Head of Marketing

Responsibilities

• 1 Help decide and deliver the marketing strategy for Dealer UK by: - Align with, execute against and input into each respective BU’s 5-year growth plan. - Contributing to the Senior Management Team’s commercial strategy and bringing a marketing perspective to product, pricing and market decisions - Building and owning the annual marketing plan, budget and calendar for both brands, with clear objectives and measures of success - Defining and maintaining brand positioning, messaging and unique selling propositions for each business - Working closely with the Sales and Marketing Director and sales teams to align marketing activity to the sales pipeline and revenue targets
• 2 Lead go-to-market (G2M) launches of new products and add-on solutions by: - Working with Product Owners, initiative managers and the Head of Product/Development to plan launches well ahead of release - Developing launch strategy, positioning, pricing communication, messaging, collateral and sales enablement for each new product - Orchestrating integrated launch campaigns for customers and prospects, and measuring adoption and pipeline generated
• 3 Plan, host and present our own customer events by: - Organising user conferences, roadshows, customer forums, training events and webinars from concept through to follow-up - Representing the brands at industry exhibitions and trade shows, and managing event budgets, venues, suppliers and speakers - Presenting confidently on stage, on webinars and in customer meetings, and coaching colleagues and customers to present - Using events to gather customer feedback, build advocacy and generate Back to Base opportunities
• 4 Own customer communication and help build Back to Base pipeline by: - Working with Support, Operations, Product and Sales to deliver regular, relevant and well-timed communications to the customer base - Running segmented email and nurture programmes that promote new add-on solutions, training and customer stories - Increasing the use of customer portals and online resources through promotion and redesign - Capturing dealer stories, case studies and testimonials
• 5 Support prospect marketing and help build New Business pipeline by: - Working with sales teams to fine tune our Target Market definition and ideal customer profiles - Launching creative inbound and outbound campaigns, including ABM, drip programmes, webinars, events and tradeshows - Developing sales enablement tools such as presentations, brochures, demo content and competitor comparisons - Improving the quality and accuracy of the prospect and customer database, directly and through other customer-facing departments
• 6 Run digital campaigns and create high-quality content by: - Planning, executing and optimising campaigns across email, web, social media and webinars - Managing the website, SEO and content calendar, and increasing engagement across all social channels - Producing high-quality copy, thought leadership, press releases and announcements, using AI tools to speed up creation while maintaining accuracy, brand voice and quality - Developing relationships with key industry publications, associations and partners
• 7 Understand our markets and customers by: - Engaging in regular conversations with customers and industry partners - Attending key industry events and user conferences - Conducting industry research and monitoring the competitive landscape - Analysing closed deals and lost opportunities and feeding insight to the Senior Management Team
• 8 Apply AI responsibly across marketing by: - Using AI tools for content creation, research, design, video, campaign optimisation and reporting to improve speed, quality and results - Evaluating and recommending new AI tools and workflows, and sharing good practice with colleagues - Applying human review, fact-checking and brand standards to all AI-assisted output, and following company policy on data protection, copyright and confidentiality
• 9 Monitor and optimise marketing performance by: - Building and maintaining key marketing dashboards and reports, and presenting results to the Senior Management Team - Tracking leads, pipeline, engagement and ROI by channel, and identifying the programmes that deliver the best return
• 10 Lead the marketing function by: - Helping to define and lead the Marketing department and any additional marketing resource required for 2027 onwards, and developing the team as it grows - Managing agencies, freelancers and suppliers, and controlling the marketing budget - Ensuring marketing activity complies with GDPR, PECR and relevant advertising standards

Requirements

• Proven record of working effectively as part of a senior leadership team in a commercial small/medium sized software or technology business
• Demonstrable experience of developing and delivering marketing strategy, and of running digital campaigns across email, web, social media, webinars and in-person events
• Experience of planning and leading product launches and go-to-market campaigns
• Experience of organising and hosting customer or industry events
• Confidence and enjoyment in speaking in front of customers and prospects, with excellent presentation skills
• Working knowledge of AI tools for content creation, design and analysis, with a sound understanding of their limitations, risks and responsible use
• Advanced copywriting skill level and an exceptional standard of written English
• Experience of working with marketing tools such as CRM (we use Salesforce), web content management and marketing automation
• Demonstrable analytical approach to measuring campaign success, with the ability to report and act upon conclusions
• Successful track-record of business development and Back to Base marketing campaigns

Preferred

• Previous experience of marketing to dealerships, agriculture, construction, motorcycle, caravan or related sectors, or of marketing dealer management or ERP software
• Experience of customer user groups, conferences or community programmes
• Experience of design and video tools such as Canva, Adobe Firefly or Synthesia
• Relevant marketing qualification (CIM) or equivalent qualification or work experience.

Benefits

• 25 days’ annual leave (increasing with length of service) plus bank holidays
• Company profit share bonus scheme
• Annual salary reviews, based on individual performance
• Professional Development by e-learning, and contribution to course with accredited certification
• Enhanced Maternity and Paternity pay
• Access to our retail discounts platform
• Employee Assistance Programme with 24/7 support
• Private Medical Insurance
• Company Sick Pay
• Purchase Holiday Scheme