The posting
The company
Small businesses move fast. Opportunities often don’t wait, and cash flow pressures can appear overnight. To keep going, and growing, SMEs need finance that’s as flexible and responsive as they are.
That's why we built iwoca. Our smart technology, data science and five-star customer service ensures business owners can act with the speed, confidence and control they need, exactly when it's needed.
We’ve already cleared the way for 100,000 businesses with more than £4 billion in funding. Our passionate team is driven to help even more SMEs succeed, through access to better finance and other services that make running a business easier. Our ultimate mission is to support one million SMEs in their defining moments, creating lasting impact for the communities and economies they drive.
The team
The Direct Acquisition team at iwoca is responsible for acquiring customers profitably across paid and organic channels. Paid Social is one of our highest-growth channels; we've validated the opportunity, proven incrementality, and scaled from test budgets to six-figure monthly spend across Meta and TikTok. Now we need to build on those foundations and scale toward a 3x growth ambition across a multi-product offering that includes both flexi-loans and credit cards.
You'll join a team that:
- Takes measurement seriously: We run conversion lift studies, work closely with data science on attribution, and make budget decisions based on predicted and incremental ROI, not vanity metrics.
- Cares deeply about creative: We believe the ad is the targeting, and we're building a creative engine that spans creator partnerships, UGC, and AI-assisted production.
- Is genuinely AI-native: We use AI tools daily for analysis, creative development, and workflow automation, and we expect you to do the same.
The role
Paid Social at iwoca is working; we've proven the channel's incremental value, scaled to six-figure monthly spend, and built the measurement infrastructure to back it up. But there's a lot more to go after with a credit card to bring to market, a creative engine to build, and a lot of room still to scale. The remit is broad - you'll scale the channel, bring our credit card to market and grow it aggressively alongside our core lending product. You'll invest heavily in creative - particularly video and influencer marketing - building ads that actually cut through in a category where most ads look the same.
Key responsibilities include:
Strategy & Campaign Architecture
- Own Paid Social as a channel: set the vision, define the road map, allocate budget, and report on performance to leadership.
- Bring our credit card product to market through paid social: build the campaign strategy, creative approach, and measurement framework for a major product launch.
- Architect full-funnel structures across Meta, TikTok and LinkedIn - awareness, prospecting, lead capture, re-targeting, and conversion - with clear success metrics, audience hand-offs, and frequency management at each stage.
- Manage multi-product overlap: flexi-loans, credit cards, and other products share audiences but serve different customer needs.
- Expand audience reach through content-led lead capture campaigns targeting out-of-market prospects to fuel top-of-funnel growth.
- Scale into new platforms where there's genuine opportunity; we’ve validated a significant opportunity on TikTok, but other platforms such as Linkedin and Youtube Shorts remain largely untapped.
Creative Strategy & Production
- Develop creative that actually stands out: paid social in financial services is full of generic stock imagery and safe messaging. We want you to push beyond that, finding the concepts, formats, and creators that people actually notice.
- Make a significant investment in video and influencer marketing: build relationships with creators who can speak authentically about business finance, and develop a pipeline that delivers volume without it becoming generic.
- Build a testing framework that connects creative concepts to commercial outcomes
- Partner with the Brand team to make sure performance and brand creative reinforce each other rather than pulling in different directions.
Measurement & Incrementality
- Design, run, and turn conversion lift studies and geo-lift tests into investment cases that prove incremental value and justify budget expansion.
- Partner with Data Science and the Acquitech team on attribution methodology, event architecture, and multi-step conversion tracking.
- Extend testing beyond ad platforms to landing page experiments and signup flow improvements to reduce drop-off between click and conversion.
Leadership & Stakeholder Management
- Manage and develop a Performance Marketing Executive, coaching them on strategic thinking and commercial analysis while delegating clear operational ownership.
- Partner with Data Science, Engineering, Compliance, and Brand teams, while getting genuine strategic value from Meta and TikTok platform reps.
The requirements
- Mechanically curious: You understand why platforms work the way they do, stay updated on algorithmic changes, and have an industry network for shared learning.
- High-initiative: You define experiments, draft business cases, and drive projects forward without waiting for explicit briefs.
- Analytically self-sufficient: You pull your own data, build your own performance views, and think in terms of CLTV, ROI, and marginal returns.
- AI-native: You already use AI tools meaningfully in your work - whether for creative analysis, reporting, workflow automation, or something we haven't thought of.
- Commercially minded: You care about profitable customer acquisition and lifetime value.
What You Bring:
- Proven track record of scaling paid social budgets based on measured commercial performance.
- Deep campaign architecture expertise on Meta (bidding strategies, audience signals, and creative interaction).
- Experience with multi-product, multi-market and value-based bidding models.
- Strategic creative capability connecting concepts to commercial hypotheses.
Nice to Have:
- B2B paid social experience (or strong analytical background in B2C).
- Experience managing or coaching junior team members.
- Fluency in measurement and incrementality (conversion lift studies, holdout methodologies, and incremental value).
- Hands-on experience with TikTok advertising at scale.
- Fintech or financial services background.
The compensation
£70,000 - £90,000 (bench marked regularly with quarterly performance reviews).
The culture
At iwoca, we prioritise a culture of learning, growth, and support, and invest in the development of our team members. We value thought and skill diversity, and encourage people to explore new areas of interest, adopt better tools – including AI – and apply sound judgement so our products and decisions improve over time.
The offices
We put a lot of effort into making iwoca a great place to work:
- Offices in London, Leeds, Berlin, and Frankfurt with plenty of drinks and snacks.
- Events and community-led groups, including running groups, padel, and monthly ping-pong and pool competitions.
The benefits
- Flexible working hours.
- Medical insurance from Vitality, including discounted gym membership.
- A choice between a dedicated dental plan or a health cash plan that reimburses everyday medical expenses.
- A private GP service (separate from Vitality) for you, your partner, and your dependents.
- 25 days’ holiday per year, an extra day off for your birthday, the option to buy or sell an additional five days of annual leave, and unlimited unpaid leave.
- A one-month, fully paid sabbatical after four years.
- Instant access to external counselling and therapy sessions for team members that need emotional or mental health support.
- 3% Pension contributions on total earnings.
- An employee equity incentive scheme.
- Generous parental leave and a nursery tax benefit scheme to help you save money.
- Electric car scheme and cycle to work scheme.
- Two company retreats a year: we’ve been to France, Italy, Spain, and further afield.
And to make sure we all keep learning, we offer:
- A learning and development budget for everyone.
- Company-wide talks with internal and external speakers.
- Access to learning platforms like Treehouse.
Useful links:
- iwoca benefits & policies https://coda.io/@iwocauk/iwoca-benefits-policies-uk
- Interview welcome pack https://coda.io/@iwocauk/interview-welcome-pack-tap
