Head of PPC

Department: Marketing

Employment Type: Full Time

Location: United Kingdom

Compensation: £60,000 - £80,000 / year

Description

• Audit the current Google ecosystem across Search, PMax, Demand Gen, YouTube, Display, audiences, creative workflows, and measurement
• Identify the biggest growth opportunities across existing and future markets
• Build a roadmap for scaling YouTube, Demand Gen, audience-led acquisition, and creative testing
• Establish stronger creative production and localisation workflows alongside the Paid Social and Creative teams
• Assess Google's use of automation, AI bidding, audience signals, and creative optimisation
• Develop a prioritised roadmap for scaling Google activity internationally
  
  

• Own Google's growth strategy across Search, PMax, YouTube, Demand Gen, Display, and future Google products
• Identify new opportunities to increase volume while maintaining profitability and lead quality
• Drive expansion into new countries and markets
• Develop audience-led & funnel growth strategies powered by first-party data

• Build a scalable creative operating model that consistently supplies Google with high-performing assets
• Partner closely with the Paid Social team to maximise creative sharing, learnings, testing frameworks, and production efficiency
• Improve creative testing velocity across video, image, copy, hooks, messaging, and formats
• Create a feedback loop between performance data and creative production
• Establish Google-specific creative best practices across YouTube, Demand Gen, Display, and Performance Max
  
  

• Lead optimisation across Search (+AI Max), PMax, Demand Gen, YouTube, and Display
• Continuously improve bidding strategies, audience signals, campaign structures, and automation
• Ensure Google's AI systems are fed with high-quality data, audiences, and creative assets
• Drive continuous experimentation and testing

• Ensure Google campaigns are accurately measured and optimised towards business outcomes
• Partner with Data and Product teams to improve attribution, reporting, and conversion measurement
• Maximise first-party audience utilisation across Google
• Improve data quality feeding Google's bidding and optimisation systems

• Scale Google into one of Vintage Cash Cow's and Vintage.com largest and most efficient growth channels.
• Increase lead volume while maintaining or improving CPL and lead quality
• Build a best-in-class creative engine for Google
• Increase the volume and quality of YouTube, Demand Gen, and video-led acquisition
• Improve localisation and market expansion capabilities
• Strengthen audience activation and first-party data usage
• Improve measurement accuracy and automation effectiveness
• Establish Google as a key contributor to UK and international growth

• Own the Google growth roadmap across all markets
• Develop channel strategies spanning Search, PMax, Demand Gen, YouTube, Display, and emerging Google products
• Manage agency, platform, and partner relationships where required
• Build strong relationships with Google to access platform expertise, betas, roadmap insights, and growth opportunities.
• Leverage Google partnerships to identify competitive advantages and accelerate market expansion.
• Build and lead a high-performing Google Growth function, fostering a culture of accountability, experimentation, collaboration, and continuous improvement.
• Develop the long-term Google Growth team structure, capabilities, and operating model.
• Coach, mentor, and develop PPC specialists, creating clear development plans and succession pathways.
  
  

• Establish scalable creative workflows
• Lead the Google creative agenda, ensuring asset production is aligned to campaign priorities, testing roadmaps, audience insights, and market expansion plans.
• Work closely with Meta, Creative, CRM, and Data teams to improve asset production
• Build audience activation strategies using first-party and platform data
• Drive localisation and international expansion of creative assets
• Define the creative requirements, production roadmap, and testing priorities needed to maximise Google performance across all markets.

• Oversee campaign performance across all Google channels
• Ensure efficient budget allocation across markets and products
• Lead testing roadmaps across bidding, audiences, creative, landing pages, and campaign structures
• Scale successful initiatives across markets

• Own Google reporting and growth insights
• Improve attribution and conversion measurement
• Ensure robust tracking and data integrity
• Translate insights into actionable growth opportunities

• Own Google forecasting, budget allocation, and investment planning across all markets.
• Develop growth scenarios and scaling plans to support business objectives.
• Partner with Finance and Leadership to provide accurate forecasts, investment recommendations, and performance expectations.
• Ensure Google investment is deployed efficiently across markets, products, and campaign types.

