Head of Marketing (12 month FTC)

Kentish Town, London – 4 days/week in office (WFH Fridays)

Marketing & CRM Department

The Marketing and CRM department has full control and visibility over a consumer’s lifecycle and their interaction with us as a brand.

We build strong brand awareness through our ATL marketing, drive initial visitation and subscriptions through our various digital marketing channels and maximise engagement and loyalty through personalisation within our push marketing channels.

As a team we are constantly optimising and growing our marketing activity through data driven decisions, all with a unified goal of acquiring new users and keeping those users active and engaged with our brands.

The business insight team support with BAU reporting, adhoc analysis and the creation of bespoke personalisation algorithms which are used within email and push notifications.

Merchandising sits right at the point where marketing meets the deal itself - deciding what gets seen, where, and when.

Onsite and email merchandisers control placement and sequencing across web, app and every campaign send; the deal analysts make sure those decisions are backed by real sell-through, margin and redemption data; and the operations team gets every deal live, accurately and on schedule.

The whole team have access to several data manipulation tools like python, SQL and Adobe Analytics which means we can really dig into the data that is driving fluctuations in performance.

We have a constant test and learn approach within each area of marketing, ensuring knowledge of any successes (or failures) are shared amongst the wider team.

We pride ourselves on being a smart, enthusiastic, and motivated team, who strive to grow and improve year after year.

Role Summary

As the Head of Marketing, you will be responsible for overseeing and leading all areas of brand, digital and retention marketing activity.

You will lead a team of marketeers, analysts, merchandisers, copy writers and data engineers ensuring they are working to achieve business growth objectives.

This role requires someone who is analytical, creative, and results driven.

They will be responsible for shaping and honing the marketing strategy in order to achieve subscriber acquisition, revenue and ROI targets across 9+ digital marketing channels and 3+ push marketing channels.

They will be required to work alongside various teams within the business (sales, product, and analysis) to ensure the marketing and CRM strategy aligns with their goals and to also provide detailed insights that will help adapt and develop projects within these teams.

The Head of Marketing will report directly into the CEO and be part of the executive team.

They will be expected to report and update these senior stakeholders on overall Marketing & CRM performance whilst also providing status reports of various projects and initiatives within the department.

The business operates at a fast trading cadence, with weekly trading meetings and bi-weekly Executive meetings.

The expectation is that the Head of Marketing is close to performance and able to respond quickly when trading conditions change.

As this is a maternity-cover role, you will inherit an established financial-year marketing strategy and budget, while having the autonomy to identify new opportunities, challenge the existing approach and evolve activity where the data supports it.

• Main Responsibilities
• Manage a multi-million pound marketing budget across a variety of marketing channels and suppliers.

Ensuring spend is regularly optimised and allocated based on hitting growth targets, executing on long term initiatives, and hitting ROI goals.

• Scope, define and execute marketing strategies which align with key business objectives.
• Regularly monitor and report on subscriber and revenue KPIs to senior leadership. Providing actionable insights that support trading decisions and priorities.
• The expectation is to go beyond reporting what has happened – interrogating the data, identifying likely causes and bringing proposed actions when performance is off track.
• Monitoring all key CRM metrics from open rates and click-through rates through to rev/000 and opt outs.

Ensuring revenue is maximised through expanding personalisation capabilities within push marketing channels.

• Be the owner of email deliverability by, monitoring deliverability tools like Validity, SNDS and Google Postmaster, and adapting engagement rules to manage any fluctuations.
• Manage multiple 3rd party agencies where your responsibilities include, but are not limited to:
• Critical analysis of optimisation suggestions
• Provide strategic guidance on priorities and objectives.
• Renegotiate commercials and conduct RFPs.
• Day to day overseeing of budgets and performance vs. KPIs.
• Lead the marketing and CRM team to develop acquisition, engagement and retention strategies which maximise customer lifetime value.
• Support the business insight team and channel managers to develop a rigorous AB testing roadmap and constantly analyse ROI, subscriber volumes and lifetime value KPIs when assessing the performance of these tests.
• Leverage data to understand the new and existing customer journey in depth, identify areas of opportunity, and execute projects to drive growth and engagement of Wowcher customers within existing channels and new channels.
• Manage and lead the Marketing, CRM and Merchandising teams by guiding, coaching, and developing them in line with their professional goals and business expectations.
• Direct the Brand strategy so it meets direct response attribution targets as well as achieving high brand awareness.
• Work alongside the data scientists to scope and develop new algorithms that focus on solving a key business focus e. g. reducing subscriber churn, implementing on-site personalisation or improving merchant retention.

Skills and Attributes Required

• Own a multi-million pound marketing budget across every channel, brand and supplier -optimising spend on an ongoing basis against growth targets, long-term initiatives and ROI.
• Scope, define and execute marketing strategy that ladders up to the business's objectives
• Report on subscriber and revenue KPIs to senior leadership regularly, with insight that's actionable for trading decisions, not just a status update.
• Excellent understanding of different attribution models and how they impact and help formulate different marketing strategies.
• Previous experience with subscriber cohort analysis and have a good understanding of how their engagement changes through time & impact wider business performance.
• Ability to scope, execute and interpret complex analysis.
• Experience managing large CRM campaigns across millions of subscribers and 100s of automated lifecycle, triggered and transactional email campaigns.
• Able to create hypothesis, implement rigorous A/B tests and analyse the results through an actionable lens.
• Excellent knowledge of legislation and governing bodies that oversee the marketing industry.
• Experience with data & analytics tools such as Adobe Analytics, Amazon Redshift, Amazon Quicksight, Appsflyer, Google Analytics and ESPs (i. e. Bloomreach)
• A basic understanding of query languages such as SQL and Python would be a bonus.
• 5+ years as Head of Marketing within an e-commerce company, managing marketing activities across both web and app platforms.
• Excellent experience within and knowledge of all digital marketing channels, ATL channels and CRM.
• Has experience managing a team of 10+ individuals who span skillsets from marketing, data analysis, data science and data engineering.
• Strong analytical skills and able to provide examples of where data has been used to adapt a marketing strategy and lead to improvements across acquisition and engagement KPIs.
• Able to get hands-on in platform when it's needed.

Strong Google and Meta experience is a must; Bloomreach experience is a plus.

This isn't about being the day-to-day channel operator, but you need to be close enough to the detail to interrogate performance, challenge recommendations and know where to look when something isn't working.

• Experience in running cross-channel campaigns which encompass all ATL and digital marketing channels.
• Able to demonstrate experience in developing efficient strategies that meet key business objectives.
• Ability to build relationships and collaborate with other teams and stakeholders.
• Proven track record as a problem-solving critical thinker who is not afraid to challenge the status quo to achieve results.
• Keen and excited to work in a fast-paced environment which requires multi-tasking and quick decision making.
• Communication skills, influencing skills, and ability to manage a team, project, or product.

Benefits include

• Option to purchase an additional 5 days' holiday
• Your birthday off, separate from annual leave
• Friday working from home, with shorter 9am–4pm hours
• Auto-enrolment pension
• Virtual GP service
• Employee Assistance Programme
• Cycle to Work scheme
• Season-ticket loan
• High-street and online employee discounts
• Sick pay and compassionate leave
• Work-from-anywhere weeks, subject to manager agreement
• Regular team breakfasts, wellbeing activities and company socials
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