Job Description:
Director of Customer Acquisition - FTC
London or Salford (but other UK locations considered with flexibility to travel as needed)
Hybrid
Fixed Term – initial 6 months with scope to make permanent for the right candidate
Full-time
Closing date: Wednesday 29th October 2025
We make health happen
At Bupa, we’re here to help people live longer, healthier, happier lives – and to make a better world. We’re a health insurer and provider with no shareholders, so our customers are always our focus. That means we invest in what matters most: our people, our services, and our purpose.
As Director of Customer Acquisition, you’ll play a key role in helping us grow our customer base across Corporate, SME, and Consumer segments. You’ll lead the development and delivery of our acquisition strategy, making sure it’s aligned with our wider business goals and customer needs. This is a chance to shape how we attract and engage new customers, using data-driven insights and innovative marketing approaches to make health happen for more people.
Key Responsibilities
1. Lead the customer acquisition strategy across Bupa UKI, ensuring it supports our overall business and customer objectives.
2. Identify and target key customer segments, tailoring acquisition efforts to drive profitable growth.
3. Develop and deliver acquisition initiatives for Corporate, SME, and Consumer markets, managing budgets and measuring performance across channels.
4. Optimise the customer journey, working with insights and commercial teams to improve experiences and outcomes.
5. Drive demand generation through digital advertising, content marketing, and social media, in collaboration with engagement and insights teams.
6. Oversee marketing operations and technology, ensuring platforms and processes support acquisition goals.
7. Use analytics and data to track campaign performance, customer behaviour, and return on investment.
8. Ensure compliance and manage risk, working closely with governance and risk teams.
9. Lead and inspire a high-performing team, fostering a culture of collaboration, innovation, and accountability.
What We’re Looking For
We’re looking for someone who’s strategic, innovative, and passionate about customer growth.
Essential criteria:
10. Must have managed a lead acquisition budget of at least £20m per year
In addition, we would also like to see:
11. Proven experience in customer acquisition strategy and execution, ideally in a complex, multi-segment environment.
12. Strong leadership skills, with the ability to motivate and develop teams.
13. A deep understanding of marketing technology, analytics, and performance measurement.
14. Experience in demand generation and customer journey mapping.
15. Excellent communication and stakeholder management skills.
16. A collaborative mindset and the ability to work across teams and functions.
17. A data-driven approach to decision-making and continuous improvement.
Benefits
Our benefits are designed to make health happen for our people. Viva is our global wellbeing programme and includes all aspects of our health – from mental and physical, to financial, social and environmental wellbeing. We support flexible working and have a range of family-friendly benefits.
Joining Bupa in this role you’ll receive the following benefits and more:
18. 25 days holiday, increasing through length of service, with option to buy or sell
19. Bupa health insurance for you and your family
20. Enhanced pension scheme
21. Target bonus of 30% based on individual and company performance
22. Access to our Viva wellbeing programme
23. Discounts on Bupa products and services
24. Opportunities for career development and progression
Why Bupa
We’re a health insurer and provider. With no shareholders, our customers are our focus. Our people are all driven by the same purpose – helping people live longer, healthier, happier lives and making a better world. We make health happen by being brave, caring and responsible in everything we do.