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Acquisition Marketing Manager

Employer
WHSmith
Location
Swindon, Wiltshire
Salary
Competitive
Closing date
7 Sep 2022

Job Details

Job Description

Acquisition Marketing Manager

Reports To: Head of Marketing

Department: Marketing – WHSmith

Direct Location: Head Office, Swindon (hybrid home working)

 

Role Summary:

This exciting role owns the strategy and execution of all new customer acquisition marketing activity for WHSmith.co.uk. You will manage third party agency partnerships and are a highly commercial and numerate acquisition specialist. You’ll have demonstrable experience of delivering profitable new customers through Offline and Digital channels with hands-on expertise in PPC, Shopping, Affiliate and Display activity.

 

Key Responsibilities:

  • Devise the media plan and budget for all acquisition channels and execute campaigns in conjunction with agency teams to deliver profitable omnichannel sales through agreed traffic and ROI targets
  • Analyse and report on all new customer acquisition marketing effectiveness, recommending optimisations and determining weekly, monthly and annual forecasts to measure against
  • Create and deliver ambitious plans that focus on key pillars of growth: omnichannel customer experience, sales, cost management and profitability
  • Responsible for working with our high street and other channel partners to encourage store customers to sign-up online as part of WHSmith’s omnichannel ambition
  • Collaborate with Trading, Web and Marketing teams to identify key campaign or product activity and proactively develop omnichannel campaigns to support and drive new customers
  • Devise and maintain a continuous and robust testing roadmap for each channel to optimise towards increased traffic, conversion and profitability
  • Optimise investments towards profitable acquisition activities through deep understanding of unit economics, customer database, segmentation, attribution, LTV and profitability models
  • Manage agency relationships and develop collaborative, strategic partnerships to ensure service levels are met and costs managed efficiently, and seek new ways and partners to drive performance
  • Identify, explore and implement new acquisition channel opportunities to drive omnichannel brand awareness and profitable new customer growth

 

Person Specification:

Experience Required

  • In depth knowledge of managing and growing an affiliate programme directly
  • 4+ years acquisition marketing experience in ecommerce or omnichannel retail
  • Hands-on experience managing Offline (Direct Mail, Inserts) and Digital acquisition channels (PPC, Display and Affiliates)
  • Highly commercial and numerate with experience using lifetime value and unit economic models
  • Expert in Direct to consumer Campaign Management with a record of exceeding targets
  • Agency management experience

Behavioural Competencies

  • Strong team player with excellent communication and stakeholder management skills
  • Highly numerate, commercially minded and results driven
  • Highly analytical with the ability to translate data into actionable insight

Technical Skills

  • Hands on experience of paid digital platforms such as Google AdWords, AWIN, Facebook
  • Solid experience with tools such as Google Analytics, Fuse Pump
  • Excellent Microsoft Excel skills (including pivot tables and advanced functionality)

 

What we can offer you:

  • Cash/Car allowance
  • Annual bonus based on company performance
  • Hybrid working model from home and in the office
  • 25 days holiday, plus your Birthday off, plus Bank Holidays with an opportunity to buy extra days holiday
  • Finish at 4pm on a Friday
  • Competitive pension contribution
  • Staff discount card for stores and online

 

About Us

WHSmith is a leading, global travel retailer with a smaller business located on UK high streets. Since 1792, we’ve grown and evolved into a globally recognised brand, and we’re proud to be that air of familiarity people love and trust on their journey, both in life and through life. Today, we have more than 1700 stores in over 30 countries across the globe, serving millions of customers every year, and you’ll find us at airports, railway stations, hospitals and on the high street.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, colour, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, and basis of disability. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws. We welcome applications from people of all backgrounds and encourage them in particular from individuals from under-represented groups at WH Smith. This includes women and people from Black, Asian and minority ethnic groups.

 

Company

WHSmith started in 1792 with a small news vendor in Little Grosvenor Street, London, followed by the opening of our first bookstall in Euston Station in 1848. We quickly established ourselves as the favoured newsagent, stationers and bookseller opening stores across the UK. From this point on, there has been no looking back.

View our Top Employer page.

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