Digital Acquisition Manager

Great opportunity for a global Digital Acquisition Manager to own paid media strategy and accelerate Pai Skincare's D2C growth.

Pai Skincare is a British sensitive skin care brand developing advanced cosmetic formulations sourced from nature. Since 2007, we have helped hundreds of thousands of people achieve happier skin.

Purpose & Vision

“I want people to feel good about their skin, and good about the choice they’ve made.” – Sarah Brown, Pai Co-Founder.

• After years battling the skin condition, chronic urticaria, Sarah Brown & Ed Saper created Pai to help others with challenging skin take back control and restore their skin confidence.
• For over a decade Pai has been on a mission to prove the extraordinary regenerative and reparative power of plants. Turning them into skin-transforming formulas you won’t find anywhere else.
• Certified organic (Soil Association / COSMOS) since day 1, this is “a kitemark of trust in a murky ‘clean’ category”.
• We are product pioneers, proving you can get sophisticated, high performing formulas that are truly natural and non-sensitising.
• All Pai products are formulated in our own labs and manufactured in our West London manufacturing facility. What Sarah describes as a “commitment to the cause” and necessary for end-to-end supply chain visibility and delivering our products’ unique quality and “added magic”.
• Pai recently achieved B Corp status – joining a growing global movement to make business a force for good.

Values

Values matter because our core customers are discerning, educated, professionals (over 18% in medical) with young families who expect efficacious products without ethical compromise.

Brand Proposition

• Founder-led London brand, launched in 2007.
• Experts in skin, of all types, specialising in challenging and sensitive.
• Vertically integrated to deliver quality & Innovation: we formulate and manufacture all our products.
• Strong advocacy from our customers (NPS of 63-UK / 70-USA).
• Committed to transparency and authenticity – our claims are backed up with third party certifications, clinical and consumer trials.
• In 2020 Pai rebranded to focus on storytelling and sustainability.

The Role

You will report directly to the Head of eCommerce, owning paid media strategy/budgets and implementation across Global markets. You will be instrumental in delivering Pai’s ambitions to grow by finding new, passionate customers to try and fall in love with our brand and our unique products made for sensitive skin.

As the Digital Acquisition Manager you will be creating best-in-class campaigns across Search, Social, Display and Affiliates. Working alongside the creative team and digital media agencies to create acquisition strategy and media plan across all channels, as well as overseeing and managing the execution and reporting results to key brand stakeholders.

You will be ambitious with an entrepreneurial mindset and direct hands-on experience creating digital campaigns. You will need a strong understanding of each channel including attributes, limitations, and audience.

Objectives & Responsibilities

• Develop, execute, and optimize digital campaigns from conception to launch across our UK, France / EU and USA sites.
• Manage our Paid Search agency.
• Build out media buys for various ad platforms and oversee the day-to-day execution of paid media.
• Work cross-departmentally to align campaign strategies and goals across the organisation.
• Provide ongoing actionable insights into campaign performance to relevant stakeholders.
• Define, measure, and evaluate relevant paid media KPIs.
• Oversee and manage overall paid media budget.
• Build and develop our Affiliate program (which won't include pushing discount codes to voucher sites).
• Conduct in-depth keyword and website research, ad grouping and audience targeting.
• Maintain knowledge of industry best practices and new technologies.