General Manager - Performance Marketing

About the role

As the General Manager of Performance Marketing, you will build the lead engine that powers a network of 1,000+ brokers. This role balances data science with commercial strategy, ensuring our investment in performance marketing delivers a predictable and scalable multiple in settled loan volume.

You will own the performance marketing strategy, budget allocation, tech stack and multi-channel acquisition infrastructure required to generate high-intent leads, backbook monetisation and maximum loan-writer productivity.

Key responsibilities:

• Consumer acquisition: Architect and execute the acquisition strategy across AI Search (LLMs), traditional search, paid social, display, programmatic, strategic partnerships and organic channels to drive scalable lead volume and maximise settled loans.
• Funnel architecture & lifecycle marketing: Design the end-to-end consumer funnel journeys from initial inquiry to first loan settlement to maximise lead conversion and stimulate client referrals.
• Client database mining: Architect and execute engagement and lifecycle strategies across existing client backbooks, leveraging predictive triggers to uncover new revenue opportunities for brokers.
• Analytics, attribution & measurement: Build attribution models that map performance spend directly to settled deal volume and revenue generation. Create real-time dashboards to track channel efficiency, lead quality and funnel leakage, while leveraging predictive modelling to forecast lead volumes, settlement pipelines and channel ROI.
• Team leadership & operational excellence: Lead, mentor and scale a high-performing team of up to 5 direct reports across performance media, search, Conversion-rate optimisation and data analytics. Establish clear accountability, growth pathways and a rigorous test-and-learn culture aligned with overarching business targets.

To succeed in this role you will bring

• 8+ years of experience leading performance marketing, growth or demand generation in high-growth environments. Proven results in fintech, mortgage broking, banking, insurance or marketplace environments will be well-regarded.
• Demonstrated success building acquisition engines that fuel distributed networks (brokers, agents or distributed sales forces).
• Advanced expertise with full-funnel attribution models, web/product analytics (Looker, Tableau, GA4), and SQL.
• Deep practical knowledge of AI tools, LLM search behaviours, predictive lead modelling, and automated journey orchestration.
• Expertise in managing unit economics, margin structures, payback periods and long-cycle conversion funnels.
• Proven ability to lead cross-functional teams of performance marketers, data analysts, and search specialists while aligning with sales leadership.