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.
