We’re entering a once-in-a-company moment: a major step-change in our D2C marketing investment, a full rebrand of the company and product under the Zable brand, and a marketing function being built out at pace. This is one of the most exciting marketing builds in UK fintech right now, with the financial strength, customer base, and product depth to back it up.
We’re looking for a Head of Direct Marketing & CRM to own the channel end-to-end: creative, sends, logistics, offers, and reporting, but also the analytical core that makes it work, building the response model and sourcing the data pipeline and user-data enrichment that let us target the right customer, with the right offer, at the right moment. You’ll be equally at home briefing a creative and writing the SQL: someone who can scale the channel rapidly, but sustainably, anchored to our LTV data rather than raw volume.
This is a rare hybrid role. You’ll be both the operator running a physical, logistically demanding channel and the model-builder (with a team to support) deciding who we mail and why. If you want the autonomy to build a channel from the data up, and the budget and product depth to make it a top-of-funnel powerhouse, this is it.
What we’re looking for:
Essential:
7+ years across direct mail, CRM, lifecycle or performance marketing, with at least 2–3 years owning a channel or function end-to-end
Hands-on with data: you personally build response/propensity models and write the SQL/Python to source, clean and join the data behind them
Track record scaling a measurable acquisition or retention channel with real commercial impact (CAC, ROI, incremental LTV)
Fluent in the economics: you size, forecast and defend a channel on unit economics and LTV, not volume
Comfortable running the operational side: creative briefs, print/mail production, logistics and vendor management
Strong grasp of targeting and measurement: segmentation, holdouts, incrementality testing, attribution
A commercial communicator who can earn the trust of finance, data, product and engineering
Demonstrable use of AI in your workflow (analysis, creative, modelling, automation)
Desirable:
Experience in financial services, regulated or other consumer categories where offers and eligibility matter
Experience standing up a data pipeline or enrichment stack (first-party + third-party / bureau data)
Experience building a channel or function from scratch
Familiarity with credit/lending offers, pre-approval and risk-based targeting
Background hiring and developing an analytics or marketing team
You’re a good fit if you’re:
Operator and analyst in one: you can run the sends and build the model that decides them
Commercially driven: you measure success in incremental LTV and payback, not pieces mailed
A first-principles thinker: you argue from data and clean experiments, not received wisdom
Hands-on early, scaling later: you’re comfortable being the team, and the pipeline, for a while
Disciplined about growth: you scale fast, but never faster than the LTV data supports
Energised by greenfield: you’d rather build the engine than tune someone else’s
What you’ll be doing
Channel Strategy & Scaling:
Own the direct mail strategy end-to-end and set ambitious, LTV-anchored targets for volume, response and payback
Scale the channel rapidly but sustainably, expanding sends only as far as the economics justify
Own the P&L view of the channel: forecasting, budget and CAC/LTV discipline
Response Model & Data Pipeline:
Build the response/propensity model that decides who we mail, with what offer, and when
Source and stand up the data pipeline: first-party and third-party/enrichment data that feeds targeting
Own segmentation, holdouts and incrementality testing so every send is measured and improving
Creative, Offers & Execution:
Brief and iterate on creative, copy and offer design to lift response and conversion
Run sends, print production and logistics end-to-end, managing vendors and turnaround
Optimise the offer strategy against eligibility, risk and lifetime value
Reporting, Team & Cross-functional:
Build the reporting that ties sends to funnel, revenue and LTV and report on channel performance
Partner with data, product, risk, finance and the creative team to unlock targeting and offers
Hire and develop the team as the channel scales, and use AI to let a small team punch above its weight
