Marketing Strategy and Performance Lead

Marketing Strategy and Performance Lead

Wimbledon (with flexible and hybrid working)

This company set professional standards for HR and people development. With hubs in the UK, Ireland, Middle East and Asia, there are more than 155,000 members, 25,000 students and a large number of employer customers around the world. Over the next few yearsthe it will extend its reach, into new geographical markets in Europe, Asia, Middle East and Africa.

This role is primarily focused in developing and leading the marketing strategies (with a strong emphasis on digital) and working with business units to develop and embed their desired marketing-related business outcomes within the plans and finally, measure,drive and report on marketing performance.

The role will be formally office based with a flexible and hybrid working system enabling employees to work from home and the office as needs require.

**Key accountabilities**

The role will lead on marketing strategy and planning aimed at leveraging digital channels to attract, grow and engage our broad community and go on to convert appropriate individuals and organisations onto a mutually beneficial customer relationship withCIPD. As such, it will;
- Lead the development of CIPD's marketing strategy with the focus on digital.
- Partner with the organisation and Heads of department to design marketing plans aligned to the strategy and their business outcomes.
- Work closely with the Head of Marketing Services to translate strategy and business outcomes into planning and delivery.
- Use market insight gleaned from our data, analytics and customer behaviour to support our internal stakeholders in shaping product and service innovation.
- Set, measure ROI and monitor marketing performance and adjust activity as required to reach our desired business outcomes (including active tracking of lead and lag measures for better forecasting).
- Lead, manage and coach a team; recruiting the necessary skills set to deliver on the organisations long term vision for innovative marketing.
**Nature and Scope**

The Marketing Strategy and Performance Lead will lead on the development of a digital focused market strategy for the organisation around which all marketing campaigns, plans and activities will be designed. They will develop a dedicated data and analyticscapability within CIPD to drive, develop and communicate strategic insights, tools and standardised frameworks in support of marketing strategy and planning.

The post holder will have responsibility for leading on campaign and data analytics for the marketing services team, including analysing and interpreting customer data, providing evidence-based recommendations and delivering reports and presentations inaccessible ways to business stakeholders to help meet business goals.

You will work in close collaboration with the marketing services team in ensuring that the data and

analytics approach is aligned with the needs of the company. This will include analytics which enable the marketing services team to develop journeys for our customers and successfully engage them from acquisition to retention and repeat purchasing.

The role will work closely with the Customer Insight Team as that team will lead on customer and market research on products, customer satisfaction, trends and tastes.

They will work closely with Digital and Technology on data governance, data retention, and compliance, including GDPR.

The post holder will have an international remit, working with Regional Directors and their teams, channel partners as well as key stakeholders within HQ functions.

They will be expected to work with limited direction, usually within a complex and often ambiguous environment, to drive rigorous, fact-based recommendations to senior management, other executive, functional, and regional management.