Job Title: Head of Marketing (App)

Location: Norfolk (Hybrid – 4 days per week in office, 1 day remote)

Salary: £70,000 – £100,000 + generous performance-related bonus

The Company

This is an exceptional opportunity to join one of the UK’s fastest-growing digital consumer brands – a disruptive, data-led business with a highly engaged customer base and ambitious plans for continued expansion.

Renowned for its bold creative approach, strong commercial focus, and deep understanding of customer behaviour, the business operates at significant scale within the digital entertainment space. Mobile is central to its growth strategy, with the app acting as a key driver of acquisition, engagement, and long-term customer value.

Based in their modern Norfolk headquarters, you will join a high-performing marketing function where performance, experimentation, and insight sit at the core of decision-making. The business blends creativity, product innovation, and advanced analytics to deliver best-in-class customer experiences.

As Head of Marketing (App), you will take ownership of the mobile growth strategy, leading acquisition and optimisation across paid media channels and shaping how the business measures, understands, and scales app performance. This is a high-impact leadership role with direct influence on commercial outcomes and senior stakeholders across Product, CRM, and Analytics.

Role & Responsibilities

As Head of Marketing (App), you will own the end-to-end mobile app growth strategy, driving high-quality acquisition, improving activation and retention, and ensuring robust measurement across all channels. This is a commercially focused leadership role requiring a balance of strategic oversight, hands-on expertise, and cross-functional collaboration.

Mobile Growth Strategy & Acquisition:

• Own the overall app growth strategy across paid social, paid search, affiliate, and programmatic channels
• Drive sustainable, high-quality app install growth aligned to customer acquisition and revenue targets
• Optimise full-funnel performance from impression through to install, activation, and monetisation
• Identify and scale the most efficient acquisition channels based on performance and incrementality
• Continuously test new channels, audiences, and creative approaches to improve ROI

Measurement, Attribution & Performance Optimisation:

• Own the mobile measurement framework across the app ecosystem, ensuring accurate tracking and reporting of performance
• Lead implementation and optimisation of AppsFlyer (or equivalent MMP) to evaluate campaign effectiveness
• Improve attribution accuracy across paid channels, including managing privacy limitations and platform constraints
• Use incrementality testing, cohort analysis, and post-install event tracking to optimise spend and strategy

Product, CRM & Lifecycle Collaboration:

• Partner closely with Product, CRM, and Analytics teams to improve activation, engagement, and retention
• Use cohort insights and funnel analysis to identify friction points and growth opportunities within the app journey
• Drive improvements in customer lifetime value through better onboarding, engagement, and reactivation strategies
• Align acquisition activity with downstream behavioural and revenue outcomes

Data Integration & Commercial Insight:

• Develop a unified view of customer performance across app, web, and CRM ecosystems
• Ensure cross-device behaviour is accurately tracked and reflected in performance reporting
• Translate complex data sets into clear commercial insights and investment recommendations
• Act as a key voice in shaping marketing strategy through data-led storytelling and insight

Skills & Experience

This role is suited to a senior performance marketing leader with deep expertise in mobile app growth and attribution, and a strong commercial mindset.

• Experience leading mobile app acquisition at scale in a high-growth or performance-led environment
• Strong hands-on experience with AppsFlyer or similar mobile measurement platforms (MMPs)
• Deep understanding of mobile attribution, install optimisation, post-install tracking, and LTV modelling
• Proven experience managing paid media channels, including paid social, search, affiliate, and programmatic
• Strong understanding of privacy changes, attribution challenges, and incrementality testing methodologies
• Commercially astute, with the ability to translate data into clear investment decisions and business impact
• Confident operating in fast-paced, high-velocity environments with competing priorities
• Strong stakeholder management skills, with experience working closely with Product, CRM, and Analytics teams
• A pragmatic, hands-on leader who is comfortable rolling up their sleeves to drive performance

Company Benefits

• Industry-leading salary depending on experience
• Highly competitive performance-related bonus with strong earning potential
• 25 days holiday plus bank holidays (increasing with tenure up to 32 days)
• Hybrid working (Norfolk-based role)
• Fast-growing business with strong progression opportunities
• Exposure to senior leadership and strategic decision-making
• High autonomy and ownership of a critical revenue-driving function
• Company events, team lunches, and regular social activities
• Opportunity to shape a core growth engine within a scaling digital brand

JOB ID: #3607507