Job Description: Growth Marketing Manager

Location: Village Vets
Reports to: Marketing Director
Contract Type: Permanent 

Location: Hybrid Role (with occasional additional travel for office meetings, clinic visits, or events) 

Summary of Job Purpose and Function 

The Growth Marketing Manager will play a pivotal role in driving new customer Client Acquisition and cost per acquisition (CAC) by crafting and executing robust digital acquisition strategies. The position will focus on driving online appointment bookings via SEO, PPC and other paid digital channels and through improved website journeys and conversion rate. 

Collaborating closely with the marketing, veterinary, and digital teams, the Growth Marketing Manager will ensure a strong first appointment booking journey that reflects Village Vets’ core values. By harnessing technology and a test & learn approach, this role will be integral to introduction new clients and pets to Village Vets. 

Key Responsibilities: 

• Design and implement client acquisition strategies aimed at growing the customer base, and with a specific focus on clinic-level acquisitions for online appointments and Pet health plan. 

• Develop acquisition campaigns across a variety of paid and organic channels (PPC, SEO, Meta, etc.) to drive traffic to the website and convert to online appointment bookings. 

• Manage PPC campaigns to drive appointment growth in target locations, expand keyword set, optimise copy and landing pages to improve quality score and reduce CPAs. Devise PPC strategy for long-term growth and new clinic openings. 

• Develop SEO strategy in collaboration with the SEO agency outlining a roadmap for technical, content and link building improvements to drive bookings. Manage local SEO presence through Google Business Profile and clinic pages. 

• Understand cannibalisation between PPC and SEO and optimise PPC spend and SEO focus to achieve best possible presence on Google v competitors. 

• Drive appointment bookings via paid social campaigns with a variety of concepts, formats and messages and driving demand to local clinics. Utilise insights to optimise CTRs and CPAs. Collaborate with the Brand Specialist for creative development. 

• Manage website development and optimisation in collaboration with the Brand team and development agency, implementing a conversion rate optimisation (CRO) programme and scaling SEO content for further growth. 

• Own the online booking platform, analysing drop offs in the booking journey and making improvements to the flow through from starting a booking to confirmation. 

• Manage Google Analytics, Google Ads, Meta Business Suite and other Marketing technology to provide insights on Marketing performance to the Marketing team and wider business. 

• Onboard new acquisitions and greenfields onto the website, online booking platform and acquisition campaigns. Manage separate websites, SEO and booking journey where appropriate for a strong existing brand. 

• Develop a referral strategy with the Operations team to increase referrals from internal clinics and external Vets. 

• Collaborate with veterinary and marketing teams to identify key acquisition opportunities to drive demand into clinics, from early-life vaccinations to senior pet care. 

• Monitor key performance metrics, including CAC, online bookings, search volume, impression share and ranking. Prepare reports on acquisition performance and make data-driven recommendations for improvement. 

• Develop and utilise quantitative and qualitative data insights to refine acquisition strategies, incorporating feedback into service offerings and communication. 

Education, Experience, and Skills: