- The Senior Marketing Consultant: Acquisition works in the new business growth portfolio and is responsible for developing and delivering marketing campaigns that use paid advertising to drive measurable business growth, customer acquisition and engagement.
- The role works closely with the Paid Advertising team, creative teams, agencies and business stakeholders to translate business objectives into strong acquisition campaign strategies, audience approaches, propositions, creative briefs and customer journeys. The Paid Advertising team retains responsibility for day-to-day platform management, campaign setup, trafficking and in-platform optimisation.
- The incumbent uses campaign performance, customer insights and market learnings to improve messaging, creative, audience recommendations and the effectiveness of marketing activity, while ensuring alignment with Discovery's brand and broader marketing strategy.
Areas of responsibility may include but not limited to:
Acquisition strategy and campaign development
- Translate business and marketing objectives into clear paid advertising campaign strategies and briefs.
- Define campaign objectives, target audiences, propositions, messaging, customer journeys and success measures.
- Develop integrated campaign plans that use paid advertising effectively to drive acquisition, leads, engagement and conversion.
- Ensure paid advertising activity is aligned with Discovery's brand, broader marketing strategy and commercial objectives.
Performance optimisation and collaboration
- Partner with the Paid Advertising team to inform channel, media and audience approaches, while providing the business, customer and marketing context required for effective execution.
- Review and interrogate media recommendations, campaign results and optimisation opportunities with paid advertising specialists.
- Interpret key measures such as click-through rate, cost per click, cost per lead, cost per acquisition, conversion rate and return on advertising spend, where relevant.
- Translate performance insights into recommendations for audiences, propositions, messaging, creative, customer journeys and future campaigns.
Creative, content and customer journey
- Develop clear creative briefs that translate campaign strategy into effective paid advertising assets.
- Work with creative teams, designers and agencies to develop channel-specific and audience-specific creative.
- Use performance insights to test and evolve propositions, messaging, formats and creative approaches.
- Ensure consistency between advertising, landing pages, lead journeys and broader customer experience.
- Use AI-enabled tools to support research, ideation, copy development, content variation and creative experimentation, while maintaining brand, quality and governance standards.
Campaign delivery and stakeholder management
- Lead campaigns from brief through development, launch, optimisation and post-campaign learning.
- Coordinate business, Paid Advertising, creative, digital, analytics and agency partners to deliver campaigns effectively.
- Manage multiple campaigns and priorities while maintaining quality, timelines, budgets and stakeholder alignment.
- Present campaign strategies, performance insights, learnings and recommendations clearly to senior stakeholders.
- Apply campaign learnings to continuously improve future marketing activity.
- Question processes, strategies and outputs constructively.
- Critically evaluate marketing, media and communication recommendations.
- Manage multiple projects and competing priorities.
- Present and communicate ideas clearly and persuasively.
- Influence stakeholders and partners to deliver shared outcomes.
- Translate technical or performance information into audience-appropriate communication.
- Deliver results and meet customer and stakeholder expectations.
- Adapt and respond effectively to change.
- Relevant Bachelor's degree or diploma in Marketing, Communications, Commerce, Digital Marketing or a related discipline.
- Minimum of four+ years' relevant marketing or industry experience, including demonstrable experience on campaigns with a significant paid advertising component.
- Strong understanding of digital paid media, particularly paid search, paid social and online video.
- Experience collaborating with paid advertising specialists, media agencies or performance marketing teams.
- Experience developing campaign strategies, marketing briefs and creative briefs.
- Experience interpreting campaign performance and using insights to improve marketing activity.
- Strong commercial, analytical, project management and presentation skills.
- Experience in insurance, financial services or another regulated industry.
- Exposure to Google Analytics 4 or comparable digital analytics platforms.
- Experience with CRM, remarketing, first-party audiences or marketing automation.
- Experience using generative AI or AI-assisted design tools such as Microsoft Copilot, Adobe Firefly, Canva AI or comparable platforms.
- Experience developing performance-led creative and structured testing approaches.
- We are looking for a commercially minded marketer who understands paid advertising but is first and foremost a strong marketer. The successful candidate will know how to turn a business objective into a compelling campaign, brief specialist Paid Advertising and creative teams effectively, interpret campaign performance, and use insights to improve audiences, messaging, creative and customer journeys.
- This is not a hands-on media buying role. Success requires sufficient paid advertising expertise to collaborate with and challenge specialists, combined with strong strategic, creative and commercial marketing capability.