Head of Paid Media

Job Introduction

Head of Paid Media

Location: Remote UK with Occasional Travel to the Sheffield HQ

Contract: Permanent

Hours: 37.5 hours per week 

We’re searching for an experienced, data-driven Head of Paid Media to manage our strategy across various biddable media platforms and drive Twinkl's global growth. This role requires a proven track record of delivering growth and transformation through performance marketing. Your primary focus will be on maximising the effectiveness of our paid campaigns to increase brand awareness, drive user acquisition, and ultimately contribute to Twinkl's success. 

The ideal candidate will not only demonstrate exceptional proficiency in hands-on advertising platform management but also possess the strategic acumen to develop influential paid media strategies with a global reach.

As the Head of Paid Media, you'll lead strategic initiatives that drive growth and shape the future of digital advertising in the educational sector. You’ll enjoy a supportive and collaborative work environment within our Customer Acquisition team, a competitive salary and benefits package, and opportunities for professional development and career advancement.

Key Responsibilities:

• Strategy Development: Design and implement comprehensive, scalable growth strategies across all paid channels, with a primary focus on maximising profitable user acquisition and market penetration in key strategic geographies (e.g. the US market)

• Leadership: Build and lead a team of paid media specialists, providing guidance, mentorship, and support to drive continuous improvement and innovation.

• Data Analysis: Utilise advanced data methodologies to drive campaign tracking and performance evaluation as well as optimisation

• Budget Management: Oversee advertising budgets to ensure efficient and effective use of spend, monitoring performance against targets with a focus on acquiring high quality new customers with CAC targets.

• Attribution and Measurement: Develop and implement a measurement strategy, including attribution and experimentation, to establish incremental value.

• Testing and Experimentation: Collaborate with central data teams to develop and implement testing frameworks to enhance campaign performance and efficiency.

• Reporting: Create and present regular reports on campaign performance to senior management and stakeholders.

• Optimisation: Provide hands-on optimisation (recommendations) across all available channels (with an initial focus on paid search, remarketing, native ads and app download campaigns) to ensure growth generation.

• Collaboration: Work with cross-functional teams, including brand, product, and data, to ensure alignment on goals and strategies.

• Industry Research: Stay up-to-date with industry trends and new technologies, sharing insights and best practices with the team and the broader organisation.

Skills and Experience:

• Experience: 5+ years of performance marketing at the managerial level, driving tangible results for businesses with a focus on customer acquisition and growth.

• Budget Management: 3+ years managing budgets across multiple channels and geographies.

• Campaign Management: Proven success in managing paid media campaigns, preferably in e-commerce or digital subscription environments.

• Technical Expertise: Deep expertise in demand generation across advertising platforms.

• Automation Skills: Experience in automation, including bidding and optimization towards CAC.

• Tools Proficiency: Proficient in Looker, Tableau, Google Analytics (GA4).

• Strong Analytical Skills with the Ability to Tell a Story: Possesses exceptional analytical capabilities to interpret complex data, combined with the skill to present insights in a compelling narrative that supports strategic decision-making and communicates value to stakeholders.

• Experience with advanced attribution models and experimental design in performance marketing.

• Bias for Action: Demonstrates a proactive approach by quickly making decisions and taking initiative to drive projects forward, ensuring timely and effective results in a fast-paced environment.

• Problem-Solving: Creative problem-solving skills to drive campaign performance.

• Communication: Strong communication and collaboration skills, able to work effectively with cross-functional teams and communicate with stakeholders.

• Highly motivated, detail oriented and a self starter with vision.

Benefits:

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process

• Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.

• From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year, flexible working policy with opportunities to work from home and Twinkl subscriptions.

• Quarterly company awards programme

• Seasonal events

• Referral scheme

• Cervical and Prostate screening

• Company sick pay after 3 months of service 

• After probation - cycle-to-work scheme

• Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave