Digital Marketing Lead

ABOUT THE ROLE

We are looking for an experienced Paid Digital Marketing professional to join the Finisterre team as Digital Marketing Lead. This role is all about understanding our customers and then marketing to them across the entire digital funnel. It’s a big role that works on multiple channels, with a key focus on Google Ads to attract new customers to the brand through marketing and insight, then bring them back in through remarketing and other campaigns to drive repeat purchase.

As a purpose‑led brand we are big on building advocates – so the right candidate will have a deep understanding of the performance channels, and how Brand fits into the mix.

Born two decades ago from the needs of hardy British surfers, Finisterre creates enduring outdoor wear for an inspired life in and around the ocean. Proudly B Corp certified, we have committed to a deep belief: to make truly exceptional products in a more responsible and transparent way. Whether based at our cliff top headquarters in St. Agnes, Cornwall, or in one of our retail locations across the UK, Finisterre is a truly unique brand and career proposition.

Perched a few hundred meters from the crashing Atlantic, our HQ es’ Wheal Kitty Workshops is at the heart of our brand. Here we stay true to our original design ethos of functionality and sustainability brought to life in an understated style and identity, always remaining committed to product, environment, and people.

As we enter the next exciting stage of global growth, we are on the lookout for talented individuals to join our crew. So, if you are as passionate about the ocean as we are and if you want to be part of a truly authentic, purpose‑led brand and you share our vision to create exceptional products in a responsible way, then we would love to hear from you.

• Working with Digital team to deliver a global paid digital marketing strategy that drives our brand and business targets (TOF through to BOF and repeat!).
• Strategically lead and optimise Paid Media (Search, Youtube & Display) in‑house, while driving technical and bidding excellence. Responsible for budgets, creative updates, reporting and testing new strategies.
• Leading Change & GenAI Innovation in Search, pioneer the adoption of GenAI within Paid Search to enhance campaign strategy, automation, and performance — positioning our team at the forefront of data‑driven marketing excellence.
• Inspire internal teams and stakeholders with the transformative potential of AI‑powered, integrated Search solutions that drive measurable commercial impact.
• Supporting customer insights through consistent data analysis and reporting. You are able to take complex data and turn it into actionable insights that drive business results.
• Deep dive into incrementality and attribution using various reporting platforms (First & last click) Fospha, GA4 & Google Ads, while ensuring campaigns/strategies are implemented correctly and making sure all campaigns are optimised efficiently to achieve set paid and customer KPIs.
• Responsible for managing feed agency and making sure everything is pulling through on GMC as it should be.
• Maintaining strong relationships with Google platform managers.
• Supporting other paid channels & SEO making sure strategy is aligned with Paid Search.
• Responsible for weekly and monthly reporting on all spend and the results, ensuring that the most appropriate metrics are used.
• Working closely with internal teams, especially Ecom and CRM, to ensure end‑to‑end ad journey is as efficient as it could be, from the audience we’re targeting to on‑site experience.

• Relevant aspiration and interest in being part of a multi‑channel retail business
• Experienced in the world of Performance & Brand Digital Marketing, specifically Paid Media.
• 4 years+ hands‑on expertise across Paid Media (Google & Bing) and emerging search technologies (LLM/AI‑powered), with a proven ability to plan, execute, and optimise full‑funnel campaigns on Google.
• Strong analytical and excel skills, experienced using Google Analytics 4 and working with MMMs.
• Excellent and clear communicator and confident presenting…