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Head of Acquisition Marketing

Marketing and Communications
195971 Requisition #

Experian is seeking an experienced and performance driven Head of Acquisition Marketing to drive growth in our consumer business. The chosen candidate will have holistic marketing experience with the ability to bridge strategy, creative and performance optimisation. Deep digital expertise and significant experience leading a performance marketing team is essential. 

Purpose of the role:

The Head of Acquisition Marketing is a key commercial leadership role within the UK&I Consumer Services division. The role sits in the Marketing Department and is responsible for delivering the new customer targets across the Experian Consumer Services product portfolio. The role is responsible for actively optimising the acquisition approach to ensure that the customers we target and acquire are quality customers that will drive long term value. This role is accountable for all media channels and associated creative.

How will this role be measured? The core KPIs this role will be accountable for:

This role needs to define, track, and report several commercial and brand KPIs. This role will be accountable for forecasting the new customer KPIs and feeding these in to the relevant Finance Business Partner and Senior Leadership Team.


The KPIs can be summarised in three categories:

•            Volume:

Delivering large scale acquisition targets every month. There are ambitious targets to reach a high proportion of the UK population over the next 2 years. This includes responsibility for launching and scaling new products or services.

•            Value & efficiency £:

Understand how average revenue per user (ARPU) feeds into Acquisition audience targeting and allowable CPA. Using detailed insight to drive media mix and CPA targets.

•            Customer & brand:

Responsible for Brand tracker to measure awareness, consideration and key brand attributes. Responsible for understanding creative concepts and post campaign evaluation including brand attribution and key message takeout.  

What does this role need to deliver? Key responsibilities:

  • Lead a marketing team
  • Lead segmentation & insight
  • Contribute to overall Marketing Strategy

  • Accountable for Acquisition Strategy

  • Lead marketing production & execution

  • Lead marketing forecasting & budgeting

  • Lead Marketing Campaign & comms

  • Lead agency relationships
  • Analytics and Customer Services


Who are we looking for? The chosen candidate will have extensive marketing experience and can demonstrate the following:

  • A media expert:
  • Detailed understanding of all media and acquisition channels through the line. Deep digital expertise is essential. Management of integrated media (on and offline) is required. Proven experience of managing media and acquisition channels hands on as well as at a leadership level.
  • A performance mindset at scale:
  • Experience managing multi-million, cross channel Acquisition strategies. Ability to report performance metrics to key stakeholders including senior executives and finance business partners. A desire to drive continuous optimisation. Appreciation for broad business drivers that may influence the Acquisition strategy.
  • Excellent with numbers:
  • Strong analytical capability with a focus on driving results and delivering against commercial targets. An attitude of spending money wisely with a keen eye for balancing risk and reward. Experience contributing to forecasting, business cases and business wide plans is essential.
  • Creative flair:
  • Experience leading Marketing campaigns through the line, including AV, smaller digital formats and large outdoor placements. Strong belief that creative leads to positive brand perception and LTV. 
  • Commercially savvy:
  • The successful candidate will have worked in partnership with strategic media and creative agencies, as well as commercial partners. This will have included leading contract negotiation and liaising with procurement internally.
  • Customer obsessed:
  • Enjoys listening to and understanding real consumers. Closely worked with or directly managed an Insight team that communicate brand and campaign recommendations to the business.
  • A seasoned people leader:
  • Proven ability to support the personal development of a large team and foster a positive working environment.
  • In tune with the market:
  • Excellent knowledge of legislation and regulations impacting the business and industry. Experience working with different online commercial models (freemium, subscription, paid app, affiliate etc). Experience working within regulated markets or financial services is advantageous.



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