Responsibilities

• Own Cansford’s marketing strategy, translating growth ambitions into evidence-based market, segment, proposition and channel priorities
• Build robust market and customer insight covering segments, competitors, buying behaviour and emerging opportunities
• Generate qualified demand through an integrated mix of digital, campaigns, content, propositions and lead generation
• Own the growth strategy for the Individuals sector, working with Sales to make sure demand converts
• Lead proposition development and identify potential new services before commercial and technical validation
• Own corporate communications, positioning and brand guidance
• Set the strategy for events, conferences and industry engagement, with clear objectives and follow-up
• Measure marketing effectiveness and ROI, and use the evidence to stop, improve or scale activity

Requirements

• Senior marketing experience, using insight, segmentation, propositions and integrated marketing to drive commercial growth
• Strong capability in market analysis, positioning, go-to-market and demand generation
• Experience across digital, content, campaigns, brand and corporate communications
• The ability to measure ROI and funnel performance and turn insight into clear recommendations
• A curious, commercially minded and evidence-led approach, with the confidence to influence senior stakeholders

Preferred

• Experience in an SME, specialist B2B service, healthcare, laboratory, scientific or regulated environment
• New-market exploration, new product development or direct-to-consumer and e-commerce growth
• Crisis communications, PR and events experience
• CRM and marketing automation (ideally HubSpot) and advanced analytics
• Experience building or significantly upgrading a marketing function