Marketing and Communications Manager

Purpose of the role

The Marketing and Communications Manager owns the marketing and communications function end to end, from strategy and budget through to delivery, measurement and governance. The role was built from inception, which means the person in it operates as much as an operations architect as a marketer, building the infrastructure the function runs on and then keeping marketing to the same operational and financial standard as any other commercial unit. The work spans three pillars of brand, products and performance, across five service verticals, and includes the executive positioning of the Managing Director, the partnership operating model, and the internal culture programme that reduces the dependence on paid channels over time. 

The role is broad by design. It combines the strategic ownership of a department head with a digital specialism in paid media, CRM architecture and marketing analytics, and a governance remit that places the function inside the company risk, policy and reporting cycles. The successor should expect to lead at the strategic level while retaining enough technical depth to set direction on CRM, automation and performance measurement. 

Key Responsibility Areas

Strategy, Planning and Governance 

• Own the four-quarter executive marketing strategy and the annual marketing plan across the five service verticals, aligned to the company commercial objectives and reported against a defined set of objectives and key results.
• Own the marketing budget against actuals, interrogate supplier and agency costs against the briefs they support, and report variances with rationale to the Management Committee.
• Take a seat on the Management Committee, maintain the marketing risk register, run the departmental policy cycle, and keep the function inside the company governance and compliance controls.
• Maintain a marketing maturity and health discipline, with a documented evidence base, so that the function can show where it is against where it intends to be.

Brand, Campaigns and Events 

•  Set the brand architecture and own integrated campaign delivery from brief through production to post-campaign analysis, across above-the-line, through-the-line and below-the-line work.
• Own the annual events, conferencing and sponsorship calendar across client, partner and industry moments, treating each event as a single body of work from the speaking platform through the stand experience, the delegate engagement and the post-event conversion into pipeline.
• Own the go-to-market development for new propositions, including the commercial logic, the pricing input and the supporting content, and the recommendation on which service lines to pursue and which to defer.

Performance, CRM and Owned Platforms 

• Own the CRM architecture in HubSpot from first principles, covering the data model, lead capture, campaign attribution and the reporting layer, together with the enablement material and the training that takes the team onto it.
• Set the direction for paid media across LinkedIn, Google and Meta, for search and for the full-funnel and retention programme, with staggered flighting and saved audience discipline.
• Run the listening and insights discipline and report marketing performance to the executive committee each quarter in the language of the business.
• Own the website and owned platforms, including the conversion architecture and the landing experience against a defined conversion target.

Executive Positioning and Communications 

• Build and run the executive presence of the Managing Director, from broadcast and panel appearances through to trade media coverage, against a considered editorial calendar with spokesperson briefs prepared for each engagement.
• Own strategic and internal communications, media relations, public relations and the regulator-conscious content protocols the client base requires
• Prepare speaker programmes for industry platforms, including topic development, cited research, companion articles, speaker preparation and run-of-show.

Partnerships 

• Own the Partnership Operating Model, treating partnership as a commercial discipline with clear engagement modes, evaluation gates and accountability, and run the co-marketing programme against a defined set of partner campaigns.
• Lead the commercial and governance work behind strategic alliances, including the partnership agreements, the partner evaluation framework and the joint pipeline attribution method.

People and Internal Culture 

• Lead a team of three, with the coaching, performance management, capacity modelling and resource allocation that goes with it, and structured onboarding programmes built for each new team member.
• Own the internal engagement and employee advocacy programme that turns employees into active brand advocates, so that organic reach grows and the dependence on paid channels reduces over time.
• Set the direction for artificial intelligence and automation adoption across the function.

Qualification and Experience

• Bachelor's degree in Marketing/Communications
• More than 5 years of experience
• Experience in a business-to-business environment with long sales cycles, ideally in technology, professional services or a regulated sector. 
• A demonstrable digital specialism across paid media, CRM architecture and marketing analytics, not only strategic oversight of it. 
• Experience leading a marketing function, ideally one built or rebuilt from the ground up, with budget ownership and executive reporting. 

Attributes

• A steady people leader who can coach a small team through capacity pressure and change. 
• Comfortable building infrastructure and simplifying complexity and willing to work at both the strategic and the technical level while the function mature.
• Financially literate, able to keep marketing to a commercial standard and to report in the language of the business.
• A strong writer and editor, able to prepare executives for public platforms and to manage reputation in a regulator-conscious environment.