As a Senior Customer Marketing Manager, you are the source of all knowledge on your products, audiences and sectors. Utilising the insight available to you, you have a deep understanding of the motivations, desires and pain points of our B2B audiences and how our products and services meet their needs. Working with the wider team and business, you are responsible for creating and implementing the marketing strategy for employers.
Key Responsibilities:
Audience insight: *Develop an intimate knowledge of our programmes and the overall service we offer to define features and benefits for B2B audiences across the relevant sectors *Develop strong effective working relationships across the team in key areas such as Channel, Content, Customer Insight and Sales *Develop a deep understanding of the audience including motivations, aspirations and their decision-making process *Understand the end-to-end customer journey for employers and their learners, identifying all touchpoints and the next best action at each stage *Develop features and benefits offering for each audience to maximise the customer experience *Work closely with the Insight team to understand customer behaviour, identify opportunities and areas of focus *Undertake proactive research to develop knowledge and understanding of each audience - this includes but is not limited to call listening and mystery shopping.
Market scanning: *Undertake regular competitor analysis and mystery shopping/ benchmarking to ensure that the team is at the forefront of market changes *Keep abreast of regulatory changes *Work closely with the sales teams to formalise anecdotal feedback and action improvements where relevant
Commercial acumen: *Gain a deep understanding of the sales process and business performance for each product, identifying challenges and opportunities where relevant *Work with the wider department to implement initiatives that will increase conversion at each stage in the buying cycle *Use audience and market insight to work with the relevant business area to inform product and service offering.
Relationship management: *Develop strong effective working relationships across the Sales and Marketing Department *Develop strong effective working relationships with relevant stakeholders from the wider business and external clients/professional bodies
Compliance: *Responsible for the accuracy of public information *Ensure deployment schedule is accurately reflected across application channels *Work with the wider business to undertake and evaluate compliance audits as required *Ensure compliance with UK HE regulatory requirements
Knowledge, skills and experience:
The following are considered as essential criteria for this role: *Proven track record of executing B2B audience-led marketing strategies *Excellent communication skills, with prior experience of developing strong relationships with stakeholders *Strategic awareness - ability to see the bigger picture *Commercially focused, results driven with analytical skills *Ability to respond to decisions in a changing environment and anticipate future needs *Integrity, credibility and calmness under pressure *Solid experience in a management role *Ability to work autonomously *Proven ability to manage multiple projects, delivering on time and within budget.
