Role: Customer Acquisition Manager

Function: Commercial | Marketing

Responsibility: Drive the highest quality, most efficient traffic to Umberto Giannini’s sales channels and reduce customer and order acquisition costs through smarter Paid Media activity.

Reports to: Head of eCommerce

Location: Hybrid - UG HQ Soho / WFH

Compensation: Competitive basic + Benefits

Our background and your main purpose:

Founded by award-winning hairstylist Umberto Giannini and co-founder Claire, our brand has been redefining haircare for over 20 years. From cult favourite Curl Jelly to trend-led innovations, we create high-performance, vegan and cruelty-free formulas designed for real beauty routines. Now stocked in 8,500+ stores globally and growing fast DTC, we blend salon expertise with clean, consciously sourced ingredients brought to life through best-in-class, scroll-stopping creative content.

We are seeking a data-driven, AI savvy and curious Customer Acquisition Manager to drive scalable, profitable customer growth across all paid media channels, with a strong emphasis on social- first platforms.

This role will lead the strategy, execution and optimisation of paid acquisition campaigns across Meta, TikTok, TikTok Shop, Amazon, Google and emerging platforms, ensuring the brand remains at the forefront of digital trends while delivering best-in-class performance.

You will combine creative instinct with analytical rigour, leveraging content, data and platform innovation to acquire high-value customers and maximise return on investment.

Paid Media Strategy & Execution

Own and deliver the paid acquisition strategy across Meta, TikTok, TikTok Shop, Amazon Ads, Google (Search, Shopping, YouTube) and other relevant platforms
Plan, launch and optimise campaigns to drive customer growth, revenue and ROI
Manage budgets effectively, allocating spend based on performance and growth opportunities
Identify and test new channels, formats and growth opportunities

Social-Fist & Creative-Led Growth

Lead a creative-first approach to performance marketing, particularly across TikTok and paid social
Continuously test creative concepts, hooks, formats and messaging to improve performance
Stay ahead of trends, ensuring campaigns feel culturally relevant and native to each platform

TikTok Shop Growth

Own end-to-end performance of TikTok Ads and TikTok Shop acquisition strategy
Drive traffic, conversion and revenue through paid and organic synergy
Optimise product performance within TikTok Shop ecosystem
Collaborate with influencer/creator teams to amplify performance

Amazon Performance Marketing

Manage and optimise Amazon Advertising (Sponsored Products, Sponsored Brands, DSP where relevant)
Drive visibility, conversion and ranking across key SKUs
Align paid strategy with retail performance, launches and promotional calendar
Monitor and improve key metrics and efficiencies including ROAS, ACOS, TACOS

Google & Search Performance

Manage Google Ads (Search, Shopping, Performance Max, YouTube) campaigns
Capture high-intent demand and drive efficient customer acquisition
Optimise keyword strategy, bidding, feed performance and conversion rates

Data, Analytics & Optimisation

Own performance tracking across all channels (CAC, ROAS, LTV, conversion rates)
Drive revenue growth
Review creative performance metrics (CTR, engagement, hook rate)
Analyse campaign data to generate actionable insights and recommendations
Build regular performance reports and communicate results to stakeholders
Use data to inform creative, channel and budget decisions

Testing & Innovation

Implement a structured test-and-learn approach across channels
Run A/B tests across creatives, audiences, landing pages and offers
Identify emerging trends, tools and platform updates to maintain competitive advantage

Collaboration & Leadership

· Partner with E-Commerce, Brand, Creative, Influencer and Social teams to align on campaigns and launches and ensure paid media activity aligns with wider brand strategy

· Manage external agencies and platform partners where applicable

Success in 6 months:

· Delivering consistent, scalable customer growth

· Running a creative-led, data-driven acquisition engine

· Driving clear improvement in efficiency and revenue

· Positioned as a key contributor to the brand’s growth strategy

This role is for you if you have:

· Proven experience in paid media / performance marketing, ideally within beauty, DTC or consumer brands

· Strong hands-on experience with at least two of the following:

o TikTok Ads & TikTok Shop

o Amazon advertising

o Google Ads (search and Shopping)

· Deep understanding of social-first and creative-led acquisition strategies

· Highly analytical with strong data interpretation skills

· Experience managing and optimising significant media budgets

· Strong commercial mindset with focus on ROI and growth

· Understanding of influencer/ creator-led performance strategies

· Familiarity with attribution tools and analystics platforms (eg GA4, Triple Whale)

This role is for you if you are:

Commercially driven and outcomes focused – passionate about delivering measurable growth

Creative thinker – understands what makes content convert

Agile & experimental – thrives in fast-moving environments

Data-led – uses insights to inform decisions

Collaborative – works cross-functionally to deliver results

Trend-aware – lives and breathes social and digital culture

Independent & self-directed – but with strong team orientation

Bullish about Umberto Giannini and its potential

You’ll be joining a fast-growing, socially-led haircare brand that is redefining how beauty connects with its audience. This is an opportunity to play a key role in scaling customer acquisition through innovative, creative and data-driven marketing.

Umberto Giannini Hair Cosmetics

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