Finance Business Partner - Group Marketing in City of Westminster

As Senior Finance Business Partner to the Chief Marketing Officer, you'll sit at the heart of our Marketing and Finance functions, shaping how we invest our £110m group-wide marketing budget. You'll bring together insight, challenge, and strategic thinking to help us spend smartly, measure what matters, and drive real value for the business. In this role, you'll oversee the full picture of our Group Marketing spend, ensuring budgets are accurately allocated, well managed, and forecasted with confidence. You'll also play a key role in improving the effectiveness and return on investment of all marketing activity, supporting econometrics work, leading data-led discussions, and championing consistent evaluation across teams and agencies. You'll partner closely with Marketing Operations to identify efficiencies, track savings, and support our shift towards greater digitalisation, helping us reduce costs while improving impact. Alongside this, you'll contribute to robust business cases for both capex and opex investments, ensuring we continue to build strong customer-data and marketing capabilities for the future.

Key Responsibilities

• Identifying and projecting the key drivers behind all marketing-related costs, ensuring a deep understanding of what impacts spend.
• Forecasting and budgeting across all areas, assessing the implications for cashflow and EBITDA.
• Automating reporting and forecasting processes using AI and Large Language Models to drive smarter, faster insights.
• Building strong relationships with Marketing teams and Finance Business Partners across the business.
• Challenging decisions constructively to maximise profitability and ensure value for money.
• Assessing cost-per-acquisition by channel and driving improved efficiency of marketing spend.
• Owning month-end reporting for relevant cost lines, ensuring accuracy and clarity of year-to-go impacts.
• Supporting annual planning by coordinating timelines and enabling Marketing teams to forecast effectively.
• Partnering with Insight & Effectiveness colleagues to interpret econometric modelling and ROI analysis.
• Proactively managing performance conversations, highlighting risks, opportunities, and recommended actions.

Key Qualifications

• Strong interpersonal skills, with the confidence to work across Finance and Non-Finance teams and challenge decisions effectively.
• Experience as a Business Partner within Marketing, with the gravitas to influence senior stakeholders.
• Solid understanding of digital channels, attribution models, and performance marketing metrics.
• Awareness of emerging technologies such as AI, Large Language Models, and automation tools to enhance efficiency.
• Ability to complete month-end activities accurately and within group deadlines.
• Understanding of econometric analysis and the capability to interpret outputs for senior audiences.
• High attention to detail combined with strategic thinking to balance deep analysis with a wider business view.
• Excellent communication and relationship-building skills.
• Strong knowledge of compliance, conduct risk, and financial controls in a marketing environment, ensuring governance while supporting agile decision-making.
• Full accountancy qualification (CIMA, ACCA, ACA, or equivalent).

We're always looking to recognise and reward our employees for the work they do. As a valued member of The AA team, you'll have access to a range of benefits including:

• 25 days annual leave plus bank holidays + holiday buying scheme
• Worksave pension scheme with up to 7% employer contribution
• Free AA breakdown membership from Day 1 plus 50% discount for family and friends
• Discounts on AA products including car and home insurance
• Employee discount scheme that gives you access to a car salary sacrifice scheme plus great discounts on healthcare, shopping, holidays and more
• Company funded life assurance
• Diverse learning and development opportunities to support you to progress in your career
• Dedicated Employee Assistance Programme and a 24/7 remote GP service for you and your family

Plus, so much more! We're an equal opportunities employer and welcome applications from everyone. The AA values diversity and the difference this brings to our culture and our customers. We actively seek people from diverse backgrounds to join us and become part of an inclusive company where you can be yourself, be empowered to be your best and feel like you truly belong. We have five communities to bring together people with shared characteristics and backgrounds and drive positive change. As part of the onboarding process, we complete several pre-employment checks including work reference, credit and criminal record checks.