Head of Performance Marketing

Propel; Greater London; Hybrid; GBP 104,000 - 127,000; Full time

Job summary

Propel, a leading social commerce agency, seeks a Head of Performance Marketing to own paid media across TikTok Shop, Meta, and beyond. You’ll lead a multi-disciplinary team including paid, affiliates, and branded content, driving significant revenue and leading strategic initiatives with the leadership team.

You’ll manage a large ad spend (~£6m–£15m next year) and shape paid strategies that deliver real sales, growth, and scalable processes.

Qualifications

• Proven ability to drive real sales/revenue targets, not just media metrics.
• Experience leading a team of 5+ (ideally 10+).
• Strong data-led approach to testing, attribution, and budget allocation.
• Experience with TikTok Shop or affiliate programs is a plus.

Responsibilities

• Own paid performance for all clients with TikTok Ads at the core (GMV Max, Spark Ads) and Meta.
• Define paid strategy per client aligned to GMV and revenue targets.
• Lead a structured testing program across creative, audiences, formats, and share learnings across the portfolio.
• Amplify winning creator content quickly and translate insights into briefs for the next round.

Skills

Paid social experience

Revenue ownership

Team leadership

Data-driven testing

Creative optimization

TikTok Shop / affiliate exposure

Job description

Head of Performance Marketing – Leading Social Commerce Agency

Propel is partnering with the leading TikTok Shop agency, the team behind social commerce for some of the biggest household-name consumer brands in the country. They’re making waves across the TikTok Shop agency scene, having huge impact on both sales driven for clients and their own revenue, which has grown 300% this year with the same target set for 2027.

Paid is where they need a senior owner. Ad spend is already ~£6m a year and is set to pass £15m next year across TikTok and Meta, and right now there’s no senior leader running it. This role changes that, reporting directly to the co-founder and sitting on the leadership team.

It’s also a genuine step up from a pure paid social role. Alongside paid, you’ll lead the affiliate and branded content teams, bringing all three together into one engine that drives around 90% of client revenue. The affiliate side is already strong, with an experienced lead in place, so your focus is building paid out and making creators and paid work as one.

What you’ll be doing:

• Owning paid performance across every client, with TikTok Ads at the core (GMV Max, Spark Ads) alongside Meta, from budgets and bidding through to testing and ROAS
• Setting the paid strategy for each client, tied directly to their GMV and revenue targets
• Running a structured testing programme across creative, audiences and formats, and sharing what works across the portfolio
• Making sure winning creator content gets amplified fast, and paid learnings shape the next round of creator briefs
• Hiring and building out the paid team
• Leading a wider team across paid, affiliates and branded content, growing to 18-20 people by the end of 2027
• Being the senior voice on paid in client reviews, QBRs and pitches
• Helping launch the creator and paid offer in central Europe

What we’re looking for:

• Extensive paid social experience, either agency-side or at a high-growth D2C / consumer brand
• A track record of owning real sales or revenue targets, not just media metrics
• Experience leading a team of minimum 5 people but preferably more like ~10, including hiring, developing, promoting and handling the harder conversations
• Data-first in how you test, attribute and allocate budget
• A strong eye for the short-form creative that actually converts
• TikTok Shop or affiliate experience is a strong plus, but not essential

This is probably not for you if:

• You’d rather stay hands-on in the ad account than lead the people running it
• You’re more comfortable reporting on media performance than owning a revenue number
• Fully remote working is a dealbreaker (this one’s 3 days a week in North London)

Location: north-east London, hybrid, 3 days in office, with genuine flexibility for things like parenting duties

Salary: up to £115,000 base + package (bonus + share options)

This is genuinely a rare chance to lead the biggest revenue driver in a business in hypergrowth, with a seat on the leadership team and real scope to build the function your way