Job Title: Regional Marketing Lead
Reporting to: Regional/Group CMO
Role purpose
Lead regional marketing strategy and integrated execution for a B2B professional services, consulting, and insurance-led business. Drive brand-led growth and measurable revenue impact across multiple markets. Accountable for translating business priorities into marketing plans, delivering integrated campaigns, prioritizing marketing investment, embedding data governance, partnering with Sales to improve lead follow-up and conversion, and building a high-performing marketing team that consistently delivers measurable commercial outcomes.
Key responsibilities
- Strategy & Planning
- Translate business and revenue priorities into annual and quarterly marketing plans with clear objectives, target segments/accounts, outcomes, and resource requirements.
- Apply appropriate sub-regional models (e.g., account-based, industry-led, or hybrid) and localize global campaigns for market relevance.
- Own prioritization of marketing investment using a documented framework that links spend to commercial impact and strategic priorities.
Integrated Campaigns & Execution
- Design and run integrated, omni-channel campaigns (digital, events, content, PR, internal comms) with clear owners, timelines, and success metrics.
- Ensure execution quality through standard operating procedures, QA checks, and campaign post-mortems.
- Ensure >=90% of campaigns launch on agreed timelines and within operational frameworks.
Commercial Partnership & Sales Enablement
- Act as a strategic commercial partner to business and Sales leadership: align marketing plans to pipeline, client acquisition, retention, and expansion objectives.
- Define and manage the marketing-sales lead handshake (SLAs for lead qualification, routing, follow-up, and feedback loops).
- Create and maintain sales enablement assets that accelerate opportunity progression and buyer engagement.
- Track marketing-influenced pipeline and revenue; target measurable YoY improvement.
Data Governance, Tools & Performance Measurement
- Own CRM and data governance standards: lead capture, tagging, consent, lifecycle, and reporting accuracy.
- Implement regular reporting and dashboards that separate sub-regional performance and inform decision-making.
- Run a monthly performance review with stakeholders and quarterly data audits with digital/ops teams.
Thought Leadership & Reputation
- Develop and deliver a regional thought leadership agenda aligned to strategic priorities, supported by amplification plans partnered with CoE's (events, PR, partnerships, digital).
- Manage executive visibility and ensure compliance with external communications governance.
Brand Stewardship
- Be the primary steward for consistent application of brand standards across the region.
- Drive stakeholder adoption of messaging frameworks and visual identity through training, resources, and governance.
Finance, Budgeting & Investment Prioritization
- Manage the annual regional marketing budget and provide monthly/quarterly forecasts and spend reporting
- Apply the investment prioritization framework, reallocate spend based on performance, and maintain budget variance within agreed tolerance (e.g., ±5%).
Operating Rhythm, Governance & Ways of Working
- Run the regional operating cadence: planning cycles, campaign/content calendar, capacity forecasts, vendor governance, and leadership reporting.
- Maintain documented operating processes and ensure 100% adoption across the team.
People Leadership & Performance Management
- Lead, coach, and develop a high-performing team: set objectives, run regular performance reviews, and deliver capability building.
- Manage performance issues proactively, including performance improvement plans where required; make difficult resourcing and role decisions and escalate appropriately through leadership forums.
Required outcomes / KPIs (not exhaustive)
- 100% of agreed marketing plans submitted and approved on time.
- ≥90% of campaigns launched on time within operational frameworks.
- Marketing-influenced pipeline and revenue aligned to regional targets with ≥5% YoY improvement target (or agreed regional baseline).
- Data governance: ≥95% of campaign leads captured in CRM within 5 working days with mandatory fields and correct tagging.
- Budget variance maintained within ±5% and demonstrated improvement in marketing ROI year-on-year.
- ≥90% brand compliance across campaigns and communications.
- 100% adoption of operating processes and ≥90% completion of required platform trainings among regional marketers.
- Positive employee engagement and retention metrics within the regional marketing team.
Required experience & capabilities (must-haves)
- 10+ years B2B marketing experience in professional services, consulting, insurance, or similarly matrixed environments.
- Proven generalist delivery across omni-channel campaigns, events, content/thought leadership, PR/comms, digital and marketing operations.
- Demonstrable commercial acumen: experience linking marketing activity to pipeline and revenue, measuring ROI, and aligning to sales priorities.
- Track record of resource planning, budget management, and investment prioritization.
- Strong leadership experience: holding teams accountable, developing talent, managing underperformance, making difficult decisions, and escalating appropriately.
- Influencing experience at senior stakeholder and leadership committee levels.
- Tool proficiency: CRM (e.g., Salesforce/Dynamics), analytics, and project management tools.
- Fluent English; additional languages beneficial depending on markets covered.
Behavioral competencies
- Strategic thinker with strong execution bias.
- Results-oriented and data-driven; comfortable with commercial metrics and ROI conversations.
- Collaborative partner to Sales and business leaders; strong stakeholder management and influencing skills.
- Decisive leader who manages performance and drives accountability.
- Culturally agile and inclusive in approach.
