Will M

Senior Digital Performance Manager

Pharmacy2U Ltd • Período integral

Mar 2025 - Sep 2026 • 1 yr 6 mos

Led paid acquisition (PPC, Paid Social & Affiliates) for Online Doctor for the UK’s largest online pharmacy, managing significant PPC budgets in a tightly regulated healthcare category.

Digital Acquisitions Manager

LloydsPharmacy • Período integral

Jan 2023 - Mar 2025 • 2 yrs 2 mos

Developed and delivered the digital acquisition strategy, securing buy-in from senior stakeholders and aligning activity with wider business goals. Took ownership of Paid Search as a critical growth driver, leading test-and-learn initiatives and optimization strategies that improved efficiency and new patient acquisition. Expanded and oversaw the Paid Social strategy across Meta, Snapchat, and Reddit, tailoring creative to navigate strict regulatory landscapes and capture distinct user demographics. Directed specialist paid media agencies to scale and optimise Paid Search, Paid Social and Affiliates, implementing rigorous pacing models and accountability structures to drive volume while maintaining target CPA. Defined key market segments and created tailored multi-channel campaigns to drive new patient acquisition. Delivered continuous improvement through data-driven optimisation, translating analysis into actionable strategies Owned and reported on key performance metrics, defining KPIs and presenting insights to senior leadership teams. Managed £8m paid acquisition budget, ensuring efficient allocation across channels and maximum commercial return. Supported the launch of new products and services, collaborating with product, clinical, compliance and external partners. Identified and executed opportunities for growth and market differentiation through competitor and industry research. Contributed to a high-performance culture by motivating colleagues and educating stakeholders on digital marketing best practice.

Marketing Manager – Paid Search

Marks and Spencer • Período integral

Aug 2019 - Jan 2023 • 3 yrs 5 mos

Autonomous channel lead for Paid Search, managing £1m+ annual spend across multiple platforms. Consistently achieved efficiency target LTV:CAC ratio of 2–3. Designed and implemented Google Shopping promo strategy to maximise sales and maintain efficiency. Transitioned paid search from manual CPC to automated campaigns, leveraging first-party data and smart bidding. Launched paid search in new markets (US and womenswear). Project managed marketing tech builds including landing pages, server-to-server tracking, and custom bid models. Reported strategy and results regularly to executive leadership.