Head of Performance Marketing job description

What does a Head of Performance Marketing do?

The Head of Performance is an experienced digital marketing leader. Managing a team, they lead the development and execution of all performance marketing campaigns across search and social media. This can include display, pay-per-click (PPC), paid social, search engine optimisation (SEO) and affiliate marketing.

Key responsibilities

While the Head of Performance job description might vary in different businesses, the core responsibilities include:

• Create the performance strategy: Take a lead role in creating the organic and paid performance strategy. This includes identifying the right channels to invest in, such as paid search, SEO and affiliates.
• Ensure a cohesive approach: Work closely with the marketing and communications teams to ensure a clear strategy aligned with overall goals.
• Data collection: Collaborate with the data team to develop data pipelines, integrations, stores and tooling. Ensure that all data is processed in line with GDPR.
• Report on campaign success: Monitor and report on the success of campaigns to key stakeholders. Use the data to improve performance.
• Team management: Lead, manage and develop team members. Teams can include Digital Marketing Managers, Performance Marketing Managers or channel specialists.
• Manage external relationships: Manage and leverage relationships with partners and agencies to support the execution of marketing strategy.
• Budget management: Allocate budget to deliver campaigns and advertising strategies.

Skills and requirements

Hiring for a Head of Performance? Successful candidates will have the following skills and experiences:

• Previous experience in a digital marketing role, delivering business growth through performance marketing channels
• Leadership experience, having managed budgets and a team
• Hands on experience with Google Ads, Meta/Facebook Ads, LinkedIn Ads, Salesforce, Pardot, Tableau
• Excellent verbal and written communication skills, with proven experience managing key stakeholders
• Strong data analysis skills, with the ability to make data-driven decisions

When to hire a Head of Performance Marketing?

The Head of Performance should be one of the first hires in your marketing department. Reporting directly to the Chief Marketing Officer or Founder, this role leverages performance channels to grow a customer base.

Investing in the right channels is incredibly important, especially in the early-stages of your marketing journey. Without a data-backed strategy, you run a real risk of wasting money on ineffective performance marketing channels. 

A Head of Performance can support you in choosing the right channels for your organisation. They ensure you scale profitably and sustainably by implementing an effective test and learn plan. This gives you accurate data tailored to your brand, allowing you to confidently invest in your digital marketing strategy.