Senior Performance Marketing Manager (Paid Social)

Paid Social at iwoca is working; we've proven the channel's incremental value, scaled to six-figure monthly spend, and built the measurement infrastructure to back it up. But there's a lot more to go after with a credit card to bring to market, a creative engine to build, and a lot of room still to scale. The remit is broad - you'll scale the channel, bring our credit card to market and grow it aggressively alongside our core lending product. You'll invest heavily in creative - particularly video and influencer marketing - building ads that actually cut through in a category where most ads look the same.

Key responsibilities include:

Strategy & Campaign Architecture

• Own Paid Social as a channel: set the vision, define the road map, allocate budget, and report on performance to leadership.
• Bring our credit card product to market through paid social: build the campaign strategy, creative approach, and measurement framework for a major product launch.
• Architect full-funnel structures across Meta, TikTok and LinkedIn - awareness, prospecting, lead capture, re-targeting, and conversion - with clear success metrics, audience hand-offs, and frequency management at each stage.
• Manage multi-product overlap: flexi-loans, credit cards, and other products share audiences but serve different customer needs.
• Expand audience reach through content-led lead capture campaigns targeting out-of-market prospects to fuel top-of-funnel growth.
• Scale into new platforms where there's genuine opportunity; we’ve validated a significant opportunity on TikTok, but other platforms such as Linkedin and Youtube Shorts remain largely untapped.

Creative Strategy & Production

• Develop creative that actually stands out: paid social in financial services is full of generic stock imagery and safe messaging. We want you to push beyond that, finding the concepts, formats, and creators that people actually notice.
• Make a significant investment in video and influencer marketing: build relationships with creators who can speak authentically about business finance, and develop a pipeline that delivers volume without it becoming generic.
• Build a testing framework that connects creative concepts to commercial outcomes
• Partner with the Brand team to make sure performance and brand creative reinforce each other rather than pulling in different directions.

Measurement & Incrementality

• Design, run, and turn conversion lift studies and geo-lift tests into investment cases that prove incremental value and justify budget expansion.
• Partner with Data Science and the Acquitech team on attribution methodology, event architecture, and multi-step conversion tracking.
• Extend testing beyond ad platforms to landing page experiments and signup flow improvements to reduce drop-off between click and conversion.

Leadership & Stakeholder Management

• Manage and develop a Performance Marketing Executive, coaching them on strategic thinking and commercial analysis while delegating clear operational ownership.
• Partner with Data Science, Engineering, Compliance, and Brand teams, while getting genuine strategic value from Meta and TikTok platform reps.