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Reporting to our CMO, you’ll manage all Paid Media traffic generation, with a new customer acquisition bias within an agreed Cost Per Acquisition / CaC framework you’ll propose, agree and review with the business on an on-going basis.

As a minimum this will be Paid Social (your super-power), Search Engine Marketing (Paid & SEO), Display Retargeting and Affiliates., and anywhere in the future where we’re able to drive a ‘call to action’ with our target audience within acceptable CaC. You’ll also be responsible for visual merchandising of the Our client’s website and Google My Business and our CRM to build greater lifetime value from customers, so you have full autonomy to drive traffic and conversion to optimise your tactics.

Success in 6 months looks like:

• Achieve a monthly recurring revenue rate of £250K
• You’ve launched new channels / ad formats (like TikTok and YouTube), which show signs of profitable RoI that will be instrumental in achieving growth;
• Existing paid media activity through Paid Social and Paid Search is managed with agreed CaC and scaling to drive our client’s attendance in key venues, it’s likely agencies will be needed in the short term, but you have the ambition and plan to in-house paid media execution over the next 6-12 months;
• The CMO and the incumbent team are no-longer required to push/challenge/support existing paid media activity, you’ve taken the reins and are driving growth independently.
• You’ve grabbed the our client’s website roadmap from a commercial, UX/UI point of view and have built a plan, which has been agreed by the business to deploy a leading edge, conversion winning site.
  
  
  
  

Key responsibilities:

PAID MEDIA

• Responsible for defining and delivering paid media tactics in collaboration with the CMO;
• Continue to define and develop the London market from a consumer standpoint, followed closely by Birmingham (Open H2 ‘23);
• Manage, track, report, and concept paid media campaigns across all platforms (Paid Social, Paid Search, Affiliates, Re-targeting & Display), working collaboratively with the rest of the team on assets and content;
• Unlock the opportunity (most likely with agency support) to use ATL, BTL and other offline channels that unlock our objectives;
• Propose / build a team (in Paid Media, CRM, Trading) with the right skill and attitude to unlock future growth
• Ensure mitigate the risk of cookie-less / 3rd-party-data-less future;
• Propose, Agree and Review internal team vs external agency strategy on an on-going / periodic basis;
• Set, monitor CPA/CaC by channel to deliver ‘profitable’ acquisition activity and establish KPIs for yourself/your team to work against;
• Develop an attribution model which allows you, your function and broader business to understand how each media channel contributes to visits / sales.

CRM

• Own all Customer Retention tactics and deliver best practice in eCRM, Segmentation, Customer Insight, Loyalty / VIP, community programmes and other emerging channels that unlock 100% growth in 2023 and beyond;
• Create clear strategy to deliver exceptional Customer Engagement on an on-going basis;
• Build a multi-dimensional segmentation framework over our leads and customers to establish recency, frequency, value of each segment and insight from those segments which feeds your activity and that of the wider business, continue to define our key audiences, refining into different demographics which are not limited to core customers, gamers, F1 fanatics, families, tourists, and corporates. Identify other key target groups and devise a strategy to reach and convert them;
• Set, monitor CPA and LTV by customer segment to deliver ‘profitable’ retention activity and establish KPIs to agree with CMO / Business;
• Ensure the company remains GDPR compliant from a communication, data storage and web point of view at all times.

Website Trading & Visual Merchandising

• Work closely with the CMO to establish an industry leading website, manage all website content from a CMS point of view, ensure the website/s are up to date at all times with the relevant text, images, information at the very least. Continually strive to innovate our website/s;
• Manage and report fully on Google Analytics, including understanding GA4;
• Manage and optimise Google My Business, ensuring it is live and correct at all times. Proactively list all relevant information including activations, events, experiences and talks;
• Oversee day to day management of web/digital agencies. Planning and executing the set company strategy and work into the wider marketing strategy;
• Work to ensure backlinks (SEO) are used wherever possible, review and audit any live links including our press coverage, ensuring we are correctly linked across everything.

And

• Provide expertise on current leading edge hospitality industry best practice, with Paid Media / traffic driving focus;
• Keep up to date with Hospitality, Paid Media, CRM, Trading and attribution best practice of tomorrow through training and research;
• Positively impact and influence internal stakeholders and external partners;
• Effectively communicate and collaborate with Product, Brand, Marketing, Trading, Operations, Tech and Finance functions;
• Think like a customer, all the time, every day.

Candidate Profile:

• Have a good understanding of retail, ecommerce and marketing businesses;
• You’re a ‘natural retailer’; obsessed with delivering your promise to customers;
• CPA / CaC methodology at the heart of everything you do;
• Building a track record as a commercial individual, who understands brand and customer;
• Intellectual and emotional intelligence in balanced / equal measure and the importance of creative clarity (art) and analytics / campaign structure (science);
• Understand how to maximise output in media activity where a mix of skill / talent types is required (affiliates vs paid search vs CRM are quite different approaches);
• Are a ‘subjective’ thinker in terms of ideas, following your instinct, but you’ll be used to using internal/external data to underpin your ideas with confidence;
• You are independent and self-directed but able to work and lead a team of creative individuals;
• Have superior analytical skills to track and manage performance;
• Have excellent interpersonal skills and the ability to persuasively sell ideas;
• A quick learner who can process lots of information and prioritise action.

You have:

• 6+ years of managing 'call to action' digital marketing / paid media / trading activity within hospitality / eCommerce, with a paid social bias - you really understand the need to balance art (creative) & science (campaign set up);
• Strong entrepreneurial flair that has track record building, managing and motivating yourself and digitally disruptive agile teams (internal and external) who deliver exceptional results;
• Great understanding of Meta’s, Google’s & TikTok’s advertising platforms and associated tools;
• Full working knowledge of Google’s business and analytics suite
• Keen interested in burgeoning platforms / developments (VR, Social Commerce, AI etc);
• Experience in premium / aspirational hospitality / luxury brands;