Chief Manager - Performance Marketing

Key accountabilities, responsibilities, and measures

Performance Marketing Strategy & Execution

• Develop and execute the performance marketing strategy aligned to e-commerce sales, customer acquisition and profitability priorities. Identify scalable growth opportunities across paid search, paid social, display, affiliate, retargeting and emerging channels.

• Translate annual and seasonal trading plans into channel, audience, campaign and investment plans.

• Ensure campaigns are launched on time with clear objectives, audiences, product focus, creative requirements, tracking and success measures.

• Partner with E-commerce Category Management, Site Operations and Marketing to connect media activity with product availability, onsite experience and the trading calendar.

• Monitor performance frequently and rebalance investment, audiences, bids, creative and channel mix to improve outcomes.

Budget, Efficiency & Commercial Performance

• Own the performance marketing budget and ensure disciplined deployment across channels and campaigns.

• Drive improvement in return on ad spend, customer acquisition cost, conversion, revenue contribution and other agreed commercial measures.

• Maintain clear forecasts, pacing and variance reporting, and highlight risks or opportunities early. Balance growth, efficiency and customer quality rather than optimising for traffic or revenue in isolation.

Measurement, Attribution & Optimisation

• Establish robust campaign measurement, tracking and reporting in partnership with Analytics, Product and Technology teams.

• Use customer, channel, product and funnel data to diagnose performance and convert insight into clear actions.

• Improve attribution and understanding to support better investment decisions.

Agency, Platform & Stakeholder Leadership

• Lead agency and media partner performance through clear briefs, service expectations, reviews and commercial discipline.

• Maintain effective relationships with key advertising platforms and evaluate relevant new capabilities.

• Work across E-commerce, Marketing, Finance and Technology to resolve dependencies and deliver shared growth outcomes.

Team Leadership & Capability

• Lead, coach and develop the Performance Marketing team with clear priorities, accountability and performance standards.

• Build stronger capability in campaign management, analytics, commercial judgement, experimentation and platform knowledge.

• Create simple operating rhythms, documented ways of working and clear ownership across the team and partners.

Measures of Success

• Achievement of agreed e-commerce revenue and customer acquisition contribution from paid channels.

• Improvement in return on ad spend, customer acquisition cost, conversion rate and marketing efficiency.

• Campaigns delivered accurately and on time against the trading calendar.

• Clear budget control, forecast accuracy and timely optimisation of investment.

• Stronger team capability, agency accountability and cross-functional ways of working.

Ways of Working, Governance & Effectiveness

• Operate with strong commercial ownership and use facts to make transparent investment decisions.

• Stay close to customers and trading performance, act at pace and follow through on commitments.

• Simplify reporting and focus discussions on insight, decisions and actions.

• Aim higher through continuous testing, external learning and disciplined optimisation.

Key skills

• Commercial & Financial Acumen - Strong understanding of revenue, margin, acquisition cost, conversion and return on marketing investment.

• Digital Media Expertise - Strong hands-on knowledge of paid search, paid social, display, affiliate, retargeting and campaign management platforms.

• Analytics & Attribution - Ability to interpret funnel, customer and channel performance data and improve measurement and investment decisions.

• Campaign Trading & Optimisation - Ability to monitor performance at pace, identify issues and redirect activity to improve outcomes.

• Customer & E-commerce Understanding - Connects audience, product, proposition, onsite journey and trading calendar to drive conversion.

• Agency & Partner Management - Sets clear expectations, challenges constructively and ensures delivery, quality and value.

• People Leadership - Builds capability, sets high standards and creates clear accountability within the team.

• Stakeholder Influence - Works effectively across E-commerce, Marketing, Product, Analytics, Finance and Technology.

Extensive experience in

· Adobe Analytics : Workspace, segmentation, funnel/pathing, calculated metrics, channel reporting

· Product Feed & Shopping Management :feed optimization, Merchant Center hygiene, Performance Max and shopping campaigns, catalogue quality.

· Bidding & Budget Automation: automated bidding strategies (target CPA/ROAS), pacing, portfolio bidding and budget allocation logic across channels.

· Audience Strategy & Segmentation : first-party audience building, lookalikes/similar audiences, remarketing, customer match and value-based (RFM) segmentation.

· Performance Creative & Ad Testing : briefing and iterating performance creative and copy, structured creative testing, and matching format to placement.

· Incrementality & Marketing Mix Modelling : geo and holdout experiments, incrementality testing, MMM and LTV/cohort analysis to measure true contribution beyond last-click.

Qualifications and experience

Qualification:

• Graduate / Postgraduate qualification in Marketing, Business, Digital, Analytics or a related discipline.

Experience:

• 8-12 years of experience in performance marketing, digital acquisition or growth marketing, preferably in e-commerce, retail, fashion or consumer businesses.

• Demonstrated experience managing significant media budgets and delivering measurable revenue, customer acquisition and efficiency outcomes.

• Strong practical experience across paid search and paid social, with working knowledge of display, affiliate, retargeting and programmatic channels.

• Experience using web analytics, advertising platforms, dashboards and attribution approaches to optimise investment.

• Experience leading internal teams and managing agencies or specialist partners.

• Experience working in a fast-paced trading environment with multiple commercial and functional stakeholders.