About Us
Our mission is to help people navigate relationship change with kindness, clarity and practical support. From moving in together to getting married, separating, co‑parenting, or blending families, amicable helps thousands of couples have better conversations and make clearer decisions.
Our digital, human approach combines technology with expert support to make things simpler, fairer and more accessible. We help people focus on what matters most, while reducing the cost and stress of navigating relationship change.
Amicable is growing quickly as demand increases and the way people approach relationships continues to evolve.
Our values bring our purpose to life and make what we do and how we do it unique: we are Kind to everyone we encounter, we embrace Trust & Professionalism, with a quest for Customer Focus that drives us to be more Pioneering.
We are proud to be part of the Octopus Group.
About the Role
This is a hands‑on role at the heart of our growth for our divorce, separation and new relationships services. You will own performance marketing strategy and execution end‑to‑end, driving acquisition, conversion and retention across paid channels to deliver commercial targets across sales, leads, revenue, product mix and LTV:CAC targets.
You will plan, run and optimise campaigns across Google Ads, Meta, TikTok, LinkedIn, YouTube and Reddit, leading the transition toward automated, AI‑led media management to scale performance and improve unit economics. You will work closely with product, sales, brand, data and CX teams to close the loop between marketing activity and commercial outcomes.
You will track, analyse and report on performance metrics to inform decisions and optimisations at pace. You will draw insights, present performance and strategic recommendations clearly to senior leadership, translating media activity into commercial outcomes.
You are commercially minded, data‑driven and energized by the challenge of scaling performance in a fast‑moving, mission‑led business.
This is a hybrid role based in our Holborn office, working an average of 1-2 days per week in the office.
Key Responsibilities
- Own performance marketing across Google Ads, Meta, YouTube, TikTok, LinkedIn and Reddit – planning, executing and optimising campaigns to maximise ROI.
- Drive commercial performance against sales, leads, revenue, product mix, conversion and LTV:CAC targets, treating unit economics as the primary lens for every spend decision.
- Lead the transition toward AI‑led media management, building the data infrastructure, conversion architecture and platform inputs that enable automation at scale.
- Own creative strategy across UGC, short‑form video, Reels, Stories and Spark Ads – running high‑velocity testing across creative, proposition, audience and channel variables.
- Optimise the full funnel from acquisition through to conversion and retention, using CRO tactics, A/B testing and structured proposition testing to improve performance at every stage.
- Plan and execute lifecycle and email marketing campaigns via HubSpot to nurture leads, increase engagement and drive conversion.
- Build and maintain a measurement stack using MMM, incrementality testing, geo‑tests and platform data to assess true channel contribution.
- Navigate advertising restrictions in sensitive categories while maintaining signal quality through server‑side tracking, Consent Mode v2 and first‑party data strategies.
- Collaborate across product, sales, brand, data and CX teams – sharing insights, aligning on lead quality and connecting acquisition activity to commercial outcomes.
About You
- You have hands‑on paid media experience across Google Ads, Meta and YouTube, and using programmatic advertising to extend reach across the open web – managing significant budgets against commercial targets.
- You have a proven track record of improving unit economics and delivering against LTV:CAC, revenue and conversion targets.
- You have deep, hands‑on experience with platform AI and automation – not just how to use it, but how to build the foundations that make it work: conversion architecture, data quality, audience infrastructure and feed management.
- You are proficient with data – GA4, Meta Ads Manager, Search Console, BI tools and A/B testing frameworks are part of your everyday toolkit.
- You have experience with post‑ATT, cookieless measurement including server‑side tracking, Consent Mode v2 and first‑party data strategies.
- You are proficient in HubSpot for lead nurturing, lifecycle marketing and automation.
- You are a clear communicator who can translate performance data into commercial insight for both technical and non‑technical stakeholders.
- You are highly organised, skilled at managing multiple projects at pace, and energized by a fast‑moving scale‑up environment.
- You are aligned with our mission and values.
Perks & Benefits
- Private Health Insurance
- Group Life Assurance
- Employee Assistance Programme
- 28 days holiday plus bank holidays per annum
- Hybrid working: 2 days per week in the office and 3 days from home
- Enhanced family leave
- Electric Vehicle Scheme
- Share Incentive Plan
- Cycle to Work Scheme
We respect and value people’s differences and believe that our teams are at their best when their members feel safe to bring their whole self to work. We are committed to creating an inclusive experience as well as equal opportunities for growth and development for all.
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