Head of Digital Acquisition

About This Role

Summary

The Head of Digital Acquisition is responsible for driving digital sales growth, qualified lead generation, and end-to-end conversion optimization across Finance House Group’s digital ecosystem. This role owns the full digital acquisition funnel from traffic generation to lead nurturing, conversion, and revenue realization.

The position is performance driven and revenue focused, with clear accountability for digital sales targets, cost efficiency, and customer acquisition metrics. The ideal candidate combines deep expertise in performance marketing, conversion rate optimization, marketing automation, and digital analytics with strong commercial acumen and financial services experience.

Key Responsibilities

Digital Sales & Revenue Growth

• Own and deliver digital sales and acquisition targets across all products and business lines.
• Develop and execute scalable digital acquisition strategies focused on revenue growth and cost efficiency.
• Build and optimize digital sales funnels to maximize lead to customer conversion rates.
• Drive online applications, lead quality, and booked business through performance-based marketing initiatives.
• Partner with sales teams to ensure seamless lead handover, tracking, and conversion accountability.

Lead Generation & Performance Marketing

• Lead all paid acquisition channels including Google Ads, Meta Ads, LinkedIn, display networks, programmatic, and affiliate marketing.
• Scale high performing campaigns while maintaining optimal CPA and ROI.
• Implement data driven lead generation strategies across SEO, SEM, paid media, retargeting, and marketing automation.
• Continuously test creatives, landing pages, offers, and targeting to improve conversion performance.
• Manage digital media budgets with strict performance and ROI accountability.

Conversion Rate Optimization (CRO) & Funnel Management

• Oversee the full customer acquisition funnel from awareness to application submission and approval.
• Optimize landing pages, digital forms, user journeys, and checkout/application flows to increase completion rates.
• Implement A/B and multivariate testing frameworks to improve conversion metrics.
• Reduce drop offs across the digital funnel through behavioral insights and UX improvements.
• Improve key metrics including CPA, CPL, CVR, ROAS, and Customer Lifetime Value (CLV).

Data, Analytics & Performance Governance

• Establish clear acquisition KPIs aligned with business revenue targets.
• Own campaign performance dashboards, reporting frameworks, and ROI analysis.
• Leverage tools such as Google Analytics, Tag Manager, CRM systems, and marketing automation platforms for tracking and attribution.
• Use predictive and behavioral data insights to optimize targeting and budget allocation.
• Present performance insights and growth strategies to senior leadership.

Customer Acquisition Strategy & Retention

• Develop audience segmentation strategies to attract high value customers.
• Implement retargeting, remarketing, and lifecycle campaigns to improve lead nurturing and conversion.
• Align acquisition strategies with customer lifetime value and retention goals.
• Optimize digital onboarding journeys to improve activation and repeat engagement.

Cross-Functional Leadership & Governance

• Collaborate closely with Product, IT, Compliance, Risk, and Sales teams to ensure regulatory compliance and seamless digital processes.
• Lead external agencies and performance marketing partners with strict accountability on results.
• Participate in budgeting, forecasting, and strategic business planning.
• Build and lead a high performing digital acquisition team focused on measurable growth.

Knowledge, Skills & Technical Competencies

Performance & Digital Sales Expertise

• Strong background in digital sales, online customer acquisition, and revenue growth.
• Deep expertise in performance marketing, paid media, and funnel optimization.
• Proven ability to scale lead generation while maintaining efficient acquisition costs.
• Strong understanding of financial product marketing and regulatory considerations.

Data & Analytics

• Advanced knowledge of Google Analytics, Tag Manager, CRM systems, and attribution modelling.
• Expertise in A/B testing, conversion rate optimization, and performance analytics.
• Deep understanding of acquisition metrics: CPA, CPL, CVR, ROAS, CLV, CAC.

Technology & MarTech

• Experience with marketing automation platforms and CRM integration.
• Familiarity with HTML, CSS, JavaScript (for conversion tracking and UX collaboration).
• Understanding of tracking infrastructure, tagging, and performance attribution.

Leadership & Soft Skills

• Commercially driven with strong business and financial acumen.
• Strategic thinker with a performance first mindset.
• Strong stakeholder management and cross-functional collaboration skills.
• Proven ability to lead teams and agencies toward measurable growth targets.

Key Deliverables

• Achievement of digital sales and revenue acquisition targets.
• Growth in qualified leads and measurable improvement in conversion rates.
• Reduction in cost per acquisition (CPA) and improved return on ad spend (ROAS).
• Optimized digital funnels with reduced drop-offs and increased application completion rates.
• Executive level performance reports with actionable growth strategies.

Qualifications

• Education: Bachelor’s Degree in Marketing, Business, Digital Media, or related field (MBA preferred).
• Experience: 10+ years in digital acquisition or performance marketing, preferably within banking or financial services, with demonstrated success in digital sales growth and revenue-driven campaigns.