Head of PPC

Vintage Cash Cow

About The Position

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. 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.

Requirements

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 Haves

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.

Responsibilities

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
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
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
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
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
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
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.
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.
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
Own Google reporting and growth insights
Improve attribution and conversion measurement
Ensure robust tracking and data integrity
Translate insights into actionable growth opportunities
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.
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.
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.