Role Title Marketing Manager
Department - Marketing
Reports To Managing Director (Clive Tuffin)
Works With - Sales Team, Technical Team, Operations, External Consultants
Date RCS Update: 4/8/2025
1. Role Summary
As Marketing Manager, your role is to develop, implement, and continuously improve our marketing strategy to drive brand awareness, lead generation, and customer engagement. You are responsible for positioning us in the marketplace, coordinating internal and external resources, ensuring alignment with business objectives, and supporting commercial success across all divisions. You will balance long-term strategic leadership with hands-on delivery across the full marketing mix. This includes building out structured campaign plans and customer journeys that reflect our specialist positioning in the construction industry, especially in structural waterproofing, gas protection, and civil infrastructure. You will also shape the communications framework to support new business, product launches, digital engagement, and market differentiation.
2. Primary Responsibilities
Marketing Strategy & Campaign Planning
Lead the development and execution of integrated marketing / Campaign Planning campaigns aligned with company goals and project cycles. Quarterly & Ongoing
Content Creation & Management
Coordinate and produce high-quality content (blogs, videos, brochures, social posts) tailored to technical & commercial audiences. Weekly
Digital & Website & Management
Own the customer journey on the website; manage content, SEO, CTAs, and user experience in coordination with digital teams. Weekly
CRM & Email Automation
Manage HubSpot workflows, segment audiences, and run targeted campaigns to nurture leads and monitor performance. Weekly
Brand Consistency & Visuals
Ensure all content and communications align with brand guidelines; liaise with designers and agencies for on-brand output. Ongoing
Internal Enablement
Provide marketing tools and support for sales team (presentations, case studies, email templates, etc.) Monthly
Market Research & Positioning
Track competitor activity, gather market insights and propose positioning updates to stay ahead of trends. Monthly
Campaign Performance Reporting
Analyse KPIs and report marketing results, adapting tactics based on ROI and lead quality. Monthly
3. Secondary Responsibilities
Strategic Partnerships
Support relationship building with key industry partners (e.g., warranty providers, CPD hosts, trade bodies) As required
Product Launches
Lead go-to-market plans for new product introductions, coordinating all communications and touchpoints Per Launch
Event Management
Analyse KPIs and report marketing results, adapting tactics based on ROI and lead quality Per Event
4. Key Performance Indicators (KPIs)
KPIs are structured around three strategic pillars that define success in the Marketing Manager role:
Commercial Impact, Brand Positioning, and Execution Excellence. These metrics track both output and outcomes, ensuring alignment with our wider commercial goals.
4.1 Commercial Impact – Revenue Contribution from Marketing
• % of company revenue influenced by marketing activity
• MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) conversion rate
• ROI on marketing activities (measured by category and overall)
4.2 Brand Positioning – Market Visibility & Specifier Engagement
• Brand awareness and recall (via surveys or proxy indicators)
• Share of Voice (SOV) across digital and trade platforms
• Value of specified projects attributed to marketing influence
• Persona-specific engagement rates (e.g., Kristof, Conor, Harry personas)
4.3 Execution Excellence – Campaign Velocity & Marketing Systemisation
• Number of marketing campaigns launched per quarter
• Number of new automations and workflows built in HubSpot
• Content delivery rate (blogs, videos, social posts, brochures) vs. target cadence
• Timely delivery of Monthly Marketing Report (by 5th working day)
5. Skills & Competencies
• Strategic thinking with a hands-on execution mindset
• Strong copywriting and storytelling ability (especially for technical audiences)
• CRM & Marketing Automation (HubSpot essential)
• SEO, analytics, and reporting fluency
• Strong project management and prioritisation skills
• Excellent visual communication sense (comfortable briefing or tweaking design work)
• Commercially aware and KPI-driven
• Adaptable, creative, and self-directed
6. Your Place in the Team
You serve as the bridge between the technical excellence of us and the external market. Your role ensures our value is clearly communicated, consistently delivered, and well understood by our clients and partners. You work closely with both strategic and operational stakeholders to ensure marketing supports the bigger business picture.
7. Role Alignment & Development Path
This role is ideal for a commercially aware marketer with both strategic foresight and practical execution ability. Over time, you may:
• Build a high-performing in-house or hybrid marketing team
• Take ownership of customer journey optimisation and digital experience
• Lead our entry into new markets through targeted campaigns
• Progress into Head of Marketing or Strategic Commercial roles
8. Review and Alignment
We encourage open communication and regular check-ins to ensure your role continues to align with the needs of the business. You will be supported in your professional development and empowered to bring new ideas to the table.
9. Strategic Responsibilities & Priorities
In addition to ongoing content and campaign delivery, your role includes several cross-cutting priorities:
• Drive visibility and awareness across new market verticals, including civil infrastructure, specialist contractors, and developer audiences
• Coordinate brand development efforts and maintain consistency across digital, print, and on-site media
• Champion customer experience improvements across all touchpoints (online, in proposals, on-site support
material)
• Collaborate with Business Development and Pre-Construction teams to ensure alignment of technical content with market expectations
• Evaluate new channels, technologies, and formats (e.g., video, AI-driven tools, digital brochures) to increase engagement
10. Monthly Marketing Rhythm & Content Cadence
To ensure a consistent and measurable marketing output, the following monthly cadence is in place. This structure allows for both strategic execution and tactical consistency across all core platforms and content types.
All-Month Tasks (1st–28th)
One-off Special Project: Define monthly focus (e.g., campaign, initiative, channel strategy)
Monthly HubSpot Email Newsletter: Design, build, and send to full database
LinkedIn Company Newsletter: Repurpose email newsletter as a native article
Upload 2 New Case Studies to Website: Coordinate with Mike Charlton (PDFs + content)
Complete 1x Product Packaging Update: Apply new branding with Mike Charlton and Pawel
SMP Programme Alignment: Confirm progress/next steps with internal stakeholders
Marketing Folder Organisation: 30-minute tidy-up to maintain digital hygiene
Week 1 (1st–7th)
2x Blog articles: Uploaded to HubSpot
1x Social Post: Short video linking to blog
1x Social Post: Product of the Month – Waterproofing
1x Social Post: Voidtek Teaser/Promo
1x Social Post: New Project Alert
Optimise 2x YouTube videos: Titles, thumbnails, descriptions
Week 2 (8th–14th)
2x Blog articles: Uploaded to HubSpot
1x Social Post: Short video linking to blog
1x Social Post: Team Update / Service Highlight
1x Social Post: Case Study / Testimonial – Waterproofing
1x Social Post: What’s Going Down? (trending topic or ground-level insight)
Week 3 (15th–22nd)
2x Blog articles: Uploaded to HubSpot
1x Social Post: Short video linking to blog
1x Social Post: Product of the Month – Civils
1x Social Post: PAQs (Premcrete Answers Questions)
1x Social Post: Day in the Life video (new or repost)
Upload Shorts: To TikTok, Instagram, and YouTube
Week 4 (23rd–28th)
Republish 4 top-performing blogs: As LinkedIn Articles
1x Social Post: Short video linking to blog
1x Social Post: Industry Quote or Graphic
1x Social Post: Case Study / Testimonial – Civils
1x Social Post: Voidtek Teaser/Promotion
YouTube Videos: Upload all finalised videos to YouTube (listed or unlisted)
