Head of Retail Marketing
Role Overview:
The Head of Retail Marketing will be accountable for shaping and executing the retail marketing agenda across multiple markets, with a strong focus on growth, customer acquisition, and lifetime value. The role leads the development of integrated go-to-market strategies across retail products and customer segments, ensuring consistent positioning, effective execution, and measurable commercial impact. Working closely with retail leadership, digital, and customer experience teams, the role plays a critical part in strengthening brand presence, accelerating digital growth, and embedding a customer-centric, innovation-led marketing culture.
Key Accountabilities:
- Define and deliver market entry and go-to-market strategies across retail segments, products, and services to drive growth in market share, revenues, and brand consideration across priority markets.
- Own retail positioning, value propositions, and messaging frameworks across the full retail portfolio.
- Lead the design and execution of integrated, multi-channel marketing programs focused on acquisition, engagement, and retention, spanning performance marketing, content, CRM, social, paid and organic media, mobile, partnerships, affiliates, PR, and video.
- Develop and manage the end-to-end digital marketing strategy across all retail segments, ensuring alignment with commercial objectives.
- Set acquisition targets, forecast digital sales performance, and optimise conversion funnels to scale growth efficiently.
- Track, measure, and continuously improve marketing effectiveness using data, insights, and performance metrics including CPA and ROI.
- Leverage customer insights, behavioural data, and market research to refine targeting, improve campaign effectiveness, and unlock new growth opportunities.
- Design and implement lifecycle marketing initiatives to increase engagement, loyalty, and lifetime value for existing customers.
- Monitor competitive activity and evolving customer expectations to ensure differentiation and relevance in-market.
- Partner with Customer Experience teams to enhance end-to-end journeys and support the delivery of a consistent, high-quality customer experience across all touchpoints.
- Own marketing budgets, planning cycles, and investment prioritisation to maximise impact.
- Build, lead, and scale high-performing marketing teams, processes, and governance models, including supporting launches into new markets.
- Act as a key contributor to fostering a test-and-learn, agile, and innovation-driven marketing culture within a challenger banking environment.
- Collaborate closely with Retail Business Heads, Digital, and Customer Experience leadership to deliver shared growth objectives.
Strategic Thinking & Problem Solving:
- Operate at both strategic and executional levels, translating commercial objectives into actionable marketing initiatives.
- Apply creative and analytical thinking to solve complex growth and customer challenges.
- Demonstrate strong understanding of customer needs, behaviours, and channel preferences through research and data analysis.
- Adapt quickly to changing market dynamics and emerging digital marketing trends.
- Thrive in agile, cross-functional environments and influence across multiple stakeholder groups.
Experience, Skills & Capabilities:
- 12+ years of experience within banking or financial services marketing, or significant senior-level experience in another consumer-led industry with strong digital and performance marketing exposure.
- Proven leadership experience across B2C and B2B marketing, including digital, analytics, and growth-oriented roles.
- Strong commercial acumen with a clear focus on profitability and performance.
- Solid understanding of retail banking products, distribution models, and customer journeys.
- Track record of building, leading, and developing high-performing, agile marketing teams.
