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Head of Marketing

2 weeks ago

London Area, United Kingdom Crafty Counsel Full time £70,000 - £75,000 per year

ABOUT US

Crafty Counsel's mission is to bring joy, insight, and connection to in-house legal professionals around the world.

We are the fastest growing UK headquartered in-house legal community. We are now also global: having run our second annual Crafty Fest Europe in Amsterdam a few weeks ago, and having launched in New York City this month. 

At the core of our offering are our events — including Crafty Fest, the largest gathering of in-house lawyers in Europe (800+ attendees; nominated for UK conference of the year in 2025) — alongside conferences, virtual meetups, and our online Community Hub and app. An affiliated network of volunteers around the world run 'Crafty Locals' — meetups in towns and cities across the UK and beyond.

THE ROLE

This is a career-defining opportunity to take the reins as our new Head of Marketing, as our current Head of Digital, Data, and Marketing, Hannah, steps into a new role as Head of Operations. You'll
own and elevate marketing

across Crafty. That means:

  1. Community growth

— scaling our reach and engagement with in-house lawyers globally.
2. Commercial enablement

— building out a structured, marketing-led sales engine for conference sponsorship, ticket sales, and related revenue streams. While building on our brand and steadily increasing brand presence.

On sales, historically, Crafty has achieved great success from our team's personal and community network and reputation - leveraging our extremely strong brand loyalty and positioning in the market. We now have an opportunity to introduce an even more structured inbound strategy, marketing-led sales, and deliberate positioning in the wider ecosystem.

You'll be building on a strong foundation. A unique brand presence in the legal ecosystem, the largest in-house legal event in Europe, a highly engaged member online platform, recent investments internally in data, automations, and AI, a great content and social engine, and all round a lot of love for Crafty from our stakeholders. 

You'll report to the CEO, work closely across our tight team (currently 12) and line manage a Marketing & Community Operations Executive.

WHAT YOU'LL BE DOING

1. Grow our community & brand

  • Lead the marketing strategy to expand our community of in-house lawyers.
  • Drive acquisition and engagement across events, the online hub, and Crafty Locals.
  • Elevate brand storytelling and positioning so Crafty stands out in every market we enter.
  • Run multi-channel campaigns (organic and paid) that attract thousands more in-house lawyers to join and engage.
  • Lead on event ticketing - marketing and forecasting and registration / user experience, creating target audiences
  • Act as our brand guardian internally and externally - including brand reputation, tone of voice, visual identity and future proofing the brand hierarchy.
  • Collaborate with our Head of Ops to lead on customer experiences - making sure that everything we do works for the customer, creating smooth journeys and identifying areas of improvement

2. Build our commercial marketing engine

  • Design and execute our inbound strategy: campaigns, lead gen, funnels, and automation that create predictable opportunities.
  • Shape where we show up: conferences, partner newsletters, media collaborations, sponsorships — and make those choices deliberate.
  • Arm the commercial team: case studies, playbooks, sales decks, nurture flows, landing pages, and sponsor-facing content.
  • Develop marketing-led sales motions: running campaigns that generate and warm leads for the Commercial team.
  • Introduce structure: take us from "founder and team's network" to repeatable, measurable, scalable commercial marketing.

3. Lead & raise the bar

  • Manage and develop our Marketing & Community Ops Executive.
  • Own marketing goals, reporting, and insight sharing across the business.
  • Collaborate with leadership (Commercial, Ops, Events, Community, Content) to keep our brand story sharp and consistent.

WHAT YOU'LL BRING

  • At least seven years experience in marketing
  • Events marketing experience is essential — you know how to build campaigns that drive registrations, sponsorship sales, and buzz before, during, and after an event.
  • Experience in online community growth and creating a community–events flywheel (on both member and commercial side) is a major plus.
  • Strong track record in building marketing engines that generate pipeline and support sales.
  • Proven experience with inbound and demand generation (HubSpot or similar, campaign design, marketing-led sales motions).
  • Commercial mindset — you understand the buyer journey and design strategies that convert.
  • Hands-on experience with multi-channel campaigns (organic, paid, partnerships).
  • Experience managing or mentoring at least one person.
  • Curiosity, creativity, and a proactive "raise the bar" attitude.
  • Legal sector experience is a strong nice-to-have, but not essential.

WHY THIS ROLE MATTERS

We've built Crafty on passion, creativity, and community spirit. Now we're scaling — and we need the
structured marketing-to-sales engine

to match.

This role is about (1) deliberately fuelling the Commercial team, systematising inbound, and raising the bar across every touchpoint and (2) growing our community with intentionality - and both while building on our unique events + community flywheel.

If you want a career-defining role where you'll leave your mark on a growing brand, this is it.

WORKING CULTURE

Our values

We feel strongly about our values and these are: Community First, Creativity, Curiosity, Humility, Integrity, Joy, Long Term Thinking, Security. We can share more on these choices during the interview. 

We are looking for someone for whom these values resonate, and someone who can add to our strong team culture. 

How we work

We work in a hybrid work environment where our centre of gravity is central London. What this means is:

  • First business day of the week: the whole team works together in person. We hold our weekly SLT meeting and all hands on this day.
  • Rest of the week: each team decides its own pattern, by business need. In this role we currently expect that you'd be in the office two other business days a week, to coordinate with other colleagues such as the CEO and the Commercial team. This could change over time.
  • You'll want to attend most of our conferences (ten a year; some late evenings and early starts) but you'll probably only need to sample some of the smaller breakfasts / dinners.
  • Think of it as a very flexible and humane model but where you need to be able to (and want to) get into London frequently.
  • Our office is in Holborn / Tottenham Court Road.

You can also work fully remotely up to four weeks a year, usually when we are not holding events. 

Once a year, we travel for an overnight stay in a UK location for a team offsite. So far, we've been to York, Oxford, Brighton, and Hertfordshire. 

Benefits

  • Salary: £70,000 - £75,000 depending on experience
  • Benefits include
  • £500 annual budget for learning and development, conferences, memberships, anything that is professionally useful to you
  • £250 - annual work from home grant to spend on office equipment (that will be yours to keep) above and beyond the laptop we provide you
  • 25 days of holiday plus UK public holidays plus your birthdays off
  • A top of the market maternity and paternity policy
  • Private medical scheme