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The Head of Digital Acquisition will be responsible for the development, planning and execution of digital marketing strategies, campaigns and initiatives, driven by customer and prospective audience understanding and insight. Collaborating with agencies, suppliers and other members of marketing team this person will be responsible for developing and managing marketing plans, rigorous channel testing, analysing results and communicating findings/recommendations within the team and to senior management. As a lead role in the Digital Marketing team, this person will keep abreast of digital and mobile marketing developments and best practice and regularly influence digital strategy and direction. The ability to effectively communicate with marketers at all levels is critical for success in this role, as is the importance of understanding the fundamentals of digital marketing, social media and advertising and new developments in marketing technology and practice. Key Responsibilities / Duties: Responsible for investment and performance of digital acquisition channels (PPC, Display, ASO) Make strategic recommendations relating to audience acquisition and engagement through online channels Define and evaluate potential of new digital marketing strategies and initiatives Plan and execute digital marketing plans - respond to changes as campaigns develop and in response to changes in the marketplace or as sales data is received Develop testing strategies for online/digital marketing working closely with the Trading/CRM/Conversion/Creative/Compliance teams to ensure coordinated strategies are targeted and maximize opportunities and limit regulatory risks Provide analysis of data and efficacy of campaigns, as well as commentary on how this informs future digital marketing strategy Monitor and research new developments in digital marketing -- in particular in the areas of Mobile Innovation, Online Advertising, and Paid Search -- and develop strategies to capitalize on new opportunities in these areas Document and communicate with the marketing department management and wider business the efficacy of campaigns/tests, and provide recommendations based on analysis to improve and optimize future campaigns and strategies Champion digital marketing initiatives and actively seek ways to develop company's digital marketing capability through following trends and monitoring new developments in software, hardware and similar tools employed in digital marketing