Josh M Brooks | Digital Marketing Manager, Not Just Travel

I'm a performance marketer of fifteen years across travel, e-commerce, fitness and finance: paid search and paid social at scale, SEO, and the measurement that connects spend to revenue. I've owned budgets of over £1m a month, led a marketing team of 25, and founded and patented a product of my own.

Today I market a 185-club franchise network. Before that I grew a marketplace through a £35m raise, and ran global digital acquisition for Cunard. Bournemouth is home, so when this opportunity appeared I knew I had to apply.

01"Tell us about your largest CPA reduction with specific numbers."

LTV:CAC is my primary metric.

With Anytime Fitness, I developed an in-house agency that regularly cuts club CPAs by 50% or more. At least 30 franchisees have seen results like that. But CPA is not the metric I focus on, because quality matters more. I track LTV:CAC as my main measure. It tells a more important story than CPA alone.

02"What's the biggest PPC budget you've managed and what results did you deliver?"

Over £1m a month at Amigo Loans, across paid search and SEO.

One of the UK's most expensive auctions, in one of the toughest industries, managing over £1m per month. Before that, a 7-figure annual global budget at Cunard spread across multiple channels; later, a similar budget at OnBuy.

03"Why are you drawn to an autonomous, results-focused environment?"

I've been here before, and I back myself.

I know the travel industry from my time at Cunard, and I have spent almost four years working directly with franchisees at Anytime Fitness. I enjoy the challenge, and I am confident in the results.

Your briefMy track record

£384k PPC budget

"Manage a £384k PPC budget across Google Ads and Microsoft Advertising"

Over £1m a month owned hands-on at Amigo Loans.

Every penny matters. I move budgets around to reach the optimal attribution and returns per channel. Building an econometrics system is always the key to successful budget allocation.

60+ franchise prospects a month

"Generate 60+ qualified franchise prospects monthly… £60k paid social across Facebook, Instagram, TikTok and LinkedIn"

My current day job, in a different vertical: 185 franchise clubs.

At Anytime Fitness I run franchise lead generation across multiple channels rather than leaning on one. The prospects are typically high-net-worth individuals, so precise targeting matters far more than reach.

SEO strategy + AI search

"Develop and execute SEO strategy… awareness of AI search impacts"

SEO owned alongside paid at Amigo and Cunard.

Great SEO is led by the website tech and ensuring there are no limitations first. I led a team at Cunard to run the global SEO project for the migration to the .com domain.

The case for £600–700k

"Build the business case for budget expansion toward £600–700k"

Growth models boards believed: a £35m Series A at OnBuy.

At Cunard I contributed to the econometrics model connecting channel ROI to audience lifetime value. That discipline is what makes a bigger budget the obvious decision.

Freedom & Responsibility

"Self-directed approach; comfortable with autonomy and accountability… collaborate directly with Co-Founders"

Founder myself; twice replaced agencies with in-house teams.

I built and patented an AI fitness wearable at VERTEX, and brought digital in-house at both Cunard and Anytime Fitness. Autonomy with accountability is how I already operate. I am 'entrepreneurial' mixed in with a continuous improvement mindset.

My experience (succinct)

Nov 2022 — now

Head of Digital Anytime Fitness UK

Digital performance and martech across 185 franchised clubs in the UK and Ireland.
Built an in-house agency handling digital strategy and spend internally.
Strengthened the loop between marketing and in-club conversion. Lead quality, not just lead volume.
National B2C campaigns, B2B2C for local club ads, and B2B for franchise lead generation.

May 2021 — Jul 2022

Founder & CEO VERTEX

Founded and patented an AI fitness wearable; owned product, brand and go-to-market end to end.

May 2020 — May 2021

Head of Marketing OnBuy.com

Team of 25 across every channel, recruited by me; GMV grew ~8× to a £155m+ annualised run-rate in 12 months.
The growth model I built was central to the £35m Series A investment case.

Apr 2019 — May 2020

Sabbatical Singapore, Australia, New Zealand

The travel bug, first-hand.

Aug 2018 — Apr 2019

Head of Search Amigo Loans

Over £1m a month across paid search and SEO in a compliance-heavy, high-CPC vertical.

Aug 2017 — Jul 2018

Digital Acquisition Lead Cunard, Carnival UK

7-figure global digital budget for a flagship travel brand; moved delivery from agency to in-house.
Contributed to the econometrics model mapping channel ROI to audience lifetime value.

Apr 2012 — Jul 2017

Digital Marketing Manager Exclusive Group

Multi-channel performance marketing for B2B technology clients across EMEA.

Why Not Just Travel

I love the travel industry and the people associated with it

As you'll know, it's the best industry. Creating holiday happiness and supporting franchisees with business growth is a great combination for me. I hope you have enjoyed the CV experience I have built and look forward to discussing more soon.

Thank you,
Josh