Head of Performance Marketing in London

About The Role

The Head of Performance Marketing is responsible for owning and scaling OnBuy's performance marketing engine across a portfolio of ~£200m+ GMV. The role drives GMV growth at target contribution through segmentation, systems, data activation, and disciplined experimentation. This is a trading + systems role focused on building a scalable growth engine, not a brand marketing role.

What You Will Own

• Full ownership of performance marketing across Google Shopping, Bing, Affiliates (incl. CSS), CRM, and selected paid social channels.
• Google/Bing Shopping solution ownership, evolution, governance, and performance.
• Channel mix, budget allocation, and contribution guardrails.
• Propensity model activation: how predictive signals are tested, trusted, and operationalised.
• Measurement truth: incrementality, halo, MMM, attribution.
• Vendor and tooling strategy: controlled testing of platforms vs internal systems.
• Weekly GMV, contribution, and spend performance across all markets.
• Performance marketing team structure, hiring, and development.

Key Responsibilities

• Commercial & Strategic Leadership: own GMV growth at target contribution across all performance channels and markets.
• Set channel mix, investment guardrails, pacing rules, and scaling strategy.
• Partner closely with Finance to forecast spend, GMV, and contribution/ROI.
• Segmentation & Activation: define segmentation across department, margin band, seller ID, and performance tiers; ensure segments are tested & activated across channels; translate propensity and LTV models into activation.
• Channel Strategy: Shopping (segmentation, waste control, reporting dashboards); Affiliates (partner strategy and contribution control); CRM (lifecycle strategy and retention growth); Paid social (structured test‐and‐scale approach).
• Measurement & Experimentation: own incrementality testing and attribution; test, try, kill or adopt new growth channels; publish monthly performance insights.
• Operating Model: run weekly growth forums; set guardrails, stop‐loss rules, and alerts.
• Team Leadership: lead Senior Shopping, Affiliates, and CRM managers; build a lean, automation‐focused team.

What This Role Is Not

• This is not a brand or ATL marketing role.
• This is not a passive stakeholder role.
• This is not an agency‐management‐only role.

Requirements

• Senior performance marketing leadership experience in ecommerce or marketplace environments.
• Deep practical expertise in Google Shopping and large‐scale catalogue activation.
• Experience operating at scale in a large SKU environment.
• Strong understanding of incrementality, attribution, and experimentation.
• Deep understanding of segmentation.
• Experience working alongside data science and engineering teams.
• Strong commercial and data‐led mindset.
• International experience across UK and EU markets; US experience advantageous.
• Comfortable operating at both strategic and hands‐on levels.
• Proven experience leading a lean performance marketing team.

Benefits

• Competitive salary £110,000‐£130,000 plus significant equity, depending on experience.
• Company equity.
• 25 days annual leave + bank holidays.
• 1 extra day off for your birthday.
• Employee assistance programme.
• Perks at Work benefit platform.
• Opportunities for career development and progression.
• This role is UK remote, or will be hybrid if you live near the Manchester or Bournemouth offices.

Our Commitment

OnBuy is an equal opportunities employer. We are dedicated to creating a fair and transparent workforce, starting with a recruitment process that does not discriminate on the basis of gender, sexual orientation, marital or civil partnership status, pregnancy or maternity, gender reassignment, race, colour, nationality, ethnic or national origin, religion or belief, disability, or age.