Fractional Head of Marketing, Biscuiteers

About Biscuiteers Biscuiteers is the UK's leading hand-iced biscuit company, known for beautifully personalised biscuit gifts, DIY icing kits and biscuit gifting experiences sold direct-to-consumer and through wholesale and retail partners. As the brand continues to grow its online and gifting business, we're looking for an experienced, hands-on digital marketing specialist to lead our paid advertising activity through a key trading period.

We are guided by our four core values; Innovative, Collaborative, Entrepreneurial, and Driven . These values live through the creativity of our products, the way we work together, the focus on results attitude and the energy and positivity with which we approach all we do.

The Role We're looking for a fractional, part-time Digital Marketing Manager to join Biscuiteers for a 6-month period. This role will take ownership of planning and executing paid advertising activity across all channels, ensuring spend is tightly aligned with business strategy, seasonal trading priorities and budget. You'll be the senior voice on paid performance, using data to continually sharpen targeting, bidding and channel investment.

Key Responsibilities Plan and execute paid advertising activity across all relevant channels (e.g. Paid Search, Paid Social, Shopping/Feed, Display), aligning campaigns with wider business strategy, seasonal peaks and agreed budgets. Understand and manage CPO, CPA, CPM, ROI and bidding strategies, using these levers to actively drive performance and feed into the effectiveness of the overall marketing strategy. Integrate the data processing between Paid and CRM, being as efficient as possible to acquire new customers and optimising where we use paid for retention. Analyse data and performance metrics on an ongoing basis to identify opportunities, flag risks and pinpoint areas for improvement across the paid media mix. Use data-driven insights to continually refine marketing strategy, audience targeting and ad spend allocation — drawing on all available data sources and proactively introducing new data and measurement approaches into the mix. Manage and report on paid media budgets, ensuring efficient allocation of spend across channels and clear visibility of performance against targets. Present performance updates, insights and recommendations to senior stakeholders, translating data into clear commercial actions. Work closely with the wider marketing, ecommerce and creative teams to ensure paid activity supports broader brand and trading goals.

About You Proven experience managing paid advertising budgets end-to-end, ideally within a retail, ecommerce or DTC gifting business. Strong working knowledge of Paid Search and Paid Social platforms (e.g. Google Ads, Meta Ads Manager), bidding strategies and budget optimisation. Confident, hands-on analyst — comfortable working across GA4, platform reporting and Excel/Sheets to interrogate performance data. A commercial mindset: able to connect paid media KPIs (CPO, CPA, CPM, ROI) to overall business performance and profitability. Self-sufficient and delivery-focused, with experience operating in a fractional, interim or consultancy capacity an advantage.

Contract Details Type: Fractional / part-time contractor engagement Duration: 6 months (with potential to extend by mutual agreement) Commitment: c.3 days per week (to be agreed based on candidate availability) Location: London-based, hybrid — flexible remote working with occasional office days