Head of Growth

The role

The Head of Growth owns every paid route to a new TALA customer. You will set the acquisition strategy, own the media budget and be measured on the new customers it brings in. The role leads the Growth pillar of the Digital & Customer team, and is central to taking TALA from c. £30m to £100m+ in revenue.

You will lead a small in-house team and our agency partners, work closely with brand, creative and the Customer and Digital Experience teams, and grow TALA into new channels and new markets.

What you will be accountable for

You will be responsible for new customer growth and the efficiency of every pound spent to acquire it.

• Deliver new customer volume, CAC and first-order contribution targets across all paid channels

• Own the acquisition budget and its allocation across channels, markets and campaigns against CAC, ROAS, blended MER and payback

• Build the annual and in-season acquisition plan with finance, including new customer targets, media budgets and forecasts

• Grow the share of high-value new customers, working with your peers in the customer team on cohort and lifetime value data

• Report weekly and monthly on acquisition performance, trade-offs and recommendations to the Digital & Customer Director and leadership team

Paid media and channels

• Own paid social across Meta, TikTok, Pinterest and Snapchat, including prospecting, retargeting and creator partnership ads

• Own paid search and shopping, including brand, non-brand and Performance Max

• Own video and programmatic, using upper-funnel media to build reach and demand alongside direct response

• Own affiliates and partnerships, including publisher, content and strategic brand partners

• Run a structured test, learn and scale approach to new channels, such as TikTok Shop

• Build TALA's visibility in AI search and shopping, including ChatGPT, Gemini and Google AI Mode, working with the Head of Digital Experience

• Manage the trading calendar for paid media around launches, drops, collaborations and key promotional moments, with merchandising and brand

Measurement and insight

• Own the acquisition measurement framework, combining platform data, attribution, incrementality testing and media mix modelling

• Run an ongoing programme of incrementality tests, including geo-lift and holdout studies, and use the results to set budgets

• Measure the effect of paid media on store sales as well as online, as TALA becomes more omnichannel

• Work with the Head of Digital Experience on tracking, attribution and server-side data, so the numbers are trusted across the business

• Partner with finance and the data team on a single view of CAC, MER and payback

Creative and brand

• Partner with the brand and creative teams on performance creative, setting briefs from channel and audience insight

• Build a high-volume creative testing programme across formats, hooks and talent, and feed the results back into brand and product

• Use AI tools to increase the volume and speed of creative production and testing, keeping all work on brand

• Work closely with the Brand Marketing Director on PR, influencer, creator and community activity, and put paid spend behind what works

• Protect the TALA brand in every paid placement, balancing short-term returns with long-term brand building

New markets and growth

• Lead paid acquisition for international market launches, from test budgets and localisation to scaling in each market

• Support store openings, including Edinburgh, with local awareness and footfall campaigns

• Work with the Customer team on referral, reactivation and lapsed-customer acquisition

• Partner with the Head of Digital Experience on landing pages, conversion and SEO, so paid traffic converts

Team and agency leadership

• Lead, coach and develop a small team of acquisition specialists

• Decide the right mix of in-house capability and agency partners, and manage agency relationships, briefs, fees and performance

• Manage the growth technology stack, including attribution, analytics, affiliate and creative tools, with clear return on each

• Lead the use of AI across the growth function, building it into media buying, budget allocation, creative, analysis and reporting

• Build the team's AI skills, with the right tools, training and clear guidelines on brand, data and privacy

• Build a culture of experimentation, pace and ownership of results

• Stay hands-on in the platforms and the numbers

About you

You are a commercial growth marketer who has scaled paid acquisition for a fast-growing consumer brand. You are as comfortable in a contribution model as you are in Ads Manager, and you’re equally passionate about our brand and product as you are about working in one of the fastest-paced disciplines in marketing.

Experience

• 8-10+ years in performance or growth marketing, with at least 3 years leading a team, ideally in high-growth DTC fashion, activewear or beauty

• A proven record of scaling new customer acquisition profitably, ideally in a business growing from £20m+ towards £100m+

• Ownership of a multi-million pound annual media budget across several channels

• Deep, hands-on expertise in paid social and paid search, and experience across video, programmatic and affiliates

• Experience with incrementality testing, media mix modelling and multi-touch attribution, and using them to make budget decisions

• Experience launching paid media in new international markets

• A strong understanding of performance creative and creator-led advertising

• Experience selecting and managing agency partners and growth technology

• A track record of using AI to improve marketing performance and efficiency, including AI-led buying such as Meta Advantage+ and Performance Max, creative production and analysis

• Experience leading a team through AI adoption, with measurable gains in output, speed or cost

• Strong working knowledge of Shopify, GA4 and attribution tools

Competencies

• Commercially sharp: thinks in CAC, payback and contribution, and makes budget calls on marginal return

• Analytical: highly numerate, tests and measures everything, and questions the data

• Customer-focused: understands who the customer is, what they respond to and what they are worth

• Brand-minded: builds the TALA brand through paid media as well as driving sales

• Entrepreneurial: moves at pace, works lean and thrives in a high-growth environment

• Collaborative: works across brand, creative, product, merchandising and finance, and brings people with them

• Leader and communicator: develops talent and explains performance clearly to senior leadership

What we can offer:

• 25 days holiday a year plus bank holidays

• Very generous employee discount after probation period

• Nominated Friends & Family Discount

• Clothing allowance spending gift

• Class Pass or Gym Flex membership

• Health Shield

• Enhanced maternity/paternity pay

• Charity fundraising match of up to £1,000

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