Director of Inbound Marketing

Location: Elkstone, Gloucestershire / Hybrid

Salary: up to £120K doe

Application Deadline: Wednesday, October 7, 2026

We're looking for an experienced Director of Inbound Marketing to build our brand, create demand and establish a predictable source of qualified inbound opportunities. Thrive is a workplace financial wellbeing platform designed to help employees make the most of their money and their workplace benefits.

Purpose of Role

The Director of Inbound Marketing will own Thrive’s inbound marketing and brand strategy. You will be responsible for increasing awareness of Thrive among HR, reward, benefits and people leaders, turning that awareness into measurable demand and generating qualified opportunities for the sales team. This is a strategic and hands-on role.

Key Responsibilities

• Develop and own Thrive’s inbound marketing and demand-generation strategy.
• Create a predictable and scalable pipeline of marketing-qualified leads and sales opportunities.
• Plan and deliver integrated campaigns across content, email, organic and paid social, search, webinars, events and partnerships.
• Build campaigns aligned to Thrive’s ideal customer profiles, target sectors and priority propositions.
• Create effective lead-generation and conversion journeys, from initial awareness through to sales engagement.
• Develop lead nurturing and account-based campaigns for prospects who are not yet ready to buy.
• Test new channels, campaign ideas and propositions to identify the most effective sources of growth.
• Build awareness and credibility for Thrive within the HR, employee benefits and financial wellbeing markets.
• Develop a clear and distinctive brand position that communicates the value Thrive delivers to employers and employees.
• Ensure consistency of messaging across the website, campaigns, sales materials and external communications.
• Establish Thrive and its leaders as authoritative voices on financial wellbeing, benefits engagement and employee experience.
• Identify opportunities for thought leadership, industry commentary, partnerships, awards, events and media coverage.
• Monitor market trends, competitor activity and customer insight to strengthen Thrive’s positioning.
• Own Thrive’s content strategy across each stage of the buying journey.
• Develop high-quality content including research, guides, case studies, webinars, articles, videos and sales-enablement materials.
• Lead the continued development of Thrive’s website as a key demand-generation and conversion channel.
• Improve SEO performance and increase relevant organic traffic.
• Manage paid digital campaigns with clear commercial objectives and measurable returns.
• Use customer stories, data and product insight to demonstrate Thrive’s value and build trust with prospective customers.
• Work closely with the sales team to agree target audiences, campaign priorities, lead definitions and follow-up processes.
• Ensure marketing activity supports revenue goals and addresses real market and customer needs.
• Equip the sales team with relevant content, messaging, insight and campaign support.
• Establish clear service-level expectations for how marketing leads are qualified, handed over and progressed.
• Create strong feedback loops between sales and marketing to improve lead quality and conversion.
• Support product launches and go-to-market activity in partnership with product and commercial leaders.
• Define and report on marketing performance, including brand reach, website traffic, lead generation, conversion, pipeline contribution and return on investment.
• Use data to optimise campaigns, channel investment and the overall customer acquisition journey.
• Own and manage the inbound marketing budget.
• Select and manage relevant agencies, freelancers, technology providers and partners.
• Build the systems, processes and reporting required to support sustainable growth.
• Recruit and develop a high-performing marketing team as the business grows.
• Present progress, insight and recommendations to Thrive’s senior leadership team.

Person Specification

Essential

• Significant experience in a senior inbound marketing, demand-generation or growth marketing position.
• Proven experience working within a B2B SaaS business.
• Evidence of building or scaling an inbound marketing function that generated qualified leads and commercial pipeline.
• Strong understanding of the complete B2B marketing funnel, from brand awareness through to revenue.
• Experience developing multi-channel demand-generation campaigns.
• Strong digital marketing knowledge, including SEO, content, email, paid media, social media and conversion optimisation.
• Experience using CRM and marketing automation platforms to manage, nurture and measure leads.
• Commercial understanding and confidence working with pipeline, conversion, acquisition cost and return-on-investment data.
• Strong written and verbal communication skills.
• Experience collaborating closely with sales, product and senior leadership teams.
• Comfortable operating in a growing business where priorities can move quickly and hands-on delivery is essential.

Desirable

• Experience within HR technology, employee benefits, reward, workplace financial wellbeing or a related sector.
• Existing knowledge of HR, reward and benefits buyer audiences.
• Experience marketing to both mid-market and enterprise organisations.
• Experience introducing account-based marketing programmes.
• Experience supporting new product launches or building a new market category.
• Existing relationships with relevant industry bodies, media organisations or commercial partners.

Personal Qualities

We are looking for someone who is commercially driven and focused on measurable business outcomes, strategic enough to set the direction and practical enough to deliver it, curious about customers, confident using data to make decisions, creative, collaborative, comfortable taking ownership and ambitious about building both a recognised brand and a high-performing marketing function.

We reserve the right to close the vacancy early, should we receive sufficient applications. Thrive by Blackfinch is an equal opportunities employer that values diversity and welcomes applications from all suitably qualified persons regardless of their ethnicity, gender, sexual orientation, age, disability, religious practice or any other perceived differences.

About Us: Thrive by Blackfinch is a modern workplace pension, benefits and financial wellbeing platform designed to help employers support their employees’ financial future.