Head of Paid Media

The Head of Paid Media will provide leadership, ownership and delivery of the Paid Media team’s strategic objectives. This role will cover a wide variety of tasks, including overseeing team members’ workflows, strategic planning across channels, drive operational efficiencies, coordinating the delivery of key projects, and budget management – all with the primary goal of driving qualified footfall to the flagship Village within the Collection, Bicester Village.

Key priorities will be to drive performance across all channels; further improve our position in media; and contribute to significant business growth.

KEY RESPONSIBILITIES:

Commercial

• Lead a team and agency partners in all aspects of performance marketing, across Google, Meta, TikTok, Programmatic, ATL and OOH
• Utilise data to make impactful business decisions, driving effectiveness and efficiency across all paid media channels
• Responsible for allocating a significant media budget across all channels, optimising top-of funnel versus bottom-of-funnel appropriately in line with business objectives
• Comprehensive understanding the digital ecosystem, aware of trends and technologies before they emerge. Drive creativity and innovation in use of paid media, working with the wider Social and Website teams to identify and execute opportunities relevant to Bicester Village
• Drive strategic and tactical direction on innovation, particularly in key new media channels. Implement test and learn strategies and drive scalable results
• Drive relevance with our target audiences across all digital channels, enhancing segmentation opportunities wherever possible
• Establish Bicester Village as a Centre of Excellence within the Collection by pioneering growth through paid media, driving high-spending footfall whilst sharing best practice with the other Villages
• Proven experience of successfully managing agency relationships
• Track record of growing marketing investment on a measurable basis (CPA, ROI, MMM, etc) at scale

Company & People

• Strong leadership and communication skills to drive recommendations, articulate trade-offs and communicate plans to senior leadership team
• Attend senior leadership meetings and share high level expertise and performance, whilst also having full understanding of the detail
• Lead and develop a team of two, with direct line management of the Paid Media Manager, ensuring the team are meeting both personal and business objectives
• Work closely with the Head of Insights to build and maintain a best-in-class performance marketing data engine, including daily, weekly and monthly tracking of performance
• Act as guardian for Bicester Village’s brand values whilst also adhering to media best practice. Work closely with the content team to bring creative concepts to life through all channels, ensuring consistency at all times

• Measure and report performance against channel KPIs, making campaign comparisons as well as industry benchmark comparisons, producing top-level summary reports for senior management and analyses to inform future activity
• ‘Digital Cover’ over 14-16 weekend/bank holiday days per year to support the 24/7 nature of social media and retail, to ensure we’re continuing contact with guests over the weekends