Acquisition Director, Wonderbly
£90-110k
2+ days a week in office (Bloomsbury, London)
Personalised books to inspire every chapter of a child's life
Job no longer available
Personalised books to inspire every chapter of a child's life
101-200 employees
Job no longer available
£90-110k
2+ days a week in office (Bloomsbury, London)
101-200 employees
Company mission
Wonderbly is on a mission to make people feel extraordinarily special, and bring them closer to the people they love, through the power of personalised stories.
Role
Who you are
- You’re a natural leader with strong commercial acumen
- You’ll have a proven track record in building and leading performance marketing for a fast-growing ecommerce business
- You’ll be comfortable with a fast paced environment, be highly analytical with a craving for results
- You’ll demonstrate a wealth of experience within paid marketing, especially across PPC, Paid Social, SEO, programmatic and Affiliate marketing at senior strategic levels. Above the line experience including TV, print and out of home is a bonus
- You’ll be capable of developing strategy that encompasses all acquisition and performance initiatives, including the on-site customer journey
- You’ll have good Google Analytics, data layer and Google tag manager knowledge
- You’ll be comfortable with ‘hands on’ self-serve analytics platforms such as Looker (our current platform) or Tableau
- You’ll be able to demonstrate a thorough understanding of attribution models and have a clear view of how we navigate performance marketing in a world of cookie depreciation. Experience in running media mix modelling is highly desirable
- Experience working with both agencies and in-house teams is preferred
- You’ll have extensive experience leveraging brilliant creative throughout the digital funnel (especially across Meta and Google)
- You’ll have a drive to be constantly seeking alternative or better ways of doing things within the digital space
- Finally, you must show a love for our category and brand. We want someone that loves books and creating personal, meaningful connections, and who connects deeply with our internal company values of courage, kindness and curiosity
What the job involves
- 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
- 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
Salary benchmarks
Our take
Shaking up the traditional publishing industry with a dose of cutting-edge technology, Wonderbly uses clever algorithms to create truly personalised children’s books, placing the young reader within the story.
Formerly known as Lost My Name, Wonderbly is on the intersection of storytelling, engineering, digital and print. It is building a global personal-publishing business that brings the power of meaningful personalisation into the homes of everyone in the world.
Back in 2019, the company announced the launch of Wonderbly Studios, a strategic partnerships platform offering access to Wonderbly’s world-leading personalisation expertise across design, tech and manufacturing. Since then, the brand has continued to grow, and in more recent times acquired "The Book of Everyone" in order to develop a broader range of personalised books.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 5 rounds)
Jul 2017
$8.5m
SERIES B
Jun 2016
$4.7m
SERIES A
Total funding: $27.5m
Company benefits
- Childcare vouchers
- Cycle to work scheme
- Video therapy sessions through Spill, to support positive mental health
- 28 days holiday (excl. bank holidays)
- Work from home opportunities
- Health insurance
Company HQ
Holborn, London, UK
Leadership
Asi Sharabi
(CEO)Earned a PhD in Social Psychology from London School of Economics. Previously worked as a lecturer at LSE and as a Managing Director at Sidekick Studios.
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