a full-time, permanent contract, based at our Headquarters at Wheal Kitty, St Agnes, Cornwall. Salary up to £36,000 depending on skills and experience. We provide opportunities to grow within a fast-paced, growing B Corp certified brand with a great culture and purpose. You will collaborate with a diverse community and be supported with initiatives and rewards, including: 25 days holiday per year, plus up to 8 UK bank holidays.