Head of Growth

The roleThe Head of Growth owns every paid route to a new TALA customer. You will set the acquisition strategy, own the media budget and be measured on the new customers it brings in. The role leads the Growth pillar of the Digital & Customer team, and is central to taking TALA from c. £30m to £100m+ in revenue.You will lead a small in-house team and our agency partners, work closely with brand, creative and the Customer and Digital Experience teams, and grow TALA into new channels and new markets.What you will be accountable forYou will be responsible for new customer growth and the efficiency of every pound spent to acquire it.Deliver new customer volume, CAC and first-order contribution targets across all paid channelsOwn the acquisition budget and its allocation across channels, markets and campaigns against CAC, ROAS, blended MER and paybackBuild the annual and in-season acquisition plan with finance, including new customer targets, media budgets and forecastsGrow the share of high-value new customers, working with your peers in the customer team on cohort and lifetime value dataReport weekly and monthly on acquisition performance, trade-offs and recommendations to the Digital & Customer Director and leadership teamPaid media and channelsOwn paid social across Meta, TikTok, Pinterest and Snapchat, including prospecting, retargeting and creator partnership adsOwn paid search and shopping, including brand, non-brand and Performance MaxOwn video and programmatic, using upper-funnel media to build reach and demand alongside direct responseOwn affiliates and partnerships, including publisher, content and strategic brand partnersRun a structured test, learn and scale approach to new channels, such as TikTok ShopBuild TALA's visibility in AI search and shopping, including ChatGPT, Gemini and Google AI Mode, working with the Head of Digital ExperienceManage the trading calendar for paid media around launches, drops, collaborations and key promotional moments, with merchandising and brandMeasurement and insightOwn the acquisition measurement framework, combining platform data, attribution, incrementality testing and media mix modellingRun an ongoing programme of incrementality tests, including geo-lift and holdout studies, and use the results to set budgetsMeasure the effect of paid media on store sales as well as online, as TALA becomes more omnichannelWork with the Head of Digital Experience on tracking, attribution and server-side data, so the numbers are trusted across the businessPartner with finance and the data team on a single view of CAC, MER and paybackCreative and brandPartner with the brand and creative teams on performance creative, setting briefs from channel and audience insightBuild a high-volume creative testing programme across formats, hooks and talent, and feed the results back into brand and productUse AI tools to increase the volume and speed of creative production and testing, keeping all work on brandWork closely with the Brand Marketing Director on PR, influencer, creator and community activity, and put paid spend behind what worksProtect the TALA brand in every paid placement, balancing short-term returns with long-term brand buildingNew markets and growthLead paid acquisition for international market launches, from test budgets and localisation to scaling in each marketSupport store openings, including Edinburgh, with local awareness and footfall campaignsWork with the Customer team on referral, reactivation and lapsed-customer acquisitionPartner with the Head of Digital Experience on landing pages, conversion and SEO, so paid traffic convertsTeam and agency leadershipLead, coach and develop a small team of acquisition specialistsDecide the right mix of in-house capability and agency partners, and manage agency relationships, briefs, fees and performanceManage the growth technology stack, including attribution, analytics, affiliate and creative tools, with clear return on eachLead the use of AI across the growth function, building it into media buying, budget allocation, creative, analysis and reportingBuild the team's AI skills, with the right tools, training and clear guidelines on brand, data and privacyBuild a culture of experimentation, pace and ownership of resultsStay hands-on in the platforms and the numbersAbout youYou are a commercial growth marketer who has scaled paid acquisition for a fast-growing consumer brand. You are as comfortable in a contribution model as you are in Ads Manager, and you’re equally passionate about our brand and product as you are about working in one of the fastest-paced disciplines in marketing.Experience8-10+ years in performance or growth marketing, with at least 3 years leading a team, ideally in high-growth DTC fashion, activewear or beautyA proven record of scaling new customer acquisition profitably, ideally in a business growing from £20m+ towards £100m+Ownership of a multi-million pound annual media budget across several channelsDeep, hands-on expertise in paid social and paid search, and experience across video, programmatic and affiliatesExperience with incrementality testing, media mix modelling and multi-touch attribution, and using them to make budget decisionsExperience launching paid media in new international marketsA strong understanding of performance creative and creator-led advertisingExperience selecting and managing agency partners and growth technologyA track record of using AI to improve marketing performance and efficiency, including AI-led buying such as Meta Advantage+ and Performance Max, creative production and analysisExperience leading a team through AI adoption, with measurable gains in output, speed or costStrong working knowledge of Shopify, GA4 and attribution toolsCompetenciesCommercially sharp: thinks in CAC, payback and contribution, and makes budget calls on marginal returnAnalytical: highly numerate, tests and measures everything, and questions the dataCustomer-focused: understands who the customer is, what they respond to and what they are worthBrand-minded: builds the TALA brand through paid media as well as driving salesEntrepreneurial: moves at pace, works lean and thrives in a high-growth environmentCollaborative: works across brand, creative, product, merchandising and finance, and brings people with themLeader and communicator: develops talent and explains performance clearly to senior leadershipWhat we can offer:25 days holiday a year plus bank holidaysVery generous employee discount after probation periodNominated Friends & Family DiscountClothing allowance spending giftClass Pass or Gym Flex membershipHealth ShieldEnhanced maternity/paternity payCharity fundraising match of up to £1,000Find Jobs in United Kingdom on Arbeitnow