Director of Growth Marketing

Director of Growth Marketing’ Role Profile

Thank you for considering coming to work with us at Inclusive Employers. We hope this pack provides you with all the information to help you decide whether to apply. Before you get into the detail though, here are some headlines:

Salary:                             circa £80,000

Base:                               London office (hybrid 2 days per week)

Working pattern:           Full time (flexible options are available)

Obviously, we really understand the importance of different voices, experiences, perspectives and backgrounds within all workforces. Our workforce is no different and we strongly encourage applications from members of minority groups and all sections of the community. If you think you might have these skills, but are not 100% sure, please do still apply and let us decide. We know that certain groups rule themselves out of interesting opportunities assuming that others will be more successful but please don’t be that person. We want to hear from the widest cross section of the community.

Should you require these documents in alternative formats please contact: recruitment@inclusiveemployers.co.uk

Contents

1. Inclusive Employers

As the UK's first and leading cross sector membership organisation, we support employers in their goal to build inclusive workplaces and diverse workforces.  Working across the whole spectrum of inclusion, in addition to member services we design and deliver training and consultancy solutions. 

We work in partnership with our members so that we can bring together best practice and cutting edge thinking to promote innovation in this area and support businesses to gain from the social and commercial benefits of inclusion. Find our more here: www.inclusiveemployers.co.uk

2. The Role and Job Description

Reporting to the MD, the Director of Growth Marketing will lead the development and execution of innovative measurable marketing strategies to drive revenue growth across IE’s three lines of business (membership, training and consultancy). In partnership with the wider IE team, this role will identify opportunities for market expansion, craft compelling value propositions, and implement go-to-market strategies that deliver measurable business results.

This position calls for a hands on marketing leader with a proven track record in mid-market B2B growth marketing, a data led approach and strong strategic and operational capabilities, with the ability to lead a team, personally contribute and deliver, and where needed manage external marketing service providers.

You’ll play a pivotal role in ensuring IE’s marketing efforts contribute directly to achieving commercial success – and be able to demonstrate this.

3. Key responsibilities

A strategic view:

• Create and implement a multi-year date-led marketing strategy (including a demand plan and setting out KPIs) for IE aligned to our Strategic Growth Plan, with particular recognition of the future planning needed to fill the pipeline, due to the 6-8 month buying cycle.
• Take a strategic view across the entire buying cycle, up to and including renewal (including areas such as predicting churn of members).

A data-led approach to lead acquisition:

• Drive measurable business outcomes, including increased market share, customer acquisition, and revenue growth.
• Develop and deliver a data-driven growth marketing strategy aligned with IE’s Strategic Growth Plan, fully optimizing our investment in Hubspot.
• Create a data led approach to lead acquisition, through a mix of digital and face to face channels.
• Lead our strategy on external events, ensuring they deliver as part of a lead acquisition & brand strategy.
• Monitor and analyse web stats and campaign performance, and use the insights to drive better marketing performance including funnel optimization and cost per acquisition. 
• Measure and report up to Board level on the commercial impact of the marketing spend, and use the insights to drive more effective lead acquisition.
• Recommend and lead (with the support of the CFO) on HubSpot system improvements to enable lead generation reporting from top to bottom of funnel. 
• Support the implementation of marketing and pipeline reporting in PowerBI and HubSpot

Utilisation of new technologies:

• Identify, source, and manage marketing technology to support automation and funnel optimisation.
• Understand how AI can be utilized responsibly to support the IE marketing strategy

Brand positioning:

• Research and lead work to understand our Ideal Customer Profiles, used as a basis for all marketing and BD work.
• Develop and maintain market and competitor analysis
• Elevate the brand awareness and position IE as a leader in the DEI market place.
• Translate client (member and non member) insights into actionable marketing strategies and compelling value propositions.
• Define and implement go-to-market strategies that resonate with IE’s target audience.

Website:

• Oversee the design, development, and production of a new website, including the members area (part of the membership proposition) which includes a product library.
• Optimise the website to support digital lead generation including SEO

Leadership:

• Lead a marketing function (5 FTE) who efficiently and effectively deliver on the key metrics.
• Be a collaborative leader, working alongside a peer group including Head of Consultancy, Head of Training, Head of Membership, and a Business Development Team consisting of Principal and Lead Consultants.
• Use your understanding of the external market to train and develop the Marketing Team aligned to current trends and developments.
• Be part of the IE Leadership Team, contribute broadly across IE and behave in line with the IE ‘Deal’ (leadership framework) at all times.
• Manage external agencies and service providers to deliver on marketing objectives;

Budget Management:

• Own the marketing budget, ensuring spend is aligned with business priorities and delivers ROI.

4. Resources Available

• 5 FTE within the Marketing team
• BAU marketing budget for activity such as SEO, LinkedIn promotion and attendance of conferences/events.

5. Success Metrics 

• Number of marketing qualified leads vs target
• Cost per lead (or cost per MQL)
• CAC - customer acquisition cost - marketing spend per acquired customer
• Marketing-sourced revenue - the % of won revenue directly attributed to marketing activities
• Marketing ROI - The revenue generated per £ spent on marketing
• Pipeline velocity metrics
• Website traffic growth – including increasing direct searches
• Member retention & ‘win back’ metrics for previous clients

6. Person Specification

You must be able to demonstrate that you have most of the following:

• Proven experience in growth marketing is essential, with a demonstratable focus on a data led lead acquisition approach, particularly within the B2B space.
• Proven experience working in Private Equity growth, working towards an exit strategy, would be ideal.
• Exceptional strategic thinking and hands-on execution capabilities.
• Strong analytical skills and ability to interpret data to inform marketing decisions.
• Expertise in designing and managing marketing campaigns across multiple channels e.g. SEO, LinkedIn, email campaigns.
• Experience leading a team and managing external service providers.
• Excellent communication and stakeholder management skills.
• Experience working with content management, CRM, and marketing automation; knowledge of Wordpress and HubSpot CRM.
• A personal passion for inclusion is important.
• Personal drive to achieve goals and targets
• A growth mindset and curiosity to learn in new and evolving areas, particularly around new marketing technologies.

7. How to apply

Please click on Apply where you will be invited to attach your CV and answer some additional questions.

The CV should align with the role requirements at Inclusive Employers. 

Please let us know if you would like to take up the Inclusive Employers Disability Confident guaranteed interview scheme*.

*We are a Disability Confident employer and offer a guaranteed interview for any disabled applicant who may wish to take up on this offer, where they meet the minimum requirements for the role.

Interview Process

CLOSING DATE: Friday 28th February

There will be a multiple stage interview process:

• Technical Skills screening, with a Marketing Consultant representing Inclusive Employers.
• Competency based interview based on the job description, with the MD and CFO. 
• Presentation to key members of the Board.

Please can you let us know if you require any adjustments / support throughout the application and interview process.

• 25 days annual leave allowance. Additional day awarded at year anniversary, up to 30 days
• Birthday off - taken either the Monday or Friday if it falls on a weekend
• Volunteering day off - 1 day per year to be used for any voluntary work
• Pension 3% employer (capped at higher earnings limit), 5% employee. Additional employee contributions are possible
• Flexible working - Remote working with flexible hours by agreement
• Bonus Scheme*
• Enhanced Sick leave*
• Maternity - Additional leave and Pay*
• Parenting leave*
• Bereavement leave
• Transitioning at work* - up to 2 weeks paid time for surgery
• Benefits Platform: Physical, wellbeing and financial benefits – with an option to opt in for a health cash benefits plan

(* Benefits available to permanent staff upon completion of a probationary period)