Marketing Manager in Newcastle upon Tyne

Wave is the UK watersports and home spa brand helping thousands of first-timers and families finally get on the water, or in it.

We're looking for a hands-on Marketing Manager, based in Newcastle, to own our marketing strategy end to end: campaign planning, PPC across Google and Meta, content, SEO, brand, PR, CRM and affiliate performance, plus how marketing supports sales.

You'll have a direct report who manages day-to-day campaign scheduling and execution, so you set the plan and stay in the detail with her.

You'll run paid media budgets, direct content and creative alongside a dedicated content creator and our graphic designer, grow our visibility in traditional and AI-driven search, manage PR and partnerships, own CRM and affiliate performance directly, and work closely with our ecommerce team to build the funnels and materials that turn marketing into sales.

Key responsibilities

• Strategy, planning and team
• Own the strategy and overall planning for the 360 marketing calendar across both brands, deciding priorities, channel mix and direction.
• Manage and develop your direct report, Kate Young, who runs day-to-day scheduling and set-up across Klaviyo (email and SMS), push, Whats App, social, blog and paid channels.

You set the plan and stay involved in execution.

• Use AI tools to speed up campaign build, scheduling, copy and audience segmentation.
• Brief and coordinate internal teams and external collaborators, keeping everyone on brand and on deadline.
• PPC, content and creative
• Own and run PPC across Google (Search, Shopping, You Tube) and Meta (Facebook, Instagram), managing budgets and optimising towards ROAS across acquisition and re-targeting.
• Plan and direct content across social, web and email that builds trust in each brand, working alongside a dedicated digital content creator and outsourcing production where it makes sense.
• Brief and direct photography and video, including customer stories, product shoots and social-first video, managing the relationship where production is outsourced.
• Search, PR and partnerships
• Own organic SEO (keyword strategy, on-page optimisation, technical health) and grow visibility in AI-driven search and answer engines such as Claude, Perplexity and AI Overviews.
• Manage press relationships, launch PR, and partnerships that extend reach, including practices, influencers, complementary brands and distributors.
• Manage ambassador relationships and inbound B2B or partnership requests, qualifying and routing appropriately.
• CRM, affiliate and sales
• Own lifecycle marketing and CRM automation across the customer journey, from nurture flows through to retention and win-back.
• Own the affiliate and CSS programmes directly across the UK and USA: recruitment, commissions, payments hygiene and reporting, bringing in external support when extra coverage is needed.
• Work closely with the ecommerce team (Director and Marketplace Manager) to refine the sales process and build the marketing materials, campaigns and funnels that support it.
• Brand
• Own and maintain brand guidelines and consistency across every channel and collaborator, working closely with our graphic designer on creative output.
• Support the wider business with any marketing activity needed, and report on performance across paid, organic, content, CRM and affiliate channels.

Person specification

• 5+ years' experience as a digital marketer, covering strategic planning and hands-on multi-channel delivery.
• Proven PPC experience across Google (Search, Shopping, You Tube) and Meta, including budget management and ROAS optimisation.
• Experience planning and directing content, and briefing photography or video production even where it's outsourced.
• Working knowledge of SEO and an understanding of AI-driven search and answer engines.
• Confident handling PR and building partnerships, with strong copywriting and briefing skills.
• Experience with CRM or email automation platforms (Klaviyo or similar) and lifecycle marketing.
• Hands-on experience running affiliate or CSS programmes yourself, not just overseeing someone else doing it.
• Experience managing or mentoring a direct report, and working closely with a graphic designer to shape creative output.
• Commercially minded, comfortable working with a sales or ecommerce team on funnels and conversion.
• Organised self-starter who can run a multi-channel calendar without close supervision.
• Experience in consumer lifestyle, outdoor, wellness or leisure brands.
• Experience working with ambassadors, influencers or affiliate platforms.
• Experience with SEO tools (Ahrefs, Semrush or similar) and Shopify's SEO ecosystem.
• Experience managing agencies or freelancers across paid media, content or production.
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