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Head of Marketing
Build the marketing engine behind the next stage of Tiro's growth.
About Tiro
Tiro is growing with purpose.
We partner with employers across science, technology and advanced manufacturing to solve one of the biggest challenges facing UK industry: building the workforce capability needed to innovate, grow and compete.
For over 15 years we've helped employers develop specialist talent through apprenticeships, but we're building something much bigger. We're becoming a trusted workforce capability partner, helping organisations think differently about skills, productivity and long-term workforce development.
To achieve that ambition, we need a marketing function that's every bit as ambitious as the business itself.
Why this role?
This isn't a role for someone who wants to manage campaigns. It's for someone who wants to shape markets. The industries we support are concerned with productivity, succession planning, skills shortages, retention and growth. Your job is to help them connect those problems with solutions they may never have considered.
You'll build a marketing function that starts with customer problems, not products. You'll develop compelling propositions, create vertical-specific campaigns, strengthen our brand, generate demand and build a marketing engine that contributes directly to commercial growth.
The opportunity
You'll have the freedom to shape how marketing operates, how success is measured and how marketing works alongside Employer Growth, Employer Success, Product and Delivery.
You'll influence executive thinking, help shape commercial strategy and play a key role in helping Tiro achieve its ambitious growth plans.
If you enjoy building functions, creating clarity from complexity and using customer insight to drive commercial decisions, you'll find plenty to get excited about here.
What you'll be doing
You'll:
- Build and lead a commercially focused marketing function that generates demand, pipeline and brand awareness.
- Develop customer-led propositions, messaging and positioning that connect with employers across our priority sectors.
- Create full-funnel marketing strategies that move audiences from awareness through to meaningful commercial conversations.
- Build segmentation, Ideal Customer Profiles and campaign strategies that improve targeting and conversion.
- Partner closely with Employer Growth to ensure marketing contributes directly to pipeline quality and commercial performance.
- Use customer insight, market research and campaign performance data to continually improve strategy and decision-making.
- Develop our brand profile through content, thought leadership, PR, events and storytelling that builds trust and credibility.
- Coach and develop the marketing team, creating clear priorities, accountability and a culture of continuous improvement.
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This role is for you if
- You are someone who's naturally curious about customers, markets and commercial problems.
- You've built marketing functions or led significant transformation within complex B2B organisations where buying journeys were consultative, propositions required careful explanation and success depended on close collaboration with sales and commercial teams.
- You might come from technology, professional services, engineering, workforce solutions, business services or another customer-led B2B environment. Apprenticeship experience isn't essential.
- You're equally comfortable discussing commercial strategy with executives, challenging assumptions with evidence, writing compelling messaging yourself and rolling your sleeves up when something needs doing.
- Most importantly, you enjoy building. You like creating structure where little exists, improving what others have started and helping organisations move from good to exceptional.
What you'll bring
Essential
- Significant experience leading inhouse B2B marketing within a complex commercial environment.
- A strong track record of building customer-led marketing strategies that contribute to commercial growth.
- Experience developing value propositions, market positioning, segmentation and Ideal Customer Profiles.
- Expertise across demand generation, brand development and full-funnel marketing.
- Strong commercial acumen with experience using CRM, insight and performance data to influence decisions.
- Experience building, developing or transforming marketing teams and operating models.
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Desirable
- Knowledge of industrial science, advanced manufacturing or STEM sectors.
- Experience balancing internal marketing capability with specialist agency support.
- Understanding of employer buying behaviour within regulated or consultative markets.
Why join Tiro?
This is an opportunity to shape far more than a marketing plan.
You'll help define how our business is positioned in the market, influence commercial strategy, build a high-performing marketing function and play a central role in our next phase of growth.
You'll join a business with ambitious plans, a collaborative leadership team and the freedom to make meaningful change.
If you're motivated by creating impact rather than simply delivering activity, we'd love to hear from you.
Our commitment to Inclusive Hiring
At Tiro, we're committed to creating an inclusive workplace where everyone feels respected, valued and able to thrive. We welcome applications from people of all backgrounds, experiences and perspectives because we know that diverse thinking helps us build a stronger business and deliver better outcomes for our learners and employer partners.
Our commitment to Safeguarding
We're also committed to safeguarding and promoting the welfare of our learners. As part of our safer recruitment process, successful applicants will be required to complete the appropriate pre-employment checks, which may include a Disclosure and Barring Service (DBS) check relevant to the responsibilities of the role.
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