Scope of the Role

This is a strategic digital marketing leadership role across all of our B2B offerings. The role is responsible for defining the digital marketing strategy, channel priorities, digital performance approach, and optimization agenda that drive pipeline, revenue, and customer growth across the portfolio. It leads the strategy for core digital channels and platforms, including website, SEO, paid media and lifecycle marketing, and works in close partnership with business unit marketers, creative, content, and marketing operations teams to translate strategy into plans, programmes, and activation. The role ensures clear alignment with commercial priorities, go-to-market strategies, customer needs, and growth goals.

What you’ll be doing

• Digital marketing strategy and planning: Define the digital marketing strategy across all B2B offerings, including channel priorities, audience approach, funnel design, and the role of digital across the revenue lifecycle. Ensure digital marketing is embedded in go-to-market planning and aligned to business growth objectives.
• Channel strategy and optimisation: Lead the strategic direction for key digital channels, including website, SEO, paid media, email, and lifecycle marketing. Set priorities for performance improvement, investment, experimentation, and optimisation across the channel mix.
• Website and conversion strategy: Own the strategic direction of the B2B web estate as a commercial channel, ensuring it supports audience engagement, demand generation, conversion, and customer experience goals. Drive continuous improvement in user journeys, conversion paths, content structure, and performance.
• Search and discoverability leadership: Define and evolve the organisation’s search strategy across both traditional search and emerging AI-driven discovery environments. Lead the development of SEO and Generative Engine Optimisation approaches that improve visibility, authority, engagement, and qualified demand. Bring hands-on experience of testing and applying GEO techniques, with evidence of learning and positive impact.
• Performance marketing and demand generation: Oversee the digital demand generation approach across paid and owned channels, ensuring programmes are aligned to audience priorities, campaign objectives, and commercial targets. Guide investment decisions based on performance, opportunity, and business value.
• Experimentation and innovation: Lead a culture of test-and-learn across digital marketing, identifying new opportunities in channels, tools, formats, and optimisation methods. Use experimentation to improve performance and help the business stay ahead of changes in buyer behaviour, platform dynamics, and digital discovery.
• Cross-functional orchestration: Partner closely with business unit marketing leads, content, creative, and marketing operations teams to set digital priorities, shape briefs, define success measures, and ensure programmes are executed effectively and in line with commercial goals.
• Data, insight and performance management: Use data, research, and customer insight to evaluate channel effectiveness, identify opportunities, and improve marketing contribution. Establish clear performance measures and use results to inform strategy, prioritisation, and optimisation.
• Stakeholder Management and Collaboration: Foster strong, collaborative relationships with business unit marketing leaders, sales stakeholders, product teams, and central marketing functions. Act as the senior digital expert across the organisation and help raise capability, consistency, and performance.

What we’re looking for

• Strategic B2B digital marketing leader: Proven track record of defining and leading digital marketing strategy that drives pipeline, revenue, and measurable business growth in complex B2B environments.
• Deep digital channel expertise: Strong experience across website strategy, SEO, paid media, email, lifecycle marketing, conversion optimisation, and digital performance management.
• Experience with Generative Engine Optimisation: Practical understanding of how AI-powered discovery is changing digital marketing, with direct experience of testing GEO approaches and applying them to improve visibility, engagement, or demand outcomes.
• Commercial and performance-focused: Demonstrated ability to align digital marketing activity to commercial priorities, demand generation goals, and measurable business outcomes.
• Builder of digital capability: Experience establishing digital frameworks, standards, and ways of working that improve effectiveness across teams, markets, or business units.
• Strong experimentation mindset: Confident leading structured testing and optimisation programmes, using data and evidence to improve channel performance and inform decisions.
• Influential cross-functional partner: Ability to lead through influence and work effectively with business unit marketers, sales, product, content, creative, and marketing operations teams.
• Insight-led and audience-focused: Uses data, market understanding, and customer behaviour insight to shape channel strategy, optimise journeys, and improve performance.

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