Head of Marketing

Heidi was born to make it easy for more and more people to discover the power of the mountains. We burst onto the ski holiday market in 2018 (formally known as Ski Zoom) and have seen exponential growth.

The company came from a desire to fix the lack of flexibility in the winter ski market. We help skiers and mountain lovers discover resorts that are hidden gems alongside the classics, and our clever tech is helping them to do it in a way that suits them best. We’re a youthful, challenger brand, with an awesome culture, and we’re shaking up a very traditional ski/mountain holiday industry.

Looking to the future, we have huge ambitions for growth. We have grown year on year since 2018 and expect 2026 to be our biggest yet. In that time we came 63rd in the Times top 100 fastest growing UK companies, securing £5.6 million investment and just had our most successful season ever. Key to our future success is also growing the Heidi team with even more brilliant people than we have now.

So we are looking for someone who will be fundamental to the success of our vision and is excited to help us drive that forward.

We’re looking for someone who can own Heidi’s full marketing strategy: brand positioning, media planning across paid and organic, content, PR, and partnerships. You’ll be the person who sets the direction, holds the standard, and can read a performance dashboard as confidently as you can brief a creative.

You’ll lead a team of five covering performance media, retention, social, content, and copywriting. You’ll report to the CMO and operate as a key voice in commercial decisions — not just creative ones.

• Marketing strategy and media plan — own the integrated media plan across paid (Meta, search, display), earned (PR, partnerships, tourism boards), and owned (email, SEO, social, content). Set channel priorities, budget allocation, and the measurement framework.
• Brand strategy and standards — own the brand positioning, the brand tracker, and the creative sign-off process. Be the final word on whether work is on-brand, on-brief, and legally sound (ASA/ATOL). Champion the brand internally as much as externally.
• Content and SEO — oversee the content roadmap, AEO/SEO prioritisation, and editorial calendar. Ensure content is driving measurable awareness and organic growth, not just filling channels.
• Brand partnerships and PR — oversee the relationships with tourism boards and brand partners. Advise on the deals we are signing off. Help drive earned media and build Heidi’s reputation as the expert voice in ski.
• Measurement and reporting — define the KPI framework for brand and content performance. Own the brand health tracker. Report marketing ROI to the leadership team and inform channel investment decisions with data.
• Team leadership — line manage five marketers, set clear development plans, and build a high-performing team. Manage the freelance and production budget. Be a calm, decisive escalation point.

• You’re a key stakeholder in the cross functional growth squad, where you represent who the Heidi customer is, what messages we need to communicate and how we need to improve our product.
• You’ve got a clear point of view on where Heidi should and shouldn’t show up, and you can back it with data.
• The team knows what they’re optimising for and why. KPIs are set, tracked, and acted on.
• Brand and performance are working together — not pulling in opposite directions. You can articulate the challenge of generating demand for the long term for a considered purchase and converting it for short term revenue
• New channels, partnerships, and formats are tested methodically, with results feeding back into strategy.

• Proven experience owning brand and performance marketing strategy — you can hold both without defaulting to one.
• Track record building or scaling a consumer brand in a digital-first environment. Background in a scaleup or challenger brand where you’ve had to balance speed and accuracy constantly.
• Comfortable reading attribution data, brand tracker outputs, and channel performance dashboards — measurement isn’t someone else’s job.
• Strong…