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Getting Started...
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Key Goals & Objectives:
Strategy & Leadership
Measurement & Analytics
Commercial Planning & Forecasting
Stakeholder Management & Growth Advocacy
Job Description
Head of PPC
Department: Marketing
Employment Type: Full Time
Location: United Kingdom
Compensation: £60,000 - £80,000 / year
Description
About the team:
We're a passionate team on a mission to make Vintage Cash Cow & Vintage.com the go-to destination for giving pre-loved items a new lease of life.
As we scale internationally, Google remains one of our most important growth channels, spanning Search, Performance Max, YouTube, Demand Gen, Video & Display, first-party audiences, and Google's rapidly evolving AI-powered advertising ecosystem.
Our Growth team combines performance marketing, creative, CRM, data science, experimentation, and automation to unlock scalable growth. As our Google footprint expands across markets, we need a leader who can evolve Google from a successful acquisition channel into a world-class growth engine.
About the role:
As Head of PPC, you will own the strategy, execution, and scaling of Google's advertising ecosystem across all markets.
Whilst Search remains a core channel, this role extends far beyond traditional PPC. You will lead growth across Search, Performance Max, Demand Gen, YouTube, Video & Display, audience activation, automation, measurement, and creative enablement. Manage and optimise significant media investment across multiple markets, ensuring capital is allocated efficiently to maximise growth and profitability.
A critical part of the role will be building a creative machine that enables Google to perform at its full potential. Working closely with the Paid Social team, Creative team, CRM, Data, and Product, you will help establish the systems, workflows, localisation processes, and testing frameworks required to continuously produce high-quality video, image, and text assets across all markets.
You will help define how creative, audiences, automation, and first-party data combine to drive sustainable growth across UK and European markets.
This is a unique opportunity to shape the future of Google's growth strategy at Vintage Cash Cow and Vintage.com and build a market-leading acquisition engine powered by creativity, data, and AI.
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Getting Started...
- Audit the current Google ecosystem across Search, PMax, Demand Gen, YouTube, Display, audiences, creative workflows, and measurement
- Identify the biggest growth opportunities across existing and future markets
- Build a roadmap for scaling YouTube, Demand Gen, audience-led acquisition, and creative testing
- Establish stronger creative production and localisation workflows alongside the Paid Social and Creative teams
- Assess Google's use of automation, AI bidding, audience signals, and creative optimisation
- Develop a prioritised roadmap for scaling Google activity internationally
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Driving Excellence…
Google Growth Leadership
Google Growth Leadership
- Own Google's growth strategy across Search, PMax, YouTube, Demand Gen, Display, and future Google products
- Identify new opportunities to increase volume while maintaining profitability and lead quality
- Drive expansion into new countries and markets
- Develop audience-led & funnel growth strategies powered by first-party data
Creative Machine Development
- Build a scalable creative operating model that consistently supplies Google with high-performing assets
- Partner closely with the Paid Social team to maximise creative sharing, learnings, testing frameworks, and production efficiency
- Improve creative testing velocity across video, image, copy, hooks, messaging, and formats
- Create a feedback loop between performance data and creative production
- Establish Google-specific creative best practices across YouTube, Demand Gen, Display, and Performance Max
Performance & Optimisation
- Lead optimisation across Search (+AI Max), PMax, Demand Gen, YouTube, and Display
- Continuously improve bidding strategies, audience signals, campaign structures, and automation
- Ensure Google's AI systems are fed with high-quality data, audiences, and creative assets
- Drive continuous experimentation and testing
Measurement & Data
- Ensure Google campaigns are accurately measured and optimised towards business outcomes
- Partner with Data and Product teams to improve attribution, reporting, and conversion measurement
- Maximise first-party audience utilisation across Google
- Improve data quality feeding Google's bidding and optimisation systems
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Key Goals & Objectives:
- Scale Google into one of Vintage Cash Cow's and Vintage.com largest and most efficient growth channels.
- Increase lead volume while maintaining or improving CPL and lead quality
- Build a best-in-class creative engine for Google
- Increase the volume and quality of YouTube, Demand Gen, and video-led acquisition
- Improve localisation and market expansion capabilities
- Strengthen audience activation and first-party data usage
- Improve measurement accuracy and automation effectiveness
- Establish Google as a key contributor to UK and international growth
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Key Responsibilities:
Strategy & Leadership
- Own the Google growth roadmap across all markets
- Develop channel strategies spanning Search, PMax, Demand Gen, YouTube, Display, and emerging Google products
- Manage agency, platform, and partner relationships where required
- Build strong relationships with Google to access platform expertise, betas, roadmap insights, and growth opportunities.
- Leverage Google partnerships to identify competitive advantages and accelerate market expansion.
- Build and lead a high-performing Google Growth function, fostering a culture of accountability, experimentation, collaboration, and continuous improvement.
- Develop the long-term Google Growth team structure, capabilities, and operating model.
- Coach, mentor, and develop PPC specialists, creating clear development plans and succession pathways.
Creative & Audience Development
- Establish scalable creative workflows
- Lead the Google creative agenda, ensuring asset production is aligned to campaign priorities, testing roadmaps, audience insights, and market expansion plans.
