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Head of Growth

Lintbells Limited

Job description

Every day, our mission is to make sure that pets enjoy an active life, for their whole life. We are the experts in scientifically backed pet supplements with the UK’s No.1 joint supplement brand, YuMOVE, now supporting well over 1 million dogs. We are ambitious in our mission and operate a fast-paced business.

We are ambitious in our mission and operate a fast-paced business. Our track record demonstrates just that with sales doubling over the last 2 years. We are on a journey to be the best known and most trusted dog mobility brand in the world and that takes focus, dedication and energy.

This Role…

The successful candidate will lead the UK D2C Acquisition team to build and execute an acquisition strategy to deliver required CAC and new customer targets. To Deliver a broad acquisition strategy and tactics covering paid digital, non paid, partnerships, Refer-a-friend and Media/ATL etc.

What you need to deliver…

• Developing and executing the UK D2C acquisition strategy, by creating a vision and building a strategic plan to deliver results (Paid social, PPC, SEO, Affiliates, Offline – Inserts & TV).

• Manage ownership and distribution of a seven-figure acquisition budget.

• Define and implement agency/in-housing strategy across paid and non-paid digital.

• Align with top of funnel initiatives like PR and TV with Brand Marketing.

• Collaborate closely with Brand/Content teams to show impactful creative to the right audience.

• Partner with Product to unlock and optimise the whole acquisition funnel.

• Understand LTV:CAC ratio and deliver CAC to plan.

• Increase acquisition share from owned & earned channels.

• Support SEO strategy and implementation for technical SEO, content and link building.

• Tap into the wider content strategy to maximise traffic and backlinks from PR, social media, SEO.

• Expand refer-a-friend (RAF) programme both online and offline.

• Work with PR & Communities lead to deliver optimised acquisition campaigns that drive quality converting traffic.

• Work with Campaign Planning Manager to agree price and promotional strategy and drive synergy across digital and offline assets.

• Develop external focus for customer research, market analysis, competitor trend and analysis.

• Partner with our Global Product Lead to design and build tracking processes and tools to understand customer behvaiour during product journey, to deliver improvements in areas such as conversion rates and basket abandonment (e.g HotJar, SEMRush & GA).

• Drives data driven decision making and develop product performance management.

• Drive analysis and optimization across programs to enhance ROI and areas for new investments.

• Lead reporting and metrics to identify real-time insights to drive spend, channel and mix optimisation.

• Take attribution analysis to the next level and deepen understanding of channel impact, especially channels further up the funnel.

What you’ll need to succeed…

• 7-10 years' experience in a Marketing Acquisition or Performance Marketing role, gained within a scaled-up B2C/D2C environment, ideally subscription

• Deep understanding of the acquisition funnel, suitable channels and initiatives and how to optimise them

• Demonstrable experience in at least two of PPC, SEO, Paid Social or Partner/Referrals

• Knowledge of Shopify 2.0, Google Analytics and relevant marketing platforms like Google Ads, Search Console, SEMRush, Meta, AWIN or similar

• Strong agency management skills and prior experience of bringing selected initiatives in-house

• Budget management experience of sizable budgets spread across multiple markets, products and channels

• Experience expanding into and working across international markets

• Good grasp of Marketing attribution across a variety of channels, ideally worked with different attribution models and has run incrementality testing to measure impact

• Strong people leadership principles and a passion for developing others

• Expert in influencing and partnering with cross-functional teams including close partnership with Tech, Data, Commercial and Marketing/Content

• Strong user-centric approach with a robust understanding of what attracts a new customer

• Exceptionally organised and a proven track record in delivering major projects on a global scale

• Ability to influence senior leaders in a global company

• A strong communicator, able to present high levels of detail as well as a vision- and take people on a journey and empower teams

• Strategic thinker with a general interest in the internal and external business environment

• Ability to establish, develop and foster effective relationships across the business

• Strong commercial nous and awareness

• Knowledge and understanding what a best in class-subscription model looks like

What we can offer…

• Hybrid working

• Private Healthcare- includes Dental and Optical

• Pension- Matched contributions up to 8% of salary

• Holiday 33 days including BH and up to 5 unpaid

• Parental Leave- Enhanced

• Paid day off for your birthday

• Company paid summer and winter party

• Retail discount Scheme (Perkbox)

• Subsidised subscription

• Dogs can come to work

Lintbells is an equal opportunities employer and values equity, inclusion, and diversity. We welcome people of different nationalities, backgrounds, beliefs, experiences, abilities, and perspectives.

We commit to continuing to build a more diverse workforce, which is inclusive and supportive for every individual.

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