Marketing Manager - Campaigns/New Business

Job Description

Responsible for leading the ongoing development and implementation of all marketing campaigns, lead generation and client acquisition activities to support the achievement of the annual business/sales plan.

This is a wide and varied role covering all aspects of national and local marketing activity required to achieve direct and indirect organic growth through the existing prospect/client pool as well as generate new leads through key referral sources and business segments

The role includes the management and development of the Campaigns & New Business team.

Responsibilities and Accountabilities

· Lead the marketing development of the annual client acquisition plan – extracting maximum value from the prospect database, supplementing this programme with new initiatives to meet agreed targets. Monitor success and ROI.
· Manage the development and implementation of marketing strategy and plans for the agreed priority business sources – COI’s, client referrals and direct lead generation. Work with the PC team to review, track and measure results – adjusting plans accordingly.
· Manage the development and implementation of marketing plans and materials for the priority client business segments – PI/Clin Neg, Professional Partners, Business Owners/Directors, Professional Footballers and others as agreed. Work with the PC team to review, track and measure results – adjusting plans accordingly.
· Manage the development of direct lead generation programme through all available channels, delivering quality criteria leads to meet the agreed targets. Review, measure and report ROI.
· Develop a prospect management strategy/plan to maximise the value of all leads – ensuring that all leads/prospects are effectively segmented, managed and engaged. Ensure all data protection requirements are met at all times.
· Work with colleagues to develop cross channel management of prospect data to ensure all opportunities are maximised.
· Develop and implement an annual activity framework/toolkit for the offices and implement enhanced programmes of local support activity for offices on adhoc basis as required.
· Manage the development of a suite of KPIs and marketing reports to track and measure ROI on a regular basis.
· Manage the input/development of marketing content and other materials for new business pitches and beauty parades.
· Ensure that all activity is effectively communicated into the PC team attending sales/business development meetings as appropriate.
· Take a client-focused approach in all activity (the voice of the client) writing in plain language which is clear, fair and not misleading.
· Provide support on specific marketing projects as agreed with the Head of Marketing.

Skills and Qualifications

· Qualifications
– Ideally marketing degree or post graduate marketing qualification.
– R01 or similar financial qualification
· Marketing experience & technical skills:
– Able to demonstrate vast and in-depth experience in campaign marketing/marketing communications in the advice sector of financial services and in a team management position.
– Broad knowledge of financial services industry but can demonstrate detailed product knowledge of one specialist product area such as tax planning, estate planning or retirement planning.
– Direct experience of the planning and implementation of a wide variety of marketing campaigns across key media including direct marketing, digital and social media plus all related support materials and presentations
– Excellent analytical and numerical skills balanced with a creative approach to marketing and business development
– Experience of working with CRM systems to gain maximum value out of client and prospect data
– Experience of a plain language approach to writing technical copy would also be an advantage