Director of Paid Media
GoHenry | Director of Paid Media
GoHenry is a UK-based fintech company created by parents to pioneer financial education. More recently, GoHenry moved into Europe and the US by joining forces with French fintech company PixPay and US investing app, Acorns.
Together, Acorns, PixPay, and GoHenry have over 6 million members across 5 countries. We are focused on empowering families with engaging money management tools, educational content, and a seamless product experience that creates financial well-being from birth to adulthood.
Join us on our mission to make every kid smart with money
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.
The role:
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.
Your responsibilities include, but will not be limited to:
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 reportingPartnering 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
What you will bring to GoHenry:
This is a crucial role in the organsiation and as such we are looking for high caliber candidates. The ideal applicant will be able to demonstrate that they have;
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’s in it for you?
All the essentials you would expect, including a workplace pension plan, 33 days of holiday (including public holidays), & great company events local & abroad!
Other Offers:
GoFlex - Work from Home, Office, or a mix of both
Your Birthday Day off
25 days annual leave, in addition to 8 UK bank holidays
An excellent Induction & onboarding program with ongoing learning & development throughout your career
A choice between Bupa Health Cash Plan or Bupa Private Medical
Death in service – 4x your annual salary from month 1
Physical and Mental Wellbeing support and platforms for you and your family
Family-friendly leave policies
Enhanced maternity leave – 20 weeks full basic pay after 2 years’ service and 26 weeks full basic pay after 3 years’ service
Paternity leave – 4 weeks full pay after probation
Salary Sacrifice options
About GoHenry
We’re on a mission to help every kid be smart with money. Our goal? Create generations of independent, confident young adults, armed with money skills that will set them up for life.
How we do it:
We place the power in the hands of young people, giving them the tools they need to master the financial ropes for themselves. They can spend, save, earn, and give with GoHenry’s prepaid debit card and app – because learning through doing really works (and it’s more fun!). All while our unique built-in controls give parents total peace of mind.
We’re proud to say...
We ranked #38 in Newsweek's Top 100 Most Loved Workplaces in the UK in 2023
We’re one of Tech Track’s top 50 fastest-growing UK companies.
We won Finders Kid’s Cards Customer Satisfaction Awards in 2022 and 2023.
We won the Tech for Good award at the Better Society Awards 2023
Our kids and parents have donated over £500,000 of their own money to NSPCC via their GoHenry accounts
But we’re still growing, and that’s why we need you.
GoHenry is an equal-opportunity employer, and we’re on a mission to foster a diverse & inclusive workplace. Individuals seeking employment at GoHenry are considered without regard to race, religion, national origin, age, sex, gender, gender identity, gender expression, sexual orientation, marital status, medical condition, ancestry, physical or mental disability, military or veteran status, or any other characteristic protected by applicable law.