Head of Paid Media

2 weeks ago


Sheffield, United Kingdom Twinkl Full time

**Location**:Hybrid or Full time Office Based Sheffield HQ

**Contract**: Permanent Line Manager: Rachael Sprague Recruiter: Charlotte Harris

**Annual Salary**: £65k+

**Contract**: Permanent

**Line Manager**: Rachael Sprague

**Recruiter**:Rikki

Twinkl is on a rapid growth trajectory, most recently securing investment from Vitruvian Partners, the 4th highest-performing investor globally, who have previously backed companies such as Skyscanner, Just Eat, Farfetch and Trustpilot.

We’re on the search for an experienced, data-driven Head of Paid Media to manage our paid media strategy across display and biddable media, to drive the growth of our brand on a global scale. You’ll have a proven track record of delivering growth, innovation and transformation through digital, technology and customer-centricity.

You’ll spend your time leading our paid demand generation and demand capture efforts across major platforms: Google, Microsoft, Meta, TikTok, and YouTube, with a proven track record in scaling high-growth businesses and across multiple markets.

We are in search of someone who not only demonstrates exceptional proficiency in hands-on advertising platform management but also possesses the acumen to sculpt influential paid media strategies with a global reach.

Your role will involve close collaboration with other departmental heads, including those responsible for our SEO, CRO, influencer, and brand marketing. You will ensure that the acquisition strategy aligns seamlessly with web traffic and conversion goals, consistently surpassing CPA and RoAS targets.

**How you’ll spend your day**:
You will work closely with all members of SLT and you will be responsible for developing commercial and business development strategies that are optimised for both short-term results and long-term strategy. Your responsibilities will include:

- Strategy: Experienced in driving digital performance and customer engagement, strategic planning, analytical reporting & insight and stakeholder management.
- Budget management: Manage and monitor advertising budgets to ensure efficient and effective use of spend, closely monitoring performance vs targets with attention to detail on ROAS and margin.
- Data Analysis: Using data analysis to track and evaluate campaign performance. This includes identifying areas of opportunity and creating strategies to improve results.
- Attribution and measurement: You’ll develop and implement a strategy for measurement, including attribution and experimentation, to establish incrementally.
- Testing and experimentation: Working alongside central data teams, you’ll develop and implement testing frameworks to improve campaign performance and efficiency.
- Reporting: Creating and presenting regular reports on campaign performance to senior management and stakeholders.
- Proactive approach to optimisation: You’ll provide hands-on optimisation across all available channels to ensure growth generation with an emphasis on LTV and retention metrics.
- Collaboration: You’ll collaborate with cross-functional teams, including brand, product and data to ensure alignment on goals and strategies.
- Research: You’ll stay up-to-date with industry trends and new technologies, sharing insights and best practices with the team and broader organisation.

**Requirements**:

- 5+ years of performance marketing at a managerial level, driving tangible results for businesses with a focus on customer acquisition and growth.
- 2+ years budget management across various channels and countries
- Possess in-depth knowledge of both biddable and display best practices and new broad growth trends (e.g. latest developments in digital marketing, data, analytics, AI)
- Deep expertise across key demand gen and demand capture advertising platforms (Google’s ecosystem, Meta ecosystem, Remarketing partners, Affiliate networks, App networks)
- Proven experience in automation, incl bidding, optimization towards profit and LTV
- Passionate and action-oriented with strategic thinking and leadership skills
- Proficient in Looker, Tableau, Google Analytics (GA4)
- Ability to query and analyse performance data, SQL experience would be desirable.
- Strong project management skills: Ability to manage multiple campaigns and projects simultaneously while meeting deadlines.
- Scripting skills in JavaScript or Python to automate repetitive tasks, create custom reporting dashboards, and build custom bid management algorithms.
- Creative problem-solving skills: As a data-driven performance marketing manager, you should be able to think creatively and come up with innovative solutions to drive campaign performance.
- Strong communication and collaboration skills: Our performance marketing manager needs to be able to work collaboratively with cross-functional teams such as product, engineering, creative, and data and communicate effectively with stakeholders.

**Benefits**

In return for everything you can bring, we can offer you a


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