- Work closely with Meta, Creative, CRM, and Data teams to improve asset production
- Build audience activation strategies using first-party and platform data
- Drive localisation and international expansion of creative assets
- Define the creative requirements, production roadmap, and testing priorities needed to maximise Google performance across all markets.
Campaign Management & Optimisation
- Oversee campaign performance across all Google channels
- Ensure efficient budget allocation across markets and products
- Lead testing roadmaps across bidding, audiences, creative, landing pages, and campaign structures
- Scale successful initiatives across markets
Measurement & Analytics
- Own Google reporting and growth insights
- Improve attribution and conversion measurement
- Ensure robust tracking and data integrity
- Translate insights into actionable growth opportunities
Commercial Planning & Forecasting
- Own Google forecasting, budget allocation, and investment planning across all markets.
- Develop growth scenarios and scaling plans to support business objectives.
- Partner with Finance and Leadership to provide accurate forecasts, investment recommendations, and performance expectations.
- Ensure Google investment is deployed efficiently across markets, products, and campaign types.
Conversion Rate Optimisation
- Partner with Product and UX teams to improve landing page performance and conversion rates.
- Use Google insights and user behaviour data to identify opportunities to improve customer journeys.
- Drive testing and optimisation of landing pages and post-click experiences.
Stakeholder Management & Growth Advocacy
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Act as the internal Google growth champion, ensuring opportunities, risks, and priorities are clearly communicated across the business. - Build strong relationships across Creative, CRM, Data, Product, Tech, Brand, Operations, and Leadership teams to unlock growth opportunities.
- Translate Google platform insights into actionable business initiatives that improve acquisition efficiency, lead quality, and revenue growth.
- Regularly communicate performance trends, strategic priorities, testing roadmaps, and growth opportunities to senior stakeholders.
- Proactively identify non-media opportunities that could improve Google performance, including creative production, CRO, tracking, first-party data collection, CRM audience activation, and operational improvements.
- Influence prioritisation across teams to ensure Google receives the assets, data, and support required to maximise performance.
- Create visibility around Google's contribution to business growth through clear reporting, forecasting, and strategic updates.
- Partner with leadership to shape investment decisions, market expansion plans, and long-term growth strategy.
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Essential Skills & Experience:
- Significant experience managing large-scale Google Ads programmes
- Strong expertise across Search, Performance Max, Demand Gen, YouTube, Video and Display
- Strong understanding of how Google fits within the wider paid media ecosystem, including audience development, creative strategy, video advertising, and full-funnel acquisition.
- Deep understanding of Google's automation and AI-driven advertising ecosystem
- Experience using AI tools to improve marketing productivity and creative development
- Experience developing creative testing frameworks and creative-led growth strategies
- Strong understanding of audience activation and first-party data
- Experience scaling performance marketing across multiple markets
- Strong analytical and commercial mindset
- Strong leadership, communication, and stakeholder management skills, with proven experience influencing senior stakeholders and driving cross-functional initiatives.
- Experience managing significant annual media budgets and delivering growth at scale.
Nice to Have:
- Experience managing international expansion across Europe
- Experience working with CRM and customer lifecycle data
- Experience with GA4 & GTM, or advanced measurement frameworks
- Exposure to broader paid media ecosystems, including Bing/Microsoft Ads, Meta, TikTok, Pinterest, Reddit, programmatic display, native advertising, video advertising, DSP platforms (e.g. DV360, The Trade Desk), connected TV (CTV), retail media, or other audience-led growth channels.
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Equal Opportunities
At Vintage Cash Cow, we are committed to fostering an inclusive environment where everyone feels heard, valued, respected and empowered to bring their authentic self to work. We believe that diversity drives innovation, creativity and success.
We welcome applicants from all backgrounds, perspectives and experiences, and we strive to create equitable opportunities for all. Together, we’re building a culture that celebrates individuality and champions equity at every level of our organisation.
If you’re excited about this role, but don’t tick every box, we still encourage you to apply. Your unique skills and experiences might be just what we’re looking for now or in the future.
If you need adjustments or accommodations during the hiring process, please reach out to us and we will do our best to support you.
Key Responsibilities
- Significant experience managing large-scale Google Ads programmes
- Strong expertise across Search, Performance Max, Demand Gen, YouTube, Video and Display
- Strong understanding of how Google fits within the wider paid media ecosystem, including audience development, creative strategy, video advertising, and full-funnel acquisition.
- Deep understanding of Google's automation and AI-driven advertising ecosystem
- Experience using AI tools to improve marketing productivity and creative development
- Experience developing creative testing frameworks and creative-led growth strategies
- Strong understanding of audience activation and first-party data
- Experience scaling performance marketing across multiple markets
- Strong analytical and commercial mindset
- Strong leadership, communication, and stakeholder management skills, with proven experience influencing senior stakeholders and driving cross-functional initiatives.
- Experience managing significant annual media budgets and delivering growth at scale.
Skills, Knowledge and Expertise
- Experience managing international expansion across Europe
- Experience working with CRM and customer lifecycle data
- Experience with GA4 & GTM, or advanced measurement frameworks
- Exposure to broader paid media ecosystems, including Bing/Microsoft Ads, Meta, TikTok, Pinterest, Reddit, programmatic display, native advertising, video advertising, DSP platforms (e.g. DV360, The Trade Desk), connected TV (CTV), retail media, or other audience-led growth channels.