B2B Marketing Lead: Campaigns, Automation & Growth in Lancaster

The Marketing Manager is responsible for the planning, delivery, and optimisation of all marketing activities across the organisation. This role is responsible for developing and delivering marketing campaigns, coordinating brand and promotional activity across multiple channels, and driving the commercial performance of our digital funnel. The Marketing Manager ensures all marketing outputs align with organisational goals, brand identity and strategic priorities. The role works closely with internal teams, including Client Solutions Managers, the Head of Product, Developers and Operations, as well as external partners responsible for SEO and CRM, to ensure marketing effectively supports product launches, the sales pipeline, learner engagement and customer communications.

Key Responsibilities

• Marketing Campaigns & Communications: Plan and deliver integrated marketing campaigns that support product launches, lead generation and brand awareness. Create and optimise email, CRM and digital communications, using performance data to measure impact and improve results.
• Website and Content Oversight: Oversee website and digital channel content, including blogs, product updates and announcements, ensuring accuracy, quality and brand consistency. Manage and review SEO activity delivered by external partners to ensure it aligns with business priorities.
• Social Media: Manage Mpirical’s social media presence, planning and delivering content that supports brand visibility, learner engagement and campaign activity. Monitor engagement and performance across channels, using insight to refine content, strengthen reach and support commercial objectives. Produce high-quality marketing content and collateral, including blogs, launch materials, brochures, presentations and partner assets. Support sales activity through tailored content and account-based marketing materials for priority opportunities.
• Automation & Workflow Management: Build and manage automated marketing workflows, email campaigns and forms within CRM and campaign platforms. Maintain data quality, segmentation and reporting while ensuring compliance with GDPR and internal standards.
• Paid Advertising & Analytics: Plan and optimise paid digital campaigns across key platforms, managing budgets, targeting and overall performance. Analyse marketing, website and funnel data to generate insights that inform campaign, content and investment decisions.
• Events & Partnerships: Plan and support webinars, events and industry engagement activities that strengthen market presence and generate demand. Develop associated campaigns and partner marketing activity, ensuring consistent branding and measurable return on investment.
• Leadership & Stakeholder Collaboration: Work closely with internal teams to align marketing activity with product launches, sales priorities and wider business goals. Manage relationships with external agencies and partners to ensure effective delivery and high-quality output.

Experience & Skills

• 5+ years marketing experience with at least 2 years within a B2B environment.
• Proven track record of planning and delivering integrated campaigns that generate measurable results.
• Strong verbal and written communication skills, with the ability to produce clear, evidence-based reporting.
• Hands-on experience with a CRM and marketing automation platform, ideally Zoho CRM and Zoho Campaigns or comparable tools such as HubSpot, Salesforce Pardot.
• Demonstrable experience running paid campaigns on Google Ads and LinkedIn Ads, including budget management, targeting, keyword strategy and reporting.
• Confident with analytics tools – Google Analytics, HubSpot reporting and similar – and able to translate data into actionable insight.
• Experience planning and delivering webinars and live events, including promotion, platform management and post-event follow-up.
• Strong project management skills, able to run multiple campaigns and stakeholders in parallel to deadline.
• Experience briefing and managing external agencies or freelancers (e.g. SEO, design, CRM, paid media).
• GDPR-literate, with a methodical approach to data quality and list hygiene.
• Commercial mindset, able to link marketing activity to pipeline, revenue and ROI.
• Based within commutable distance of Lancaster, with the ability to work from our office two days per week.
• Experience marketing technical, training, education or SaaS products to a professional audience.
• Experience with Shopify and Google Merchant Centre / Google Shopping.
• Working knowledge of SEMrush, or similar SEO platforms.
• Experience creating design work with InDesign.
• Experience marketing to international audiences.
• Exposure to account-based marketing (ABM) for enterprise sales.

Personal Attributes

• Self-starter who can operate independently and prioritise in a small, fast-moving team.
• Collaborative, with strong stakeholder management across technical and non-technical colleagues.
• Commercially curious, interested in the products, the market and what drives buyer decisions.
• High attention to detail, particularly around brand consistency, data accuracy and factual claims.

Qualifications

• Degree (2:1 or above) in Marketing, Business, Communications, English, or a related discipline – or equivalent demonstrable experience in a comparable marketing role.
• ORCIM (Chartered Institute of Marketing) qualification – Certificate, Diploma or Professional Diploma in Marketing.