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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.


The Opportunity
Lead a Transformation at the Forefront of Relationship Health

amicable is not your average legal tech scale-up. As the UK's most trusted divorce service, we have already disrupted a centuries-old, adversarial industry — proving that couples can navigate separation with kindness, empathy, and transparency, without the need for costly solicitors or courtroom conflict.

Now we are at a pivotal moment. We are expanding our mission from helping people end relationships to helping them navigate relationship change at every stage — from prenups and cohabitation agreements through to late-life care planning. The goal is nothing less than becoming the world's definitive "relationship health" brand.

To lead this charge, we are seeking a transformational Marketing Director to join our executive team — a commercially minded change agent with the vision to architect a lean, agile, AI-first marketing ecosystem and the drive to implement it alongside their team.

Why Now?

The market is maturing. PPC costs are rising. Brand investment alone is no longer sufficient. This is the moment to shift from growth-at-all-costs to commercial excellence — and to shape what that looks like for an entirely new category.

amicable has the trust, the audience, and the ambition. What we need now is the strategic intelligence to turn it all into scalable, profitable growth — and a leader bold enough to build the organisation to deliver it.

The Mission
Strategy Meets Execution: Your Mandate

This role is designed for a rare breed of leader — one who can set high-level strategy at the board table and then roll up their sleeves to implement it. You will own the end-to-end brand and customer strategy, with full responsibility for budget, performance, team, and the evolution of the entire marketing organisation.

Commercial Growth & P&L Ownership

Own the marketing P&L and deliver improvements in unit economics — specifically Customer Lifetime Value (CLTV) and Cost of Acquisition (CAC). Audit channel allocation and rebalance spend toward high-return, measurable performance channels without sacrificing the brand equity that sets amicable apart.

AI-First Innovation & MarTech Architecture

Architect a connected MarTech and AI ecosystem to automate workflows — from content creation and copywriting to social media deployment and lead generation. Move beyond basic tooling toward agentic workflows that accelerate execution and compound performance over time.

Lean Leadership & Team Development

Lead a dedicated team focused on brand, communications, growth, and CX. Foster a culture of "test and learn" through rapid experimentation, providing strategic headroom and direct coaching to build a high-performing, future-ready marketing organisation.

Performance Focus
The Commercial Targets

Growth without discipline is just spending. amicable needs a leader who can bring rigour to every pound of marketing investment — and demonstrate clear, compounding returns as we scale toward profitability.

£3M
Annual Marketing Budget

Currently 50% of turnover — to be optimised toward measurable, high-return channels

3x
Target LTV:CAC Ratio

A 3x LTV to CAC ratio is the commercial benchmark for sustainable, profitable growth

£££
Path to Profitability

A clear horizon to demonstrate commercial excellence and structural scalability

100%
Executive Ownership

A full-time senior role reporting directly to the Co-Founder and Executive Team — with the mandate to lead

AI Vision
Building an AI-Driven Ecosystem

At amicable, we believe AI should empower talent, not replace it. We are moving away from traditional, layered T-shaped structures toward a "Venn diagram" model where experts operate within a highly automated, integrated system — unlocking speed, consistency, and compounding efficiency.

We expect our Marketing Director to bring genuine AI fluency to this role. This means moving beyond basic chatbots and prompt engineering to confidently setting up automated tasks and agentic workflows — using tools such as n8n, Claude, or similar — to accelerate execution across content, acquisition, and performance reporting.

The result: a leaner, faster, and more adaptive marketing function that punches well above its weight — and sets a new standard for what modern marketing looks like in a purpose-led scale-up.

Key AI Application Areas
Content & Copywriting Automation

Scaled, on-brand content production without proportional headcount growth

Social Media Deployment

Automated scheduling, testing, and optimisation across channels

Lead Generation Workflows

Agentic pipelines that qualify, nurture, and convert with minimal manual intervention

Ideal Profile
A Change Agent Who Gets Their Hands Dirty

We are not looking for a corporate delegator or a brand purist. We need a proactive, low-ego leader who thrives in ambiguity — someone who anticipates challenges and solves problems before they are assigned to them, combining analytical precision with genuine human empathy.

Proven D2C / B2C Track Record

Senior leadership experience in a fast-growing D2C/B2C organisation. Experience in fintech, payments, or high-engagement online retail is preferred — sectors where acquisition complexity and emotional customer dynamics demand both commercial rigour and brand sensitivity.

Transformation Experience

A history of long tenure where you have seen a major change programme through to tangible success. You have built something — reorganised, restructured, or reinvented — and can point to the outcomes. You know what it takes to shift an organisation's operating model, not just its strategy.

Data Mastery & Strategic Agility

The ability to translate complex marketing analytics from tools like Google and HubSpot into structured, actionable insights for the executive team. You make evidence-led decisions under pressure and hold the organisation accountable to the numbers that matter.

AI Fluency & Scale-Up DNA

You are comfortable with agentic workflows and automation tools — not just as a user but as an architect. You thrive without a rigid hierarchy, embrace the pace of a scale-up, and bring a "test and learn" mindset to everything you build.

The Brand
What Makes amicable Different

amicable was founded on a belief that the legal system needlessly entrenches conflict at life's most vulnerable moments. Since launch, the company has helped thousands of couples reach fair, transparent agreements — without solicitors, without courts, and without lasting bitterness.

The brand's voice is warm, direct, and deeply human. It occupies a unique space: legally credible yet emotionally intelligent. This is not a category where aggressive performance marketing tactics will fly. The successful candidate will understand, instinctively, how to acquire customers at scale while preserving the trust that makes amicable the UK's most recommended service in its space.

The next chapter expands that mission — from divorce to the full arc of relationship change. Prenups, cohabitation, care planning, and beyond. The brand canvas is widening, and the growth opportunity is significant.

🤝 Kindness

Every product decision, every campaign, every customer interaction is filtered through the lens of genuine human care.

🔍 Transparency

No hidden fees, no manufactured conflict. Customers trust amicable because it earns that trust at every touchpoint.

⚖️ Fairness

Outcomes that work for both parties — and for children — are at the core of every service amicable delivers.

Growth Vision
From Divorce to Relationship Health — The Expansion Roadmap

amicable's next chapter is an expansion of both mission and market. The ambition is to become the definitive platform for navigating relationship change at every stage of adult life.

Each stage represents a distinct acquisition opportunity and a chance to deepen lifetime customer value — moving amicable from a transactional divorce service to a trusted, recurring relationship health platform. The Marketing Director will be the architect of the brand and commercial strategy that makes this expansion a reality.

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.

CRM & CX Lead, Direct Report

The CRM & CX Lead owns the customer lifecycle, from acquisition through to retention and re-engagement. They manage amicable's CRM infrastructure and customer experience strategy, ensuring every touchpoint reflects the brand's values of kindness and clarity. They will look to the Marketing Director for strategic direction and to champion a data-informed, customer-first approach across the team.

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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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 to 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