GoHenry | Director of Paid Media
GoHenry is a UK-based fintech company created by parents to pioneer financial education. More recently, GoHenry moved into Europe and the US by joining forces with French fintech company PixPay and US investing app Acorns. Together, Acorns, PixPay, and GoHenry have over 6 million members across 5 countries. We are focused on empowering families with engaging money management tools, educational content, and a seamless product experience that creates financial well‑being from birth to adulthood.
Join us on our mission to make every kid smart with money
We are looking for an experienced Director of Paid Media to lead the UK Growth team and play a significant role in driving subscriber growth at GoHenry.
The role
Reporting to the global VP of Growth Marketing, the Director of Paid Media will lead the UK Growth team to deliver efficient subscriber growth through new customer acquisition—all within acceptable CAC guardrails. With responsibility for the biggest levers of subscriber acquisition, you will play a crucial role in the commercial success of the organisation, driving subscriptions through Brand and Performance Paid Media, Affiliates and Referrals. You will own channel strategy and execution with the support of an in‑house and agency team, including ongoing testing, experimentation and optimisation to drive improvements to our channel mix and tactics. You will be responsible for forecasting media budgets and ROI as well as regular reporting across the GoHenry and Acorns businesses.
Alongside these core responsibilities you will have ownership of Media Effectiveness tools and outputs, partnering with our internal Data team and external providers as required. You will also partner with the Integrated Marketing team to align media planning with creative requirements, and with our Website & App store lead to ensure cohesive customer journeys from advertising through to subscriptions.
Your responsibilities
* Define the near and long‑term paid media strategy to deliver against subscriber acquisition goals.
* Plan and execute the UK media channel strategy across Paid Media, Affiliates & Referrals with ongoing optimisation and improvement.
* Lead our in‑house team of three growth marketers.
* Deliver data‑driven investment, subscription, and CAC forecasts for the business with ongoing re‑planning based on results.
* Deliver overall and channel‑level performance analysis and reporting, as well as campaign measurements and evaluation.
* Identify, test, and scale new media channels that contribute towards growth (e.g., CTV, Addressable TV, Programmatic Display & Video).
* Partner with the data analytics team and external partners to improve marketing effectiveness, attribution, and forecasting capabilities.
* Partner with the Integrated Marketing team and Creative Studio on all paid media, affiliate, and referral campaigns to deliver engaging, creative, and relevant advertising.
* Lead and manage a high‑performing team of growth marketers, fostering collaboration and development.
What you will bring to GoHenry
* Proven experience of driving efficient subscriber growth in a D2C subscription business.
* Owned the setting of short and long‑term media strategies, and have delivered against KPIs and business goals.
* Experience managing budgets, balancing multiple demands, and ensuring the best value and return on marketing investments.
* Experience in planning, testing and scaling media channel strategies to successfully contribute toward growth.
* Expert knowledge of core digital channels (TV, Google incl. PPC and YouTube, Meta, Programmatic Display and Podcasts).
* Extensive experience executing and optimising paid media campaigns on key self‑serve platforms (Google, Meta, TikTok), with hands‑on platform experience and team management.
* Strong knowledge of Programmatic Display & Video planning and execution with experience across multiple DSPs.
* Experience planning and buying TV/AV campaigns, focusing on CTV, Addressable TV and VoD.
* A track record of expanding the media mix in D2C organisations and increasing spend within rigid CAC guardrails.
* Understanding of marketing effectiveness tools, including digital attribution methodologies and modelled approaches (MMM or other).
* Experience managing high‑performing in‑house and agency teams.
* Proven ability to generate regular and insightful reporting, analytics and communicate it across stakeholder groups.
* Deep empathy and passion for our customers and their experience with GoHenry.
What’s in it for you
* Workplace pension plan.
* 33 days of holiday (including public holidays).
* GoFlex – Work from Home, Office, or a mix of both.
* Birthday day off.
* 25 days annual leave, in addition to 8 UK bank holidays.
* Excellent induction & onboarding program with ongoing learning & development.
* Choice between Bupa Health Cash Plan or Bupa Private Medical.
* Death in service – 4 × annual salary from month 1.
* Physical and mental wellbeing support and platforms for you and your family.
* Family‑friendly leave policies.
* Enhanced maternity leave – 20 weeks full basic pay after 2 years’ service; 26 weeks after 3 years.
* Paternity leave – 4 weeks full pay after probation.
* Salary sacrifice options.
About GoHenry
We’re on a mission to help every kid be smart with money. Our goal is to create generations of independent, confident young adults, armed with money skills that will set them up for life.
How we do it
We place the power in the hands of young people, giving them the tools they need to master the financial ropes for themselves. They can spend, save, earn, and give with GoHenry’s prepaid debit card and app – because learning through doing really works (and it’s more fun!). All while our unique built‑in controls give parents total peace of mind.
We’re proud to say
* We ranked #38 in Newsweek’s Top 100 Most Loved Workplaces in the UK in 2023.
* We’re one of Tech Track’s top 50 fastest‑growing UK companies.
* We won Finders Kid’s Cards Customer Satisfaction Awards in 2022 and 2023.
* We won the Tech for Good award at the Better Society Awards 2023.
* Our kids and parents have donated over £500,000 of their own money to NSPCC via their GoHenry accounts.
Equal‑Opportunity Statement
GoHenry is an equal‑opportunity employer, and we’re on a mission to foster a diverse & inclusive workplace. Individuals seeking employment at GoHenry are considered without regard to race, religion, national origin, age, sex, gender, gender identity, gender expression, sexual orientation, marital status, medical condition, ancestry, physical or mental disability, military or veteran status, or any other characteristic protected by applicable law.
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