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Marketing Director

Candidate Pack, amicable

This appointment is being managed exclusively by Practicus, one of the UK's leading management consulting and executive recruitment firms specialising in the consumer technology and legal services sector.

ABOUT amicable — Preview
Helping People Navigate Relationship Change with Kindness & Clarity

"Our mission is to help people navigate relationship change with kindness, clarity, and practical support. Whether couples are moving in together, getting married, separating, co-parenting, or blending families, amicable helps thousands have better conversations and make clearer decisions."

Strategy at a Glance
  • Digital-first, human-supported approach to relationship change
  • Combining technology with expert support to reduce cost and stress
  • Values: Kind, Trusted, Professional, Customer-Focused, Pioneering
  • Proud member of the Octopus Group
CONTEXT TO THE ROLE
A "CMO Minus One", Built to Grow Into the Boardroom

"This is explicitly not a traditional CMO role where someone just designs the strategy, nor is it a standard Marketing Manager role. It is a 'CMO minus one' position where the successful candidate will create, implement, run, and ultimately drive the strategy to significant success. The role is designed for the candidate to 'grow with the role', with a potential path to joining the executive leadership team."

Reporting directly to the co-founder (Kate) and the executive team, this is the highest-profile role in amicable's newly redesigned marketing structure. You will lead a lean five-person team with three direct reports: a Head of Brand & Communications, a CRM & CX Lead, and a Growth Manager, architecting a fully commercial, connected marketing ecosystem across all channels.

THE ROLE
Key Responsibilities

As Marketing Director at amicable, you will architect and orchestrate the entire commercial marketing ecosystem, owning brand, strategy, technology, and commercial output end-to-end. This role demands both visionary leadership and hands-on delivery in a fast-moving scale-up environment.

Strategy & Leadership

Own the brand, marketing, and customer strategy end-to-end. Lead a newly structured five-person team, directly managing the Head of Brand & Communications, CRM & CX Lead, and Growth Manager to deliver efficient, effective growth.

AI & MarTech Ecosystem

Architect a connected AI and marketing ecosystem. Centralise amicable's fragmented tech stack (HubSpot, GA4, Meta) into a structured enterprise system, scaling integrated AI workflows (e.g. Claude, n8n) while maintaining quality control and a human touch.

Commercial Output & Accountability

Deliver significant year-on-year growth on a set budget. Own key marketing economic metrics, targeting an LTV:CAC ratio of 3X and above, and collaborate broadly on amicable's path to profitability.

Brand & Channel Optimisation

Navigate complex media mixes, ensure brand consistency, and drive brand extensions, cross-selling, and upselling. Work closely with Commercial, Product, and Sales teams to improve customer experience and marketing propositions.

Reporting & Compliance

Translate data into structured, actionable insights for the board and executive team. Ensure all marketing activities comply with GDPR, PECR, and ASA/CAP codes, maintaining rigorous commercial governance.

Growth Architecture

Architect and orchestrate a fully commercial, multi-channel marketing ecosystem. Drive amicable's transition to an omni-channel environment while scaling integrated automation to accelerate execution without sacrificing the human touch.

THE PERSON
The Human Element

amicable is looking for a rare blend of data fluency, human strategic judgment, and creative taste, someone who sits at the epicenter of these three crucial traits. You are a proactive, autonomous change agent who thrives in ambiguity, takes full ownership, and is comfortable rolling up your sleeves in a fast-paced scale-up. Short tenures and a need for perfect attribution data are red flags, long-haul transformation experience and instinctive commercial decision-making are what set you apart.

amicable Culture & Fit

amicable's values — Kind, Trusted, Professional, Customer-Focused, and Pioneering — are not just words. The ideal candidate brings a "low ego" working style, is happy to collaborate cross-functionally, identifies problems before being told, and is genuinely motivated by helping people through moments of significant life change. Being part of the Octopus Group means operating with ambition, speed, and integrity.

The Team & Reporting Line

You will lead a lean, high-impact five-person marketing team with three direct reports: a Head of Brand & Communications, a CRM & CX Lead, and a Growth Manager. You report directly to co-founder Kate and the executive team. This structure is deliberately designed to give you both the autonomy to drive strategy and the proximity to executive leadership to shape the direction of the business.

MEASURE OF SUCCESS
What "Good" Looks Like at 12 Months

Success in this role is defined by a combination of commercial rigour, strategic transformation, and cultural contribution. By the end of year one, the Marketing Director will have established a fully commercial marketing operating model, consolidated amicable's MarTech stack into a coherent enterprise system, and demonstrated measurable progress toward the LTV:CAC target of 3X and above. The brand will be consistent across all channels, AI and automation will be embedded meaningfully into marketing workflows, and the executive team will have a strong, credible marketing voice at the table. Most critically, the five-person marketing team will be performing cohesively and with clear direction.

