VP/Head of Performance Marketing

📌 Core Information

🔹 Job Title: VP/Head of Performance Marketing

🔹 Company: Updraft

🔹 Location: London, United Kingdom

🔹 Job Type: Full-time

🔹 Category: Financial Services

🔹 Date Posted: June 19, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid

🚀 Job Overview

Key aspects of this role include:

• Overseeing direct and paid marketing efforts, managing a significant budget
• Collaborating cross-functionally with creatives, brand marketers, growth, and data engineers
• Optimizing marketing costs and credit profile, with a focus on ROAS or CAC
• Working in a fast-paced, high-growth fintech environment with a strong focus on data and analytics

ASSUMPTION: This role requires a strategic mindset, with a strong focus on data-driven decision making and a proven track record in scaling paid media budgets.

📋 Key Responsibilities

✅ Setting channel mix, CAC/ROAS guard-rails, and quarterly media allocations across various platforms, presenting growth scenarios to the executive team, and owning forecast vs. actuals

✅ Optimizing server-side tracking and partnering with data engineering teams to build automated budget allocation engines and dashboards

✅ Directly managing and strategizing for specific campaigns, such as Advantage+ Shopping, Performance Max, broad-match Search, Programmatic Display, and UAC campaigns

✅ Codifying playbooks for bid-strategy experiments, budget scaling rules, and creative testing

✅ Partnering with design teams to produce high-velocity UGC, statics, and vertical video

✅ Collaborating with growth teams for conversion rate optimization

✅ Ensuring compliance and governance to FCA rule frameworks, managing consent frameworks, and maintaining change-control on media budgets and tagging

ASSUMPTION: This role requires a hands-on approach, with a strong focus on data analysis and optimization, as well as the ability to work effectively across multiple teams.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 7+ years of experience in scaling paid media to £5m+ budgets with ROAS or CAC accountability, preferably in the fintech or lending sectors

Required Skills:

• Expertise in Meta Advantage+, Google Performance Max, and Search Ads 360
• Proven track record in building server-side attribution stacks and LTV bidding loops
• Strong analytical skills, with experience in Python and SQL
• Excellent communication and presentation skills, with the ability to tell data-driven stories
• Experience in credit/fintech, lending, or regulated B2C sectors

Preferred Skills:

• Scaleup experience
• Familiarity with open banking and financial health concepts

ASSUMPTION: Given the role's focus on data analysis and optimization, a strong background in analytics and data-driven decision making is essential. Additionally, experience in the fintech or lending sectors is highly desirable.

💰 Compensation & Benefits

Salary Range: £80,000 - £120,000 per year (Based on industry standards for similar roles in London)

Benefits:

• Share options in a potentially high-value business
• Mentorship and support from an experienced executive team
• Generous learning budgets and wellness benefits
• Private healthcare

Working Hours: 40 hours per week, with flexibility for hybrid work arrangements

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in London. The actual salary may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Fintech, with a focus on consumer lending, financial services, and financial health

Company Size: Updraft is a small but rapidly growing fintech startup, with 11-50 employees. This size offers the opportunity for significant impact and growth potential.

Founded: 2017, with a mission to help people break up with their credit cards and better manage their money

Company Description:

• Updraft is a part lending, part credit report, and part financial planning app for millennials
• The company uses open banking to provide a 360-degree spending view across all financial accounts
• Updraft offers free credit reports with tips and guidance to help improve credit scores
• The app also provides native AI-led personalised financial planning to help users manage money, pay off debts, and improve their credit scores
• Updraft offers intelligent lending products to help reduce the cost of credit

Company Specialties:

• Fintech
• AI
• Data Science
• Behavioral Science
• Consumer Lending
• Financial Services
• Open Banking
• Financial Health

Company Website: https://www.updraft.com

ASSUMPTION: Updraft's focus on financial health and well-being sets it apart from traditional fintech companies, offering applicants the opportunity to make a meaningful impact on users' lives.

📊 Role Analysis

Career Level: This role is a key leadership position, with the opportunity to shape the future and culture of the company for the long term

Reporting Structure: The VP/Head of Performance Marketing will report directly to the executive team and work cross-functionally with various departments

Work Arrangement: Hybrid, with a focus on collaboration and flexibility

Growth Opportunities:

• As one of the first 50 employees, the successful candidate will have the opportunity to shape the company's future and culture
• The role offers mentorship and support from an experienced executive team
• Updraft's rapid growth and success in the UK fintech ecosystem present numerous opportunities for professional development and advancement

ASSUMPTION: Given Updraft's rapid growth and success, this role offers significant opportunities for career growth and development.

