Job Description
As part of our next phase of growth, we are expanding across the UK, Europe, and North America, with a strategic focus on:
•\tRetail refrigeration (core market)
•\tHVAC and building management systems (BMS)
•\tQuick Service Restaurant (QSR) sector
The Opportunity
We are seeking a commercially driven Revenue Marketing & CRM Manager to build and lead a scalable, data-led pipeline generation engine.
This is not a brand marketing role — it is a revenue-generating role accountable for pipeline performance.
This is a hands-on leadership role, requiring deep expertise in:
•\tMicrosoft Dynamics 365 CRM setup, configuration, and pipeline management
•\tDriving qualified pipeline growth (not just leads)
•\tManaging modern digital engagement channels (LinkedIn, YouTube, TikTok)
•\tAligning tightly with Customer Solution Directors (CSDs)
You will play a critical role in connecting marketing activity directly to revenue outcomes, with full ownership of CRM performance and digital engagement.
This role operates within RDM’s operating framework, the RDM OS, based on the principles of Traction. You will manage marketing performance through clear metrics, accountability, and structured execution, aligned to RDM’s vision, values, and growth ambitions.
Key Objectives
•\tBuild a scalable, multi-region pipeline engine across the UK, Europe, and USA
•\tPosition RDM as a market leader in integrated retail solutions
•\tDeliver full visibility from campaign → lead → opportunity → revenue
•\tEnsure high-quality lead handover to Customer Solution Directors
•\tMaximise ROI from trade shows and industry events
•\tDrive adoption and optimisation of Microsoft Dynamics 365
•\tAlign all marketing activity with RDM OS metrics and company growth targets
Key Responsibilities
1. Revenue Marketing & Pipeline Generation (30–40%)
Develop and execute multi-region marketing strategies, with retail refrigeration at the core
Deliver targeted campaigns across:
a)\tRetail refrigeration (primary focus)
b)\tHVAC (supporting)
c)\tQSR (growth segment)
Design and implement lead generation and nurturing strategies
Define and enforce “qualified lead” criteria with Customer Solution Directors
Deliver account-based marketing (ABM) for high-value accounts
Translate commercial themes into campaigns (e.g. webinars, thought leadership, podcasts)
Own pipeline contribution targets (not just lead volume)
2. Sales Alignment & Lead Handover
•\tPartner closely with Customer Solution Directors to:
a)\tDefine target accounts and sectors
b)\tAlign on pipeline stages and qualification criteria
•\tEstablish structured processes for:
a)\tLead qualification
b)\tHandover timing and ownership
c)\tFeedback loops on lead quality and conversion
•\tContinuously improve lead → opportunity conversion rates
•\tAccountability:
a)\tMarketing: pipeline quality
b)\tSales: conversion to revenue
3. CRM Ownership & Optimisation (30–40%)
•\tOwn and develop Microsoft Dynamics 365 as the core commercial engine
•\tLead CRM setup, configuration, and continuous optimisation
•\tBuild and manage a structured, scalable pipeline framework across all regions
•\tDrive CRM adoption, discipline, and data quality across commercial teams
•\tImplement:
a)\tLead scoring aligned to retail refrigeration opportunities
b)\tAutomated nurturing journeys
c)\tPipeline tracking, forecasting, and reporting
Ensure CRM delivers full visibility from lead → opportunity → revenue
Act as the internal expert on best-practice CRM usage and pipeline management
4. Trade Shows & Event Strategy (20–30%)
Identify and prioritise high-impact industry events aligned to retail refrigeration
Own the full event lifecycle:
a)\tPre-event targeting and meeting booking
b)\tMessaging and stand execution (with Graphic Designer)
c)\tSales team alignment
d)\tPost-event follow-up and conversion
Ensure events generate qualified pipeline, not just leads
5. Digital Engagement & Content Strategy
Own RDM’s social and digital engagement strategy, including:
a)\tLinkedIn (primary B2B channel)
b)\tYouTube (product, insight, and thought leadership content)
a)\tTikTok (emerging awareness channel)
Develop and execute a content strategy aligned to commercial objectives, including:
a)\tThought leadership
b)\tCustomer use cases
c)\tProduct insights
d)\tIndustry trends (compliance, energy, QSR)
Ensure digital activity supports:
a)\tLead generation
b)\tBrand positioning
c)\tPipeline growth
Track and optimise engagement → lead conversion performance
Collaborate with Customer Solution Directors on commercially relevant content themes
6. Creative & Brand Leadership
Team Leadership & Delivery
Line manage and develop the Graphic Designer, building a high-performing creative capability
Provide clear direction, prioritisation, and feedback aligned to commercial objectives
