This role owns the strategy and planning behind Wave's marketing across both brands: campaign planning, paid media, content and creative, brand, PR and partnerships, CRM and affiliate, plus how marketing supports sales. It's a hands-on role. You'll have a direct report, who manages day-to-day campaign scheduling and execution, so you set the direction and stay closely involved in delivery, working alongside her, our graphic designer, and agency or freelance specialists where needed.
Key responsibilities
Strategy, planning and team
- Own the strategy and overall planning for the 360 marketing calendar across both brands, deciding priorities, channel mix and direction.
- Build full campaign plans for each key moment, covering objectives, key messaging, target audiences, creative and visual briefs, channel mix and timelines.
- Manage and develop your direct report, who runs day-to-day scheduling and set-up across Klaviyo (email and SMS), push, WhatsApp, social, blog and paid channels. You set the plan and stay involved in execution.
- Use AI tools to speed up campaign build, scheduling, copy and audience segmentation.
- Brief and coordinate internal teams and external collaborators, keeping everyone on brand and on deadline.
Paid media, content and creative
- Oversee paid acquisition across Meta and Google (Search, Shopping), setting strategy, allocating budgets and driving ROAS. Run Meta campaigns hands-on, and direct agency partners or internal support on specialist channels such as Google PPC.
- Plan and direct multi-channel content across web, email and social that builds trust in each brand, outsourcing production where it makes sense.
- Brief creative concepts to our graphic designer and external creators, keeping visual identity, messaging and tone consistent across every customer touchpoint.
Search, PR and partnerships
- Make sure all published content is created with search in mind, for both traditional search engines (SEO) and AI answer engines (GEO), following best practice on copy, on-page structure and keyword relevance to grow organic traffic.
- Manage press relationships, launch PR, and partnerships that extend reach, including practices, influencers, complementary brands and distributors.
- Develop and grow our partner programmes, including the ambassador network, SUP centres and trade relationships: building outreach plans, onboarding and activation materials to get new programmes off the ground and keep them performing.
CRM, affiliate and sales
- Own the strategy for email, SMS and WhatsApp as one joined‑up set of channels, covering both automated lifecycle flows (nurture, retention, win‑back) and broadcast campaigns, to drive repeat purchase and loyalty.
- Set and drive the strategy for our UK and USA affiliate and CSS programmes: partner recruitment, publisher relationships, commission structures and growth tactics, using admin or agency support for day‑to‑day upkeep.
- Work closely with the ecommerce team (Director and Marketplace Manager) to refine the sales process and build the marketing materials, campaigns and funnels that support it.
Brand
- Own and maintain brand guidelines and consistency across every channel and collaborator, working closely with our graphic designer on creative output.
- Support the wider business with any marketing activity needed, and report on performance across paid, organic, content, CRM and affiliate channels.
Person specification
- 5+ years' experience as a digital marketer, covering strategic planning and hands‑on multi‑channel delivery.
- Proven ability to build multi‑channel campaign plans from scratch, defining key messaging, target audiences, visual briefs, asset requirements and channel timelines.
- Understanding of paid performance channels (Meta and Google), with a strong commercial grasp of ROAS, audience targeting and budget allocation.
- Experience planning and directing content, and briefing creative to designers to keep a consistent look and message across every channel.
- Working knowledge of SEO best practice in content creation, and of how AI‑driven search and answer engines surface content.
- Confident handling PR and building partnerships, with strong copywriting and briefing skills.
- Experience with CRM platforms (Klaviyo or similar) across email, SMS or WhatsApp, covering both lifecycle flows and campaigns.
- Understanding of affiliate or CSS programmes and what drives their growth, from partner recruitment to commission structures.
- Experience managing or mentoring a direct report, and working closely with a graphic designer to shape creative output.
- Commercially minded, comfortable working with a sales or ecommerce team on funnels and conversion.
- Organised self‑starter who can run a multi‑channel calendar without close supervision.
- Experience in consumer lifestyle, outdoor, wellness or leisure brands.
- Experience launching or running ambassador, influencer or partner programmes.
- Experience with SEO tools (Ahrefs, Semrush or similar) and Shopify's SEO ecosystem.
- Experience managing agencies or freelancers across paid media, content or production.
- Hands‑on experience running Meta or Google Ads campaigns.
- Hands‑on experience running affiliate or CSS programmes.
Right to work:
Applicants must already have the right to work in the UK. We are unable to offer visa sponsorship for this role.
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