Head of Performance Marketing

Package Description

Selfridges has seen rapid growth in its online business, and has ambitious plans to grow its online business even faster over the next few years.  Acquiring and retaining new online customers - in both domestic and key international markets - through effective and efficient performance marketing will be key to executing this strategy. 

Job Introduction

The Head of Performance Marketing will lead the Selfridges’ performance marketing team to develop and execute this strategy.

A bit about the role

• Establishes the performance marketing strategy for customer acquisition and retention for the online channel – setting the strategic direction to deliver 5-year customer plan and sales growth objectives via paid search, SEO/SEM and affiliates marketing channels (for both domestic (UK) and international markets).
• Contributes to the development of the broader Customer Marketing & Insights business strategy, team development initiatives, and fosters company values as a key member of the CM&I Senior Leadership Team.
• Maintains a strong focus on continual improvement in customer visits growth, customer retention and ROAS - by fostering a culture of on-going optimisation of CPCs, conversion and channel mix across categories and markets; and by championing improved attribution, reporting and insight capabilities across all performance channels, as well as team training and development and technology/platform/process improvements.
• Facilitates relationships and supports team in building strong collaboration with key cross-functional business partners (particularly Digital Trading, Digital Operations, Buying & Merchandising and Finance), to ensure there is good understanding and alignment with Performance Marketing’s strategy, KPIs and results.
• Oversees the performance marketing budget across Paid Search, Affiliates and SEO – ensuring the team is well set up to achieve company traffic, sales and ROAS targets across both domestic and international business segments. 
• Collaborates closely with Finance and Digital in overseeing budget setting, periodic reporting and reforecasting and refinement of budgets in line with the Financial Calendar for the business.
• Collaborates closely with CRM to ensure performance marketing activity is tightly aligned with CRM (email, app) activity, particularly across key trading peaks (eg: Sale).
• Oversees key agency and business partner relationships (eg: paid search agency, Google etc) – ensuring KPIs and SLAs are met and maximising the value Selfridges derives from these partnerships.
• Acts as a champion for digital marketing knowledge and ‘best practice’ across the Customer Marketing & Insight team and beyond – fostering and developing a better understanding of digital marketing and strong integration of digital activities into omni-channel marketing campaigns to support omni-channel brand, category, regional and international marketing objectives.  
• Monitors the marketplace and competitor digital marketing activity – benchmarking Selfridges’ performance and keeping the wider business informed of key industry or competitor initiatives and developments.
• Leads and develops the Performance Marketing team - including organisational development, the management of annual and mid-year review process, talent review, Learning & Development plans and succession planning.
• Contributes to the development of the broader Customer Marketing & Insights business strategy, team development initiatives, and fosters company values as a key member of the CM&I Senior Leadership Team.

A bit about you

• Deep expertise, knowledge and understanding of the full suite of Performance Marketing channels and ecommerce best practices, ideally gained from a high-growth, multi-channel retail business in the premium/luxury sector.
• Strong knowledge of Search Engine Optimisation across technical, on-site and off-site activities.
• Experience of driving international online sales growth through performance marketing channels for a UK-based ecommerce business – particularly in Asian, Middle East and North American markets - would be extremely advantageous.

• Strong people management skills and experience of leading high-performing multi-disciplinary teams of 10+ FTE with specialisms across SEO, PPC and Affiliates.
• Proven record of managing a multi-£Ms performance marketing budget to deliver stretching online traffic, conversion, sales and ROAS targets.   Commercially focused and results driven.

• Strong strategic and influencing skills - able to manage multiple stakeholders across digital trading and operations, buying and merchandising, marketing and finance within a multi-channel business.
• Proven experience in managing complex cross-functional projects to deliver high impact step-changes in online marketing operating processes.    
• Very organised with an ability to multi-task, prioritize and work to tight deadlines
• Excellent numeracy and analytical skills and ability to synthesize large amounts of data and information into concise recommendations and action for the company.
• Ability to work under pressure and manage multiple projects across multiple teams.
• Data driven with a strong customer centric approach.

A bit about us

We are a shop run on imagination: a place where the world’s most covetable brands combine with the most extraordinary spectacles, events and ideas for an experience like no other.

We have challenged the rules of retail from day one, whilst demonstrating our unwavering commitment to sustainability.  In 2016, we were the first to be awarded with recognition for the ‘World’s Best Sustainability Campaign by a Department Store’ at the IGDS Global Department Store Summit, in-line with its focus on buying better and inspiring change. We are also recognised as the Best Department Store in the World (2010, 2012, 2014 & 2018) underlining our place at the forefront of retail. In 2018 we were recognised as a LinkedIn Top Company to work for.

Our vision is to be the destination for the most extraordinary customer experience, and our people are central to us achieving this.  As an employer we are committed to making Selfridges an exciting, inspiring and fun place to work