🌍 Location & Work Environment

Office Type: Hybrid, with a focus on collaboration and flexibility

Office Location(s): 5 Merchant Square, London, W2 1AY, GB

Geographic Context:

• London is a major global financial hub, with a thriving fintech ecosystem
• The city offers a vibrant culture, with numerous attractions, restaurants, and entertainment options
• London has a well-established public transportation system, making it easy to commute to the office

Work Schedule: 40 hours per week, with flexibility for hybrid work arrangements

ASSUMPTION: Updraft's hybrid work arrangement offers the best of both worlds, allowing employees to balance the benefits of working from home with the collaboration and camaraderie of an office environment.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen to assess cultural fit and basic qualifications
• Data-driven case study or project to demonstrate analytical skills and strategic thinking
• Final on-site or video interview with the executive team to discuss the role and company culture in more detail

Key Assessment Areas:

• Data analysis and interpretation skills
• Strategic thinking and planning
• Communication and presentation skills
• Cultural fit and alignment with Updraft's mission and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on data-driven achievements
• Prepare for the data-driven case study or project by brushing up on your analytical skills and familiarizing yourself with Updraft's products and services
• Research Updraft's company culture and mission to ensure a strong fit and demonstrate your enthusiasm for the role during the interview process

ATS Keywords: Performance Marketing, Paid Media, Data Analysis, Google Ads, Meta Ads, TikTok Ads, Attribution Stacks, LTV Bidding, Conversion Rate Optimization, Creative Testing, Budget Management, FCA Compliance, Cross-Functional Collaboration, Analytical Storytelling, Python, SQL

ASSUMPTION: Updraft's interview process is designed to assess both technical skills and cultural fit, with a strong focus on data-driven decision making and strategic thinking.

🛠️ Tools & Technologies

• Google Ads (Search Ads 360, Performance Max)
• Meta Ads (Advantage+ Shopping)
• TikTok Ads
• Programmatic Display
• Attribution Stacks (e.g., AppsFlyer, Adjust, or similar)
• Data Analysis Tools (e.g., Python, SQL, Google Analytics, or similar)
• Project Management Tools (e.g., Asana, Trello, or similar)

ASSUMPTION: The successful candidate will have experience with the relevant advertising platforms and data analysis tools, as well as the ability to learn and adapt to new technologies as needed.

👔 Cultural Fit Considerations

Company Values:

• Purpose-driven: We believe in making a meaningful impact on people's lives
• Data-driven: We make decisions based on data and evidence
• Collaborative: We work together to achieve our goals
• Inclusive: We value diversity and foster an environment where everyone can thrive

Work Style:

• Data-driven and analytical
• Collaborative and cross-functional
• Flexible and adaptable
• Results-oriented and focused on continuous improvement

Self-Assessment Questions:

• Do you thrive on data and enjoy translating insights into action?
• Are you comfortable working in a fast-paced, collaborative environment?
• Do you share Updraft's commitment to making a meaningful impact on people's lives?

ASSUMPTION: Updraft's company culture is driven by a strong commitment to data-driven decision making, collaboration, and making a meaningful impact on people's lives. Successful candidates will share these values and be able to thrive in a fast-paced, collaborative environment.

⚠️ Potential Challenges

• Managing a significant budget with a focus on ROAS or CAC, requiring a strong understanding of data analysis and optimization
• Working in a fast-paced, high-growth environment, with the need to adapt to change and prioritize effectively
• Collaborating cross-functionally with various teams, requiring strong communication and project management skills
• Ensuring compliance with FCA rule frameworks, requiring a strong understanding of regulatory requirements and governance

ASSUMPTION: The successful candidate will have the skills and experience necessary to overcome these challenges and thrive in the role.

📈 Similar Roles Comparison

• Compared to traditional marketing roles, this position has a stronger focus on data analysis and optimization, with a direct impact on marketing costs and credit profile
• In the fintech industry, this role is similar to other performance marketing positions, but Updraft's focus on financial health and well-being sets it apart
• Career progression in this role could lead to senior marketing or executive positions within the company or the broader fintech industry

ASSUMPTION: This role offers a unique opportunity to make a meaningful impact on people's lives while developing valuable skills and experience in the high-growth fintech industry.

📝 Sample Projects

• Developing and implementing a data-driven strategy to optimize marketing costs and credit profile across multiple advertising platforms
• Building and optimizing an automated budget allocation engine and dashboard to improve efficiency and accuracy
• Collaborating with the design team to produce high-velocity UGC, statics, and vertical video to improve engagement and conversion rates

ASSUMPTION: These sample projects demonstrate the data-driven, collaborative, and results-oriented nature of the role, with a focus on continuous improvement and optimization.

❓ Key Questions to Ask During Interview

• Can you describe the company's approach to data-driven decision making and how it is applied to marketing strategies?
• How does the company ensure compliance with FCA rule frameworks, and what role will I play in maintaining governance?
• What opportunities are there for professional development and growth within the company?
• How does the company support work-life balance, and what flexibility is there for hybrid work arrangements?
• What is the company's approach to diversity, equity, and inclusion, and how does it foster an inclusive work environment?

ASSUMPTION: These questions are designed to assess Updraft's company culture, values, and commitment to employee growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on data-driven achievements
• Prepare for the data-driven case study or project by brushing up on your analytical skills and familiarizing yourself with Updraft's products and services
• Research Updraft's company culture and mission to ensure a strong fit and demonstrate your enthusiasm for the role during the interview process
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.