Commercial Marketing Director

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Full details of the job.

Vacancy Name

Vacancy Name Commercial Marketing Director

Vacancy Number

Vacancy Number VN2828

Location City

Location City London

Employment Type

Employment Type

Permanent

• Develop and execute a commercially driven marketing strategy across S&I and PS, anchored in clear segmentation, defined customer journeys and measurable pipeline, conversion and customer acquisition outcomes.
• Align marketing objectives with business goals, ensuring measurable impact on revenue, customer growth and market share.
• Champion a data-driven, insight-led approach to marketing across all brands.

The Marketing Director will shape and deliver the marketing vision for our SEND & Inclusion and Professional Services practices. This is a senior leadership role responsible for leading a commercially driven marketing function focused on proposition development, pipeline generation, conversion performance and customer retention. This role owns the effectiveness of the end-to-end marketing funnel, from demand creation through to conversion into revenue and customer lifetime value.

Working closely with the Practice Managing Director, Practice Marketing, Finance and Sales teams, and the Group Chief Marketing Officer you will ensure marketing is fully aligned to business priorities and plays a central role in delivering revenue outcomes. A critical element of success will be building trust at pace, both externally with Local Authorities, Multi Academy Trusts, Schools, Tutors and other stakeholders, as well as internally across teams.

This includes establishing credibility through clear value propositions, evidence of impact and consistent delivery against commitments. Success will be measured through marketing generated pipeline, conversion rates across the funnel, customer acquisition cost and overall contribution to commercial performance - alongside increased brand recognition and trust across our customer base and the wider sector.

• Develop and execute a commercially driven marketing strategy across S&I and PS, anchored in clear segmentation, defined customer journeys and measurable pipeline, conversion and customer acquisition outcomes.
• Align marketing objectives with business goals, ensuring measurable impact on revenue, customer growth and market share.
• Champion a data-driven, insight-led approach to marketing across all brands.

• Manage and position complementary brands, ensuring each is distinctive while contributing to the overall strength of the practices.
• Drive collaboration and co-marketing opportunities across brands to increase qualified leads, improve conversion and drive cross-selling opportunities.
• Lead the integration and realisation of marketing synergies for any new acquisitions into the practices.

• Oversee strategies that attract and retain tutors, schools, trusts and local authorities.
• Partner with sales, operations and central marketing teams to optimise lead generation, lead quality, conversion rates and customer engagement across the full funnel.
• Own funnel performance end to end, identifying drop-off points and implementing targeted initiatives to improve progression at each stage
• Enhance customer journeys using data, feedback, and CRM insights.
• Introduce test and learn approaches to continuously improve conversion across channels, messaging and journeys.

• Maximise the impact of digital marketing and Hub Spot Marketing Hub to deliver automated, targeted campaigns.
• Oversee SEO, paid campaigns, email and social media strategies across brands.
• Ensure best-practice adoption of data-driven marketing, attribution and ROI tracking across all channel.
• Track and optimise cost per lead, conversion rate and customer acquisition cost across digital activity.

• Monitor policy, competitor and market trends to shape positioning and identify opportunities.
• Use insights to inform proposition development, pricing, positioning and conversion strategies.

• Lead, coach and support the existing practice marketing teams, helping to align activity to commercial priorities and develop capability across the practices, building accountability for pipeline generation, conversion performance and channel effectiveness.
• Build a culture of curiosity, digital and AI fluency, and proactive problem-solving.
• Shape and develop the marketing team to support both scaled acquisition and targeted, relationship-led growth across SEND & Inclusion and Professional Services.
• Partner with Group Marketing to align practice marketing with SEG-wide initiatives.
• Represent the practice in group-wide forums and cross-practice projects.

• Manage the practice marketing budgets…