Digital Marketing Manager

About Us

We are Tails.com, dedicated to enhancing the lives of dogs and their owners by providing tailored nutrition that meets each dog's specific needs. With a foundation as a certified B Corp, we prioritize social and environmental responsibility. Backed by Purina, we are pioneering a new category in dog food, supported by a passionate team including some smart office dogs.

Role Overview

As Digital Marketing Manager reporting to the Head of Marketing, you will take full responsibility for our digital acquisition strategy, managing significant budgets across Paid Social, Search, Display, and Influencer marketing. This role demands a blend of strategic commercial insight with hands-on campaign execution to boost customer acquisition and business expansion.

Key Responsibilities

• Create and own digital acquisition strategies and channel plans to meet growth targets.
• Manage campaigns across Paid Social, Paid Search, Display, and Paid Influencers to achieve sign-up, CPA, conversion rate, and LTV goals.
• Collaborate with marketing leadership and teams to align messaging and creative assets with target markets and brand guidelines.
• Lead continuous optimization by analyzing performance data and deriving actionable insights to refine campaign effectiveness.
• Drive an experimentation roadmap involving offer testing, landing page and creative optimization, audience segmentation, and exploring new platforms.
• Work with creative teams and agency partners to develop engaging, high-performance marketing content.
• Identify and pilot new digital channels and growth opportunities.
• Oversee forecasting for digital channels to ensure achievement of acquisition KPIs including cost per trial and LTV:CAC ratios.
• Provide regular performance reports to senior stakeholders, using data to guide investment decisions and strategy adjustments.
• Manage relationships with digital agencies, platform partners, and suppliers, setting objectives and ensuring outputs meet commercial priorities.
• Handle multi-million-pound budgets effectively, ensuring maximum growth return and efficiency.
• Lead, support, and develop a direct report, enhancing team performance and collaboration processes.

Qualifications and Experience

• Over 3 years of experience independently running performance marketing campaigns across Paid Social, Paid Search, Display, and Influencer channels.
• Proven success in planning and optimizing digital campaigns to meet commercial KPIs such as CPA, conversion rate, and customer lifetime value.
• Strong commercial acumen and analytical skills with experience managing substantial media budgets.
• Expertise in forecasting and interpreting marketing metrics including Google Analytics 4, attribution models, and LTV:CAC analysis.
• Excellent communication and stakeholder management skills across cross-functional teams.
• Experience in agency and platform partner management focused on delivering measurable outcomes.
• Proactive and solution-oriented, adept at identifying growth opportunities and enhancing workflows.
• Adept at thriving in fast-paced, test-and-learn environments.

Benefits & Work Culture

• Private healthcare coverage through Aviva.
• A nine-day fortnight policy with the office closed every alternate Friday.
• Annual leave of 25 days plus 8 additional remote working days.

Additional Information

We embrace diversity and encourage applicants from under-represented groups. Our hiring process is structured to ensure fairness, involving a CV review, initial call, video interview, and a presentation task. Reasonable accommodations are available upon request to ensure an equitable interview experience.