Head of Marketing

Location:
Hybrid - 3 days Office (Savile Row), London, 2 days from home

We are Food Alert – a leading food safety and health & safety consultancy working across the UK. We genuinely love, admire, and are passionate about the whole food and hospitality industry. From independents to enterprise; suppliers to retailers – our team has worked with clients across the whole spectrum, making their day-to-day simpler, smoother, and safer, with a human touch unique to us.

We specialise in the hospitality sector, supporting standout names like Starbucks, Dishoom, The Ivy Collection, and Citizen M.

Food Alert forms part of Citation Group - Citation Group is a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on what they do best.

From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered.

The role

You will be the senior marketing leader embedded within Food Alert, working directly with the Commercial Director and Senior Leadership Team to understand the commercial priorities of the business, identify where the biggest growth opportunities exist and turn them into a clear marketing strategy and plan.

You'll bring that strategy to life by harnessing the specialist capabilities of Citation Group's central marketing function across digital, performance, CRM, content, creative, web and marketing operations.

This makes the role ideal for someone who enjoys being close to the business, influencing senior decisions and driving commercial growth, while having the scale and capability of a larger Group marketing function behind them.

• Sit on the Food Alert Senior Leadership Team and contribute to the wider direction and performance of the business.
• Build a deep understanding of Food Alert's commercial model, customers, products, sales performance and growth opportunities.
• Translate business targets into a clear marketing strategy, priorities and investment plan.
• Identify where marketing can have the greatest impact across acquisition, conversion, customer growth and retention.
• Bring customer, competitor and market insight into commercial decision-making.
• Own marketing performance and be accountable for its contribution to pipeline, revenue and profitable growth.

• Build an integrated demand-generation strategy across paid search, SEO, paid social, content, email, partnerships, webinars, events and other relevant channels.
• Define priority audiences, sectors and propositions based on commercial opportunity.
• Improve the balance between lead volume, lead quality, conversion and customer acquisition cost.
• Identify new routes to market and opportunities to reach Food Alert's target customers.
• Develop campaigns around regulatory change, emerging risks and other market triggers that create customer demand.
• Create go-to-market strategies for new services, software capabilities, propositions and sectors.
• Ensure sales and marketing activity works together to convert demand into revenue.
• Your focus will be on commercial growth rather than marketing activity for its own sake.
• Develop compelling positioning and messaging for Food Alert and its key products and services.
• Build propositions for different customer segments, from independent operators through to complex multi-site and enterprise businesses.
• Turn Food Alert's expertise in food safety, health & safety and compliance into campaigns and content that create demand.
• Work with Product, Sales and operational teams to understand customer needs and…