Head of Performance Marketing & Digital Experience

Head of Performance Marketing & Digital Experience

Reporting to Marketing Director

Location: Head Office, Notting Hill Gate, with regular site visits

Type: Full-time, Permanent

About OurHouse: At OurHouse, we’re reimagining what family life in the city can look like. Our growing group of neighbourhood family clubs — including Jaego’s House and Jesse’s House — offer spaces where children thrive, parents connect, and families feel completely at home. From jungle gyms and coworking to classes, parties and our members’ app, we bring joy and ease to modern family life. With backing from Blackstone, we are scaling rapidly, opening new locations each year.

The Role

Head of Performance Marketing & Digital Experience to own the commercial engine behind OurHouse membership growth. This senior, high‑accountability role drives sustainable, cost‑efficient member acquisition across all paid and digital channels, and owns the website experience that converts prospective families into members. Working closely with Membership, CRM, Brand, Product, Tech and FP&A, the incumbent will build marketing frameworks, forecasts and reporting that connect spend to membership growth.

Core Responsibilities

• Own paid media strategy and execution across digital channels (paid search, paid social, display, programmatic) and relevant offline channels to meet CPA, ROAS and volume targets.
• Lead channel mix optimisation, continuously rebalancing investment based on marginal return, club capacity constraints and growth priorities.
• Own local and listings discoverability – Google Business profiles, local SEO and directory presence across all club locations.
• Stay ahead of emerging channels and formats, including AI‑driven and LLM search environments, and advise on investment priorities.
• Own website performance and conversion – defining and prioritising UX improvements, CRO tests and journey changes that lift prospect‑to‑member conversion rates.
• Act as the business owner of the OurHouse website, working with Product and Tech to deliver a rolling roadmap of funnel enhancements.
• Ensure digital entry points are optimised for high‑intent audiences from ad click through to completed membership sign‑up.
• Lead SEO strategy across technical, on‑page and content‑led channels to build sustainable organic demand alongside paid.
• Own visibility in AI‑driven and LLM search environments to capture high‑intent discovery.
• Own the performance marketing budget end‑to‑end – building forecasts, tracking spend efficiency and presenting clear ROI evidence.
• Act as the Marketing Director’s commercial partner on budget planning, modelling acquisition scenarios and translating performance data into financial projections.
• Work closely with FP&A to align acquisition forecasts with club‑level membership targets and broader business planning cycles.
• Build and maintain performance models that connect channel investment to membership metrics.
• Define and own the measurement architecture across all paid and owned acquisition channels – tracking governance, attribution models and reporting standards.
• Build dashboards and reporting frameworks that translate performance data into clear commercial decisions.
• Drive a test‑and‑learn culture with a rolling programme of structured experiments across channels, creative and landing experience.
• Work in close partnership with the CRM team to ensure paid acquisition, website experience and lifecycle communications are coherent and joined up.
• Provide acquisition insight to inform campaign planning with CRM, Brand and Partnerships teams and support Brand with performance input on creative direction, messaging and campaign briefs.
• Provide commercial and acquisition input to club openings, seasonal campaigns and member‑facing initiatives.

Success Measures

• Primary: Cost per acquisition (CPA) by channel with clear efficiency trends over time.
• Primary: Paid media ROAS across digital and offline channels.
• Primary: Digital acquisition budget forecast accuracy and spend efficiency.
• Secondary: Organic search share of voice and SEO/LLM traffic growth.
• Secondary: Performance marketing budget vs plan (quarterly and annual).
• Secondary: Quality and regularity of performance reporting to Marketing Director and FP&A.

Experience & Skills

• 5+ years leading performance marketing within a multi‑site consumer brand – fitness, leisure, hospitality or subscription strongly preferred.
• Deep hands‑on expertise in paid search and paid social (Google Ads, Meta Ads).
• Proven acquisition growth track record with measurable improvement in CPA or ROAS and clear evidence of budget ownership.
• Strong financial acumen – comfortable owning a marketing budget, building performance models and forecasting acquisition outcomes.
• Analytically rigorous – comfortable with attribution models, BI tools and test design.
• Strong SEO knowledge – technical, on‑page and content‑led, including emerging AI and LLM search environments.
• Confident communicator with senior stakeholders, able to translate complex performance data.
• Experience with CRO tools and A/B testing frameworks at scale.
• Familiarity with CRM and lifecycle platforms (e.g. HubSpot) as close acquisition partners.
• Experience marketing subscription or membership products with recurring revenue models.
• Exposure to offline channel planning and measurement alongside digital.
• Experience working with FP&A or finance teams on joint planning and forecasting.

Personal Attributes

• Commercially minded, thinking in revenue and unit economics.
• Analytical with a sharp eye for detail, and the confidence to challenge data that does not add up.
• Ownership mindset – holding accountability for outcomes.
• Collaborative and joined up – working well across Brand, CRM, Product, Finance and Operations.
• Proactive and organised, comfortable managing multiple priorities in a fast‑scaling environment.
• Passionate about families, community, or the OurHouse mission.

Benefits

• Competitive salary commensurate with experience.
• Private medical insurance and life assurance.
• Professional development and growth opportunities within a fast‑scaling group.
• Flexible and hybrid working arrangements.

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