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Job Details


Head of Digital Marketing, Acquisition (Permanent)

Location: Bracknell, Berkshire Country: UK
You will be joining the International Marketing team in order to drive bookings through PPC, Affiliates, Display Programmatic & Remarketing channels with the aim of generating profitable new bookings while managing within % cost of marketing spend targets. This role will be responsible for leading the acquisition strategy across key digital media channels and for delivering strong & measurable ROIs from large media budgets.

The Head of Digital Acquisition Manager is a key role, working across multiple markets and driving profitable revenue into the EMEA market. It involves management of our In-House PPC team (based in Barcelona), as well as strong stakeholder management across the 16 markets the team supports.

Key accountabilities:

Responsible for delivering the digital acquisition performance (booking volumes, revenue, ROI/cost of marketing) across PPC, display & affiliate marketing channels (into the web, mobile and app reservation channels) to drive rentals in all targeted countries for both Avis and Budget brands.
Develop, recommend, gain stakeholder buy-in to, implement, and measure the ongoing paid channels strategy by taking ownership of the budgets, tracking and performance across campaigns.
Devise, manage and agree to spend & % cost of marketing strategies with C-level senior stakeholders via monthly performance review sessions.
Work closely and chair weekly trading sessions with the local marketing teams to understand their goals and market conditions and adapt activities accordingly.
Responsible for Cross channel planning (Audience segments and clusters, sales, campaigns and promotions, product launches, regional objectives).
Working closely with the PPC In-house team lead, manage and coordinate the activities of our In-House team in Barcelona.
Actively manage the relationship with agencies and networks to drive the best performance and identify innovations that further improve reach/performance.
Actively manage the allocation and rate of spend across digital media channels & campaigns to ensure the best performance against commercial goals (volume, revenue, % cost of marketing)
Review and continually improve performance across audience targeting, placements and creativity; ensuring clear AB testing methodologies are employed to robustly gain insights and measure performance.
Implement and optimise the use of Marketing data sciences in the audience, and personalised messaging (ie Nudge messaging).
Testing and delivering new channels using the up-to-date understanding of strategies and opportunities across the app and mobile landscape.
Ensure E2E tracking and full attribution is in place - generating and distributing reports to ensure that the wider team is aware of paid performance and trends
Reviewing competitor advertising & digital marketing activities to benchmark against and build points of differentiation in own campaigns.


At least 7 years practical experience in Digital Marketing - PPC, Affiliates, Display programmatic.
Experience on paid search campaign management experience; (PPC, Display, Remarketing, Google Ads, Google Display and Bing) Bidding tools - eg Kenshoo, Google Smart bidding Google & Bing ads platforms and tools. DMPs. Excel, Adobe Analytics. Attribution modelling, AB testing methodologies & implementation.
Experience Managing large budgets
Strong stakeholder management
Multiple market management experience
People & agency management
Posted Date: 02 May 2021 Reference: JS29869/1186428850 Employment Agency: Avis Budget Group Contact: Avis Budget Group