Head of Paid Media
Trade Nation
full-time
Posted on:
Location Type: Hybrid
Location: London • United Kingdom
Visit company websiteExplore more
Job Level
About the role
- Defining the near- and long-term paid media strategy to deliver against subscriber/account acquisition and FTT goals.
- Planning and executing the global strategy across paid media and performance partner channels (affiliates/referrals where applicable), with continual improvement based on results.
- Building a clear channel roadmap: PPC and paid social first; then expanding into programmatic/CTV/mobile-only when incrementality and measurement standards are met.
- Owning Google Ads account standards: structure, naming, query quality, negatives hygiene, ads, assets, and extensions.
- Leading the account rebuild and stabilisation, including agency management and knowledge transfer.
- Maintaining change control, experimenting discipline, and posting-change evaluation.
- Launching paid social in a controlled way: clear test plans, creative angles, audiences, measurement ladder, and stop rules.
- Partnering with Studio and Brand to build a repeatable creative system: concepts, variants, refresh cadence, and documentation.
- Setting rules around frequency, exclusions, and audience overlap to protect efficiency and user experience.
- Identifying, testing, and scaling new channels that can contribute to growth, such as programmatic display/video, CTV/addressable TV, and mobile campaigns.
- Defining clear entry criteria per channel: measurement readiness, minimum data requirements, test design, and kill criteria.
- Running incrementality testing where feasible (holdouts, geo tests, lift studies), with Data support.
- Delivering investment, acquisition, and CAC forecasts, with ongoing re-planning based on actual results.
- Delivering overall and channel-level performance analysis and reporting, including campaign measurement and evaluation.
- Keeping a clean weekly performance narrative that ties spend to funnel movement and early payback signals.
- Partnering with the data analytics team and external partners to improve attribution, forecasting, and measurement capability.
- Partnering with the data analytics team to improve the quality, accuracy, and automation of reporting.
- Ensuring platform conversions map to the agreed event ladder (apply, approved, funded, first trade).
- Partnering with the integrated marketing team and the Creative Studio on all paid campaigns to ensure messaging, creative, and landing pages are aligned.
- Ensuring paid media briefs are clear, testable, and compliance-ready (claims references, risk lines, version control).
- Working closely with Organic Growth and Lifecycle on message match and on-site conversion priorities.
- Leading and develop a high-performing team of growth marketers, with clear goals and coaching.
- Hiring and managing manager-level support as volume grows (PPC Manager, Paid Social Manager).
- Managing agencies and contractors with clear scope, deliverables, and handover expectations.
Requirements
- Proven experience owning paid media for a performance-led business, including hands-on execution.
- Strong depth in Google Ads, plus experience designing and running paid social testing.
- Strong measurement instincts: conversion definitions, QA, and working closely with analytics and engineering partners.
- Good judgement in regulated advertising and approvals, with a practical approach to audit trails.
- Clear communicator who can run a disciplined weekly cadence and make trade-offs.
- Preferred requirements
- Experience in trading, investing, fintech, or similarly regulated sectors.
- Experience scaling across multiple regions and entities, including localisation constraints.
- Experience with offline conversion links and cohort-based evaluation.
- Programmatic experience (agency-led is fine).
- App acquisition or re-engagement campaign experience.
Benefits
- Competitive salary, and discretionary annual bonus.
- Private healthcare.
- Personal protection insurances
- Active Lifestyle allowance.
- Annual leave above minimum entitlement.
- Up to 3 weeks allowance to work in any location.
- Enhanced parental leave packages.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
Google AdsPPCpaid socialprogrammaticCTVmobile campaignsincrementality testingcampaign measurementconversion definitionsoffline conversion links
Soft Skills
clear communicatorgood judgementdisciplined cadencecoachingteam leadershipanalytical thinkingcollaborationproblem-solvingstrategic planningcreativity