AI-Powered Performance Marketing Executive — Multi-Channel Acquisition

Requirements

• AI-native: you use AI tools daily to solve real problems - automating workflows, processing data, building things; not just prompting for copy.
• High initiative: you see a manual process and instinctively ask "why isn't this automated?" You act before being asked.
• Strong critical thinking: you can interrogate data, challenge assumptions, and push back on conclusions that don't add up.
• Intellectually curious: excited by unfamiliar domains. You'll need to learn Mail operations, causal modelling, credit card mechanics, and emerging search formats - fast.
• Data-fluent: a data driven mindset with the ability to interpret complex data, interpreting model outputs and translate it into actionable recommendations.
• Commercially minded: you understand CAC, CLTV, ROI, incrementality - and can translate numbers into business decisions.
• Clear communicator: you will work across data science, engineering, agencies, and senior leadership.
• Organised: you can manage concurrent monthly cadences across multiple channels.
• (Desirable) Google Ads or paid search experience.
• (Desirable) Fintech or B2B experience.
• (Desirable) Experience working with predictive/ML models commercially.

What the job involves

• This is a high-impact, multi-channel role where you'll work across Paid Search, Direct Mail, and emerging digital platforms/trends to drive acquisition growth at iwoca.
• You won't be managing a single channel in isolation. You'll be helping automate operations, challenge model outputs, launch new products, and push into new ad formats across three interconnected areas.
• The thread connecting everything: using AI and automation to do more, faster, with better judgment.
• Launch, optimise and scale campaigns across Google Search, Performance Max, Youtube and Demand Gen.
• Keep the Google and Microsoft Search accounts healthy, consolidated, and growing - increasingly by building agents to handle the repetitive hygiene work (negatives, quality score triage, consolidation) and spending your own time on the non-obvious calls.
• Build agent-driven monitoring and reporting to spot issues and opportunities faster than a human eyeballing dashboards ever could (ie. keywords, landing pages, search terms, creative assets).
• Turn the resulting data into decisions: which campaigns to scale, kill, restructure. Reporting is an output of this, not the job.
• Report on channel performance to stakeholders on a regular basis using both in-platform and internal funnel data.
• Analyse performance data to deliver actionable insights and support ideas for testing and optimisation based on clear hypotheses e.g. landing page engagement metrics, keyword themes with lower conversion rate, under performing creative assets.
• Evolve search strategy for emerging trends related to AI search behaviour (AI Overviews, AI Mode Ads).
• Prepare for new search ad opportunities across ChatGPT and other AI tools.
• Find and implement new ways to automate the operational handling of the Mail channel - from campaign coordination, lead delivery to agency and unsubscribe processing.
• Manage agency relationship and coordinate monthly mailing rounds (200-400k letters).
• Monitor tracking setup and attribution (QR codes, mail codes, UTMs into Looker/GA4).
• Coordinate with product launch teams on go-to-market channel strategy, including creative, data, and measurement.
• Work with our data science team to monitor, refine and channel the performance of the models powering lead selection.
• Interrogate predictions vs. actuals, flag divergence, push back on assumptions.
• Translate model outputs into operational decisions: which percentile to mail, what ROI threshold to use, when to pause or expand.
• Identify audience overlaps between Mail and Paid Search segments.
• Support multi-channel attribution and contribute to iwoca's broader acquisition strategy.