Full Time

Head of Performance Marketing

Please send your CV & Cover Letter


Employment Type

Full Time

Location

Bideford

The Role

The Travel Chapter Group, incorporating Holidaycottages.co.uk and other holiday cottage acquired businesses, is an award-winning holiday letting company with over 30 years’ experience specialising in quality holiday properties across the UK.

We pride ourselves on our extensive and varied portfolio of properties, and always strive to exceed the expectations of our holidaymakers and property owners alike. With over 300+ staff across the UK,  a thriving portfolio of 6000+ properties across the UK and taking 150,000+ bookings a year, you can expect to work in a progressive and agile team.

The Head of Performance Marketing will lead and oversee Travel Chapter’s marketing strategy across performance marketing channels for our portfolio of sites, linking our efforts across paid and owned performance channels to ensure the optimum efficiency in delivering against our business objectives.

The Head of Performance Marketing will be responsible for leading our team of performance marketing specialists, who manage activity across our digital media (including PPC, Social & Programmatic) and affiliate marketing channels.

The successful applicant will play a key role in driving our business’ and brands’ growth through performance channels, using data-driven acquisition strategies to increase Customer bookings and occupancy for our Owners, as well as generating new Owner leads for the New Business team to convert.

With excellent knowledge of all performance channels, the Head of Performance Marketing will know the role and effectiveness of each through the decision making to purchase journey, forming effective long-term strategies to ensure sustained growth of our business over time, as well as activating channels tactically to deliver on short-term needs.

We are looking for

Skills and Experience Required:

Essential

  • Extensive experience in a Head of Performance Marketing or Senior Performance Marketing role, within eCommerce/direct response sectors.
  • Proven track record managing a multi-million pound performance marketing budget across key response channels, with a core focus on PPC Search.
  • Experience implementing 3rd party bid management platforms (i.e. SA360, MarinOne, Kenshoo) alongside inventory management feeds to improve PPC Search performance in-line with business objectives and create efficiencies in cross-account management.
  • Excellent knowledge of key bidding strategies including eCPC, target CPA, target ROAS, maximise conversions, maximise clicks.
  • First-hand experience of all digital buying models, including CPC, CPA, CPM, CPL & CPV, traded through online auctions/exchanges and on a direct, negotiated basis.
  • Google Analytics qualified to Advanced level.
  • Excellent knowledge of all digital attribution models including DDA, position-based, linear and custom.
  • Experience delivering digital marketing strategies and campaigns across channels via data management platforms (DMPs) to supplement first party data, improve targeting and increase efficiency.
  • Experience overseeing affiliate marketing channels, both through networks (i.e. AWIN) and with individual affiliates direct.
  • Highly numerate and analytical mindset; competent in analysing and interpreting large data-sets, providing actionable insights to improve short-term performance and inform longer-term strategy.
  • Experience building and analysing reports using advanced data visualisation software, such as Power BI and Data Studio.
  • Proven negotiation skills, commercially astute with excellent business acumen.
  • Management experience leading a team and developing direct reports.
  • Experience in managing relationships with external agencies and suppliers.
  • Confident presenter, with the ability to write and deliver proposals and reports to key stakeholders.
  • Proficient in MS Office and Google suites, with advanced Excel/spreadsheet skills.

Desirable

  • Considerable experience working within Travel vertical
  • Experienced in advanced analytical tools such as SQL.
  • Knowledge of cloud data warehousing solutions (i.e. Google BigQuery, Redshift) and opportunities to consolidate data sources and reporting across multiple touch points.
What will you be doing?

Main Responsibilities:

  • Lead our marketing strategy across performance channels to deliver against the business’ target bookings growth, maximising occupancy across the year at the required CPA and ROI.
  • Develop written proposals, plans and businesses cases to support and communicate our performance marketing strategy to key stakeholders.
  • Integrate business data to further enhance and optimise our digital marketing strategy and link performance marketing to business KPIs.
  • Lead and manage a growing team of performance marketing specialists spanning digital media and affiliate marketing channels.
  • Plan and oversee the performance marketing budget in conjunction with the Head of Digital Media and Affiliate Manager.
  • Working closely with the Head of Owner Marketing to develop our owner marketing strategy in performance channels to increase leads and enquiries from prospective owners at the target CPL.
  • Working with the Head of SEO and Head of Customer Marketing to ensure a joined-up approach and view of performance is taken across Organic Search, CRM and paid performance channels; including providing key business performance data to help inform their strategies.
  • Assessing key platforms and software across channels to improve efficiency and automation (integration across platforms, reporting, delivery/management).
  • Alongside the Director of Customer Experience and Web, identifying opportunities to increase eCommerce conversion rates across holidaycottages.co.uk and our network of sites.
  • Working with the Marketing & Performance Analysts to develop our reporting suite and dashboards, integrating marketing and business data to best represent performance of channels individually and collectively, using these to increase performance and efficiencies as a result.
  • Alongside key stakeholders, evolving our approach to attribution modelling, both digital and offline, to increase efficiency of our marketing spend across channels, our brands and campaigns.
  • In conjunction with our Affiliate Manager, negotiating terms and commissions with new and existing affiliates to deliver incremental bookings and occupancy for the business.
  • Forecasting spend and performance vs. budget, reporting updates to key stakeholders throughout the month.
What's in it for you?
  • Competitive salary
  • Company pension scheme 
  • Travel Chapter Employee Rewards - Exclusive staff discounts
  • Healthcare Cash Plans
  • Employee Assistance Programme
  • Exclusive staff holiday discounts  
  • 25 days holiday per year plus bank holidays 
  • Cycle to Work Scheme
  • Regular social and team events
  • A relaxed, friendly and fun work environment
  • Time for training and self-improvement
  • Highly effective, motivated and supportive team members!