Group Head of Marketing

To successfully craft, develop and implement a fully integrated marketing strategy across the Group both qualitatively and quantitatively in order to successfully grow a developing portfolio of associated businesses.

Using a deep understanding of the marketing and the digital world, customers, brand awareness and big ideas, execute and drive revenue growth via strategic nous, developed leadership skills, and a creative approach to marketing along with three mindsets; intellectual curiosity, learning and positivity.

Key Responsibilities

Marketing Strategy and Development

Successfully craft a comprehensive marketing strategy for our clients’ businesses, with a concentration on explanation of customer focus, their needs and wants with clear alignment to overall business goals and objectives (strategy).

Systematic and accurate analysis of market trends and competition to identify opportunities for growth.

Creating product and service messaging that sets the Group and new offerings apart from others in the market by leveraging unique selling points.

Clearly communicating vision and value of new products to the Revenue team, and close liaison with the Group Revenue Director and Revenue Managers to assist with development of appropriate sales tools that link the marketing and sales process.

Adopt an eye on approach to researching competitor offerings and carrying out market research data to establish appropriate product pricing in conjunction with the team.

Thorough involvement in planning and participating in the launch of new services and products.

Credibly and positively forging good media relationships in order to brief press and PR teams about the new products and ensure positive feedback.

Drive insights into customers’ current usage of products and services, untapped opportunities and buyer personas via interviews, surveys, focus groups and sales data.

Lead and successfully manage content creation, such as case studies, videos, website copy and blog posts.

Proactively plan, and lead on service and product knowledge sessions for both external and internal audiences.

Work with other senior managers to build, support and implement key communications strategies across the business internally.

Financial

Develop manage the marketing budget, ensuring cost-effective strategies and maximised opportunities.

Accurately forecast, budget, manage and monitor marketing expenses and provide regular professional and clear financial reports

Brand Development

Successfully maintain and strengthen the brand image locally and more widely.

Ensure brand consistency across all marketing materials and customer touchpoints.

Digital Marketing

Ensure digital marketing initiatives complete and succeed, including website management, SEO, content marketing, and email campaigns.

Work with the team and with external agencies and partners to utilise social media platforms to engage with potential clients and customers, creating tangible engagement and outcomes.

Advertising and Promotion

Via existing skill set and new learning where necessary, plan and execute advertising campaigns through various channels, including online, print, and social media.

Manage positive partnerships - agencies, event planners, photographers, and other relevant industry professionals for cross-promotion

Manage positive stakeholder partnerships - both internal and external.

Customer Relationship Management

Implement and maintain a robust customer relationship management (CRM) system to nurture leads and maintain relationships with past clients.

Using appropriate methods, gather feedback and reviews to improve services and enhance the customer experience via good reporting, analysis and implementation of changes with planned further review and evaluation.

Drive insights into customers’ current usage of products and services, untapped opportunities and buyer personas via interviews, surveys, focus groups and sales data.

Lead and successfully manage content creation, such as case studies, videos, website copy and blog posts.

Proactively plan, and lead on service and product knowledge sessions for both external and internal audiences.

Work with other senior managers to build, support and implement key communications strategies across the business internally.

Qualifications and Experience

High standard of education - essential

Level 5 Marketing Qualification - degree or equivalent or Certificate in Marketing or equivalent

Management Qualification or certification desirable

Minimum 2 years experience of managing or leading a Marketing function at senior level or just below for next step up

Specific Role & Skills

• Experience as a marketing manager or head of marketing a history of consistently delivering results
• Considerable knowledge of the hospitality industry offerings and internal systems
• Excellent knowledge of the business marketplace within Scotland and of the key business drivers within that marketplace.
• Developed leadership and people skills with tangible successes
• Results and profit focused approach
• Creative skills
• Strong leadership skills
• Experience of crafting and implementing marketing strategy
• Detail conscious
• Resilience Drive and determination
• Ability to multi task
• Keen organisational skills
• Ability to plan and prioritise
• Presentation written and verbal communication skills
• Demonstrable experience collaborating with cross functional teams including executive management, operations, revenue and marketing
• ICT skills relevant to the role
• Strong values driven performance