Director of Strategic Finance - Marketing in London

Groupon is a marketplace where customers discover new experiences and services every day and local businesses thrive. To date we have worked with over a million merchant partners worldwide, connecting over 16 million customers with deals across various categories. In a world often dominated by e-commerce giants, we stand out as one of the few platforms uniquely committed to helping local businesses succeed on a performance basis. Groupon is on a radical journey to transform our business with relentless pursuit of results.

Even with thousands of employees spread across multiple continents, we still maintain a culture that inspires innovation, rewards risk-taking and celebrates success. The impact here can be immediate due to our scale and the speed of our transformation. We're a "best of both worlds" kind of company. We're big enough to have the resources and scale, but small enough that a single person has a surprising amount of autonomy and can make a meaningful impact.

Groupon is looking for a Director of Strategic Finance to become the financial architect of our Demand Engine. This role reports directly to the CFO and partners closely with our CMO. Your job is simple to say - and hard to do: Turn marketing spend into provable, incremental growth. If you believe finance should help the business decide what to scale, what to stop, and why, this role was built for you.

Why this role exists

• We are moving beyond last-click attribution, blended CAC, and static reporting.
• Marketing and Product need clear visibility into incremental impact.
• Confidence in cohort quality and unit economics.
• Fast, defensible decisions on where to invest tens of millions - and where not to.

You will build the financial truth that makes this possible.

What you will own

• Build the Demand Truth Model.
• Create an integrated demand model linking customer segments, channels, surfaces, and P&L.
• Establish a clear New vs Returning customer lens across major cohorts.
• Own demand-side planning with bottom-up assumptions tied to acquisition and retention.
• Move ROI from attribution to incrementality.
• Define marginal ROI frameworks and channel hurdle rates.
• Set testing and incrementality standards using holdouts and experiments.
• Drive real budget reallocations based on evidence, not averages.
• Own customer and unit economics.
• Standardize cohort-level LTV and CAC by channel, category, geography, and customer type.
• Shift the narrative from cost per transaction to lifetime contribution margin.
• Build contribution margin views that drive decisions.
• Deliver category- and geo-level contribution margin visibility.
• Classify the portfolio into Invest / Maintain / Fix or Exit.
• Partner with Pricing and Promotions to separate incremental demand from subsidized behaviour.
• Run the demand-side operating cadence.
• Act as finance owner for unified revenue monitoring.
• Lead the financial narrative in Weekly and Monthly Business Reviews.
• Turn signals into decisions within 24 hours.

How you think and operate

• You care about causality over correlation.
• You don’t just analyze data — you build systems and playbooks others can run.
• You are a trusted sparring partner to CMOs and growth leaders.
• You are comfortable saying “stop” as confidently as “scale.”
• When trends break, you land with a clear so what and now what.
• You work AI-first, using AI as a daily accelerant for analysis, modeling, and documentation.

What you bring

• Senior experience in Strategic Finance, Growth Finance, or Marketing Finance.
• Background in marketplace, ecommerce, or high-volume B2C.
• Hands-on exposure to attribution and incrementality testing.
• Strong data fluency and partnership with BI and Data Science.
• Proven ability to influence executive-level decisions.
• Track record of improving contribution margin through capital allocation.

Why Groupon

• High-leverage impact - your work directly shapes where the business invests.
• Build from scratch - define the demand finance system end to end.
• Executive exposure - CFO, CMO, CEO-level decisions.
• Real marketplace complexity - no vanity metrics.
• AI-native opportunity - help define the future of finance, not maintain the past.

If you want to build the system that replaces opinions with evidence, this is your role.

Groupon is an AI-First Company. We’re committed to building smarter, faster, and more innovative ways of working—and AI plays a key role in how we get there. We encourage candidates to leverage AI tools during the hiring process where it adds value, and we’re always keen to hear how technology improves the way you work. If you’re passionate about AI or curious to explore how it can elevate your role—you’ll be right at home here.

Groupon’s purpose is to build strong communities through thriving small businesses. To learn more about the world’s largest local e-commerce marketplace, click here. You can also find out more about us in the latest Groupon news as well as learning about our DEI approach.

If all of this sounds like something that’s a great fit for you, then click apply and join us on a mission to become the ultimate destination for local experiences and services.

Beware of Recruitment Fraud: Groupon follows a merit-based recruitment process without charging job seekers any fees. We've noticed an increase in recruitment fraud, including fake job postings and fraudulent interviews and job offers aimed at stealing personal information or money. Be cautious of individuals falsely representing Groupon's Talent Acquisition team with fake job offers. If you encounter any suspicious job offers or interview calls demanding money, recognize these as scams. Groupon is not responsible for losses from such dealings. For legitimate job openings (and a sneak peek into life at Groupon), always check our official career website at Groupon Careers.