Head of Paid Media (Acquisition) Full Time

About the job
About The Company

Founded by Lewis Jones in 2019, DRUIDS is a direct to consumer (DTC) golf apparel / accessories and active-wear apparel brand. In 2022, it generated £8.4m sales profitably. Today, the majority of revenue is generated in the UK & Ireland, with USA, France, Sweden, Spain, Germany and Netherlands leading the long tail of high potential international customers we’d like to target next.

In Q1 ‘23 we conducted a full strategic and tactical review with proven eCommerce growth consultancy The Growth Foundation, who’ve helped brands like Gymshark, The Giving Movement, Sculpted by Aimee grow from £10ms to £100ms revenue. This new role, along with a handful of others in demand creation for DRUIDS is a major tactic in realising the huge potential for DRUIDS, and unlocking growth to £100m+ revenue in the next 5 years.

This is a career defining opportunity; allowing the right candidate to make their mark and work to propel DRUIDS into a trail-blazing, disruptive golf apparel brand.

Reporting to our Marketing Director, you’ll manage all Paid Media traffic 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, Display Retargeting and Affiliates. We’d also like to propose and launch more traditional mid and upper funnel / brand building activity through offline, in real life channels like out of home (posters), audio (Radio / Podcast), video (TV, Cinema, VoD) and so on, anywhere where we’re able drive a ‘call to action’

with our target audience within acceptable CaC.

Main Accountabilities:

Own all Paid Media traffic driving tactics and deliver best practice in Paid Social, Paid Search, Affiliates, Re-targeting & Display,
Unlock the opportunity (most likely with agency support) to use ATL, BTL and other offline channels that unlock our objectives;
Lead and manage a team of two existing paid media executives and propose / build a team with the right skill and attitude to unlock future growth to £100m over the next 3-years;
Ensure DRUIDS mitigates 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 for DRUIDS 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
Work closely with the Product, Brand and Trading functions to agree call to action / tactics and trading plan that optimises your retention activity;
Work closely with the CRM function to align on all activity; greater results in retention (LTV) unlock greater acquisition budgets for the business, which means larger databases for you to target, manage and unlock greater customer Insight (through deep segmentation), which leads to optimisation of your activity;
Provide expertise on current eCommerce industry best practice, with Paid Media / traffic driving focus;
Keep up to date with eCommerce, Paid Media 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;
Uphold DRUIDS’s brand vision and rules as set out in DRUIDS’s PLAYBOOK;
Think like a client, all the time, every day.

About You:

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 (shopper);
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 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.

Experience & skills:

6+ years of managing ‘call to action’ retail marketing / paid media activity within 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 & TokTok’s advertising platforms and associated tools;
Keen interested in burgeoning platforms / developments (VR, Social Commerce, AI etc);
Experience in Sports Merchandise / Apparel Brands;
Global experience (USA, Europe).

We would love to respond to every application however due to the volume of applications we receive this isn’t always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.