Job description
Senior Marketing Manager
The Senior Marketing Manager owns marketing as a whole rather than any single channel. The role sets the strategy, runs the campaigns that come out of it, manages the budget behind them, and is accountable for what those campaigns produce in pipeline and revenue.
Purpose of the role
This is a senior, hands-on role that sits between strategy and execution. It exists to turn business goals into a marketing plan, run that plan across the right channels, measure honestly what it returns, and adjust it. The person in this role is expected to make decisions about positioning, spend and priority — not to wait for them.
Key responsibilities
Strategy and positioning
- Build the annual and quarterly marketing plan, with clear priorities and a stated reason for each.
- Define positioning and messaging for each product, service or market segment.
- Research the market and the competition, and translate what is found into decisions rather than reports.
- Identify the audiences worth pursuing and the ones worth dropping.
Campaigns and execution
- Plan, launch and run campaigns end to end — brief, creative, channels, schedule, launch, follow-up.
- Own paid advertising: build the campaigns, read the results, scale what works and stop what does not.
- Direct content across the website, social media, email and any other owned channel.
- Run launches for new products, services or markets, and coordinate everyone involved in them.
Budget and performance
- Set and manage the marketing budget, and justify how it is allocated.
- Define the metrics that matter — cost per lead, conversion rate, return on spend, pipeline generated.
- Report performance on a fixed rhythm, including the results that fall short.
- Test continuously and keep a record of what was learned, so the same money is not spent twice on the same lesson.
Working with sales
- Agree with sales what counts as a qualified lead, and hand over leads that meet that definition.
- Keep the pipeline visible and up to date in the CRM.
- Produce the materials sales actually needs: proposals, decks, case studies, one-pagers.
- Follow leads through to closed or lost, and feed the reason back into the next campaign.
Team and suppliers
- Brief and direct designers, writers, videographers and developers on marketing work.
- Select and manage external agencies, freelancers and media suppliers.
- Mentor junior marketing staff and raise the standard of the work they produce.
- Present plans and results to management and, where relevant, to clients.
Skills and experience
- Several years of marketing ownership at a senior level, with results that can be shown in numbers.
- Practical, hands-on ability with paid social and search advertising — building campaigns, not just approving them.
- Strong commercial writing, and the judgement to adapt tone to the sector and the audience.
- Comfort with analytics: reading data, spotting the real signal, and acting on it.
- Working knowledge of CRM and marketing automation as a daily habit.
- Confidence presenting a plan, defending a budget and answering hard questions about performance.
- Ability to run several campaigns at once without losing deadlines or detail.
What success looks like
First 90 days. The current marketing position is understood, the measurement is in place and trustworthy, and a prioritised plan is agreed and started.
First six months. Campaigns are running on a predictable rhythm, cost per lead is known and improving, and marketing is delivering a steady flow of qualified leads to sales.
First year. Marketing is a measurable contributor to revenue, spend is allocated on evidence rather than habit, and the plan for the following year is built on what has actually been proven to work.
Job description
Senior Marketing Manager
The Senior Marketing Manager owns marketing as a whole rather than any single channel. The role sets the strategy, runs the campaigns that come out of it, manages the budget behind them, and is accountable for what those campaigns produce in pipeline and revenue.
Purpose of the role
This is a senior, hands-on role that sits between strategy and execution. It exists to turn business goals into a marketing plan, run that plan across the right channels, measure honestly what it returns, and adjust it. The person in this role is expected to make decisions about positioning, spend and priority — not to wait for them.
Key responsibilities
Strategy and positioning
- Build the annual and quarterly marketing plan, with clear priorities and a stated reason for each.
- Define positioning and messaging for each product, service or market segment.
- Research the market and the competition, and translate what is found into decisions rather than reports.
- Identify the audiences worth pursuing and the ones worth dropping.
Campaigns and execution
- Plan, launch and run campaigns end to end — brief, creative, channels, schedule, launch, follow-up.
- Own paid advertising: build the campaigns, read the results, scale what works and stop what does not.
- Direct content across the website, social media, email and any other owned channel.
- Run launches for new products, services or markets, and coordinate everyone involved in them.
Budget and performance
- Set and manage the marketing budget, and justify how it is allocated.
- Define the metrics that matter — cost per lead, conversion rate, return on spend, pipeline generated.
- Report performance on a fixed rhythm, including the results that fall short.
- Test continuously and keep a record of what was learned, so the same money is not spent twice on the same lesson.
Working with sales
- Agree with sales what counts as a qualified lead, and hand over leads that meet that definition.
- Keep the pipeline visible and up to date in the CRM.
- Produce the materials sales actually needs: proposals, decks, case studies, one-pagers.
- Follow leads through to closed or lost, and feed the reason back into the next campaign.
Team and suppliers
- Brief and direct designers, writers, videographers and developers on marketing work.
- Select and manage external agencies, freelancers and media suppliers.
- Mentor junior marketing staff and raise the standard of the work they produce.
- Present plans and results to management and, where relevant, to clients.
Skills and experience
- Several years of marketing ownership at a senior level, with results that can be shown in numbers.
- Practical, hands-on ability with paid social and search advertising — building campaigns, not just approving them.
- Strong commercial writing, and the judgement to adapt tone to the sector and the audience.
- Comfort with analytics: reading data, spotting the real signal, and acting on it.
- Working knowledge of CRM and marketing automation as a daily habit.
- Confidence presenting a plan, defending a budget and answering hard questions about performance.
- Ability to run several campaigns at once without losing deadlines or detail.
What success looks like
First 90 days. The current marketing position is understood, the measurement is in place and trustworthy, and a prioritised plan is agreed and started.
First six months. Campaigns are running on a predictable rhythm, cost per lead is known and improving, and marketing is delivering a steady flow of qualified leads to sales.
First year. Marketing is a measurable contributor to revenue, spend is allocated on evidence rather than habit, and the plan for the following year is built on what has actually been proven to work.