Establish effective ways of working between marketing, sales, and design
People Development & Career Growth
Take ownership of the Graphic Designer’s development and career progression within RDM
Create and maintain a structured development plan, aligned to both individual aspirations and business needs
Provide regular coaching, mentoring, and performance feedback
Enable the Graphic Designer to expand into:
a)\tDigital content and campaign ownership
b)\tBrand storytelling and messaging
c)\tExposure to commercial strategy and customer insight
•\tSupport progression into broader roles such as:
a)\tSenior Designer / Creative Lead
b)\tDigital Content Specialist
c)\tMarketing Campaign Manager
Building Creative Capability
Elevate design from a support function to a strategic contributor to pipeline growth
Ensure strong understanding of:
a)\tTarget markets (retail refrigeration, HVAC, QSR)
b)\tCustomer challenges and value propositions
c)\tThe role of creative in lead generation and conversion
Foster a culture of continuous improvement, ownership, and innovation
Output & Standards
•\tEnsure all creative output is:
a)\tHigh quality
b)\tCommercially aligned
c)\tConsistent across regions and channels
7. Commercial Insight & Performance (10–20%)
Track and report on:
a)\tMarketing ROI
b)\tPipeline generated
c)\tLead → opportunity conversion rates
d)\tDigital channel performance (LinkedIn, YouTube, TikTok)
Ensure all metrics align with the RDM OS Scorecard and company growth targets
Provide insight into regional retail refrigeration performance
Support leadership with data-driven recommendations aligned to company priorities (“Rocks”)
8. RDM OS (Traction) Alignment & Performance Management
Operate fully within RDM’s RDM OS framework, ensuring alignment to company vision, values, and growth ambitions
Define and own core marketing and pipeline KPIs (“Scorecard”), including:
a)\tPipeline generated (by region and sector)
b)\tQualified leads (sales-accepted)
c)\tLead → opportunity conversion rates
d)\tMarketing ROI
e)\tCampaign and event performance
Establish weekly and monthly reporting rhythms to drive accountability
Contribute to Level 10 (L10) meetings and business reviews, providing clear updates on:
a)\tPipeline health
b)\tPerformance against targets
c)\tKey issues and proposed solutions
Align marketing initiatives to quarterly priorities (“Rocks”)
Identify and solve key challenges using a structured, data-driven approach
Drive a culture of accountability, transparency, and continuous improvement
Regional Scope
UK: Core retail refrigeration market
Europe: Compliance and energy-led growth
USA: Multi-site retail refrigeration and QSR
Primary focus: Building pipeline in retail refrigeration across all regions
Candidate Profile
Essential Experience
Proven experience in B2B marketing with full CRM ownership
Hands-on experience setting up, configuring, and managing Microsoft Dynamics 365 CRM
Strong experience in pipeline management and CRM-driven sales processes
Track record of delivering qualified pipeline (not just leads)
Experience managing B2B digital channels (LinkedIn essential; YouTube/TikTok desirable)
Experience working closely with sales/commercial teams
Background in technical, industrial, or multi-site environments
Key Skills
•\tHighly commercial and data-driven mindset
•\tDeep understanding of CRM pipeline structures and sales processes
•\tAbility to connect marketing and digital engagement to revenue outcomes
•\tStrong stakeholder management with sales leadership
•\tLeadership and people development capability
•\tAbility to translate technical solutions into compelling value propositions and content
•\tExperience operating within a structured operating model (e.g. Traction/EOS or similar)
Desirable Skills
Retail refrigeration, HVAC, or food retail experience
Experience scaling Microsoft Dynamics 365 in a multi-region environment
Account-based marketing (ABM)
Trade show and event strategy
Experience building video-first or content-led marketing strategies
Success Metrics (First 12 months)
•\tStrong growth in qualified retail refrigeration pipeline
•\tHigh volume of sales-accepted leads
•\tClear visibility of marketing contribution to revenue
•\tStrong alignment with Customer Solution Directors
•\tImproved lead → opportunity conversion rates
•\tTrade shows delivering measurable pipeline impact
•\tDevelopment and progression of the Graphic Designer into a broader, more commercially impactful role
At RDM, your work will be visible, impactful, and recognised globally—a chance to lead marketing in a company that is shaping the future of building automation and controls.
Remuneration
•\tSalary: between £52,000 and £65,000dependant on experience.
•\tUp to 15% annual bonus
•\tPackage includes optional health insurance, pension and death in service benefits.