The Head of Performance Marketing is a commercially driven leader responsible for delivering customer acquisition, digital growth, and profit improvement across all paid and organic digital channels. This senior role owns the performance marketing strategy, media planning, and channel mix optimisation — with a relentless focus on profitability, forecasting accuracy, and new customer growth. Working closely with analytics and brand teams, the Head of Performance Marketing will develop data-led, full-funnel marketing strategies to engage the right audiences, drive ROI, and attribute both online and offline outcomes, including retail footfall.
KEY RESPONSIBILITIES
- Own the end-to-end performance marketing strategy, including paid search, paid social, affiliates, programmatic, display, YouTube, and SEO, ensuring optimal channel mix and investment.
- Deliver customer acquisition and revenue targets with clear ROI/ROAS and CPA benchmarks across all digital channels.
- Forecast traffic, spend, revenue, and contribution margin to support financial planning and strategic trade decisions.
- Increase marketing profitability by continuously optimising campaigns, media buying, and targeting strategies using A/B testing, econometrics, and data modelling.
- Lead upper-funnel strategies (awareness and consideration) to fuel the customer pipeline and align with brand and CRM initiatives.
- Deeply understand the digital customer: segment behaviours, needs, value, and lifetime potential to inform media targeting and creative strategies.
- Work in partnership with the analytics and data science teams to improve multi-touch attribution, footfall measurement, and performance insights across all channels (including retail).
- Collaborate with brand, CRM, eCommerce, and merchandising teams to ensure integrated messaging and timing across all campaigns.
- Drive innovation in media strategy through test-and-learn programs, new channel exploration, and automation.
- Manage external media, SEO, and affiliate agencies to high performance standards, including negotiating contracts and holding them accountable for KPIs.
- Lead, coach, and develop an in-house team of digital channel specialists, building a culture of performance, insight, and continuous improvement.
- Keep abreast of platform changes, audience behaviours, competitor activity, and retail media trends to stay ahead of the curve.
KEY SKILLS & COMPETENCIES
- Proven experience in leading commercially driven performance marketing functions, ideally in retail, with ownership of £10m+ media budgets.
- Exceptional understanding of acquisition metrics, media mix modelling, and digital customer behaviour.
- Strong forecasting, budgeting, and profit accountability — focused on improving channel contribution and efficiency.
- Mastery of paid media platforms (Google Ads, Meta, TikTok, YouTube, programmatic DSPs), SEO, and affiliate networks.
- Deep experience in attribution modelling, GA4, Looker Studio, and partnering with analytics teams to drive data-led decisions.
- Strong grasp of upper-funnel media and its role in building long-term growth and customer pipelines.
- Experience with footfall attribution models and bridging digital activity to offline retail impact.
- Excellent leadership and stakeholder management skills, with a track record of developing teams and agency partnerships.
- Highly commercial, analytical, and results-focused, with a bias for action and experimentation.
- Retail, beauty, or omnichannel marketing experience is highly advantageous.
KEY OBJECTIVES & DELIVERABLES
Key Objectives
- Drive profitable new customer growth across all digital channels.
- Improve ROI and marketing effectiveness through forecasting and optimisation.
- Deliver channel-level profitability and growth while aligning with wider commercial targets.
- Attribute and influence both online and offline (retail) outcomes through data and insight.
- Build and lead a high-performing, insights-driven marketing team.
Deliverables
- Monthly performance dashboards, with ROI/ROAS, new customer volumes, and margin impact.
- Forecasts for traffic, revenue, CAC, and marketing contribution to total sales (online & in-store).
- Media plans and channel strategies with clear KPIs and testing roadmaps.
- Attribution and footfall impact reporting developed in partnership with analytics.
- Quarterly team development and capability plans.
- Agency scorecards and optimisation reports.