Interim Group Head of Performance Marketing

Interim Group Head of Performance Marketing Business Area Reference

NVR02122

Contract Type

Full Time

Location

London

Closing Date

27-09-2024

Company Description/ Business Unit

Job Title: Interim Group Head of Performance Marketing

Location: London - Hybrid

Employment Type: Maternity Cover 12-months

Hours: Monday-Friday

The AA is one of the UK's most well-known and trusted brands. We provide a range of services to millions of customers, from roadside assistance to insurance and driving lessons. Our mission is to help keep Britain moving, and we're looking for dedicated individuals to join our team. Are you ready to join?

This is the job

The overall purpose of this role is to lead and manage the implementation of the Paid Digital strategy for the Group. This includes overseeing trading and revenue performance from paid digital marketing sources for the AA. The role will be responsible for Performance Media (PPC, paid Social, Affiliates, Display) and will involve working with multiple stakeholders across the organisation to fully understand business objectives and commercial priorities across various P&Ls, including AA Roadside, AA Insurance, AA Driving School, AA Cars, AA Financial Services, and AA Service, Maintenance & Repairs.

This role involves managing an in-house team and agencies. The role will be accountable for Paid Digital performance for each of the business areas and will require collaboration with multiple stakeholders across the group to fully understand product and commercial priorities. Your team will work closely with each of the P&Ls, and you will be responsible for delivering paid digital marketing performance for all these P&Ls.

You will manage and lead the performance marketing team to drive traffic, acquire new customers, and generate new revenue growth. You will create growth strategies alongside the Digital Marketing Director, while also being hands-on to deliver commercial results and build a solid data framework to define what success looks like.

What will I be doing?

1. Implement Groupwide AA Performance Marketing Strategy: Work with the Digital Marketing Director to implement groupwide AA Performance Marketing strategy to increase traffic and deliver incremental revenue opportunities for the business.
2. Manage Team and Agencies: Manage an in-house team and agencies to execute the strategy.
3. Identify Future Trends: Identify future trends and set clear direction to sustain long-term growth within performance marketing channels.
4. Budget Management: Advise on and allocate digital marketing budgets to relevant channels, constantly analysing spend and recommending changes as necessary to ensure maximum profit. Develop a team culture of innovation and ensure managers have clear plans in place for activity and are regularly testing new tactics, creatives, and audiences to increase traffic and revenue.
5. Explore New Strategic Approaches: Work closely with the Digital Marketing Director to explore new strategic approaches, test new concepts, and grow our bottom line.
6. Leverage Technology and Tools: Work closely with the Brand, CRM & Data teams to leverage technology platforms, tools, web analytics, and competitor monitoring/business intelligence tools to drive campaign efficiency and performance within the performance marketing team.
7. Task Prioritisation: Scope ongoing task prioritisation for team execution and support ongoing roadmap.
8. Develop Reporting Framework: Develop a consistent reporting framework across the group that delivers against the key metrics for each of the business units.
9. Team Management: Handle day-to-day and ongoing team management, including regular reviews and 1:1s.
10. Monitor and Report Market Changes: Monitor and report market changes, competitor changes, and our performance to key stakeholders across the Group.
11. Support Team Development: Work confidently and flexibly as a manager and leader to support the development and performance of the overall Performance Marketing team.
12. Align with Broader Strategy: Ensure our performance marketing function is aligned with the broader marketing & brand strategy.

What do I need?

1. Experience leading a team in a competitive, performance-driven business.
2. Paid Traffic Acquisition: Proven experience managing and optimising paid traffic acquisition channels across PPC, Affiliates, Display, and Social.
3. Budget Optimisation: Track record of paid spend optimisation across channels with budgets of more than £5m.
4. Innovation and Initiative: Ability to continuously demonstrate innovation and initiative.
5. Target Driven: Target driven, showing the right skill set to drive the team in reaching the pre-defined team objectives.
6. Communication and Organisation: Excellent communication, organisation, and presentation skills.
7. Trading Process Management: Experience managing a continual trading process with a high degree of numeracy, including monthly forecasting.
8. MarTech and AdTech Knowledge: Strong knowledge of MarTech and AdTech solutions as well as digital data analytics and programmatic platforms.
9. Commercial Mindset: Commercially minded, appreciating and using the impact digital experiences have on customer outcomes and business results.
10. Opportunity Identification: The ability to autonomously identify opportunities, generate ideas, and formulate strategies.
11. Project Management: Project management skills and the ability to manage multiple tasks simultaneously.

Additional information

We're always looking to recognise and reward our employees for the work they do. As a valued member of The AA team, you'll have access to a range of benefits including:

• 25 days annual leave plus bank holidays + holiday buying scheme
• Worksave pension scheme with up to 7% employer contribution
• Free AA breakdown membership from Day 1 plus 50% discount for family and friends
• Discounts on AA products including car and home insurance
• Employee discount scheme that gives you access to a car salary sacrifice scheme plus great discounts on healthcare, shopping, holidays and more
• Company funded life assurance
• Diverse learning and development opportunities to support you to progress in your career
• Dedicated Employee Assistance Programme and a 24/7 remote GP service for you and your family

We're an equal opportunities employer and welcome applications from everyone. The AA values diversity and the difference this brings to our culture and our customers. We actively seek people from diverse backgrounds to join us and become part of an inclusive company where you can be yourself, be empowered to be your best and feel like you truly belong. We have five communities to bring together people with shared characteristics and backgrounds and drive positive change.