DIY Kitchens
Senior Marketing Manager
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Reporting to Marketing Director Location: Sherburn (Hybrid) Up to £60,000 based on experience
Company Overview
DIY Kitchens is the UK's number 1 online kitchen retailer with three multiple advanced manufacturing and logistics sites in Yorkshire. We’ve been manufacturing our kitchens since 1982 and pride ourselves on producing stunning kitchens that our customers love - finished to the highest standard and built to last. We’re rated Excellent by our customers on Trustpilot and have been awarded Best Rated Kitchen Brand by Which? magazine. Join our team of 700+ colleagues and grow your career with us - in return, you’ll enjoy fantastic benefits, stability, and the chance to be part of a friendly, dynamic company.
Role Purpose
The Senior Marketing Manager will lead the planning and delivery of integrated marketing activity that builds the DIY Kitchens brand, drives customer engagement and supports the continued growth of the business. The role combines strategic ownership with hands-on delivery across campaigns, promotions, social media, content and reputation management.
Leading a small marketing team and working closely with Commercial, Trading, Digital, Customer Service and operational colleagues, the successful candidate will turn customer insight and business priorities into clear, compelling marketing plans. They will ensure every customer touchpoint is coordinated, measurable and consistent with the distinctive DIY Kitchens proposition.
Key Responsibilities
Marketing Strategy & Leadership
- Develop and deliver the annual marketing strategy and integrated calendar, aligned to commercial priorities and growth targets.
- Lead, coach and develop a small marketing team, setting clear priorities, standards and measures of success.
- Manage the marketing budget, agency and supplier relationships, ensuring resources are focused on the highest-value opportunities.
- Provide clear marketing insight and recommendations to the senior leadership team.
Campaign Management
- Own end-to-end delivery of multi-channel campaigns, from briefing and audience definition through creative development, launch, optimisation and review.
- Coordinate activity across paid, owned and earned channels to create a joined-up customer experience.
- Set clear objectives and KPIs for every campaign, using performance data to improve effectiveness and return on investment.
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Promotion Planning
- Lead the promotional planning process in partnership with Commercial and Trading teams, balancing customer appeal, sales growth, margin and brand value.
- Build and manage an integrated promotional calendar across categories, channels and key seasonal moments.
- Create clear customer propositions and ensure promotional messages, terms and creative executions are accurate and consistent.
- Evaluate promotional performance and use the findings to strengthen future mechanics, timing and investment decisions.
Social Media & Community
- Set the social media strategy and oversee the channel plan across relevant platforms, growing reach, engagement and advocacy.
- Develop an effective blend of organic, paid, creator and community activity that brings real customer projects and the DIY Kitchens brand to life.
Content Planning & Brand Marketing
- Own the content strategy and editorial calendar across the website, social channels, email, inspiration, advice and customer communications.
- Maintain a consistent tone of voice, visual standard and message hierarchy across all marketing output.
Reputation Management
- Protect and strengthen the reputation of DIY Kitchens through proactive review, social listening and customer feedback programmes.
- Monitor sentiment and emerging issues, coordinating fast, proportionate responses with Customer Service and senior stakeholders.
- Develop plans to grow positive reviews, customer advocacy and authentic user-generated content.
Customer Engagement & CRM
- Develop customer engagement plans that support prospects throughout the consideration and purchase journey and maintain a valuable relationship after sale.
- Partner with Digital and CRM colleagues to improve audience segmentation, personalisation, lifecycle communications and re-engagement.
- Identify opportunities to increase repeat visits, advocacy, referrals and participation in the DIY Kitchens community.
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Key Performance Indicators
- Campaign revenue, conversion and return on marketing investment
- Delivery and commercial performance of the promotional calendar
- Brand awareness, consideration and customer engagement
- Social reach, engagement, community growth and qualified traffic
- Content engagement and contribution to customer progression
- Review volume, average rating, sentiment and response performance
Skills & Experience
Essential
- Marketing experience in a consumer, retail/B2B, e-commerce or similarly fast-paced growth business, including experience at senior manager level.
- A strong record of planning and delivering integrated, commercially effective marketing campaigns.
- Hands-on experience across promotion planning, social media, content and reputation or review management.
- Proven ability to lead, motivate and develop a small team while remaining close to delivery.
- Strong commercial judgement, budget management and confidence using data to make decisions.
- Excellent written, verbal and stakeholder communication skills, with high standards of creative and operational execution.
Desirable
- Experience in kitchens, home improvement, interiors, furniture or a considered-purchase retail category.
- Experience of CRM, marketing automation, customer segmentation and lifecycle communications.
- Knowledge of e-commerce customer journeys, digital performance marketing and conversion optimisation.
- Experience managing creative, media, PR, content or social agencies and specialist partners.
Personal Attributes
- Commercially minded and customer focused, with a clear bias toward measurable outcomes.
- Strategic enough to set direction and practical enough to make things happen.
- Creative, curious and alert to changing customer behaviour and channel opportunities.
- Calm, organised and decisive when managing multiple priorities in a fast-growing business.
- Collaborative and influential, able to build trust across teams and levels.
- A supportive, accountable leader who sets high standards and helps others succeed.
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