Senior Marketing Performance Manager in Richmond

Who are we? Hi, we’re Tails.com – we turn good days into great years for dogs and their humans. We're working towards longer lives for millions of healthy, happy dogs by providing tailored nutrition that adapts to each dog’s unique needs. It all starts with a few simple questions about their age, breed, zoomie level and tastebuds. From there, owners can create a personalised meal plan that's delivered to their door every month. No guesswork, no overwhelm. Just exactly the right care for every dog, every day. It's pretty clever stuff.

As a certified B Corp, being a responsible business is built into how we work – upholding high social and environmental standards to create better walkies for generations to come. Now, we’re cooking up big plans. Having created an entirely new category in dog food, we have the backing of Purina – one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards these same goals (and a bunch of very smart office dogs, all working on their own thing).

We're looking for a highly analytical and commercially minded Senior Marketing Performance Manager to lead performance analysis, forecasting, and media investment decisions that drive business growth. This insight-focused role partners with marketing managers to evaluate channel performance, identify opportunities, and deliver data-driven recommendations that optimise marketing investment and commercial outcomes.

• 3 best things about the job:
• Drive real business impact by owning marketing performance, forecasting and media investment decisions that directly influence growth strategy and commercial outcomes.
• Focus on strategy, not campaign delivery, using data and insights to shape investment decisions while partnering with experienced channel specialists who execute campaigns.
• Work in a high-visibility role where you'll collaborate with senior leaders across Marketing, Finance and Data, influencing key business decisions in a fast-paced, growth-focused environment.

Measures of success – In the first few months, you would have:

• Improved the accuracy and quality of acquisition forecasting.
• Established a robust framework for evaluating marketing performance.
• Increased confidence in media investment decisions through data-driven recommendations.
• Identified opportunities to improve acquisition efficiency and scale.
• Built trusted relationships across Marketing, Finance and Commercial teams.
• Helped the business make faster, smarter investment decisions based on real-time performance insights.

Roles & Responsibilities:

• Performance Analysis & Optimisation
• Own marketing performance evaluation across all acquisition channels.
• Analyse campaign, audience, creative, landing page, funnel, trialist promotion and channel performance to identify opportunities for improvement.
• Investigate performance trends and diagnose the root causes of changes in volume, efficiency, conversion and customer quality.
• Translate complex datasets into actionable recommendations that improve acquisition performance.
• Partner with channel specialists and agency partners to identify optimisation opportunities.
• Develop frameworks that improve our understanding of marketing effectiveness and incremental performance.
• Forecasting, Reforecasting & Scenario Planning
• Own acquisition forecasting and rolling re-forecasts across all marketing channels.
• Continuously monitor actual performance against forecast and proactively identify emerging risks and opportunities.
• Update forecasts based on real-time performance, market conditions, trading trends and business priorities.
• Build scenario models that support investment decisions and planning discussions.
• Provide recommendations on how budgets should be allocated to maximise performance and achieve business objectives.
• Ensure marketing investment plans remain aligned to current performance and growth targets.
• Media Investment & Commercial Decision Making
• Develop data-driven recommendations for media investment across channels.
• Evaluate channel efficiency, scalability and contribution to overall business performance.
• Support annual planning, quarterly forecasting and budget management processes.
• Identify opportunities to improve return on investment and customer acquisition outcomes.
• Challenge assumptions and provide objective recommendations backed by robust analysis.
• Reporting & Insights
• Develop and maintain performance reporting frameworks and dashboards.
• Establish clear performance KPIs and leading indicators.
• Communicate insights and recommendations clearly to senior stakeholders.
• Present performance updates, forecasts and investment recommendations to leadership teams.
• Drive a culture of evidence-based decision making across the organisation.
• Cross-Functional Collaboration
• Partner with Marketing, Finance, Commercial and Data teams to ensure alignment on performance and forecasting.
• Work closely with channel owners to understand performance drivers and optimisation opportunities.
• Support testing and experimentation programmes by evaluating results and recommending next steps.
• Act as a trusted advisor to senior stakeholders on marketing performance and investment decisions.

What you will need:

• Significant experience in marketing performance, media performance, growth marketing, commercial analytics or marketing analytics.
• Proven experience building forecasts, reforecasts and investment models.
• Strong understanding of performance marketing channels including Paid Search, Paid Social, Affiliate, Display and other acquisition channels.
• Experience translating complex data into commercial recommendations.
• Strong experience working with large datasets and performance reporting.
• Experience influencing senior stakeholders through data-driven insights and recommendations.
• Exceptional analytical and problem-solving capability.
• Strong commercial acumen and understanding of acquisition economics.
• Experience using BI tools such as Looker, Tableau, Power BI or similar.
• Ability to simplify complexity and communicate clearly.

A few of our core benefits include:

• Private Healthcare through Aviva
• A 9 day fortnight - our office is closed every other Friday!
• 25 days of Annual Leave and 8 additional remote working days

If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under-represented demographic.

We’re proud to be an active equal opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under-represented at Tails.com.