Job Description
Job Title: Head of Customer Acquisition
Location: Head office, Swindon
Salary: £60-70k
Bonus: Performance related bonus scheme
Hours: Monday to Friday 37.5 hours per week
Background
OutsideClinic was founded in 1987 and now provides over 100,000 ‘at home’ eye tests and 10,000 at home hearing tests each year. The business has revenues of £40m and employs 300 people. The business provides services to the 75+ age group, that find it challenging to visit the high street.
A successful business development and marketing capability is an essential component of our strategic ambition to become the most admired UK ‘at home’ healthcare brand.
Job Summary
We are looking for a highly driven Head of Customer Acquisition to take full ownership of our customer growth strategy and delivery.
This role is accountable for generating consistent, scalable demand across multiple channels to meet or exceed clinician capacity, while maintaining strong control of cost and return on investment.
Roughly 30% of our acquisition currently comes from direct mail, with the remainder driven through a mix of digital and other channels. There is significant opportunity to test, learn and scale new off-line routes to market, including TV, radio and brand led partnerships
Operating with the ownership and pace of a Senior Account Director in a marketing agency, you will lead from the front. This is a hands-on role with strategic responsibility, where you will be expected to move quickly, take initiative and make things happen.
You will manage a small team and work cross functionally across the business, reporting into the Customer Services Director.
Principal Accountabilities
Customer Acquisition Strategy and Growth
Own and deliver the overall customer acquisition strategy across all channels
Drive demand generation to meet business targets and clinician capacity
Identify and unlock new growth opportunities through testing new channels and approaches including TV, radio and partnerships
Build a clear test and learn roadmap to continuously improve performance
Drive and optimise new customer journeys across all channels to maximise engagement and conversion
Campaign Delivery and Channel Management
Lead the planning and execution of multi-channel acquisition campaigns
Oversee direct mail activity, including data sourcing, print and distribution
Manage and optimise digital channels, working with external agencies where required
Support telesales, email and SMS activity focused on new customer conversion
Ensure campaigns are delivered on time, on budget and to a high standard
Commercial Ownership and Performance
Take full ownership of acquisition budgets and performance outcomes
Monitor and optimise key metrics including cost per acquisition, conversion and ROI
Balance demand generation with operational capacity to maximise utilisation
Use data and insight to make fast, informed decisions and improve results
Leadership and Stakeholder Management
Manage and develop a small team, setting clear priorities and expectations
Act as the central point of accountability for acquisition across the business
Work closely with customer services, scheduling, IT and field teams to ensure alignment
Manage relationships with agencies, suppliers and partners to deliver strong outcomes
Execution and Continuous Improvement
Be hands on in campaign delivery where needed, stepping in to ensure momentum is maintained
Drive a culture of accountability, pace and delivery within the team
Continuously review and improve processes, tools and ways of working
Ensure ideas and projects are not just developed, but executed effectively
About You
You are someone who gets things done. You combine strong commercial thinking with the ability to execute at pace and deliver measurable results.
You must have an entrepreneurial mindset – challenging the status quo, prepared to push boundaries, restless to optimise performance.
5+ years experience in customer acquisition, performance marketing or a similar role
Proven track record of delivering growth across multiple channels
Strong experience in direct marketing, with good understanding of digital channels
Experience testing and scaling new acquisition routes
Comfortable managing budgets and being accountable for ROI
Highly organised with strong project management skills
Data driven, with the ability to turn insight into action quickly
Confident managing stakeholders and influencing across the business
Experience managing small teams and external partners
Resilient, proactive and delivery focused
What We Offer
Competitive salary
Participation in senior management bonus scheme
Contributory pension scheme (5% employee and 5% employer)
Private medical insurance
Life assurance (4 x salary)
Employee discounts
Why Join Us
We are on a mission to transform lives by helping people see better, hear better, and live better.
This is an opportunity to take real ownership of customer growth, shape how we acquire customers in the future, and have a direct impact on the success of the business.