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Part of the Skipton Building Society Group, Skipton Business Finance has over 20 years of experience providing flexible business finance solutions to a wide range of SME's. With specialist staff and multiple UK locations, we build close relationships with our clients and introducers to deliver asset-based lending solutions ranging from £250k to £20m.
Role Description
You will take overall responsibility for a cohesive and joined up marketing department. This includes brand, customer experience, marketing communications, creative services, content marketing, corporate communications, digital analytics, marketing performance, corporate events management, and SEO.
The CMO will work alongside the Head of Marketing to deliver the departmental corporate plan as agreed by SBF Exco.
You will play a key role in the executive leadership team and work closely with the Skipton Business Finance Board. The CMO will report directly to the SBF CEO.
Strategic Planning:
1. Market Analysis: Conduct in-depth analysis of market trends, customer needs, and competitive landscape to inform strategic direction.
2. Goal Setting: Establish measurable marketing objectives that align with overall business goals, such as revenue targets, customer acquisition, and market expansion and ROI.
3. Elevation through a powerful Group brand strategy which will also include Public Affairs, PR and Brand architecture and activation.
Brand Management:
1. Create a compelling brand narrative that resonates with target audiences and differentiates SBF from competitors.
2. Develop and enforce brand standards across all marketing materials and channels to ensure a cohesive brand identity.
Lead Generation and Sales Support:
1. Identify and segment target markets to tailor marketing campaigns effectively.
2. Develop tools and resources (e.g., case studies, whitepapers, presentations) that support the sales team in engaging prospective clients.
3. CRM Implementation: to embed an appropriate Customer Relationship Management (CRM) systems to track leads, manage customer interactions, and streamline processes.
Digital Marketing:
1. Ensure the corporate website is user-friendly, optimized for search engines (SEO), and effectively showcases services.
2. Create valuable content targeted at B2B clients, such as blogs, webinars, and eBooks, to establish thought leadership and nurture leads.
3. Develop a robust social media presence on platforms such as LinkedIn, focusing on engaging professionals and decision-makers.
4. Recruit, train, and retain a high-performing marketing team, providing ongoing professional development opportunities.
5. Establish KPIs for marketing initiatives and regularly review performance against these metrics to ensure accountability.
Data Privacy Regulations:
1. Adhering to stringent data privacy laws while leveraging customer data for targeted marketing efforts via telemarketing and outsourced lead generation initiatives.
Resource Allocation:
1. Effectively managing the marketing budget always maximizing the impact of marketing initiatives and articulating target and actual ROI.
Experience:
1. 10+ years of progressive marketing experience, with a minimum of 5 years in a B2B financial services environment.
2. Experience of presenting at Board Level the marketing strategy, vision, and roadmap
3. Proven experience in managing multi-channel marketing campaigns and leading teams.
4. Excellent leadership skills and evidence of building outstanding teams when in role.
Analytical Skills
1. Proficiency in analysing data from various sources (e.g., market research, customer feedback, web analytics) to derive actionable insights.
2. Familiarity with tools such as Google Analytics, CRM software, and marketing automation platforms.
Communication Skills:
1. Exceptional communication skills with the ability to articulate complex concepts to diverse audiences, including executives, clients, and team members.
2. Strong presentation skills for pitching ideas and reporting on campaign results.
Leadership Abilities:
1. Experience in leading cross-functional teams and driving collaborative projects.
2. Ability to adapt leadership style to diverse team dynamics and organizational cultures.
Growth Driver
1. Develop and lead the company’s overall marketing vision and strategy aligned to overall strategy and ambition.
2. Focus the marketing function on its role as part of the company’s engine of growth.
3. Be responsible for the marketing departments ESG and CSR activity with collaboration on Group ESG reporting requirements when requested.
Customer Champion
1. Support the customer marketing strategy for the SBF.
2. Proactively listen to and integrate the voice of the customer to shape future propositions.
Stakeholder Management
1. Develop and maintain key relationships with a range of important external stakeholders across the business networks which provide opportunities for SBF to extend its influence and profile. Notably, Press KBI’s and Societal opinion formers.
