Build, Scale and Lead the Digital Future of Pet Insurance
Are you a hands‑on digital leader who loves building things from the ground up? Do you want the freedom to create, test, optimise and then scale a full digital acquisition engine, and grow a team around you as the proposition takes off?
At Pets at Home, we’re launching an exciting new Pet Insurance proposition later this year, and we’re looking for a hands‑on Digital Marketing Lead to create and drive our digital growth from day one. This is not a role for someone who just briefs agencies or sets strategy from afar, we’re looking for someone who can roll up their sleeves, build across channels and then evolve into a leader who scales capability and talent as the business grows.
Bored of corporate red tape and want the freedom to build something iconic? Rather than inheriting anything legacy, you’ll build the engine from a blank canvas, all under the Pets at Home brand. This is a rare opportunity to shape something truly new within the UK’s leading Petcare business, with the backing, brand strength and ambition to match.
About the Role
This is an end‑to‑end build role. You’ll design, launch and optimise our digital acquisition engine across paid, owned and earned channels, setting the foundations, proving what works and scaling fast.
Initially, you’ll be highly hands‑on across key digital disciplines, owning campaign builds, tracking, optimisation and experimentation. Over time, as the proposition scales, there will be the potential to grow the role, hire & develop a team and establish best‑in‑class digital capability within the insurance business.
You’ll play a key role in how we reach pet owners, how we convert them and how we continuously improve performance across web and app, all within a regulated environment.
Hybrid working applies, with two days per week in our Handforth (Cheshire) Support Office.
What You’ll Be Doing
1. Building and owning the digital acquisition strategy from scratch, with a clear focus on lead generation, conversion and growth
2. Hands‑on execution across multiple digital disciplines, including paid search, paid social, SEO, affiliates, CRM and lifecycle marketing
3. Designing, launching and optimising campaigns yourself, from account structures and audiences to creative testing and bidding strategies
4. Setting up and evolving tracking, analytics and attribution (GA4 and beyond) to ensure decisions are data‑led and ROI‑focused
5. Continuously improving performance through test‑and‑learn activity across UX, CRO, creative, messaging and channel mix
6. Working closely with product, brand, compliance and technology teams to deliver compliant, customer‑centric journeys (FCA & GDPR)
7. Managing agencies where appropriate, but retaining strong in‑house expertise and control
8. Bringing curiosity, innovation and pace to everything you build
About You
You’ll likely be someone who has already built digital marketing capability rather than inherited it, and enjoys being close to the detail.
9. Several years’ experience in digital or performance marketing, ideally within insurance, fintech or subscription‑based businesses
10. Proven hands‑on experience building and running campaigns across multiple digital channels, not just managing others
11. Strong practical capability across platforms such as Google Ads, Meta, LinkedIn, automation tools and first‑party data
12. Comfortable setting up tracking, attribution and performance frameworks from the ground up
13. Highly analytical, commercially minded and confident using data to guide decisions
14. Experience working in regulated environments is a strong advantage
15. Clear ambition to grow, both personally and by building and leading teams over time
You’ll Thrive Here If You…
16. Love building things from scratch and improving them every day
17. Are strategic, but happiest when you’re close to execution
18. Get energy from testing, learning and scaling what works
19. Want real ownership and the chance to shape both a role and a function
20. Care deeply about customer experience and helping pets live happier, healthier lives
If you’re excited by the idea of creating a digital engine from day one, growing with the role and helping launch a brand‑new proposition backed by an iconic UK business, we’d love to hear from you!
Pets just see people. They aren’t biased and they don’t discriminate. We take our inspiration from pets, and we value and respect difference in all its forms. Our aim is to reflect the diversity of the communities we operate in, and every colleague can help us achieve this. We encourage our people to be themselves so even if your skills and experience don’t perfectly align, if you think you can make a unique contribution through your values and behaviours, we want to hear from you!
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