ICS Learn
Head of Marketing
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About Us
As part of the ICS Learn Group, we are proud to be a leading provider of distance learning and an approved centre for many industry-recognised qualifications, including CIPD, AAT, ILM, and CMI. For over 130 years, ICS Learn has been supporting learners to advance their careers and achieve professional success.
Through our unique learning methodology, we make education flexible, accessible, and effective empowering people to study around their work and life commitments. Our agile, customer-centric culture ensures every learner benefits from a truly best-in-class experience, with the support and resources they need to reach their goals.
Role Purpose
You will provide strategic leadership across demand generation for multi sales channels including B2C, B2B, and Partnerships. This will involve; paid media, GEO, website performance, SEO, social media, and digital marketing, ensuring all activity supports commercial objectives and delivers measurable business impact. Working closely with the Sales and Product teams, you will create integrated go-to-market programmes that generate, capture, and convert demand throughout the customer journey.
Success in the role will be measured through pipeline contribution, revenue impact, campaign ROI, customer acquisition, digital performance, and the development of a high-performing team who are UK based however support ICS Learn strategy globally. Most notably in UK and the Middle East.
What You'll Do
- Develop and execute a demand generation strategy aligned to business priorities and growth objectives across all selling channels.
- Drive qualified pipeline, customer acquisition, and revenue through high-performing campaigns and programmes whilst measuring the performance of each campaign.
- Lead, coach, and develop a multidisciplinary demand generation team.
- Set the strategic direction for paid media, SEO, GEO, AI discoverability, CRO, website performance, social media, and employee advocacy.
- Monitor and optimise performance through key commercial metrics, including pipeline, revenue, ROI, conversion/enrolment rates, and CAC.
- Partner with cross-functional stakeholders to deliver integrated, customer-centric marketing programmes.
- Manage the demand generation budget, ensuring investment is focused on the highest-impact initiatives. How organisations market their customers is changing meaning ongoing budget management and data insight is important to this role.
- Build on success of the existing ICS Learn brand to differentiate us from our competitors.
- Input to future product development by understanding the customer voice and competitor landscape.
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Your Experience & Approach
You are a commercially minded marketing leader with a passion for delivering measurable growth. You combine strategic thinking with a hands-on, data-driven approach, using insight and experimentation to improve performance and maximise impact.
You build strong relationships, influence stakeholders effectively, and create an environment where collaboration, accountability, and innovation thrive. You are curious about emerging technologies and evolving marketing trends, continuously seeking new ways to improve results and customer advocacy.
Your Strengths
- Leading and developing high-performing marketing teams.
- Building and executing integrated demand generation strategies that drive pipeline and revenue growth for multiple sales channels.
- Using data, analytics, and customer insights to inform decisions and optimise performance.
- Managing complex stakeholder relationships and influencing at all levels of an organisation.
- Translating commercial objectives into scalable marketing programmes and measurable outcomes.
- Driving innovation and continuous improvement across digital marketing, demand generation.
- Building and communicating long term sales plans whilst reacting to short term business need.
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It would be desirable to have experience of leading marketing efforts to grow into new geographies and expanding share in locations such as Saudi Arabia.
What You'll Get
- Holidays – 25 days plus bank public holidays.
- Cycle2Work scheme.
- Statutory pension and life assurance.
- An additional day’s leave for your birthday.
- Holiday Purchase scheme.
- A hybrid working environment.
- Various opportunities to gain an immersive experience into the broad range of ICS products and proposition.
- Curated personal development and learning tools.
And...
At ICS Learn, we’re proud to offer a culture built by smart, passionate people and guided by our values. You’ll be at the forefront of helping a diverse range of professionals achieve their career goals, while enjoying a hybrid working environment, strong personal development opportunities, and a range of perks.
Most importantly, we’re an inclusive organisation where everyone, regardless of background or experience, can do their best work. Diversity of thought drives our success and helps us deliver the very best for our students.
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