The Digital Acquisition Director will lead the strategic direction, execution, and optimisation of digital acquisition initiatives across paid media channels (PPC, Paid Social, Display, Programmatic), organic channels (SEO, content), direct traffic, and affiliate partnerships. This role is responsible for driving customer growth and revenue through expert management of digital media, e-commerce trading, and direct-to-consumer digital sales. You will combine commercial acumen with deep channel expertise to deliver performance outcomes, while influencing senior stakeholders and aligning acquisition strategies with broader business goals. In addition to acquisition, you will own lifecycle marketing strategies to maximise customer engagement and value throughout the entire journey, including programmes that drive retention, cross-sell, and up-sell opportunities to support Annual Recurring Revenue (ARR) objectives.
Responsibilities
* Forecast, monitor, and report on acquisition performance, ensuring commercial targets are met or exceeded, alongside managing a large budget and providing a positive ROI
* Lead a direct marketing team as well as run a cross-functional working group to deliver ecommerce units and ARR on a monthly basis
* Own and lead the digital acquisition strategy across all paid media channels (including PPC, Paid Social, Display, Affiliates, and Programmatic)
* Drive ecommerce trading performance, ensuring digital storefronts are optimised for conversion and revenue growth
* Collaborate with cross-functional teams including Brand, Web, Product, Sales and Finance to align acquisition efforts with business priorities
* Lead operational planning and trading cadence for direct digital purchase journeys, ensuring agility and responsiveness to market dynamics
* Influence and engage senior stakeholders with clear, data-led insights and recommendations
* Continuously test, learn, and optimise acquisition tactics to improve ROI and customer lifetime value
* Support Annual Recurring Revenue (ARR) growth through digital strategies that drive customer retention, cross-sell, and up-sell opportunities
Qualifications
* Experience in digital demand generation ideally within a similar industry
* People management experience with the ability to drive a cross-functional team towards a shared goal
* Proven experience in leading digital acquisition strategies at scale, ideally within a high-growth or ecommerce-led environment
* Deep expertise in paid media channels and performance marketing
* Strong ecommerce trading experience, with a track record of delivering commercial results
* Demonstrated ability to manage senior stakeholders and influence decision-making at executive level
* Commercially astute with experience in forecasting, budgeting and performance analysis
* Operational experience in managing direct digital purchase journeys and trading cycles
* Strong analytical mindset with the ability to interpret data and translate into actionable insights
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