Description
Summary
As Customer Propositions Lead, you will shape AQA’s presence in the market. You’ll develop go to market strategies and compelling propositions that strengthen AQA’s competitive position in the market, build brand desire and drive commercial growth.
You’ll have the ability to think strategically and commercially and make judgements on that basis, contributing actionable insights based on customer and market knowledge to other business areas and project groups. Insight will be used to influence teams across the organisation to make sure those opportunities are recognised, acted upon and that our products and services are developed to have market appeal, enhancing AQA’s brand and reputation in the market.
You’ll turn business strategies into plans that inform product and service campaigns, brand propositions and provide direction and guidance for all go to market teams. You will often work with partial information, forming well-reasoned recommendations and using your judgement to guide teams confidently. This role requires curiosity, critical thinking, and the ability to challenge constructively to ensure we back the strongest opportunities.As part of the Customer Propositions team in Marketing and Brand team and reporting to the Head Customer Propositions, you will lead matrix teams and projects without direct line management responsibility. You’ll work closely with brand and marketing operations colleagues as well as building strong working relationships with multiple teams across Commercial, Product, External affairs and communications.
Activities:
Build clear, insight driven marketing propositions and messaging frameworks, and ensure all strategies align with brand positioning and commercial priorities.
Define and deliver go to market strategies for products, services, projects and brand initiatives, that influence customer behaviour and strengthen market perception.
Identify customer and market research requirements to support strategy and proposition developments, work with colleagues to commission research and develop clear and compelling insights from the findings.
Build trusted relationships with senior stakeholders across the organisation, using your commercial judgement and market insight to guide conversations, align priorities and gain commitment with go to market activity.
Ensure customer insights and commercial considerations are embedded from the start of product and support development.
Develop robust business cases to secure budget and resource, bringing stakeholders along with you. Define clear ROI expectations and leading indicators for marketing activity.
Proactively identify and assess strategic partnership opportunities, including influencers, media, and events, that enhance AQA’s brand and reach in the market to deliver measurable impact.
Proactively manage the ongoing plans and roadmap for your portfolio of propositions, feeding into wider marketing and brand plans.
Translate strategy into actionable direction for marketing managers, campaign teams and go to market colleagues, supporting them to deliver the strategy.
Monitor the effectiveness of go to market strategies through performance tracking, market impact and customer sentiment.
To be successful in this role, you will need to demonstrate:
Essential Criteria
You’re an experienced and confident using a range of techniques and frameworks for marketing strategy and proposition development.
You’re a strategic thinker, who’s comfortable with creative problem solving and confident in selling your ideas internally to your stakeholders.
You have the ability to think commercially and make judgements on that basis, voicing your views which sometimes may not be in line with the rest of the team.
You’re comfortable working at risk, not always having all of the information required at the start of a project.
You’re an excellent communicator, with the ability to understand and synthesise complex and diverse information and turn it into actionable insights and strategic direction.
Through your career, you have honed your resilience and welcome your work being constructively challenged and can use your judgement to either stand by your insight or adapt your thinking to new information.
You’re able to use your judgement to balance risk, opportunity and commercial impact, and communicate this confidently to senior audiences.
You’re confident making decisions and offering guidance to other teams to help them execute your plans.
You show curiosity and critical thinking, having an interest in finding out how things work and finding opportunities to innovate and improve.
You’re confident leading matrix teams and building relationships with senior stakeholders. You have proven experience of leading and managing complex projects across multiple business areas. You facilitate decision making by simplifying complexity and offering clear, actionable routes forward.
You’re analytical, and comfortable with numbers, with an understanding of both quantitative and qualitative customer research.