Director of Paid Media, GoHenry
More information about location
Pocket money app to make every kid smart with money
Be an early applicant
Pocket money app to make every kid smart with money
201-500 employees
Be an early applicant
More information about location
201-500 employees
Company mission
To make every kid smart with money.
Role
Who you are
- Proven experience of driving efficient subscriber growth in a D2C subscription business
- Owned the setting of short and long-term media strategies, and have delivered against KPIs and business goals
- Experience managing budgets, balancing multiple demands, and ensuring the best value and return on our investments in marketing
- Experience in planning, testing and scaling media channel strategies to successfully contribute toward growth
- Expert knowledge of our core digital channels (TV, Google incl PPC and YouTube, Meta, Programmatic Display and Podcasts)
- Extensive experience of executing and optimising Paid Media campaigns on key self-serve platforms (Google, Meta, TikTok). Hand on platform experience as well as management of executional teams
- Strong knowledge of Programmatic Display & Video planning and execution with experience across multiple DSPs
- Experience of planning and buying TV/AV campaigns, with a focus on CTV, Addressable TV and VoD
- A track record of expanding the media mix in D2C organisations and increasing spend within rigid CAC guardrails
- A good understanding of Marketing Effectiveness tools incl Digital Attribution methodologies and Modelled approaches (MMM or other)
- Experience of managing high-performing in-house and agency teams
- A proven ability to generate regular and insightful reporting and analytics and communicate it across different stakeholder groups
- Deep empathy and passion for our customer and their experience with GoHenry
What the job involves
- We are looking for an experienced Director of Paid Media to lead the UK Growth team and play a significant role in driving subscriber growth at GoHenry
- Reporting to the global VP of Growth Marketing, the Director of Paid Media will lead the UK Growth team to deliver efficient subscriber growth through new customer acquisition - all within acceptable CAC guardrails
- With responsibility for the biggest levers of subscriber acquisition you will play a crucial role in the commercial success of the organisation driving subscriptions through Brand and Performance Paid Media, Affiliates and Referrals
- You will own channel strategy and execution with the support of an in-house and agency team. This will include ongoing testing, experimentation and optimisation to drive ongoing improvements to our channel mix and optimisation tactics
- As such you will be responsible for forecasting around media budgets and ROI as well as regular reporting across the GoHenry and Acorns businesses
- Alongside these core responsibilities you will have ownership of Media Effectiveness tools and outputs, partnering with our internal Data team and external providers as required
- You will also partner with the Integrated Marketing team to align Media planning with Creative requirements, and with our Website & App store lead to ensure cohesive customer journeys from advertising through to subscriptions
- Defining the near and long-term paid media strategy, to deliver against subscriber acquisition goals
- Planning and executing the UK media channel strategy across Paid Media, Affiliates & Referrals, with ongoing optimisation and improvement
- Leading our in-house team of three
- Delivering data-driven investment, subscription, and CAC forecasts for the business with ongoing re-planning based on results
- Delivering overall and channel-level performance analysis and reporting, as well as campaign measurements and evaluation
- Identification, testing, and scaling of new media channels that contribute towards growth (e.g. CTV, Addressable TV, Programmatic Display & Video)
- Partnering with the data analytics team and external partners to improve Marketing effectiveness, attribution, and forecasting capabilities
- Partnering with the data analytics team to improve the quality, accuracy, and automation of internal reporting
- Partnering with the Integrated Marketing team and Creative Studio, on all paid media, affiliate, and referral campaigns with the view to delivering engaging, creative, and relevant advertising
- Leading and managing a high-performing team of growth marketers, fostering collaboration and development
Salary benchmarks
Our take
Since a group of parents in Hampshire came up with the idea in 2009, GoHenry has come a long way and now has more than 2 million customers across its UK and US territories. GoHenry has been named by KPMG and H2 ventures as one of the world’s Leading 100 Fintech Innovators and the company also ranked the 8th fastest-growing British tech business in the Sunday Times TechTrack 100.
GoHenry has definitely revolutionised something that has characterised parent-child relationships for many years: pocket money. With no control or education, children usually spend their money without being truly aware of its value and do not learn anything about money management. GoHenry provides a useful tool to help young people learn good money habits while giving parents peace of mind and an easy way to manage pocket money.
On this mission to help children gain a better financial understanding, GoHenry has released a gamified, interactive tool named Money Missions. In addition to this game, GoHenry launched a Junior ISA, to enable parents to invest in their child's future in a more simple yet effective way. This clearly has potential as 11,000 parents opted for a Junior ISA in its pre-launch phase, so it's proving to be a sizeable market.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 7 rounds)
Oct 2022
$55m
LATE VC
Dec 2020
$40m
LATE VC
Total funding: $123.6m
Company benefits
- Enjoy time off: We offer 25 days paid annual leave, plus Flexible Public Holidays (you can decide what you celebrate and cherish, and when you do it!). Plus, we support flexible and remote working, so that unmovable appointment doesn't need to be covered by annual leave
- Flexible working: Our GoFlex policy means you can choose to work at the office, WFH, or a little of both. No matter where you work, we'll make sure you have everything you need so you can focus on your goals
- Stay balanced: A healthy work-life balance is everything. So don’t be a slave to the grind—just give it your all when you’re working. Oh, and this is part of our official rules: start work late (read: sleep in) on your b-day
- Learn faster with training & development: It’s your career, so you lead the way. We provide training and development opportunities and access to hundreds of webinars. Plus, count on your manager for support and regular feedback
- Get health & wellness perks: A healthy work-life balance is everything. We encourage you to give it your all when you're working and to reset properly when you're not. Perk alert: we offer all employees a free subscription to the Calm app
- Choose your equipment: Mac or PC? We all have different ways we prefer to work. Choose your own equipment, so your working days are as comfortable as possible
- Make friends, too: We have fun together, and enjoy each other’s company! We host get-togethers and provide fun perks, while you spend quality time with the team
Company HQ
Farringdon, London, UK
Leadership
Louise Hill
(Co-Founder & CEO)Previously an Operations Director at The Cotswold Company & Findel Direct (warehousing operations) and at Scotts of Stow Ltd.
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