Direct-to-Consumer Growth

• Share accountability with the Performance Enablement team for Direct-to-Consumer revenue growth in line with agreed commercial objectives.
• Develop marketing strategies to grow subscriptions, eCommerce sales, advertising revenue, and customer lifetime value.
• Lead continuous improvement of SEO, AEO, conversion rate optimisation, and digital customer experience to increase qualified traffic, conversion, and retention.
• Partner with Performance Enablement to identify product enhancements and customer experience improvements that reduce churn and increase customer engagement.
• Evaluate and implement new opportunities to expand the self-service product and services portfolio.

Brand & Communications

• Build a globally recognised brand that strengthens awareness, credibility, and customer preference across target markets.
• Develop integrated brand, communications, and thought leadership strategies that support commercial growth and market positioning.
• Ensure consistency of brand identity, messaging, and customer experience across all regions and channels.
• Protect and enhance the organisation's reputation through effective communications and stakeholder engagement.

Marketing Operations & Performance

• Lead the optimisation of the global marketing technology ecosystem, ensuring effective use of CRM, marketing automation, AI-enabled tools, and reporting platforms.
• Establish robust marketing governance, data quality, and performance reporting to enable evidence-based decision making.
• Manage the global marketing budget to maximise commercial return and ensure alignment with agreed financial plans.
• Use market intelligence, customer insights, and performance analytics to continuously optimise marketing investment and effectiveness.

Leadership Expectations

• Create a high-performance, accountable, and collaborative marketing culture.
• Attract, develop, and retain exceptional marketing talent.
• Coach and mentor future marketing leaders.
• Foster innovation and continuous improvement across the global marketing function.
• Build trusted partnerships across Sales, Product, Customer Success, and the Executive Leadership Team.
• Represent the voice of the customer in strategic business decision-making.

Required Skills & Experience

• Demonstrable success leading global B2B marketing functions with measurable impact on revenue growth, pipeline generation, and customer acquisition within SaaS, Learning Technology, or professional services.
• Experience operating as a member of an Executive Leadership Team and influencing business strategy.
• Proven success leading integrated demand generation programmes across inbound, outbound, ABM, digital marketing, partner marketing, and product marketing.
• Experience developing and executing Direct-to-Consumer marketing strategies for subscription-based digital products.
• Strong commercial acumen with the ability to connect marketing investment directly to revenue growth, customer acquisition, and return on investment.
• Demonstrated expertise in global product marketing, positioning, go-to-market strategy, and sales enablement.
• Experience leading distributed international marketing teams across multiple regions and cultures.
• Proven ability to build high-performing teams, lead organisational change, and transform marketing capability.
• Advanced knowledge of marketing technology platforms including CRM, marketing automation, analytics, and AI-enabled marketing tools.
• Strong analytical capability with experience using commercial and marketing data to drive strategic decisions.
• Excellent executive communication, stakeholder management, and influencing skills.
• A deep understanding of customer lifecycle marketing, customer experience, and retention strategies.

Preferred:

• Experience within the global Learning & Development sector and knowledge of emerging AI-driven learning technologies.

Key Performance Indicators

Success in the role will be measured through:

• Marketing contribution to Annual Recurring Revenue (ARR) and overall business growth.
• Marketing-sourced and marketing-influenced weighted pipeline.
• Pipeline velocity and conversion through the sales funnel.
• Customer acquisition, customer retention, and customer lifetime value.
• Direct-to-Consumer revenue growth, subscriptions, and eCommerce performance.
• Campaign return on investment and marketing efficiency.
• Organic traffic growth through SEO, AEO, and digital optimisation.
• Brand awareness, engagement, share of voice, and market positioning.
• Successful execution of global product launches and go-to-market initiatives.
• Effective utilisation of marketing technology, automation, and AI capabilities.
• Development, engagement, and performance of the global marketing team.
• Compliance with quality, information security, and corporate governance standards.