GTM Marketing Director

The Go-to-Market Marketing Director is responsible for strategic positioning and integrated marketing campaigns that support campaign launches and market entry. This role ensures alignment between marketing, product, commercial and ecommerce to deliver compelling messaging and demand generation. This strategic and leadership-driven role requires a strong understanding of market dynamics, customer needs, and the ability to bring teams together to execute high-impact marketing initiatives. 

It encompasses:

Go-to- market planning 

• Develop and own the GTM strategy for new and existing propositions, including audience targeting/segmentation, brand positioning and messaging, high impact creative execution and channel/media strategy.

• Lead the creation, prioritisation and cascade of the GTM rolling 12 month plan/calendar across all business units including new proposition launches, website/App feature releases, service enhancements, market/category expansions and brand orientated campaigns e.g. ESG 

• Lead the creation of integrated marketing campaigns across paid, owned and earned media channels, working with internal channel teams and expert agencies, to engage target audience 

• Develop the creative briefs, including audience definition, needs, behaviours and relatable key messaging to drive desired call to action 

• Lead the briefing requirements of customer and/or market analysis to identify customer needs, behaviour and growth opportunities. 

• Define clear launch plans, critical path and timeline 

• Lead the approval of all campaigns in line with industry standards and regulations 

• Work closely with product teams to ensure alignment between product development and marketing efforts. 

• Define success criteria for launches and measurement framework to track impact. 

Brand & Marketing Campaign leadership 

• Ensure that the company's brand is consistently represented in all go-to-market activities. 

• Help define and refine the brand’s market positioning to drive competitive differentiation and increased market share. 

• Lead the development and execution of integrated marketing campaigns across multiple channels (e.g., ATL, digital, social media, events, sponsorship, PR, content marketing, email). 

• Define clear brand/BU positioning, messaging, and value propositions that resonate with target audiences

• Ensure campaigns are data-driven, aligned with business goals, and designed to generate leads, drive conversions, and drive brand loyalty. 

• Optimise campaign strategies based on performance analytics and market feedback to continually improve results. 

Cross-Functional engagement 

• Collaborate with marketing, ecommerce, commercial and product management teams to ensure all GTM plans are aligned on scope definition, timing, consistent messaging and business case potential

• Cascade weekly updates on all GTM activities across the group, including SLT/ELT 

• Facilitate prioritisation discussions across team to ensure growth driving campaigns are prioritised and we have alignment across all teams.

Performance Measurement 

• Define and track key growth metrics such as new customer acquisition and customer retention, customer acquisition cost (CPA), customer lifetime value (LTV) and active base movement. 

• Regularly review and report on marketing campaign performance to key stakeholders, providing insights and recommendations for optimisation. 

• Continuously monitor competitive landscape and market dynamics to identify new opportunities for growth. 

Team Leadership & Development: 

• Lead, inspire, and manage a high-performing GTM marketing team, fostering a collaborative and results-oriented environment. Team of 11 

• Mentor and develop team members, providing opportunities for growth and skill development. 

• Ensure the team stays up-to-date with industry best practices, tools, and technologies. 

Requirements

• 12+ years in marketing roles, with at least 6 years in a senior GTM or marketing director positions 

• Proven track record of building and executing GTM framework to support business customer growth and revenue impact.

• Experience in health, technology or retail

• Strong strategic thinking and analytical skills.

• Expertise in growth marketing, demand generation, and channel/media selection

• Creative eye for campaign content and messaging to drive desired call-to-action 

• Excellent communication and stakeholder management abilities.

Benefits

We believe great people deserve great support. That’s why we offer a benefits package designed to look after your health, finances, career and life outside work.

Financial security & rewards

• Competitive contributory pension
• Occupational sick pay
• Long-service awards and refer-a-friend bonuses
• Professional registration fees covered (GPhC, NMC, CIPD and more)
• Cycle to Work and Green Car schemes (subject to eligibility)

Family-friendly

• Enhanced maternity and paternity pay
• Flexible hybrid working to help balance work and home life

Health & wellbeing

• Private healthcare insurance at discounted rates (Aviva)
• Employee Assistance Programme and in-house mental health support
• Access to discounted gym memberships via Blue Light Card and benefits schemes
• Regular health and wellbeing initiatives

Career growth

• Strong commitment to CPD, training and professional development

Time off & flexibility

• 25 days’ annual leave, increasing with service
• Buy and sell holiday scheme

Everyday perks & exclusive discounts

• Blue Light Card and employee discount platform
• Exclusive discounts at The Springs, Leeds
• 25% off health & beauty purchases
• 25% off Pharmacy2U Private Online Doctor services

Culture & community

• Regular social events throughout the year