Senior Growth Marketing Manager - WagWorks

WagWorks is a premium members-only club for dogs, combining daycare, grooming, healthcare and training under one roof.

We started WagWorks with a simple mission: to make life easier for urban dog owners and better for their dogs. We built WagWorks from the ground up with a dog’s needs at its heart - a place where owners can conveniently access expert care, services and support, all in one trusted space. We currently operate two clubs in London (Fulham & Islington).

With plans to open a third location later this year and further expansion beyond that.

The product is loved by members, and the business has strong unit economics. Now the focus is on scaling awareness and membership acquisition as we grow our club network.

Why this role exists

Until now, growth marketing has been run by one of the founders alongside agency support.

As the company grows, that founder is transitioning into a Head of Brand role, and we’re hiring our first in-house Senior Growth Marketing Manager to take ownership of the acquisition engine.

Today, marketing activity has largely been campaign-led and paid-channel heavy.

The next stage is building a consistent, always-on, multi-channel growth engine that drives qualified membership applications.

This role will:

• manage and optimise our marketing spend

• test and unlock new channels

• develop our CRM and lifecycle marketing

• connect brand, performance and offline activity into one growth strategy

You’ll have full ownership of growth marketing, reporting directly to the founder and working closely with brand, sales and membership teams.

The Growth Challenge

This role is not traditional e-commerce performance marketing.

WagWorks sells a high-trust, service-based membership, where the conversion journey includes real-world interaction.

Typical member journey:

Website → membership application → sales call → club visit → membership

Your focus will be on driving qualified demand and building trust, rather than pure online checkout conversions.

What you’ll own:

Growth Campaign planning

• You’ll be responsible for planning and coordinating multi-channel growth campaigns throughout the year.

• This means identifying opportunities, deciding which channels to activate, and working with the wider team to bring campaigns to life.

• You won’t be doing everything yourself, but you’ll set the direction, align the channels, and ensure the campaigns drive membership growth.

• You’ll work closely with the Head of Brand, Social Media & Events Executive and the sales / membership teams to ensure campaigns convert into qualified leads.

Paid acquisition

You’ll manage and optimise our core acquisition channels.

• Run paid media across Meta, Google and emerging channels

• Continuously optimise campaigns for high-quality membership leads

• Test audiences, creative and offers to improve performance

• Use performance data to guide future campaign strategy

CRM & lifecycle marketing

You’ll develop our HubSpot email marketing and CRM activity into a meaningful growth channel.

• Build segmentation and lifecycle journeys

• Launch campaigns that nurture prospects through the membership journey

• Run tests to improve engagement and conversion

Multi-channel growth

You’ll think beyond individual channels and identify how the marketing mix works together.

This could include:

• Paid social

• Email and CRM

• LinkedIn and community channels

• Local marketing

• Partnerships

• Events

• Out-of-home (OOH)

Your role is to ensure these channels work together to drive awareness, trust and membership applications.

Marketing experimentation

You’ll bring a structured experimentation mindset to growth.

• Design and run A/B tests across:

  • creative

  • messaging

  • audiences

  • landing pages

• Translate results into clear actions and improvements across campaigns

Budget ownership

You’ll manage and optimise the marketing budget.

• Allocate spend across channels

• Monitor performance and ROI

• Identify bottlenecks and opportunities to improve acquisition efficiency

Offline & local marketing

As WagWorks grows its club network, local awareness is key.

You’ll help plan and evaluate OOH and local marketing activity, ensuring it aligns with broader campaigns and supports new club openings.

What success looks like

In the first 12 months, success will look like:

• Establishing a consistent always-on marketing approach

• Taking full ownership of marketing spend and channel strategy

• Building a clear testing and experimentation framework

• Developing CRM and email into a meaningful acquisition channel

• Increasing membership acquisition by ~30%

The team you’ll work with

You’ll join a small, highly collaborative central team including:

• Founder

• Head of Brand

• Head of Membership

• Sales Manager

• Social Media & Events Executive

Our Social Media & Events Executive leads organic social and events, and you’ll work together to ensure content, campaigns and performance marketing support each other.

You’ll also collaborate with external agencies and creative partners.

The kind of person we’re looking for

This role suits someone who is hands-on, curious and commercially minded.

You’ll likely have:

• Hands-on growth or performance marketing experience in a scaling brand

• Experience managing campaigns directly in Meta and Google

• Experience using data to guide budget and channel decisions

• Strong testing instincts and experimentation mindset

• The ability to work across multiple channels, not just digital

• HubSpot or CRM marketing experience

• Experience in membership or subscription businesses

• Experience in service businesses such as gyms, hospitality, nurseries or care services

Why this role is exciting

At many companies, growth marketers optimise a single channel inside a large team.

Here, you’ll own the entire growth engine.

You’ll:

• manage real marketing budget

• run meaningful experiments

• see direct impact on business growth

• help scale a brand people genuinely love

As WagWorks opens more locations, this role has a clear path toward building and leading the growth function.

What we offer

• £45,000–£55,000 salary (flexible for the right candidate)

• London office (Victoria), typically 4 days in office

• Opportunity to shape the growth function at a scaling consumer brand

• 24 days annual leave + bank holidays + your birthday off