Growth & Campaigns Lead – Europe

Reporting to: Head of European Marketing

Direct Reports: European Content Manager, Marketing Executive

Salary: Around £60,000

The Opportunity

We're looking for an experienced and commercially minded Growth & Campaigns Lead to drive customer growth across Europe, our largest region.

This role is responsible for shaping and delivering the regional growth agenda across acquisition, engagement, retention and reactivation. You’ll combine expertise in CRM, customer insight, digital marketing and campaign strategy to deliver measurable membership and revenue growth.

Working closely with senior stakeholders across Digital, Commercial, Brand, Tech & Data and Member Experience, you'll identify growth opportunities, influence investment decisions and ensure marketing programmes deliver against ambitious commercial targets.

As a people leader, you'll develop and inspire a small, high-performing team through clear direction, coaching and accountability.

What You'll Be Responsible For

• Own and lead the European growth marketing strategy, ensuring alignment with commercial priorities and long-term business objectives.
• Develop growth plans across acquisition, engagement, retention and reactivation, identifying opportunities through customer insight, market trends and commercial performance.
• Lead strategic decisions on audience targeting, campaign priorities, channel investment and lifecycle programmes.
• Act as the regional growth marketing expert, influencing senior stakeholders and supporting delivery of membership and revenue growth targets

CRM & Member Lifecycle Marketing

• Own the European CRM and lifecycle marketing strategy, ensuring communications support customer and commercial objectives at every stage of the member journey.
• Define segmentation, personalisation and customer journey frameworks that improve acquisition, retention, engagement and customer lifetime value.
• Lead the development of data-driven lifecycle programmes informed by customer behaviour, insight and business priorities.
• Drive best practice in CRM, marketing automation and customer communications, using performance data to optimise activity and identify future growth opportunities.
• Lead the planning and delivery of integrated campaigns across CRM, content, digital, social and paid media.
• Ensure campaign activity is strategically aligned, commercially focused and effectively measured.
• Establish testing and optimisation frameworks to continuously improve performance and inform future investment decisions.
• Present insights, recommendations and performance outcomes to senior stakeholders with confidence and credibility.

Team Leadership & Capability Development

• Lead, coach and develop the European Content Manager and Marketing Executive, setting clear objectives and driving high performance.
• Provide strategic direction while empowering team members to take ownership of delivery.
• Build capability through coaching, mentoring and development, creating a collaborative and accountable team culture.
• Prioritise team resources effectively to ensure delivery against business objectives.

Budget & Agency Management

• Manage significant areas of the European marketing budget, allocating resources to maximise commercial impact.
• Make evidence-based recommendations on channel investment and campaign spend, tracking effectiveness and ROI.
• Lead agency and partner relationships, setting clear objectives, challenging performance and ensuring value for money.

What You'll Bring

• Significant experience in growth marketing, CRM, lifecycle marketing or integrated campaign management, including strategy ownership and execution.
• Proven success developing marketing strategies that deliver measurable commercial growth.
• Strong expertise in customer lifecycle marketing, segmentation, personalisation and customer journey development.
• Demonstrable success across acquisition, engagement, retention and reactivation programmes.
• Strong analytical and commercial capability, using customer insight and performance data to inform business decisions.
• Experience managing budgets and evaluating marketing investment and ROI.
• Proven people leadership experience, including coaching and development of marketing professionals.
• Ability to influence senior stakeholders and collaborate effectively across multiple business functions.
• Excellent communication, presentation and stakeholder management skills.
• Experience within membership, subscription, hospitality, premium consumer or lifestyle brands, ideally across multiple European markets.
• Advanced knowledge of CRM and marketing automation platforms.
• Experience managing agency partnerships and external suppliers.
• Interest in whisky, spirits or enthusiast communities.

Success in the Role

Success will be measured through:

• Delivery of European acquisition, retention, engagement and revenue growth targets.
• Growth in customer lifetime value and improved conversion across key customer journeys.
• Demonstrable ROI from marketing investment and campaign activity.
• Establishment of a clear, insight-led European growth strategy with strong stakeholder confidence.
• Development, engagement and performance of the marketing team.