VP - Media

About The Role

The Vice President, Growth Media is responsible for building and leading a world-class customer acquisition engine that drives efficient, scalable growth across the enterprise. This executive owns the strategy, planning, execution and optimisation of all paid media investments while continuously improving marketing efficiency through data-driven decision making, experimentation and innovation.

Reporting to the Chief Marketing Officer, this leader oversees an integrated performance marketing organisation responsible for acquiring new customers across multiple business units through a sophisticated omnichannel media strategy. They partner closely with Marketing Analytics, Digital Experience, GTM Strategy, Brand Strategy, Marketing Operations, Product and agency partners to maximise growth while optimising marketing investment.

This role is accountable for delivering measurable business outcomes not simply media execution including profitable customer acquisition media efficiency and long-term customer value.

Build and optimise a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximising long-term business value.

Paid Media Strategy & Investment

Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives.

• Paid Search
• Paid Social
• Programmatic
• Mass Media (TV, CTV, Video)
• Out-of-Home (OOH)
• Audio
• Direct Mail
• Emerging acquisition channels

Own the end-to-end customer acquisition strategy, continually improving efficiency through optimisation, experimentation and innovation.

• Prospecting strategy
• Audience strategy
• Media channel optimisation
• Budget allocation
• Bid and investment strategy
• Creative testing in partnership with Brand
• Landing page optimisation partnership with Digital Experience
• Customer acquisition forecasting in partnership with Marketing Analytics

Lead the organisation's approach to organic and AI-powered discoverability.

• Enterprise SEO strategy
• Generative Engine Optimisation (GEO)
• AI search optimisation
• Organic search growth

Lead annual and seasonal media planning processes that maximise business outcomes across all business units.

• Media investment strategy
• Budget allocation
• Channel mix
• Flighting
• Audience planning
• Market prioritisation
• Agency planning oversight

Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement.

• Attribution strategy
• Incrementality testing
• Media Mix Modelling (MMM)
• Experiment design
• Performance reporting
• Investment optimisation
• Channel performance insights

Lead relationships with external media agencies and strategic media partners.

• Agency strategy
• Performance management
• Commercial negotiations
• Capability development
• Innovation roadmap
• Media partnerships

Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition.

• First-party data capture strategy
• Audience development
• Propensity-based targeting
• Lead scoring strategy
• Identity resolution
• Personalisation enablement

The Vice President will be directly accountable for delivering measurable improvements across key growth metrics, including:

• New customer growth
• Customer acquisition efficiency
• Lifetime Value to Customer Acquisition Cost (LTV:CAC)
• Cost Per New Start (CPNS)
• Marketing ROI
• Paid media performance
• Acquisition channel contribution
• Prospecting effectiveness
• Media investment efficiency
  
  Incremental customer…