Head of Digital

We are a rapidly growing pan-European digital wealth manager, serving over 167,000 active investors with more than £5.5 billion invested on our platform. We began in Milan in 2011 with the purpose to help more people improve their financial well-being by making personal investing simple and accessible through technology. Fast forward to today, and we are recognised as one of the most innovative fintechs, headquartered in the heart of London. With a team of 220+ people across 4 offices in Italy and the UK, we are proudly backed and funded by major partners including Poste Italiane, Cabot Square Capital, United Ventures, and Allianz.

Our vision

Our vision is to combine passion, expertise, and technology to provide best-in-class investment solutions and advice that protects and grows client wealth over time.

Our Core Values:

• Relationships are our first asset: We’re one team, built on trust, honesty, and transparency. We value our relationships above all else.
• Trust drives success: We give each other the space to grow. We empower our employees to succeed, so they can make a real impact.
• Our customers dream big, just like us: We see the bigger picture and we make sure our customers see it, too. We’re always focused on the best outcomes for our clients and for each other, no matter what the goal, or how big the dream.

What this means in practice:

At Moneyfarm, our success comes from the impact each of us makes. We move with purpose, urgency, and ambition, focused on delivering outcomes that matter for our clients and our business. Everyone is empowered to take ownership, challenge the status quo, and turn bold ideas into results. As we evolve, we embrace AI as a catalyst for sharper thinking, smarter decisions, and even greater impact. Our diversity makes this possible. Different perspectives, backgrounds, and experiences fuel our creativity and drive better decisions — it’s our competitive edge. We value people for who they are and their unique strengths: that’s why we offer flexible ways of working to support them in doing their best work.

About the role

The Head of Digital is a senior marketing leader responsible for shaping and scaling Moneyfarm’s digital acquisition and conversion strategy across countries and products. Reporting into the CMO, this role leads the digital marketing function while acting as a core leader of Moneyfarm’s Acquisition Bubble, partnering closely with Product, Design, Engineering, Data, CRM/lifecycle and Product Marketing. This is not a “media-only” role. It is an end-to-end digital growth role: from top-of-funnel demand generation through to on-site conversion, and onboarding completion, with a rigorous focus on performance measurement, experimentation, and conversion rate optimisation. You will own the digital funnel as a system: traffic quality, landing experiences, website performance, mobile vs desktop journeys, onboarding friction, and measurable conversion into customers.

What you’ll be accountable for

• You will drive sustainable growth by improving both: Efficiency (lower CAC, higher conversion rates, better payback) Scale (more qualified acquisition, channel expansion, improved reach)
• You will do this through a structured, data-driven approach across paid, owned and earned channels, while ensuring Moneyfarm’s digital journeys feel consistent with the brand and are built to convert.

Why this role matters

Moneyfarm’s growth depends on two things that rarely coexist naturally: scale and trust. This role exists to ensure digital acquisition delivers both. You will help Moneyfarm win not by being louder, but by being more effective, more measurable, and better at converting intent into customers, across markets and products.

Key responsibilities

• Own the end-to-end digital acquisition funnel
• Lead Moneyfarm’s digital acquisition strategy across channels and markets, from first impression through to customer conversion.
• Drive continuous improvement across the full digital journey: ad click → landing → product exploration → onboarding → account opening.
• Partner with Product and Engineering to reduce friction and optimise funnel drop-offs, especially across regulated onboarding steps.
• Drive performance marketing with commercial discipline
• Lead paid digital channels (search, paid social, programmatic, display, affiliates, influencers etc) with clear ROI and incrementality logic.
• Build scalable performance frameworks across products, including portfolio-based prioritisation where media allocation must flex across multiple business lines.
• Ensure channel strategies are adapted to local market dynamics while remaining consistent with Moneyfarm’s growth model.
• Lead website and conversion rate optimisation as a core growth lever
• Own the website conversion strategy, with strong focus on CRO, UX performance, landing page strategy, and journey optimisation.
• Run experimentation programmes (A/B and multivariate testing) with sound methodology, governance, and post-test learning loops.
• Improve performance across device types, with specific attention to mobile-first behaviours, onboarding completion rates, and speed/reliability.
• Build a best-in-class measurement and insight engine
• Set the performance measurement approach for digital acquisition and onsite behaviour across countries.
• Partner with Data and Analytics to ensure robust reporting, attribution, tracking and experimentation design.
• Translate behavioural insight into clear prioritisation: what matters, what moves the metric, what gets killed quickly.
• Operate as a senior leader inside the Acquisition Bubble
• Act as one of the key leaders driving cross-functional alignment across Acquisition, Product, Design, Engineering, CRM and Product Marketing.
• Help define the acquisition roadmap: priorities, sequencing, dependencies, and delivery rhythm.
• Bring structure and clarity to decision making, ensuring teams avoid “opinions disguised as strategies”.
• Lead and develop the digital marketing team
• Build and coach a high-performing team across performance marketing, CRO, SEO, web optimisation and analytics (directly or via agency partners).
• Set clear standards for execution, experimentation, forecasting, and performance narratives.
• Establish a culture of accountability, learning, and speed without compromising quality.

Requirements

We’re looking for a leader who combines deep digital acquisition expertise with Moneyfarm’s traits: Urgency, Agency, Ambition, Customer and Product obsession, and Competence.

Must-have capabilities

• Significant experience leading digital acquisition and conversion in a performance-led environment (ideally fintech, wealth, pensions, insurance, brokerage, lending, or regulated subscription products).
• Proven ownership of full-funnel digital performance, not just traffic generation.
• Strong working knowledge of: CRO and experimentation (A/B testing, hypothesis design, significance, test governance) Web analytics and funnel analysis (GA4 or equivalent), conversion diagnostics and behavioural insights Paid media strategy and optimisation, including forecasting and budget reallocation SEO strategy and organic growth mechanics.
• Comfortable navigating multi-stakeholder environments with Product, Design, Data, Compliance and Engineering.
• Commercial and analytical mindset: you think in incrementality, payback, retention contribution, and unit economics, not vanity metrics.
• Strong operator: can set direction, but also gets into the detail when needed (because “the funnel is in the detail”).
• Structured communicator: able to explain performance clearly to executives and bring stakeholders to decisions quickly.
• High standards, low ego. You can challenge constructively, without turning every discussion into a referendum.

Nice to have

• Experience in regulated onboarding journeys (KYC, suitability, financial products or identity verification).
• Multi-product growth experience (portfolio allocation across different product priorities).
• Experience scaling acquisition across multiple countries or languages.
• Familiarity with marketing experimentation platforms, tag management, dataLayer setups, and tracking governance.
• Exposure to lifecycle and CRM strategies that close the loop between acquisition and customer value.
• Hands-on experience using AI to improve performance marketing and conversion outcomes, including: predictive or automated bidding optimisation, creative iteration at scale (with appropriate brand and compliance controls), audience modelling and segmentation insights.

Tools and ways of working

Strong grasp of digital marketing platforms and performance tooling. Hands-on understanding of: GA4 or equivalent analytics platform, Experimentation tools (e.g., VWO, Optimizely, Adobe Target or similar), Tag management and tracking (GTM or equivalent), Attribution approaches (MMM/MTA concepts, incrementality testing, cohort analysis).

Comfortable operating with Product workflows (roadmaps, discovery, prioritisation, delivery cycles).