Location: London (Hybrid) - three days in office with two from home
Salary: Up to £60,000, depending on experience
We are working with a fast-growing, founder-led direct-to-consumer brand in the beauty and personal care space, known for high-quality, performance-led products and a strong digital presence. The business operates with a small, ambitious team and offers a genuinely hands-on environment where individual contribution has a visible impact on growth.
This is a newly created role, offering full ownership of paid media and a leading role in bringing digital advertising and AI-enabled marketing capabilities in-house. Until now, both paid media and the AI marketing technology stack have been managed by an external agency. This role will take responsibility for transitioning, owning and evolving these capabilities internally, working closely with senior leadership.
The Role
As Digital Marketing & AI Executive, you will take end-to-end ownership of the paid media strategy across Meta, Google, TikTok and YouTube, managing a circa £300,000 annual budget with full accountability for performance and ROI. You will also oversee Shopify store performance, conversion optimisation and the customer journey from first click through to purchase.
In parallel, you will take ownership of an existing AI-powered marketing system used to support campaign planning, content deployment, asset targeting and optimisation. You won’t be writing code, but you will be expected to develop strong working knowledge of the tools, identify opportunities to improve effectiveness, and explore new AI-driven approaches to drive growth.
Key Responsibilities
* Own and execute paid media strategy across key performance and social channels
* Manage and optimise a ~£300k annual paid media budget
* Build and maintain structured testing frameworks across audiences, creatives and messaging
* Monitor KPIs including ROAS, CAC, CPA, CTR and LTV
* Take ownership of Shopify store performance, CRO and on-site optimisation
* Ensure accurate tracking, attribution and data flow across channels
* Own and develop the existing AI marketing stack following agency handover
* Identify new AI tools or approaches that can add commercial value
* Brief and collaborate with creative partners on performance-led assets
* Build performance reporting and present insights to senior stakeholders
About You
* 3–5 years’ experience in digital or performance marketing, in-house or agency-side
* Hands-on experience across paid social and paid search platforms
* Experience managing or optimising a Shopify (or similar DTC) e-commerce store
* Strong analytical skills and confidence working with performance data
* Experience briefing creative teams and translating insights into action
* Commercially minded, comfortable owning budgets and outcomes
* Curious and enthusiastic about AI’s role in modern marketing
Personal Attributes
* Self-starting, ownership-driven and comfortable working autonomously
* Data-literate but creatively minded
* Confident communicator with non-technical stakeholders
* Comfortable in a small, fast-moving business environment
* Ambitious and motivated to grow with a scaling brand
Nice to Have
* Experience in beauty, haircare or DTC lifestyle brands
* Exposure to AI-powered marketing or automation tools
* Experience transitioning activity from agency to in-house
* Familiarity with influencer or UGC-led paid activity
This role offers genuine ownership, visibility and the opportunity to help shape how marketing and technology are used in a growing consumer business.
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