• Partner with Product and UX teams to improve landing page performance and conversion rates.
• Use Google insights and user behaviour data to identify opportunities to improve customer journeys.
• Drive testing and optimisation of landing pages and post-click experiences.

• 
  Act as the internal Google growth champion, ensuring opportunities, risks, and priorities are clearly communicated across the business.
• Build strong relationships across Creative, CRM, Data, Product, Tech, Brand, Operations, and Leadership teams to unlock growth opportunities.
• Translate Google platform insights into actionable business initiatives that improve acquisition efficiency, lead quality, and revenue growth.
• Regularly communicate performance trends, strategic priorities, testing roadmaps, and growth opportunities to senior stakeholders.
• Proactively identify non-media opportunities that could improve Google performance, including creative production, CRO, tracking, first-party data collection, CRM audience activation, and operational improvements.
• Influence prioritisation across teams to ensure Google receives the assets, data, and support required to maximise performance.
• Create visibility around Google's contribution to business growth through clear reporting, forecasting, and strategic updates.
• Partner with leadership to shape investment decisions, market expansion plans, and long-term growth strategy.
  
  

• Significant experience managing large-scale Google Ads programmes
• Strong expertise across Search, Performance Max, Demand Gen, YouTube, Video and Display
• Strong understanding of how Google fits within the wider paid media ecosystem, including audience development, creative strategy, video advertising, and full-funnel acquisition.
• Deep understanding of Google's automation and AI-driven advertising ecosystem
• Experience using AI tools to improve marketing productivity and creative development
• Experience developing creative testing frameworks and creative-led growth strategies
• Strong understanding of audience activation and first-party data
• Experience scaling performance marketing across multiple markets
• Strong analytical and commercial mindset
• Strong leadership, communication, and stakeholder management skills, with proven experience influencing senior stakeholders and driving cross-functional initiatives.
• Experience managing significant annual media budgets and delivering growth at scale.

• Experience managing international expansion across Europe
• Experience working with CRM and customer lifecycle data
• Experience with GA4 & GTM, or advanced measurement frameworks
• Exposure to broader paid media ecosystems, including Bing/Microsoft Ads, Meta, TikTok, Pinterest, Reddit, programmatic display, native advertising, video advertising, DSP platforms (e.g. DV360, The Trade Desk), connected TV (CTV), retail media, or other audience-led growth channels.

Key Responsibilities

• Significant experience managing large-scale Google Ads programmes
• Strong expertise across Search, Performance Max, Demand Gen, YouTube, Video and Display
• Strong understanding of how Google fits within the wider paid media ecosystem, including audience development, creative strategy, video advertising, and full-funnel acquisition.
• Deep understanding of Google's automation and AI-driven advertising ecosystem
• Experience using AI tools to improve marketing productivity and creative development
• Experience developing creative testing frameworks and creative-led growth strategies
• Strong understanding of audience activation and first-party data
• Experience scaling performance marketing across multiple markets
• Strong analytical and commercial mindset
• Strong leadership, communication, and stakeholder management skills, with proven experience influencing senior stakeholders and driving cross-functional initiatives.
• Experience managing significant annual media budgets and delivering growth at scale.

Skills, Knowledge and Expertise

• Experience managing international expansion across Europe
• Experience working with CRM and customer lifecycle data
• Experience with GA4 & GTM, or advanced measurement frameworks
• Exposure to broader paid media ecosystems, including Bing/Microsoft Ads, Meta, TikTok, Pinterest, Reddit, programmatic display, native advertising, video advertising, DSP platforms (e.g. DV360, The Trade Desk), connected TV (CTV), retail media, or other audience-led growth channels.