Marketing Director, amicable
Office located in Holborn, London
Relationships legal service
Open for applications
Office located in Holborn, London
21-100 employees
Company mission
Our mission is to help people navigate relationship change with kindness, clarity and practical support. From moving in together to getting married, separating, co-parenting or blending families, amicable helps thousands of couples have better conversations and make clearer decisions.
Role
Who you are
- Proven senior marketing leadership in a fast-growing, consumer-facing organisation, ideally with a complex product set
- A strong track record of delivering growth and improving unit economics - including customer lifetime value and acquisition cost - a controlled budget
- Fluency in using AI and martech tools to accelerate content creation, testing and analysis, including experience building automated workflows using tools such as n8n, Claude or similar
- Strong data and analytics capability – you're able to set strategy from data and brief and interpret tools such as Power BI, the Google Suite, Klip, Airtable and HubSpot
- Experience across PPC, SEO, AEO, customer marketing, lifecycle and CX strategy, and how these drive revenue, cross-sell, up-sell and referral
- Strategic brand and communications understanding, including the role of PR, ATL, social media and public-facing communications
- Strong communication and stakeholder management skills - able to simplify complex data into clear commercial recommendations and bring cross-functional teams with you
- Comfortable leading in a fast-paced, changing environment - you know where to unlock value and how to prioritise
- Experience leading marketing through periods of rapid scaling and growth, including optimising operating models and ways of working
- Understanding of UK customer and marketing regulations and compliance requirements
What the job involves
- This is a senior leadership role at the heart of amicable's growth. You'll lead the marketing organisation - owning strategy, performance and commercial output across the entire function, and delivering significant year-on-year growth on a set budget
- You'll lead a brand, communications, growth and customer-focused team with pace, efficiency and a drive for commercial success. You'll architect an AI and martech ecosystem that drives automation across the function and set ways of working that shift the business toward a more agile, automated operating model
- You're both a strategic leader and a hands-on operator. You bring depth across brand, marketing, AI and customer experience- and you use it to improve unit economics, increase customer lifetime value and reduce the cost of acquisition, while keeping the brand visible and consistent across all channels
- You'll own positioning and competitive differentiation, and partner closely with the Co-Founders and the Commercial, Product, Tech, Sales and Customer Services teams to align marketing with the wider business strategy
- Own the brand, marketing and customer strategy, budget and plan end-to-end - aligned to amicable's commercial objectives and strategy for efficient, effective growth
- Set product positioning and competitive differentiation, testing propositions with audiences to decide how amicable stands out in its market
- Lead, develop and coach your team - setting clear objectives, ways of working and a regular cadence for performance and development
- Own the key marketing economic metrics, including customer lifetime value, acquisition cost and revenue - setting targets and reporting against them
- Deliver significant year-on-year growth on a set budget, ensuring agile allocation and efficiency of spend across all channels
- Consolidate strategy into succinct, commercial narratives that win over the Executive Team and cross-functional stakeholders
- Own the marketing and AI technology ecosystem and its roadmap - ensuring martech solutions are efficient, compliant and serve the wider business
- Embed AI and automation across all marketing functions, from content creation and copywriting to social media, testing and analysis
- Identify, adopt and scale AI tools and integrated workflows to accelerate execution, pace and optimisation
- Own the governance and quality of AI-generated output, ensuring it meets brand, accuracy and compliance standards
- Provide strategic brand leadership, ensuring our values and voice are reflected consistently across all channels
- Develop the marketing and media strategy -determining the most effective channels for reach and conversion into key target segments
- Optimise the media mix to improve effectiveness and grow the organic contribution of leads and customers
- Own marketing attribution, tracking and measurement across all channels -allocating budget for ROI and accuracy of reporting
- Work closely with commercial, sales, product and customer-facing teams to improve customer experience and marketing propositions
- Own the annual marketing plan and budget, including resource allocation and reforecasting, aligned to the annual operating plan
- Develop marketing targets, KPIs and dashboards aligned to reporting requirements from the board, Executive Team and senior stakeholders
- Create engaging reports on performance, insights and market trends through clear, data-visualised presentations
- Ensure all marketing activity complies with GDPR, PECR and the ASA/CAP advertising codes
Salary benchmarks
Our take
amicable is on a mission to revolutionise the way people end relationships, aiming to make the process kinder and more efficient than traditional solicitor-led approaches. By focusing on a technology-driven model, Amicable offers a modern alternative to conventional legal practices, enabling couples to avoid the emotional and financial strain often associated with traditional methods of divorce and separation.
The company's innovative approach to divorce, separation, and co-parenting has positioned it as a trusted brand in the industry. With a commitment to delivering empathetic, fixed-fee services, amicable effectively guides couples through the complexities of ending a relationship.
amicable promotes a collaborative culture and is rapidly growing to meet demand and legislative change, elevated in part by its acquisition by Octopus Money in 2023. Emphasising values such as kindness, flexibility, trust, professionalism, and customer focus, amicable is dedicated to pioneering a better way for couples to part ways.
Kirsty
Company Specialist at Welcome to the Jungle
Meet the team
2 people
Kate Daly, Co-founder
Insights
Company
Company benefits
- 28 days holiday plus bank holidays per annum (pro-rated)
- Cycle to work scheme
- Private health insurance
- Group life assurance
- Enhanced family friendly leave
- Employee Assistance Programme
- Share Incentive Plan
- Electric Vehicle Scheme
Company values
- Empathy & Kindness
- Trust & Professionalism
- Pioneering
- Customer Focus
Company HQ
Richmond, UK
Leadership
Pip Wilson
(Co-founder & CEO)Board Trustee and Deputy Chair of the The RSA. Former Trustee / Board Member of The Girls' Network, Founder and Board Director of Bluefin Solutions and was also Consultant at a number of companies.
Kate Daly
(Co-founder & Host of The Divorce Podcast)Former Family Consultant and Divorce Coach at FamilyChange. Was also a Counsellor, Coach and Consultant at KDCPPS, Director at PeopleFanClub and Senior Manager at KPMG.
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