Director Of Marketing

Role Description
The Director of Marketing will lead all marketing activities for LHV Bank in the UK, comprising Banking as a Service (BaaS), broker based Business (SME) Lending and Retail Banking. The role holder will have end to end responsibility for all marketing activity, from working alongside our business directors to define our in-market propositions and go-to-market strategies, as well as executing activities on a day to day basis to ensure we are achieving our business plans and targets.

A key focus of the role will be to grow our retail banking presence in the UK, with our direct to market proposition launching this year, with a regular drop of new product features to follow, building out a multi-product retail banking proposition. This is a hands-on role, which extends from delivery of the strategy through to successful delivery of the plan, building our UK bank marketing capabilities from the ground up.

Key objectives will be as follows:

- Building the marketing team
- Developing and delivering our marketing strategy and ‘go to market’ positioning.
- Developing our marketing channels, strategies and activities aligned to target audiences.
- Directing and curating our marketing content and assets, providing strategic direction to a small and carefully selected number of agency partners.
- Delivering a return on investment on marketing spend, with transparency of performance.
- Working closely with the Marketing team in Estonia to translate the Group’s brand position and design style into the UK retail market.
- Supporting the business directors by delivering market insight to shape proposition opportunities and roadmaps.
-  Supporting the Chief People Officer to develop our internal communications channels and strategies.

Responsibilities include (but are not limited to):

• Go To Market Excellence: Develop and roll out go-to-market plans for all our propositions, working across our internal teams to ensure joined up and agiledelivery. Define strategies for the successful introduction and adoption of new products and features, executing activities in appropriate marketing channels to targeted audiences.
• Market Insights & Strategy: Develop a point of view on market trends, customer behaviours, and competitive changes that impact our proposition. Feed the business with insight that informs our proposition roadmap and developments, helping us to segment the market and target effectively.
• Lifecycle Strategy: Formulate the strategy and tactics to support our brand and proposition messaging in an end-to-end journey. Develop a deep understanding of customer journeys that lead to targeted campaigns and increased customer adoption of our product and feature sets.
• Positioning & Messaging Mastery: Deeply understand our market and customers to compose powerful, differentiated positioning. Craft (and coach others to craft)impactful messaging frameworks that resonate with our target audiences.
• Reputation Strengthening: Build and protect our reputation externally, telling our brand story with consistency and impact, identifying and evidencing compelling proofpoints that build trust and enhance our reputation.
• Data-driven & KPI-led Thinking: Align marketing outcomes to business strategy. Define and measure impact, understand and interpret your key metrics to identifyopportunities and to constantly optimise our GTM strategy. Provide full transparency on performance.
• Team Development: Lead, mentor, and grow an agile team of B2B and B2C marketers. Coach and develop across marketing disciplines, instilling a culture of bestpractice, development and career progression. Staff a high performing team against evolving priorities.
• Cross-functional Partnerships: Be comfortable and work well with a broad range of people at every level of the business from senior leadership to individual contributors. Align UK strategy with the Marketing function in Estonia to ensure brand cohesiveness.

You should apply if you have the following:

• Experience in both B2C and B2B (in particular for SMEs) marketing, with a proven track record of delivering on business plans.
• Experience building and leading a highly motivated marketing team and a passion for coaching and developing future leaders.
• A passion for (and proven track record in) building brands, optimising marketing deliveries and maximising marketing budgets to deliver efficiency in creative ways.
• Past work in a consumer products organisation working with a complex ecosystem of products.
• A proven track record of working closely with business/product leadership teams, helping to shape go-to-market propositions and strategy from the early stages of design through to execution.
•  A love of communication, with an eye for a great marketing line and the ability to shape clear and compelling communications in every medium.
• Experience of getting the most out of agency partners, managing them to brief, delivering on budget and the ability to constructively critique a creative approach.
• A data-driven mindset with a strong understanding of the key metrics that drive marketing delivery.
• A entrepreneurial mindset with a passion for building from the ground up and the ability to be hands-on to get the job done.

Location:
Hybrid working, with office based days in London.