Working for a large global B2B product brand which that sells to SMBs, mid-market and enterprise, the Head of B2B Growth Marketing / B2B Growth Marketing Lead / Head of Digital Marketing role involves fixing and driving digital performance marketing performance before looking at wider growth levers, such as content marketing, customer marketing, partnerships, etc.
The company is nearly 100 years old and, following a series of acquisitions, are entering a transformation of their marketing, data and digital capability. This key role involves driving the performance of full funnel lead acquisition and conversion in the short term (executing through agencies) while the wider transformation takes place.
This is a hybrid role with 2/3 days per week in their West Midlands offices and 1 day per week in London. The role will officially be home based, so any travel or accommodation will be covered.
The Head of B2B Growth Marketing / B2B Growth Marketing Lead / Head of Digital Marketing will:
* Define and implement innovative digital marketing strategies aligned with category and business goals
* Drive execution across digital channels: performance media, website, CRO, SEO/SEM, social, email, and more
* Implement a full funnel content strategy to enhance paid and social performance, and enable lead and existing customer nurture
* Identify and implement digital trends that enable continuous business growth, prioritizing initiatives with the highest impact and alignment to BU objectives
* Champion digital strategies anchored on customer journey and user experience
* Deliver full-funnel strategies from awareness to lead generation and conversion
* Own and optimize digital KPIs: traffic, cost-per-lead, conversion rate, bounce rate, and others
* Analyse digital performance reports and campaign outcomes to drive business decisions
* Oversee CRO and website optimization to improve user experience and results
* Coordinate and collaborate with agencies, platforms, and digital vendors to ensure high-quality execution
* Optimize digital touchpoints to improve customer acquisition, engagement, and retention
* Lead the marketing-side AI usage guidelines in partnership with IT/Data, defining approved use cases, content approval flows and quality checks, and ensuring human review where needed.
* Build and lead a team of digital specialists (SEO, content, paid media, CRO, etc.) that is commercially focused and closely aligned with the rest of the business
* Work cross-functionally with brand, sales, social, and IT to ensure consistency and alignment
* Work collaboratively with the brand / marketing programs team to define the right approach to performance while maintaining a strong brand core identity
* Own the digital marketing budget and resource allocation to maximize impact and ROI
* Collaborate with global and regional teams to optimize tools, platforms, and investments
Candidates for the Head of B2B Growth Marketing / B2B Growth Marketing Lead / Head of Digital Marketing role must have:
* Strong B2B marketing experience from any sector, such as software, SAAS, hardware, components, industrial products, construction equipment, etc.
* Strong experience leading and managing a digital performance marketing capability, including full funnel lead generation and conversion.
* A very strong data focus, to lead and manage agency execution, optimising all performance metrics.
* Ideally broader growth marketing experience across content marketing, customer marketing, brand, etc.
* Ability to set and lead growth strategy, but happy zooming in to understand detail and getting into the weeds.
* Experience leading and coaching a small team.