Head of Marketing
Picfair is an investment-backed image marketplace based in east London, poised to turn the archaic, unfair image licensing industry on its head. Our revolutionary model allows any type of photographer - from any background, and of any level of experience - to set their own image fees, and keep 80% of their royalties. Carefully, over the past three years, we’ve built a library of over 5 million images, uploaded by 30,000 advocate photographers in 130 countries. The images range from contemporary street-style reportage to classic stock, and have already been licensed by top-tier publications across the UK, including Time Inc, Rough Guides, Jack Daniels, Etihad Airlines, Topshop, and Lonely Planet. A Picfair image is currently on the cover of National Geographic Traveller, and a Picfair exhibition is currently exhibiting at the Guardian newspaper’s gallery.
Having built up a deep library, a growing global community, and powerful curation technology, we are now turning our attention towards revenue generation, focusing on multiple sectors - publishers, advertising & marketing agencies, travel companies, and SMEs. Every modern business can be a Picfair customer.
The opportunity in front of us is huge, and will require intensity and ingenuity to seize it. We’re looking for an ambitious marketing all-rounder who wants to step up, and lead our customer acquisition efforts across multiple channels. The candidate needs to be comfortable with cross-spectrum initiatives - from data-driven online campaigns to brand-led and organic marketing - with a strong instinct to innovate and experiment with a modest marketing budget.
Desired experience and skills:
- Experience building and optimising data-driven online customer acquisition campaigns
- 3-5 years experience working within a high-growth company
- Demonstrable track record of commercial success achieved by self-developed strategies
- Experience within B2B marketing
- Exceptional organisational and project management skills
- Excellent communication skills – verbal and written
- High energy, and an instinctive desire to experiment and innovate
- Experience working with small marketing budgets
- Not essential, but preferable: experience within publishing or creative agencies
Picfair’s Head of Marketing will be responsible for executing and originating customer acquisition campaigns across multiple channels targeted at a tightly-defined group of professionals. While we expect many of these customers to be delivered to our sales team, we will also expect the Head of Marketing to build and grow an unassisted sales channel.
Critically, the Head of Marketing will need to identify scalable acquisition channels in a highly competitive market place.
As a secondary function, Picfair’s Head of Marketing will also be expected to grow our reputation and standing among the global photographic community; encouraging more and more photographers, both amateur and professional, to join the community.
Test different acquisition channels against agreed metrics. Build an acquisition funnel and continually optimise to identify the right channel mix.
Develop customer segmentation in order to target the most profitable segments.
Deliver highly efficient, predominantly digitally-led campaigns. This individual will need to be a master of the ‘Test and Learn’ approach and will need to treat every pound spent carefully. They will obsess about Return on Investment (ROI)
Work with the CEO to create a commercial development roadmap that meets revenue targets.
Contribute to the product roadmap, identifying and scoping product opportunities to advance customer acquisition strategies
Create clear reporting for the customer acquisition activity for presentation to the sales team & Board.
Drive all relevant go-to-market collateral and communication programmes to support new product/programme launches.
Primary acquisition channels need to be identified in the first 3-6 months. The challenge is to demonstrate scalable customer acquisition potential within the first 12 months.