Head Of Growth Marketing (Maternity Cover)

THE COMPANY

CraftGinClub is one of the UK’s leading premium alcohol retailers. Our mission is to get amazing impossible-to-find drinks into the glasses of discerning drinkers, whilst supporting the growth of artisan producers across the world.

Our award-winning in-house team of experts curates and manages the whole process – and whilst we are principally known for our subscription service delivering incredible experiences to our customers every month, we also have a growing ecommerce store, which offers not only the products we source, but exclusive lines made by our own distillers and manufacturers. 

With tens of thousands of customers, we have featured on the BBC, GQ and The Telegraph, and have been heralded as one of the most successful ever investments on Dragon’s Den!

As consumers tastes evolve and the hospitality sector changes, we are expanding our offering and readying ourselves for a new period of growth – moving beyond gin into other spirits, and giving consumers more choice and more opportunity to have truly great experiences. 

The Head Of Growth Marketing is a key role to help achieve this, and we are looking to bring on board someone for a year’s maternity cover from May26.

THE TEAM
 
This role sits within the Sales & Marketing department, and will work closely with
Brand, CRM, Website, Commerce, Tech, Customer Service, and of course our Product team.

Sales & Marketing is a core driver for moving our business forwards, and is responsible for a range of requirements across the business – improving our brand, forming new incentives, expanding and refining our offering, designing content, producing magazines, running adverts, acquiring new customers and nurturing our database of customers.

We already have teams in place looking after Brand, CRM, Website and Commerce, but are now in the process of expanding our Growth / Acquisition team, both by bringing in a new Growth Marketing Manager to support across all key initiatives as well as this maternity cover. This Growth / Acquisition team is responsible for our ATL marketing channels, acquiring new customers into our funnel, with one key goal : to generate revenue growth within a profitable ROAS.

Requirements

THE PERSON
In a nutshell, the Head Of Growth Marketing will be our consumer acquisition champion, responsible for finding and acquiring new customers across a range of channels, promoting the right products to the right people at the right time.

Reporting into the Chief Sales & Marketing Officer, this role will be a key leader within the Sales & Marketing team, helping guide the overall department with specific authority and
accountability for the Growth / Acquisition Marketing function within it. 

This is an ideal role for someone who:

• Is a real player-manager – willing to get involved from an implementational perspective, bringing an energy to what they do
• Enjoys analysis, digging into data, problem-solving and finding opportunities
• Loves developing a small team and leading them to deliver great work
• Gets excited about shaping things from scratch, particularly as we go through a major rebrand and start new acquisition activities for the first time
• Can manage uncertainty and complexity, and form and deliver solutions
• Wants to progress their career within a close-knit team and growing business environment
• Likes a fun, open working environment where they can be themselves and loves a diverse caring community
• Wants to dedicate themselves to delivering excellent work and seeing the results of their endeavours

THE REMIT
Whilst the wider Marketing team is pretty well established, the Acquisition Marketing team is going through a period of change. An over-reliance on a narrow range of channels (predominantly affiliates / partnerships) is being addressed, with new agencies being brought on board to better support SEO, Paid Search and Paid Social. Likewise, the team is expanding with a Growth Marketing Manager being hired to support the broadening range of activities. With the current Head Of Growth Marketing going on maternity leave soon, we are looking for a talented marketing professional to take the current foundations of what we do, and expand on them – both in developing a test & learn programme, new channel deployment, and current channel optimisation.

This role will best suit someone with a more technical and analytical approach to growth / performance marketing. We need someone who can analyse granular performance, and actively optimise activity on an iterative basis. They should have a strong grasp of managing spends, ensuring optimal blend of marketing channels, and forecasting performance of our shop and subscription sales routes. A strong understanding of ROI versus LTV and AOV is key. They should also be adept at managing agencies across a range of activity types, having a specialism in digital marketing themselves, as well as being able to self-serve on things such as analytics. Much of the creative lifting can be managed by our Brand team, but a good grasp of working with creative teams would be an advantage.

There are a few projects in place, and new ones coming up, but we envisage some key projects to be:

• Planning / optimisation – reviewing all current activity alongside the team and agencies, benchmarking current performance, and forming plans to accelerate and optimise
• Strategy / test & learn – building on our current foundations of activity and delivering roadmap of new activities
• Campaign management – owning (both internally and via 3rd party agencies) the ongoing and campaign activity across all channels of activity – principally Paid Search, Paid Social, SEO and Affiliates 
• Project management – coordinating sister teams to deliver core activities across a range of projects, including a major rebrand
• Analysis / forecasting – monitoring performance and tracking KPIs across all channels allowing for responsive and pragmatic control – expertise in GA, GSC, AdWords and Meta is a must
• Team leadership – leading, directing, coaching and mentoring a Growth Marketing team
• Stakeholder management – working closely with teams around the business, ensuring a collaborative approach to driving results

Benefits

• Hybrid working – Wed/Thu in our Farringdon offices, remote on Mon/Tue/Fri
• Flexible working hours
• 25 days holiday rising with length of service
• Weekly gin and rum tasting, and regular product tastings and attend industry events
• Generous staff discount on our online store
• Real career progression opportunities, with the chance to grow as we do
• Dynamic working environment and regular social events