On 23 July 2011, he started the 2011–12 season with a Sky Sports 'Man of the Match' performance against Rangers at Ibrox. He began to establish himself as a member of the first team and played in the Europa League qualifiers against Paks and in the second leg against Tottenham at White Hart Lane, where Hearts drew 0–0 (losing 5–0 on aggregate). McGowan scored his first goal for Hearts in an Edinburgh derby on 2 January. Later in the same game he headbutted Ivan Sproule in the stomach, which the referee viewed and took no action, however the SFA compliance officer opened an investigation. The compliance officer offered a two match ban. Hearts denied it was violent conduct but accepted the ban offered. The 2011–12 SPL season was a good one for McGowan, scoring 3 goals – including one in the 2012 Scottish Cup Final victory against Hibs – and winning the Hearts Young Player of the Year award.