Design and run multi-channel paid media campaigns across Meta, Google, TikTok, and LinkedIn, covering the full acquisition funnel from awareness through to merchant sign-up. This is the core of the role, accounting for the majority of your time and effort
Build and own a test-and-learn approach to paid: structured creative testing, audience segmentation, bid strategy, and landing page optimisation, with a relentless focus on cost-per-acquisition and conversion efficiency
Set up and maintain robust conversion tracking across paid channels, ensuring accurate attribution, clean data, and reliable reporting that connects spend to outcomes
Develop audience segmentation and messaging that resonates with small independent retailers, translating their pain points and motivations into paid creative and copy that converts
Identify and pilot non-paid acquisition channels (organic, partnerships, referral, content) as complementary tests, building a view of where they can support or extend paid activity
Manage free and paying conversion flows from paid campaigns, support nurture sequences to convert freemium sign-ups, and track pipeline from first click through to activation
Report on key funnel metrics such as sign-ups by type and volume, CPL, conversion rate, CAC, and campaign efficiency turning insight into clear recommendations and faster iteration
Collaborate with Product, Data, CRM, and commercial teams to align campaigns with proposition development and sales priorities
Apply AI tools across audience research, ad creative development, campaign iteration, and performance reporting to accelerate learning and improve outcomes
