Strategic Communications Manager - Commercial Marketing

We're looking for a commercially driven and innovative Strategic Communications Manager to develop and deliver the integrated marketing strategy that will help grow bus patronage, increase revenue, strengthen customer loyalty and change perceptions of bus travel across the region.

As the West Midlands prepares for bus franchising, this is a pivotal time for public transport. Once we take on responsibility for bus operations, we will also take on greater responsibility for revenue and commercial performance. Your role will be central to creating a marketing strategy that attracts new customers, encourages existing customers to travel more and positions the bus as a key part of an integrated transport network.

This is much more than a traditional marketing role. You'll work across a diverse range of teams and partners, leading multi-disciplinary teams and agency relationships to develop creative, evidence-based campaigns that deliver commercial impact.

This is a brand-new role with the opportunity to shape what it becomes. You'll have the opportunity to influence the long-term commercial marketing strategy for the West Midlands bus network, help build the team around you and play a highly visible role in one of the region's most significant transport transformations.

We're looking for someone who can demonstrate a strong commercial track record of using marketing to increase sales, usage or take-up of a product or service, alongside creativity, innovation and a genuinely customer-focused approach.

Please note, this is a 2-year fixed term contract.

What you will be doing

• Define the digital customer journey, ensuring seamless experiences across all customer touchpoints
• Lead the development of annual marketing plans based on customer insight, market analysis and commercial opportunities
• Develop customer lifecycle marketing strategies using CRM, personalisation and digital channels
• Provide strategic marketing advice across the Bus Franchising Programme and wider Transport directorates
• Lead and develop a high-performing multidisciplinary commercial marketing and digital marketing team
• Develop specialist capability across paid media, SEO, CRM, content, analytics and digital campaign management
• Oversee website performance, user journeys, conversion optimisation and content governance
• Work closely with insight teams to understand customer behaviour, campaign effectiveness and market trends
• Develop marketing dashboards and reporting frameworks that demonstrate commercial impact
• Ensure all marketing activity is accessible, inclusive and customer-centred
• Support the management of a significant annual marketing budget
• Monitor campaign spend, forecasting and financial performance

Anonymised Applications.

Your uploaded CV won't be visible after submission. Our process is anonymised, and only the information in your profile is used for shortlisting
. Be thorough in each section. It's your chance to showcase your skills and experience.

What's essential

• Experience of developing commercial marketing strategies that drive customer acquisition and revenue growth
• Experience of managing large integrated marketing campaigns across offline and digital channels
• Experience of delivering measurable marketing ROI through data-driven decision making
• Experience of managing significant marketing budgets
• Experience of leading and developing high-performing marketing teams
• Experience of managing creative, digital and media agencies
• Degree (or equivalent qualification/experience) in Marketing, Communications, Business, or a related field

Location.

The location for this role is 16 Summer Lane with at least 2 days a week spent in the office.

Salary and benefits.

We advertise salary ranges, with new appointments typically starting at the lowest salary…