We are looking for an experienced Head of Paid Media and Social Media to lead customer acquisition, social media strategy, content strategy and conversion optimisation across our group of brands.
The role will be primarily focused on Ecotalk, with additional support across Ecotricity Domestic, Skydiamond, Dale Vince campaigning and other group brands as required.
This is a senior, hands-on role for someone who combines strategic thinking, high creativity, commercial judgement and strong paid social platform expertise. You will turn brand plans and commercial priorities into effective paid media, social media, content and conversion activity that delivers measurable results.
You will lead a team setting the standard for best-in-class digital channel customer acquisition, with a dominant focus on paid and organic social media strategy and execution. You will also bring experience across broader paid media, content strategy and conversion optimisation, working closely with direct reports, Brand Marketing Managers, Dale Vince’s campaign team, creative teams, PR and relevant business stakeholders.
You will not own the complete marketing or commercial strategy for each brand, own the customer proposition, brand positioning or total brand budget. Your role is to provide specialist leadership and hands-on execution across acquisition, primarily for Ecotalk through paid social media platforms, while providing social media leadership across group brands and team leadership across other paid media channels, content and conversion. You will ensure activity is joined up, audience-led and commercially effective.
Core responsibilities:
You will directly lead paid media and customer acquisition strategy for Ecotalk, and then provide direction across agreed group brands. You will have experience of paid search, price comparison websites, referrals, affiliates and other acquisition channels.
You will:
- Turn brand and commercial objectives into clear channel plans, budgets, forecasts and performance targets.
- Lead the planning, delivery and optimisation of acquisition campaigns.
- Ensure investment decisions are based on customer acquisition cost, customer quality, conversion and lifetime value.
- Develop structured testing across audiences, creative, messaging, bidding, channels and landing pages.
- Identify opportunities to improve channel mix, efficiency and commercial return.
- Lead internal specialists and agency partners to deliver high-quality, accountable activity.
- Use platform automation and appropriate AI tools to support planning, audience development, creative testing, optimisation and analysis, while maintaining clear human oversight and commercial control.
You will own integrated social media and content strategy across agreed brands and channels, delivered through the Content Manager and Social and Content Editor, and in close partnership with Dale Vinces campaign team. Your focus will be to develop activity that supports brand awareness, audience growth, engagement, customer education, acquisition, conversion and campaigning.
You will:
- Ensure paid and organic social media work together effectively.
- Develop platform-specific social and content plans.
- Use audience insight, search behaviour, social listening and performance data to identify opportunities.
- Improve the way content is adapted, repurposed and amplified across paid, owned and social channels.
- Ensure content supports paid campaigns, search visibility, landing pages and customer journeys.
- Keep the team responsive to changes in platforms, audience behaviour and content formats.
- Measure activity against clear brand, audience and commercial objectives.
- Use AI and other appropriate tools to support research, trend identification, content planning, briefing, repurposing and analysis, while ensuring final output remains accurate, distinctive, brand-appropriate and guided by strong editorial judgement.
You will own conversion strategy and CRO testing across paid media, landing pages and relevant acquisition journeys.
You will work with product, UX, technology, data and commercial teams to identify barriers to conversion and prioritise improvements.
This will include:
- Developing a structured programme of conversion tests.
- Creating clear hypotheses, measurement plans and commercial rationale.
- Improving landing pages, forms, switching journeys and campaign journeys.
- Using customer behaviour and performance data to identify opportunities.
- Sharing test results and applying successful approaches across future activity.
You will take responsibility for the commercial performance of the channels and activity within your remit.
You will manage relevant budgets, maintain clear visibility of planned and actual spend, and provide straightforward reporting and recommendations to all stakeholders.
You will:
- Monitor performance against KPIs, forecasts, budgets and commercial objectives.
- Identify underperformance, risks and opportunities early.
- Recommend changes to investment based on evidence and commercial priorities.
- Explain not only what happened, but why it happened and what action should follow.
- Use performance insight to improve targeting, creative, content, conversion and budget allocation.
- Ensure media and agency expenditure is transparent, controlled, and actively optimised.
For this role, you'll need to be based within a reasonable distance and able to travel to our office in Stroud, Gloucestershire, as the role requires weekly office presence.
