Marketing Campaigns Lead

You are an exceptional writer and storyteller who understands how to turn customer needs, product benefits, evidence and insight into communications that make people take notice and act. You are comfortable taking ownership. You can start with an objective, develop the campaign approach, create the content, coordinate colleagues and partners, manage delivery and evaluate the results.

You understand that effective B2B marketing is about more than generating activity. You are interested in the customer journey and how great campaigns, content and communications can build trust, create engagement and support commercial conversations over time. You will ideally bring experience of marketing into one or more of the sectors we work within or are developing – Higher Education, charities/not-for-profit, local government/public sector, although relevant experience in another complex B2B environment will also be considered.

Key Responsibilities

Campaign Strategy and Delivery

• Take the lead on the planning, development and execution of integrated B2B marketing.
• Take ownership of marketing’s contribution to top-of-funnel growth, developing campaigns designed to reach new prospective partners, generate qualified leads and create opportunities for the Sales team.
• Translate strategic objectives into clear campaign plans, defining audiences, propositions, messaging, channels, deliverables and measures of success.
• Develop campaigns for both our established Higher Education market and priority growth markets, including charities, local authorities and other organisations distributing financial support and payments.
• Work closely with Sales to define priority audiences and accounts, understand commercial priorities and develop campaigns that move prospects from initial awareness and engagement towards meaningful commercial conversations.
• Manage campaigns from concept through to execution, ensuring activity is delivered to a consistently high standard and to agreed timescales.
• Work with the Marketing Director to prioritise activity and ensure marketing resources and investment are focused where they can have greatest impact.

Content and Copywriting

• Take the lead in developing compelling, audience-led content and copy across JS Group and Aspire.
• Write and edit high-quality content for email, social media, websites, landing pages, thought leadership, reports, case studies, sales collateral, presentations, events and print.
• Turn complex products, data and sector issues into clear, engaging and persuasive communications.
• Develop campaign propositions and messaging that resonate with different audiences, from senior decision-makers and finance teams to student support professionals and beneficiaries.
• Identify opportunities to turn our data, customer success stories, partnerships and sector expertise into distinctive thought leadership and campaign content.
• Maintain a consistent JS Group and Aspire tone of voice across marketing communications.

Brand and Partnerships

• Champion the JS Group and Aspire brands, ensuring communications are consistent, accessible and high quality.
• Work with internal teams, customers, agencies and strategic partners to develop effective campaigns and marketing assets.
• Support marketing activity arising from our corporate partnerships.
• Help evolve our messaging as Aspire expands into new sectors while protecting the credibility and expertise we have established within Higher Education.

Insight, Performance and Optimisation

• Use customer insight, market research, sector intelligence and campaign data to help inform marketing decisions.
• Establish meaningful campaign objectives and KPIs with the Marketing Director and monitor performance throughout the campaign lifecycle.
• Analyse campaign performance and provide clear recommendations for optimisation and future activity.
• Work with Sales to understand how marketing activity is influencing prospect engagement and supporting pipeline progression.
• Monitor competitor activity, emerging market trends and developments across Higher Education, charities, local government, payments and beneficiary support.
• Continually look for opportunities to improve marketing effectiveness and demonstrate its contribution to JS Group’s strategic and commercial objectives.

Events and Wider Marketing Activity

• Maintain the marketing and events calendar, ensuring activity is coordinated across the business with support from our marketing executive.
• Support the planning and delivery of conferences, exhibitions, webinars, roundtables and other industry events.
• Coordinate external suppliers and agencies where required, working within budgets agreed and managed by the Marketing Director.
• Contribute ideas and expertise across the wider marketing function as part of a small, collaborative team.
• As the business grows, contribute to the development of marketing processes, capabilities and ways of working.

Skills and Experience

• Strong experience in a B2B marketing, campaign or content-led marketing role.
• Experience marketing to universities, charities/not-for-profit organisations, local authorities/public sector organisations.
• Demonstrable experience of planning and delivering integrated campaigns from concept through to measurement.
• Exceptional copywriting, editing and proofreading skills, with the ability to adapt tone, proposition and messaging for different audiences and channels.
• Experience developing propositions, messaging and content that support wider commercial objectives and customer journeys.
• Strong project management skills and the ability to manage multiple campaigns, deadlines and stakeholders simultaneously.
• Experience using data and insight to evaluate and optimise marketing activity.
• Confidence working with marketing technology such as CRM, email marketing, social media and campaign management platforms.

If this sounds like a good fit for your skills and experience, we’d love to hear from you.