Your mission
Salary: £90k - £110k, hybrid working, minimum 2 days in our Bloomsbury studio.
About Wonderbly
Wonderbly is the world’s leading personalised publishing company, and Children’s Publisher of the year 2021. We conceive, design, promote, sell, and make unique books for wonderful customers all over the world.Our mission is to make people feel extraordinarily special, and bring them closer to the people they love, through the power of personalised stories. So far we’ve shipped over 8 million books to over 150 countries. We’ve done this in just nine years, and we’re just getting started.
Role Overview
This is a brilliant opportunity to join Wonderbly, a fast growing DTC ecommerce market leader. We are looking for a passionate Director of Acquisition who’ll be responsible for driving profitable new customer growth. This high profile, brand new role will sit as part of our Marketing leadership team, be responsible for over £15m in marketing budget and will report into the Chief Marketing Officer.
If you’re a seasoned performance marketing expert who’s excited about creating special connections between people through the gifting of books, we’d love you to join us on this exciting new chapter!
- New customer growth strategy. You’ll be responsible for setting our new customer and performance marketing growth strategy. You’ll break this down into a roadmap of impactful initiatives that need to be delivered each T (third of a year). You’ll report on progress weekly, galvanise teams to deliver and change tack when appropriate to keep us on track to meet targets.
- Budget management & optimisation. You’ll be responsible for setting, managing and optimising an annual paid media budget of over £15m to help you achieve your new customer growth targets within CAC (cost per customer acquisition) goals.
- Team leadership. You’ll lead a core team of 6 performance marketeers. We run the majority of our performance marketing activity in-house. You’ll coach your experienced direct reports, develop strengths and focus on improving areas for development. You’ll identify team goals and evaluate team progress. You’ll keep all team members focussed on initiatives that help us meet our goals whilst ensuring they are happy, motivated and developing in their careers.
- Multichannel marketing. You’ll spearhead the strategic planning of all digital channels to drive efficiencies and scale across both acquisition and support on the execution of branding campaigns. Working closely with your channel leads, you’ll develop all strategies across our paid channels; Paid Search, Paid Social, Affiliates, ATL (above the line) and resellers (Amazon). You’ll tenaciously seek new growth opportunities across the likes of Tiktok, Pinterest, programmatic etc. In tandem with delivering paid channel excellence, you’ll seek to reduce our reliance on paid media by devising and executing unpaid channel strategies (organic channels including SEO, Meta, Pinterest etc.) to drive new customer growth and reduce our CAC.
- Marketing measurement. You’ll be responsible for keeping us on the forefront of marketing measurement, working with our marketing analyst to ensure our in-house multi-touch attribution model is maintained and improved where possible. In a world of cookie depreciation, you’ll find ways for Wonderbly to evolve and adapt, with a clear plan on how we ensure the continued effectiveness of our marketing spend (including media mix modelling, incrementality testing, server to server tracking solutions and first party data use).
- Cross department collaboration. You’ll devise business cases where there’s opportunity to develop the customer on-site experience and work with the technology team to ensure projects are prioritised and delivered. You’ll work with our Head of Trade & Ecommerce to ensure that our pricing and promotion strategy is optimal for driving profitable new customer acquisition.
- Creative and segmentation. You’ll devise a plan of how we leverage our customer segmentation within performance marketing and creative to deliver results. You’ll work with our in-house creative team and external partners to ensure we strike the right balance of creative asset investment to drive continued profitable growth.
3rd party relationship management. You’ll build tight relationships with our top digital marketing partners (in particular Google, Meta and Smartly) and ensure we maximise the potential of our platform and partnership. You’ll keep tabs on new innovation and ensure we have the best marketing technology in place to deliver against our strategy. You’ll make the case to enlist agency support where relevant.