Marketing Manager- Schools

Marketing Manager – Schools

ParentPay
Department: Marketing
Location: Remote, UK

As a Marketing Manager, you will define how we tell the story for a named PPG vertical. Own the strategy and delivery of vertical‑first campaigns that drive awareness, engagement and pipeline across Schools, MATs & Groups, Caterers or Local Authorities. This hands‑on, cross‑functional role is responsible for planning, executing and optimising vertical campaigns while working closely with Shared Services, Product Marketing and Sales.

Key Responsibilities

• Own the end‑to‑end marketing programme for a single PPG vertical, translating sector insight into campaign strategies that drive ToFU, MoFU and BoFU outcomes.
• Create and own a six‑month vertical marketing plan aligned with company and vertical objectives.
• Develop sector‑specific messaging and strategies for key audiences (e.g., Primaries, Secondaries, MATs, Caterers).
• Build targeted, insight‑led campaigns focused on industry trends, customer pain points and priority use cases.
• Maintain up‑to‑date competitor, sector and partner insight to guide campaign and content priorities.
• Lead creative briefs, channel planning, media alignment and campaign scheduling for the vertical.
• Commission and manage content production (blogs, case studies, webinars, events, ABM assets).
• Support partner marketing and customer advocacy, including case studies, testimonials and reference programmes.
• Align campaign themes with the six‑month sales plan and integrate sales feedback for optimisation.
• Partner closely with Product Marketing to embed product positioning, proof points and assets into vertical messaging.
• Define vertical KPIs and reporting with the Head of Marketing; work with Data Ops to track reach, engagement, pipeline impact and conversion.
• Test and optimise creative, messaging and channels; deliver clear performance reporting and recommendations.
• Feed campaign‑driven product insights and feature requests back to Product Marketing.

Skills, Knowledge and Expertise

• Strong track record of success in B2B marketing, with deep expertise in vertical or sector marketing. Experience in UK Tech/SaaS, EdTech or comparable industries is advantageous.
• Proven experience owning end‑to‑end campaign programmes and ABM activity for a specific sector.
• Strong stakeholder management skills, working with product, sales and shared service teams.
• Data‑driven with demonstrable experience setting KPIs, running A/B tests and optimising campaigns.
• Excellent written, verbal and visual storytelling; strong brief‑writing and creative commissioning skills.

Seniority level

Mid‑Senior level

Employment type

Full‑time

Job function

Marketing and Sales

Industries

Software Development