Group Head Digital

About WPP Media

About EssenceMediacom: A Leading WPP Media Brand

Role Summary and Impact

Reporting of the role

3 best things about the job:

• Proven, hands-on expertise in managing and scaling large-budget campaigns directly within Google and Meta platforms.
• The ability to use GA4 to analyze the full customer journey and translate complex data into profitable growth strategies.
• A commercial mindset that can influence stakeholders and connect marketing performance directly to business impact.
  

Measures of success –

Within Your First 3 Months: Foundations & Initial Impact

• Become the Platform Expert:

  You will have conducted a full audit of our existing paid media accounts (Meta, Google), analytics setup (GA4), and reporting dashboards. You'll have a deep understanding of our historical performance and current campaign structures.

• Take the Helm:

  You will be independently managing the day-to-day operations of all performance marketing campaigns, including budget pacing, bid management, and performance monitoring.

• Own the Narrative:

  You will have taken over the daily and weekly performance reporting cadence, confidently communicating results and initial insights to the team and key stakeholders.

• Build Key Relationships:

  You will have established strong working relationships with internal teams (Creative, Brand, Web) and our external partners at Google and Meta.

• Deliver Quick Wins:

  Based on your initial audit, you will have identified and implemented several high-impact optimizations, such as fixing tracking gaps, reallocating budget to top performers, and launching initial A/B tests to improve immediate performance.

Within Your First 6 Months: Strategy & Optimization

• Develop a Strategic Roadmap:

  You will have developed and presented a comprehensive 6-month strategic plan for performance marketing, complete with budget recommendations, channel strategy, and forecasted improvements on key KPIs.

• Implement a Testing Framework:

  You will be running a structured and continuous A/B testing program for creatives, audiences, and landing pages. You'll be sharing data-backed learnings and applying them to scale our campaigns effectively.

• Master the Consumer Journey:

  You will demonstrate advanced proficiency in GA4, using consumer journey analysis and custom audience segments to refine our targeting and make our campaigns significantly more efficient.

• Drive Partner Collaboration:

  You will be leading performance cadences with our Google and Meta partners, actively working with them to unlock and test new alpha/beta products that give us a competitive edge.

• Enhance Our Reporting:

  You will have evolved our performance dashboards to provide deeper, more actionable insights, clearly connecting campaign activities to our overarching business goals.

Within Your First 12 Months: Scaling & Innovation

• Achieve Scalable Growth:

  You will have a proven track record of scaling our DTC business, demonstrating significant year-over-year growth in revenue and customer acquisition while maintaining or improving efficiency (ROAS/CPA).

• Pioneer New Opportunities:

  You will have successfully tested at least one major new initiative—be it a new marketing channel, a cutting-edge platform feature, or an innovative campaign model—and presented a data-backed case for its future scalability.

• Own the Funnel:

  You will have designed and implemented a sophisticated, full-funnel marketing strategy that effectively balances prospecting for new customers with retaining our most valuable ones.

• Become the Strategic Lead:

  You will be recognized as the go-to expert for customer acquisition, contributing to higher-level business conversations and influencing our long-term growth strategy.

• Shape the Future:

  You will lead the development of the annual performance marketing plan and budget for the upcoming year, using your 12 months of insights to build a robust and ambitious growth forecast.

Responsibilities of the role:

• Performance Analysis & Reporting:

• Own the end-to-end performance reporting process, delivering daily, weekly, monthly, and quarterly updates to key stakeholders.
• Develop and maintain dashboards that clearly communicate performance against planned KPIs (ROAS, CPA, CVR, AOV, LTV).
• Provide deep-dive analysis and actionable insights to explain performance trends, identify opportunities, and mitigate risks.

• Strategic Media Planning & Forecasting:

• Develop data-driven media plans and budget forecasts based on historical campaign benchmarks and industry trends.
• Create performance models that project incremental improvements across key metrics and outline the strategies required to achieve them.
• Continuously refine media mix and budget allocation to maximize efficiency and scale.

• Campaign Management & Platform Expertise:

• Manage and optimize large-scale paid media campaigns across key biddable platforms, with a deep, hands-on understanding of Meta (Facebook/Instagram), Google Ads (PMax, Search, Demand Gen).
• Execute A/B testing frameworks for creative, copy, audiences, and landing pages to drive continuous improvement.
• Stay at the forefront of platform updates, algorithm changes, and emerging best practices to ensure our strategy remains competitive.

• Stakeholder & Partner Management:

• Serve as the key point of contact for performance marketing, effectively communicating strategy, progress, and results to senior leadership.
• Forge and maintain strong relationships with our platform partners at Google and Meta, conducting regular performance cadences and working proactively to unlock alpha/beta products and strategic growth opportunities.

• GA4 & Web Analytics Mastery:

• Utilize Google Analytics 4 to map the full-funnel consumer journey, identifying friction points and opportunities for campaign optimization.
• Partner with the data team to build and integrate high-performing audience segments (e.g., high LTV users, predictive audiences) into paid media campaigns.
• Oversee event configuration and pixel health to ensure accurate tracking and reporting across all platforms.
• Conduct regular audits of landing pages and the user experience, providing data-backed recommendations to the web team to improve conversion rates and scale performance.

• Value & Performance Storytelling:

• Create compelling presentations and business cases that translate complex data into a clear narrative, showcasing the value and ROI driven by DTC marketing initiatives.
  

Skills and Experience

• Experience

  : 5-7 years of hands-on experience in a performance marketing role, with a strong focus on a D2C e-commerce environment.

• Platform Proficiency

  : Proven, expert-level knowledge of managing campaigns on Meta Ads and Google Ads (Performance Max, Search, Demand Gen).

• Analytical Acumen

  : Deep proficiency in Google Analytics 4 (GA4), including event configuration, audience building, journey analysis, and reporting.

• Data-Driven

  : Exceptional analytical skills with the ability to interpret complex data sets and translate them into actionable business strategy. Experience with Excel/Google Sheets is a must.

• Communication

  : Excellent written and verbal communication skills, with a proven ability to present data and influence stakeholders at all levels.

• Strategic Thinker

  : A commercially minded individual who understands the broader business context and can connect marketing performance to financial outcomes.

Life at WPP Media & Benefits