Head of Marketing

Company Overview

DNA Payments is a rapidly growing FinTech organisation, established in 2018. We are one of the UK's largest independent payment providers, supporting over 60,000 merchants and processing more than £1.2 billion in transactions each month. Our mission is to simplify and enhance the way businesses accept payments through innovative and reliable solutions.

Purpose

The role will be responsible for redefining DNA's overall Go-to-Market and Demand Generation Strategy alongside more traditional management of day-to-day comms, brand messaging, and multi-channel content. The Role will champion a commercial mindset across the marketing organisation.

You will be Responsible For

You will own marketing's end-to-end strategy, with particular focus on turning the marketing engine into a measurable source of qualified pipeline and new business growth

The role has three core specialisms. Demand generation creates and converts pipeline across direct and partner channels. AI powers how the team researches, creates, personalises and measures. Search (SEO and AI-driven search) builds durable, low-cost inbound demand.

You will work closely with Sales, Partnerships, Product and Tech, and lead the marketing team day-to-day.

Key Responsibilities

Demand Generation

• Build and run a full-funnel demand plan, with pipeline and MNR targets agreed with each commercial pillar

• Design and run multi-channel campaigns across paid search, paid social, email, events, partner co-marketing and account-based marketing for corporate targets

• Oversee and manage DNA's Event Strategy

• Own lead scoring, lifecycle stages and the MQL-to-SQL handover, with service levels agreed with Sales

• Manage the marketing budget against cost per lead, cost per acquisition and return on spend

Marketing with AI

• Define the role of AI as a core marketing tool going forward to scale content, personalisation, audience research, and campaign optimisation

• Optimise for AI-driven search so DNA's brand appears in AI overviews and assistant answers

• Make sure AI use meets data protection (UK GDPR), FCA financial promotion rules and brand standards

• Train the team so AI becomes everyday practice.

Digital marketing channels

• Own organic search strategy: technical SEO, and on-page content,

• Build keyword and search-based content plans aligned to the commercial priorities of each pillar.

• Partner with Tech to measure and improve site performance

• Report and improve web traffic performance

• Plan and manage automated marketing communication journeys

Content

• Own and define content strategy (including tone of voice and alignment to Brand Messaging across all merchant materials, templates and printed/digital graphics and media).

• Work in partnership with Products and Technology as part of practical execution of brand messaging to multiple media formats across customers platforms

• Ongoing day-to-day management of content (ensuring consistency of brand messaging and positioning) across all channels including digital, written and video formats (as well as supporting Commercial Leads with Case Studies, GTM Content, Web Landing Pages, and Campaign Content)

Communications

• Own DNA's communications Strategy including the Communications Calendar, Product Launch Communications, Merchant Communications, PR, Corporate Announcements, Internal Comms, Incident Comms, and Regulatory/Legal Communications

Leadership and operations

• Lead, hire and develop the marketing team

• Work proactively with Products and Technology as part of:

  • Ongoing Brand Development across multiple merchant touchpoints - both on and offline

  • Ongoing improvements and changes to cross-channel merchant experiences

  • Prioritisation of ongoing development work, particularly in relation to DNA's Digital Platforms. In line with the commercial agenda

  • Ongoing analysis of digital performance

  • Delivery of automation improvements (delivery of tooling including NPS, Surveys, Salesforce automations, and merchant lifecycle communications)

Experience and skills

Essential

• 3+ years' experience leading a marketing team with a strong track record of building demand generation that delivered strong revenue growth

• Strong digital marketing expertise (SEO, GEO, management of digital content)

• Hands-on use of AI tools in marketing (design systems, generative AI for content)

• Deep knowledge of marketing analytics, segmentation, and customer lifecycle marketing

• Previous experience in account-based marketing

• Ability to demonstrate how data insight has driven previous marketing decisions

• Clear communicator who works well with commercial teams

Desirable

• Experience in payments, fintech or financial services

• Experience marketing to SMEs, partners/ISVs and enterprise accounts

• Experience in UX/UI performance

• Experience in building automated communication journeys

What's in it for you?

You'll work with a collaborative team and will join a fast-growing fintech where you'll get the chance to learn and develop. If that's not enough, you'll also receive the following benefits:

• Life Assurance

• Ride to work

• 25 days holiday per year

• Workplace Pension

• Private Medical Employee Assistance Programme