Head of Marketing

About the Role

This is a senior marketing leadership role at the heart of Tour Axis's next growth chapter.

You will own an end-to-end marketing strategy across multiple travel brands, from brand awareness and content creation through to performance marketing, inbound demand generation, and customer advocacy.

The role spans brand, digital, and revenue marketing across B2C and B2B channels, with a forward-looking focus on building influencer, affiliate, and referral programmes that complement and eventually reduce reliance on paid acquisition.

You will work across multiple brands, balancing competing priorities with data‑led decisions while staying closely partnered with Sales, Product, Operations, and Data & Finance.

This is a role for a marketer who combines strategic clarity with hands‑on commercial rigour; someone who has built and scaled marketing functions, loves brand as much as performance, and brings the energy and adaptability to thrive in a fast‑moving, multi‑brand environment.

• Areas Overseen
• Brand & Content

Evolves the Tour Axis brand portfolio across all touchpoints. Develops a content strategy that drives customer acquisition and deepens audience engagement across digital channels.

Inbound Sales

Converts marketing‑generated demand into revenue.

Owns the full B2C inbound funnel — from lead capture to close — and defines the handoff between marketing and sales to ensure maximum conversion efficiency for B2X and classic B2B trade.

Revenue Marketing

Drives paid and owned channel performance across our consumer brands, sets CPA and ROI targets, manages media investment, and ensures all marketing activity is measurably linked to revenue outcomes.

B2X Advocacy Activation

Designs and scales the B2X partner ecosystem — recruiting, onboarding, equipping, and activating influencers, tour leaders, affiliates, and customers as distribution partners.

This will become the primary growth lever for the business.

Key Responsibilities

• Marketing Strategy & Commercial Performance
• Own end-to-end marketing strategy across all Tour Axis brands, balancing competing priorities with data‑led decisions.
• Ensure alignment between brand, performance, product, and sales activity; providing clear visibility of marketing impact at leadership level.
• Own the marketing budget and demonstrate clear ROI across all channels and brands.
• Represent marketing as a senior, commercially credible voice at leadership level.
• Partner closely with Sales, Product, Tour Delivery and Data & Finance to drive joined‑up commercial delivery.
• Brand Leadership
• Define and project brand positioning, tone of voice, and visual identity for Tour Axis, Expat Explore, Group Tour Shop, Rail Rocker, and future brands.
• Lead branding and brand refresh initiatives where required, ensuring consistency while allowing each brand to remain distinct.
• Grow brand equity, trust, and relevance across core markets, with clear ambition to grow localised and regionalised top‑of‑funnel presence.
• Digital & Performance Marketing
• Own the full‑funnel digital acquisition strategy across paid search, paid social, SEO, email, and content.
• Set and continuously optimise CPA targets across all channels.
• Leverage data, automation, and technology to improve targeting, personalisation, and conversion rates across the funnel.
• Develop a content strategy – building awareness, driving SEO performance, and equipping the business with compelling assets.
• Influencer, Advocacy & Referral Marketing
• Build influencer and creator strategies across brands, including micro‑creators and real customers as brand advocates.
• Design and launch referral, affiliate, and loyalty programmes that reward advocacy and generate compounding acquisition.
• Enable customers to easily generate and share authentic content, shifting from campaign‑based activity to long‑term creator ecosystems.
• Team Leadership
• Lead, mentor, and develop a high‑performing, multi‑disciplinary marketing team across multiple sites, attracting, recruiting, and retaining top talent.
• Set clear goals, performance expectations, and delivery rhythms.
• Partner effectively with agencies and external specialists as required.
• Embed strong measurement, reporting, and optimisation practices across all functions.
• What Success Looks Like
• KPI
• What it measures
• 1. Revenue Contribution – Marketing‑attributed revenue across all brands and channels
• 2. Return on Marketing Investment – Revenue generated per pound of marketing spend
• 3. Brand Awareness Growth – Aided and unaided brand awareness across core markets
• 4. Customer Acquisition Cost – Blended CPA across B2C and B2B channels
• 5. Advocacy & Referral Revenue – Revenue contribution from influencer, affiliate, and referral programmes
• 6. Team Engagement (e NPS) – Team health, retention, and delivery consistency

Experience & Capability Profile

Essential Experience

• Senior marketing leadership in a multi‑brand or complex organisation with at least £100M revenue – at scale and complex priorities.
• Proven growth delivery in a digital‑first environment, scaling acquisition through technology, automation, performance media, and data‑led decision‑making.
• Deep working knowledge of digital acquisition channels: paid search, paid social, SEO, CRM, content marketing – with a track record of optimising across these simultaneously.
• Hands‑on experience building referral, affiliate, influencer, or loyalty programmes, with measurable revenue impact.
• Strong commercial acumen: CAC, LTV, contribution margin, commission structures. ROI‑driven decisions clearly demonstrated.
• Experience scaling marketing functions through growth or transformation, and across geographies.
• Comfortable operating at pace, making prioritisation calls and trade‑offs without losing sight of the bigger picture.

Desirable Experience

• Strong track record in influencer marketing and creator partnerships, including contract structures, performance tracking, and content co‑creation.
• Experience in travel, leisure, or experience‑led consumer brands.
• Exposure to global or multi‑market digital growth strategies.
• Scale‑up or high‑growth environment experience.
• Familiarity with matrix organisations and cross‑functional ways of working.

Skills & Competencies

• Strategic and data‑driven, with strong commercial judgement and the ability to translate insight into action quickly.
• A clear, confident leader who brings focus and momentum to complex, fast‑moving environments.
• Creative thinker who balances bold experimentation with commercial discipline.
• Strong communicator with the ability to influence at senior level and inspire teams.
• Digitally fluent – comfortable with growth tech stacks, marketing automation platforms, CRM systems, and analytics tools.
• Values & Culture Fit

At Tour Axis, values aren't decoration – they shape how we work and how we make decisions. The Head of Marketing is expected to role‑model these every day.

Be Boldly Curious

We test, learn, iterate, and adapt faster than our competitors. You bring energy and an appetite for innovation.

Big Hearted People

We act with warmth, respect, and genuine care for travellers and for each other. Family‑style hosting is real here.

Own the Outcome

We take responsibility, close loops, and deliver what we commit to. Solutions before problems – always.

Inspire Through Exploration

We help people feel the world is for them, not just for others. That belief runs through everything we make.

• What You'll Enjoy
• Working with smart, engaged people who care deeply about travel and growth.
• Genuine autonomy to shape strategy and build something meaningful from the ground up.
• A business that values pace, adaptability, and practical innovation, not process for its own sake.
• Flexible working that supports great delivery.
• Being trusted to lead, and held accountable for results.
• Why Tour Axis

Tour Axis is building something genuinely different in the travel space – a growth model that turns customers and community into a distribution engine.

This is a rare opportunity to architect that model from the top, with real commercial backing and a leadership team that understands growth requires investment, discipline, and creativity in equal measure.

#J-18808-Ljbffr