Head of Marketing

Що робити

Own acquisition economics. Customer acquisition cost, CAC payback period, LTV:CAC, install-to-paid conversion, subscription retention and churn. Set the targets with the CEO, then hit them. Every channel we run has to justify its place against those numbers.
Decide the channel mix and prove it. Paid social and search, ASO, organic search and content, creators, lifecycle email, referral, partnerships. Start with a small number of testable bets, kill what fails quickly, and scale only what shows payback within 3 months.
Own ASO like a primary channel. We're a mobile app — store search and store-page conversion drive a large share of installs. Listing, screenshots, keywords, review velocity and rating are all in scope, not an afterthought.
Build the plan around the tax calendar, not the fiscal quarter. 31 January Self Assessment, the 5 April] year end, quarterly VAT/MTD deadlines and April Budget changes concentrate demand into a few weeks. Budget, creative and team capacity get weighted to those windows deliberately — a flat monthly spend plan is the wrong answer here.
Get positioning right. Define who we're for, against what alternative (a shoebox of receipts, a spreadsheet, a high-street accountant, a competitor app), and in what language. Test it, then make everyone use it consistently.