HOUSEKEEPING
Package, Location & Logistics
Remuneration & Benefits
  • Salary: £100,000 to £125,000 per annum, depending on skills and experience
  • Private Health Insurance
  • Group Life Assurance
  • Employee Assistance Programme
  • Holiday: 28 days plus bank holidays
  • Enhanced Family Leave
  • Electric Vehicle Scheme
  • Share Incentive Plan
  • Cycle to Work Scheme


Location & Ways of Working

This is a hybrid role with two days per week expected in the amicable office. The team is collaborative and fast-paced, and in-person presence is important for building the cross-functional relationships that underpin success in this role.

amicable Headquarters
Holborn, London

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KEY STAKEHOLDERS
Meet the Team You'll Be Working With

As Marketing Director, you will report directly to amicable's co-founder and work closely with the executive team. You will also collaborate cross-functionally with the Commercial, Product, and Sales teams, and lead three direct reports in a lean but high-impact marketing function. Below are the key stakeholders central to this appointment.

Kate, Co-Founder & Hiring Manager

Kate is the co-founder of amicable and will be the direct line manager for this role. She has built the business from the ground up and is deeply invested in finding a Marketing Director who can architect genuine growth while upholding amicable's values. She is looking for a true thought partner and strategic co-creator, not simply a function leader.


Head of Brand & Communications, Direct Report

One of three direct reports in the five-person marketing team. This individual leads brand positioning and communications strategy, and will work closely with the Marketing Director to ensure consistency across all customer touchpoints as amicable evolves to a multi-product offering.

Growth Manager, Direct Report

The Growth Manager drives performance marketing and channel acquisition. Alongside the CRM & CX Lead, they form the commercial core of the marketing team, and will rely on the Marketing Director to set the strategic framework, establish clear KPIs, and unlock the AI-powered workflows needed to scale execution effectively.

THE PROCESS
Recruitment Process & Timeline

To ensure we find the right fit for this transformational role, we have partnered with Practicus.

1

Strategic Kickoff, An in-depth briefing to fully understand the role, team, and goals, resulting in this clear candidate pack.

2

Smart Sourcing, Technology powers the search, people drive the outcomes. We combine our extensive network with advanced LinkedIn search tools to identify, engage, and connect with high-calibre
talent.

3

In-Depth Interviews, Practicus conducts thorough, people-focused screening interviews (approximately 1.5 to 2 hours) to explore your experience, motivations, and style.

4

Curated Shortlist of 4-6 candidates. We curate the shortlist in 2 weeks. Top candidates are formally presented to amicable with comprehensive interview notes and rationale.

5

Full Service Interview, Practicus takes care of scheduling, tailored prep sessions, and feedback loops to help you perform at your best.

6

Offer & Onboarding, Guided support through negotiation, start date, and a smooth transition into the role.

INTERVIEW STAGES & TIMELINE
amicable Interview Stages & Timeline

Following the initial thorough screening with Practicus, candidates will have two stages with amicable before the shortlist is decided. We are operating on an accelerated timeline, our goal is to have the successful candidate in the role before October 5th to facilitate a comprehensive handover with the current interim director.

01

Screen Call (30 mins) , Follows Practicus's extensive 1.5 to 2 hour screening. amicable should be ready to conduct these screens the moment the 4 to 5 top candidates are formally presented.

02

Hiring Manager Interview (45 mins) , To be scheduled tightly, potentially within 24 to 48 hours of the screen call to maintain momentum.

03

Panel Interview with Task (45 mins) , Can be run back to back with the hiring manager interview where possible to compress the timeline.

04

Values Interview with Kate in person (30 mins) , Final stage with the co founder at the Holborn office. Kate's availability should be pre blocked in advance to avoid bottlenecks at the critical final stage.

Recruitment Partner
About Practicus: Inclusive Hiring for Purpose-Led Organisations

This appointment is being managed exclusively by Practicus, one of the UK's leading management consulting and executive recruitment firms specialising in the consumer technology and legal services sector. Practicus is committed to inclusive, accessible, and equitable recruitment, and we take that commitment seriously at every stage of this process.

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Our Commitment to Inclusion

Practicus is proud to be an inclusive employer and recruitment partner. We actively work to remove barriers that prevent talented people from applying for senior roles, and we welcome candidates from all backgrounds, identities, and lived experiences. We believe that diverse leadership teams build stronger, more resilient, and more impactful organisations.

We will make reasonable adjustments at every stage of the recruitment process for candidates who require them. If you have accessibility needs, whether for interviews, written assessments, or any other part of the process, please let us know at the earliest opportunity and we will accommodate them without question.

Practicus

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Accessibility & Support
Equality, Diversity & Inclusion

amicable is committed to building a workforce that reflects the communities it serves. This appointment will be conducted in full accordance with their EDI commitments.


Your Recruitment Partners



Meet Your Practicus Recruitment Team

Your dedicated contacts at Practicus are here to guide you through every step of this executive search process. They are committed to ensuring a fair, transparent, and supportive experience for all candidates.

Ryan Harris — Head of Practice

Tel: +44 (0) 1491 577122
Email: ryan.harris@practicus.com

Michael Gater — Head of Delivery

Tel: +44 (0) 1491 637090
Email: michael.gater@practicus.com

Chris Watson - Delivery Manager

Tel: +44 (0) 1491 577122
Email: chris.watson@practicus.com