Paid Acquisition Lead

How do you ensure that every additional euro of marketing budget contributes to sustainable growth? And how do you determine which channels and markets offer the greatest potential? These are exactly the kinds of questions that will get you excited as the new Paid Acquisition Lead!

In recent years, your new employer has invested heavily in developing a user-friendly app and expanding its services. The product is now firmly established in the market, and the next phase has begun: accelerating international growth and getting the most out of marketing investments.

The Netherlands is now a mature market, so the biggest growth opportunities are increasingly found in countries such as Belgium, Germany and the United Kingdom. Traction is particularly strong in the UK: revenue doubled last year, and there is still plenty of room to gain market share.

As Paid Acquisition Lead, you will be responsible for further developing the paid acquisition strategy and driving international growth. You will decide where the marketing budget is invested, which channels offer opportunities and when it is time to make adjustments. You will work closely with specialist external agencies, while taking the lead on strategy and results.

What will you do?

You will own the paid acquisition strategy and be responsible for allocating the marketing budget across different channels and countries. You will look beyond conversions and clicks: ultimately, the focus is on profitable growth and the contribution each investment makes.

Your responsibilities will include:

• Budget allocation & strategy: You will decide each week how to allocate the paid acquisition budget across channels and countries. You will analyze results, identify growth opportunities and shift budget when the data calls for it.
• International growth: You will develop acquisition strategies for several European markets, including the Netherlands, Belgium, Germany and the United Kingdom. For each market, you will assess the opportunities and challenges, and find ways to increase market share.
• Channel development: You will explore new advertising channels and distribution opportunities, set up experiments and use the results to determine which channels have enough potential to scale.
• Agency management: You will work closely with specialist performance agencies responsible for the day-to-day execution of campaigns. You will set the direction, ask challenging questions, assess their recommendations and monitor results.
• Performance & optimization: You will analyze campaign and channel performance, critically assess attribution and measurement, and ensure that investments contribute to incremental growth.
• Stakeholder management: You will discuss results, budget decisions and growth opportunities with the Managing Director and CFO. You will clearly explain the rationale behind commercial marketing decisions and connect them to the broader business strategy.

You will work closely with colleagues in Growth Marketing, Brand Marketing, Retention, Finance, Operations and Product. Together, you will ensure that paid acquisition is part of a broader marketing strategy in which acquisition, brand awareness and customer retention reinforce one another.

Your new employer is an organization that makes parking flexible, stress-free and transparent. Its mission is simple: give people back their time and give cities more space. Hundreds of parking locations across several countries are connected through one user-friendly app, creating a connected parking experience. Users can easily find the best spot, while streets become less congested and parking facilities are used more efficiently.

In recent years, the company has refined its mission and embarked on a new direction to create an even better connected parking experience. Many people in the market recognize the brand, but its range of services is not yet top of mind everywhere. That is why they are looking for you!

With a newly launched service on the platform, the company is taking further steps towards creating the ultimate customer journey. You will join a team of around 20 colleagues: engineers who deliver quickly, designers focused on usability, growth marketers who optimize every touchpoint, and customer support specialists who genuinely care about users. The culture is energetic, approachable and results-driven: you take ownership, engage in lively debate, make decisions quickly and see the impact of your work right away.

• At least 5 years of experience in Performance Marketing, Growth Marketing or Paid Acquisition, preferably at a consumer app, marketplace or B2C platform.
• Extensive experience with a range of paid acquisition channels, such as Google Ads, App Store Ads, YouTube, affiliates and referrals.
• You have set up, managed and optimized campaigns yourself, and understand how the different advertising platforms work.
• Experience managing and allocating substantial marketing budgets, preferably across multiple channels and international markets.
• You are used to managing external performance agencies and constructively challenging their strategies, results and recommendations.
• You have strong analytical and commercial acumen and can translate marketing results into CAC, payback and their actual contribution to revenue and growth.
• You understand the importance of reliable attribution and incrementality testing, and know how to measure the effectiveness of marketing investments.
• You are curious about new advertising channels and developments in AI, and know how to test new opportunities.
• You communicate easily with a range of stakeholders, from external specialists to senior management and Finance.
• You are fluent in English. German is a plus.