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About the Role
The Head of Growth owns all paid customer acquisition channels, setting strategy, managing the media budget, and driving new customer acquisition to support TALA's growth from £30m to £100m+ in revenue. This role leads the Growth pillar within the Digital & Customer team, managing an in-house team and agency partners, and collaborating with other departments to expand TALA into new channels and markets.
Responsibilities
- Deliver new customer volume, CAC, and first-order contribution targets across all paid channels.
- Own the acquisition budget and its allocation across channels, markets, and campaigns against key performance metrics.
- Build the annual and in-season acquisition plan, including targets, media budgets, and forecasts.
- Grow the share of high-value new customers by leveraging cohort and lifetime value data.
- Report weekly and monthly on acquisition performance, trade-offs, and recommendations to leadership.
- Own paid social across Meta, TikTok, Pinterest, and Snapchat, including prospecting, retargeting, and creator partnerships.
- Own paid search and shopping, including brand, non-brand, and Performance Max campaigns.
- Own video and programmatic advertising for upper-funnel reach and direct response.
- Own affiliates and partnerships, including publisher, content, and strategic brand collaborations.
- Implement a structured test, learn, and scale approach for new channels like TikTok Shop.
- Build TALA's visibility in AI search and shopping platforms.
- Manage the trading calendar for paid media around key events and promotions.
- Own the acquisition measurement framework, integrating platform data, attribution, incrementality testing, and media mix modeling.
- Run ongoing incrementality tests to inform budget decisions.
- Measure the impact of paid media on both online and in-store sales.
- Collaborate on tracking, attribution, and server-side data to ensure trusted metrics.
- Partner with finance and data teams for a unified view of key performance indicators.
- Partner with brand and creative teams on performance creative, setting briefs based on channel and audience insights.
- Build a high-volume creative testing program and feed results back into brand and product development.
- Utilize AI tools to increase creative production and testing volume and speed.
- Collaborate on PR, influencer, creator, and community activities, and strategically allocate paid spend.
- Protect the TALA brand in all paid placements, balancing short-term returns with long-term brand building.
- Lead paid acquisition for international market launches, including testing, localization, and scaling.
- Support store openings with local awareness and footfall campaigns.
- Collaborate on referral, reactivation, and lapsed-customer acquisition strategies.
- Partner on landing pages, conversion optimization, and SEO to improve paid traffic conversion.
- Lead, coach, and develop a team of acquisition specialists.
- Determine the optimal mix of in-house capabilities and agency partners, managing relationships, briefs, fees, and performance.
- Manage the growth technology stack, ensuring clear return on investment for attribution, analytics, affiliate, and creative tools.
- Lead the adoption of AI across the growth function, integrating it into media buying, budget allocation, creative, analysis, and reporting.
- Build the team's AI skills through training and clear guidelines.
- Foster a culture of experimentation, pace, and ownership of results.
- Maintain hands-on involvement in platforms and data analysis.
Requirements
- 8-10+ years in performance or growth marketing.
- At least 3 years of team leadership experience, preferably in high-growth DTC fashion, activewear, or beauty.
- Proven track record of scaling new customer acquisition profitably, ideally in a business growing from £20m+ to £100m+.
- Experience owning a multi-million pound annual media budget across multiple channels.
- Deep, hands-on expertise in paid social and paid search.
- Experience across video, programmatic, and affiliate marketing channels.
- Experience with incrementality testing, media mix modeling, and multi-touch attribution for budget decisions.
- Experience launching paid media in new international markets.
- Strong understanding of performance creative and creator-led advertising.
- Experience selecting and managing agency partners and growth technology platforms.
- Track record of using AI to improve marketing performance and efficiency, including AI-led buying, creative production, and analysis.
- Experience leading a team through AI adoption with measurable gains.
- Strong working knowledge of Shopify, GA4, and attribution tools.
- Commercially sharp with a focus on CAC, payback, and contribution.
- Highly analytical, data-driven, and questioning of data.
- Customer-focused, understanding customer behavior and value.
- Brand-minded, building the brand through paid media.
- Entrepreneurial mindset, working with pace and lean principles in a high-growth environment.
- Collaborative approach, working effectively across departments.
- Strong leadership and communication skills, developing talent and reporting clearly to senior leadership.
Skills
- Paid Social (Meta, TikTok, Pinterest, Snapchat)
- Paid Search and Shopping
- Video and Programmatic Advertising
- Affiliates and Partnerships
- Incrementality Testing
- Media Mix Modeling
- Multi-Touch Attribution
- Performance Creative Development
- Creator-Led Advertising
- AI in Marketing
- AI-Led Buying (e.g., Meta Advantage+, Performance Max)
- AI for Creative Production and Analysis
- Shopify
- GA4
- Attribution Tools
- Budget Management
- Forecasting
- Team Leadership
- Agency Management
- Data Analysis
- Commercial Acumen
- Brand Building
Location
- Remote
Work Type
- Full-time
Experience Level
- Senior
- Head of
Benefits
- 25 days holiday a year plus bank holidays
- Very generous employee discount after probation period
- Nominated Friends & Family Discount
- Clothing allowance spending gift
- Class Pass or Gym Flex membership
- Health Shield
- Enhanced maternity/paternity pay
- Charity fundraising match of up to £1,000
About the Company
- TALA is a fast-growing consumer brand aiming to scale from c. £30m to £100m+ in revenue.