Head of Performance Marketing and Digital Experience

Our client is a premium lifestyle and membership business bringing together hospitality, community and wellbeing.

The first locations have established the proposition and the business is now moving into an important stage of growth, with significant investment behind it and a pipeline of new openings planned over the coming years.

Each location has its own catchment, capacity and membership targets, while new openings need demand to be built well before the doors open. Marketing therefore needs to evolve from supporting the existing business into something that can help plan, launch and grow a larger estate.

Meta, Google, the website and CRM are already in place. The opportunity now is to build the measurement, processes and commercial understanding around them so the business can see more clearly what is driving membership and where to invest as it grows.

The Role

Reporting to the Marketing Director, the role will take ownership of acquisition and the digital journey that supports it.

The starting point is understanding what is genuinely driving membership. Which channels bring in the right prospective members? What does it cost to acquire them? Where do people fall away? How much should be invested in an established location compared with a new opening and what level of demand is needed to reach a membership target?

This means building better attribution and reporting, more reliable acquisition forecasts and a clearer connection between marketing spend and eventual membership.

Paid media remains central to the role, alongside ownership of website performance, landing pages, CRO and testing. CRM and lifecycle marketing are also part of the picture, particularly how prospective members are nurtured, segmented and re-engaged over time.

As new locations open, the aim is to take what works, understand why it works and build an acquisition model that can be adapted by catchment and improved as the estate grows.

The team is lean today, so this is a role with broad ownership. The capability around it is expected to grow with the business.

The Candidate

More than anything, this role needs a builder.

Someone who enjoys walking into a business where there is plenty happening, but not everything has been worked out yet. Someone who wants to understand the numbers, improve what is already there and put in place the tools, reporting and processes that will make the business better as it grows.

You may already be operating at Head level or be ready to step into broader ownership. The title matters less than having the judgement, curiosity and practical experience to take responsibility for the function.

You should be genuinely comfortable in the detail. Meta and Google need to be familiar territory, but so should conversations around CAC, lifetime value, conversion, forecasting and where the next pound of marketing budget should go.

The same applies to the digital journey. An understanding of CRO, landing pages, testing, CMS platforms and CRM or lifecycle marketing will be valuable, although there is no expectation that every part of the remit will have been covered in equal depth.

This is a premium membership proposition and joining is a considered decision. The right person will understand that acquisition is only part of the job. Lead quality, conversion, retention and customer value all matter, as does protecting the quality and feel of the brand along the way.

We are open-minded about sector, although subscription or membership experience would be particularly relevant. Premium and luxury consumer brands would also translate well, as would experience marketing a higher-value product or service where customers need time and several touchpoints before making a decision.

It will suit someone commercially minded, practical and comfortable making progress without perfect information. Someone who can bring structure without making things heavy and who gets genuine satisfaction from building something that was not there before.

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