Head of Performance Marketing

A bit about us

Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at  We are expanding and are looking for a Head of Performance Marketing to join the team and be part of a growing and vibrant brand.

• Enjoy work‑life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours.
• Vibrant state‑of‑the‑art office, conveniently located in Trafford Park with great transport links and free onsite parking
• No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time
• Generous staff discounts on a wide range of fabulous fragrances
• Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space

The Head of Performance Marketing is a commercially driven leader responsible for delivering customer acquisition, digital growth, and profit improvement across all paid and organic digital channels. This senior role owns the performance marketing strategy, media planning, and channel mix optimisation – with a relentless focus on profitability, forecasting accuracy, and new customer growth. Working closely with analytics and brand teams, the Head of Performance Marketing will develop data‑led, full‑funnel marketing strategies to engage the right audiences, drive ROI, and attribute both online and offline outcomes, including retail footfall.

• Own the end‑to‑end performance marketing strategy, including paid search, paid social, affiliates, programmatic, display, You Tube, and SEO, ensuring optimal channel mix and investment.
• Deliver customer acquisition and revenue targets with clear ROI/ROAS and CPA benchmarks across all digital channels.
• Forecast traffic, spend, revenue, and contribution margin to support financial planning and strategic trade decisions.
• Increase marketing profitability by continuously optimising campaigns, media buying, and targeting strategies using A/B testing, econometrics, and data modelling.
• Lead upper‑funnel strategies (awareness and consideration) to fuel the customer pipeline and align with brand and CRM initiatives.
• Deeply understand the digital customer: segment behaviours, needs, value, and lifetime potential to inform media targeting and creative strategies.
• Work in partnership with the analytics and data science teams to improve multi‑touch attribution, footfall measurement, and performance insights across all channels (including retail).
• Collaborate with brand, CRM, eCommerce, and merchandising teams to ensure integrated messaging and timing across all campaigns.
• Drive innovation in media strategy through test‑and‑learn programs, new channel exploration, and automation.
• Manage external media, SEO, and affiliate agencies to high performance standards, including negotiating contracts and holding them accountable for KPIs.
• Lead, coach, and develop an in‑house team of digital channel specialists, building a culture of performance, insight, and continuous improvement.
• Keep abreast of platform changes, audience behaviours, competitor activity, and retail media trends to stay ahead of the curve.

• Proven experience in leading commercially driven performance marketing functions, ideally in retail, with ownership of £10m+ media budgets.
• Exceptional understanding of acquisition metrics, media mix modelling, and digital customer behaviour.
• Strong forecasting, budgeting, and profit accountability — focused on improving channel contribution and efficiency.
• Mastery of paid media platforms (Google Ads, Meta, Tik Tok, You Tube, programmatic DSPs), SEO, and affiliate networks.
• Deep experience in attribution modelling, GA4, Looker Studio, and partnering with analytics teams to drive data‑led decisions.
• Strong grasp of upper‑funnel media and its role in…