Marketing Director - Acquisition & Retention

11 months ago(1/4/2017 8:06 AM)
UK - 118//Media


This is an exciting and challenging position for a talented and energetic Direct Marketing Director who thrives on new challenges and enjoys working in a fast-paced, highly flexible technology environment.


Based in London and reporting to the VP Global Marketing, this critical position will be responsible for all online and offline direct marketing programs that support targets for our 118 118 Money business.  118 118 Money is a fast growing consumer lending business with over 70K customers, awarded “alternative lender of the year” by Credit today in 2014 and 2015.

The successful candidate will be responsible for economically driving traffic and new customer acquisition/retention goals consistent with revenue and customer lifetime value targets. He/she will have a successful track record of executing marketing strategy in a similar environment and a blend mix of analytical and creative capabilities, and enjoy taking full ownership of projects and getting things delivered fast and to a high standard of quality.


  • Develop clear understanding the UK lending business to continuously improve marketing strategies and actions
  • Develop an overall programmatic approach to DM with a Test and Learn environment. Develop and oversee the overall direct response campaign calendar and execute the delivery of DM marketing plans to deliver against the target budgeted volume and related KPIs, after getting internal buy-in
  • Collaborate with other departments and key Marketing personnel to define brand & product positioning and ensures ongoing brand awareness and consistency in all creative material. Make sure to bring synergies between ATL & DM to improve efficiency both on business and costs level
  • Bring new ideas on a regular basis: new vendors, new partners, new technologies, new creative approaches
  • Conceptualize and launch creative channel campaigns (SEM, direct mail, broker, affiliate) that reduce our customer acquisition costs.
  • Develop and execute comprehensive search marketing strategies (SEM / SEO) built on specific business objectives and spend. Develop plans for non-traditional marketing campaigns to keep customer acquisition costs low, including distribution of content.
  • Analyze all available research and data to develop meaningful customer insights (eg. Segmentation) to develop, execute, and manage ROI-based marketing programs that build member acquisition, retention, and usage throughout the customer lifecycle.Develop and execute contact strategies from initial email list acquisition to growing the customer base organically via social media and other online and off-line channels
  • Manage affiliate program from end-to-end, i.e. from identifying partners, negotiating agreements, and managing daily operations through monitoring performance. Recruit new affiliates, joint venture partners, and strategic partners where appropriate. Monitor affiliate activity, analyze performance, identify areas of improvement and recommend ways to increase affiliate-generated revenues.
  • Analyze all available research and data to develop meaningful customer insights (eg. Segmentation) to develop, execute, and manage ROI-based marketing programs that build member acquisition, retention, and usage throughout the customer lifecycle.
  • Develop and maintain comprehensive reports that track the efficiency and effectiveness or marketing campaigns on a regular basis.
  • Manage the Marketing budget in conjunction with the VP Marketing and the Finance Department and adjust the Marketing Finance roadmap based on the evolution of campaign timelines, and report back to the VP Marketing and the Chief Financial Officer.
  • Communicate marketing plans and key messages from time to time to key audience internally. (e.g. Team Leaders, commercial teams, ops Directors etc)
  • Identify new market opportunities and support product roadmap
  • Manage team of 3 to maximize their output and performance




  • Business, marketing or other relevant bachelor’s degree
  • 8-10 years relevant work experience as a Direct Marketing Specialist with experience working in a fast-paced global organizations with products that heavily leverage direct marketing, eg, e-commerce, financial services or subscription services
  • Experience with campaign tracking and specialized online marketing techniques with a strong knowledge of affiliate marketing
  • High energy, results oriented and self-motivated team player
  • A “can-do attitude” and don’t see problems, only solutions
  • Willing to both work on high-level strategy and roll up his/her sleeves when required
  • Strong interpersonal and communication skills, written and oral
  • Accuracy and attention to detail is very important, plus excellent follow-up and follow-through habits.​
  • Moderate to advanced proficiency in MS Suite – in particular with Excel and Powerpoint
  • Passionate, analytical, flexible
  • Regular travels to Cardiff


Please be aware that should we pursue your application, all our Financial Services employees will be expected to complete a standard level CRB, credit and identity check.


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