2. As a co-ordinating function, build strong partnerships with SBF Exco
3. Provide relevant and timely communication to SBF Exco and present periodic updates to the SBF Board upon request by the CEO.
4. Responsible for maintaining robust levels of skills and knowledge in their team to ensure compliance with all applicable regulatory and legislative requirements, leading to the delivery of good customer outcomes and fair value for all customers.
5. As a member of the SBF Executive Committee, identify organisational priorities and participate in the development and delivery of corporate strategies which drive profitability, enhance SBF’s profile internally with Group Companies and ensure a culture focussed on managing conduct risk effectively.
Year One Critical Success Factors
1. Assess current team skill and structure; making recommendations as necessary to create meaningful outputs from a fully aligned, engaged, synchronised team.
Regulatory Status
N/A
Committee Membership
The expectations of SBF Exco members is to:
1. Be familiar with the Terms of Reference, core purpose and mandates of the Committee.
2. Take an active role, ensuring regular attendance at and contribution to the effectiveness of the Committee.
3. Take ownership of and ensure timely delivery of any allocated actions agreed by the Committee.
Specific Role Objectives
1. To Brand and Launch SBF ABL proposition to the intermediary marketplace
2. To work with the SBF Project team, Onboarding Manager, and COO to deliver digital onboarding of new clients.
3. To develop a 3-year corporate plan/Road Map for marketing to provide visibility of initiatives including a diary of events. Targets and tangible KPI objectives should be set providing a suitable ROI.
4. To work with SBF Exco to develop a 5-year business plan for the company to present to SBF Main Board.
5. To work with the CFO and CEO to horizon scan on strategic acquisitions that will accelerate growth in product set and Proposition subject to a suitable ROE.
6. To attend SBF Exco and Present the marketing update each month.
7. To fully oversee the SBF ESG Programme and CSR initiatives through the Head of Marketing
8. To review the SBF current CRM system and make recommendations for adaptation or replacement if necessary.
9. Full P&L responsibility for the Marketing Budget setting and delivery
10. To oversee large external events, conference, away days, exhibitions.
11. To in conjunction with Head of Marketing review SBF Brand Guidelines
12. Sit on Marketing Exco Chaired by Group CMO as sole representative of SBF.
13. To build/oversee a telemarketing team to deliver new business leads that will convert to cover cost plus an acceptable ROI.
14. To lead (in conjunction with head of marketing) the SBF Data for telemarketing and direct mail activities including all compliance with GDPR and Marketing Regulations.
15. To manage SBF PR internally or via external channels
16. To take responsibility and lead on Web Site Optimisation programme including a strategy for Page 1 appearance on Google within 18 months via organic search.
17. To build a Marketing Team together with all recruitment and Manage the Team to deliver on the objectives set including line Management responsibility for Head of Marketing who will retain management of Marketing Assistant, PR internal and external stakeholders, and Telemarketing Team Leader.
18. Take on shared responsibility with CCO of SBF current and future Strategic Partnerships
19. To build toward a 50% Direct marketing mix on deals written by 2028.
20. To build a Reciprocal commercial agreement with other providers of SBF’s services to generate income. 100% of revenue will be reinvested into the marketing budget each year.
21. Designing, Marketing and Managing SBF’s flagship client referral scheme alongside Head of Marketing
22. To commercialise the Government Loans Schemes that SBF is accredited to provide and to work with Exco colleagues to market a compelling proposition to supercharge new business activity from 2025.
23. To prepare a monthly board pack updating the iNed’s and the wider business of SBF’s plan and key outputs across the commercial channels.
24. To attend SBF board when requested by the CEO.
25. To present the marketing update at SBF Exco each month
26. Monthly board report to be submitted for inclusion in SBF board papers each month.
Seniority level
Executive
Employment type
Full-time
Job function
Marketing and Sales
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