Overview
We are a rapidly growing pan-European digital wealth manager, serving over 167,000 active investors with more than £5.5 billion invested on our platform. We began in Milan in 2011 with the purpose to help more people improve their financial well-being by making personal investing simple and accessible through technology. Fast forward to today, we are recognised as one of the most innovative fintechs, headquartered in the heart of London. With a team of 220+ people across 4 offices in Italy and the UK, we are proudly backed and funded by major partners including Poste Italiane, Cabot Square Capital, United Ventures, and Allianz.
Role summary
The Head of Digital is a senior marketing leader responsible for shaping and scaling Moneyfarm’s digital acquisition and conversion strategy across countries and products. Reporting into the CMO, this role leads the digital marketing function while acting as a core leader of Moneyfarm’s Acquisition Bubble, partnering closely with Product, Design, Engineering, Data, CRM / Lifecycle and Product Marketing. This is not a “media-only” role. It is an end-to-end digital growth role: from top-of-funnel demand generation through to on-site conversion, and onboarding completion, with a rigorous focus on performance measurement, experimentation, and conversion rate optimisation. You will own the digital funnel as a system: traffic quality, landing experiences, website performance, mobile vs desktop journeys, onboarding friction, and measurable conversion into customers.
What you’ll be accountable for
* Drive sustainable growth by improving both: Efficiency (lower CAC, higher conversion rates, better payback) and Scale (more qualified acquisition, channel expansion, improved reach).
* Own the end-to-end digital acquisition funnel and lead Moneyfarm’s digital acquisition strategy across channels and markets, from first impression through to customer conversion.
* Drive continuous improvement across the full digital journey: ad click → landing → product exploration → onboarding → account opening.
* Partner with Product and Engineering to reduce friction and optimise funnel drop-offs, especially across regulated onboarding steps.
* Lead paid digital channels (search, paid social, programmatic, display, affiliates, influencers etc) with clear ROI and incrementality logic.
* Build scalable performance frameworks across products, including portfolio-based prioritisation where media allocation must flex across multiple business lines.
* Ensure channel strategies are adapted to local market dynamics while remaining consistent with Moneyfarm’s growth model.
* Own the website conversion strategy, with strong focus on CRO, UX performance, landing page strategy, and journey optimisation.
* Run experimentation programmes (A/B and multivariate testing) with sound methodology, governance, and post-test learning loops.
* Improve performance across device types, with specific attention to mobile-first behaviours, onboarding completion rates, and speed / reliability.
* Build a best-in-class measurement and insight engine: set the performance measurement approach for digital acquisition and onsite behaviour across countries.
* Partner with Data and Analytics to ensure robust reporting, attribution, tracking and experimentation design.
* Translate behavioural insight into clear prioritisation: what matters, what moves the metric, what gets killed quickly.
* Operate as a senior leader inside the Acquisition Bubble: drive cross-functional alignment and help define the acquisition roadmap.
* Build and coach a high-performing team across performance marketing, CRO, SEO, web optimisation and analytics.
Why this role matters
Moneyfarm’s growth depends on two things that rarely coexist naturally: scale and trust. This role exists to ensure digital acquisition delivers both. You will help Moneyfarm win not by being louder, but by being more effective, more measurable, and better at converting intent into customers, across markets and products.
Must-have capabilities
* Significant experience leading digital acquisition and conversion in a performance-led environment (ideally fintech, wealth, pensions, insurance, brokerage, lending, or regulated subscription products).
* Proven ownership of full-funnel digital performance, not just traffic generation.
* Strong working knowledge of: CRO and experimentation (A/B testing, hypothesis design, significance, test governance).
* Web analytics and funnel analysis (GA4 or equivalent), conversion diagnostics and behavioural insights.
* Paid media strategy and optimisation, including forecasting and budget reallocation.
* SEO strategy and organic growth mechanics.
* Comfortable navigating multi-stakeholder environments with Product, Design, Data, Compliance and Engineering.
* Commercial and analytical mindset: incrementality, payback, retention contribution, unit economics, not vanity metrics.
* Strong operator: can set direction, but also gets into the detail when needed.
* Structured communicator: explain performance clearly to executives and bring stakeholders to decisions quickly.
* High standards, low ego; constructive challenge without turning discussions into a referendum.
Nice to have
* Experience in regulated onboarding journeys (KYC, suitability, financial products or identity verification).
* Multi-product growth experience (portfolio allocation across different product priorities).
* Experience scaling acquisition across multiple countries or languages.
* Familiarity with marketing experimentation platforms, tag management, dataLayer setups, and tracking governance.
* Exposure to lifecycle and CRM strategies that close the loop between acquisition and customer value.
* Hands-on experience using AI to improve performance marketing and conversion outcomes, including: predictive or automated bidding optimisation, creative iteration at scale, audience modelling and segmentation insights.
* Tools and ways of working: GA4 or equivalent analytics platform; experimentation tools; tag management and tracking; attribution approaches.
* Comfortable operating with Product workflows (roadmaps, discovery, prioritisation, delivery cycles).
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