Head of Marketing

Role Summary

This is a strategic and high-impact leadership role responsible for defining, developing, and executing the global marketing strategy for the London School of Business and Finance. The Head of Marketing will be instrumental in driving student recruitment, enhancing brand equity, and supporting the commercial growth of LSBF's diverse portfolio of academic and professional courses, including MBAs, MSc programs, ACCA qualifications, and professional short courses.

The successful candidate will lead a high-performing marketing team, championing a data-driven approach to optimize all digital and traditional marketing channels. This role requires a blend of visionary leadership, deep technical marketing expertise, and a strong understanding of the global higher education and professional training landscape.

Key Activities & Responsibilities

1. Marketing Strategy & Leadership

•Strategic Planning: Develop and execute a comprehensive, multi-channel marketing strategy aligned with LSBF's commercial objectives and student recruitment targets. This includes setting annual marketing goals, budget allocation, and campaign planning across all key markets.

•Performance Optimisation: Continuously monitor, analyze, and optimize marketing campaigns (SEO, PPC, Social Media, Email and beyond) and internal marketing people operations to maximize ROI, reduce customer acquisition cost (CAC), and improve conversion rates across the student journey.

•Market Insight: Provide Market insights to identify emerging trends in the global education sector, competitive positioning, and evolving student needs, ensuring LSBF's value proposition remains compelling and relevant.

•Digital Marketing & Lead Generation: Oversee all digital and offline marketing activities, focusing on high-quality lead generation for both B2C (student recruitment) and B2B (corporate training) segments. Drive innovation in marketing technology (MarTech) and automation.

2. Brand & Communications Management

•Brand Strategy: Define and safeguard the LSBF brand identity and voice across all global touchpoints, ensuring consistency and alignment with LSBF positioning.

•Content, Design and PR: Lead the development of high-quality, engaging content (e.g., thought leadership, blog posts, case studies), creative and design that supports SEO, positioning and lead nurturing. Oversee public relations and media engagement to enhance LSBF's reputation.

•Partnership Marketing and Stakeholder Management: Collaborate with internal academic departments and external partners (e.g., LSBF Singapore, corporate clients) to develop co-branded marketing initiatives and promotional campaigns.

3. Team Leadership & Reporting

•Team Leadership & Development: Mentor and manage the international marketing team across countries, both brand and performance focused, fostering a culture of high performance, continuous learning, and cross-functional collaboration.

•Budget & Resource Management: Own and manage the marketing budget, ensuring efficient allocation of resources and providing accurate forecasting and variance analysis.

•Performance Reporting & Analysis: Oversee key performance indicators (KPIs) for all marketing activities. Provide regular, insightful reports to the senior leadership on marketing performance, ROI, and strategic progress.

Requirements for the role

Essential

Desirable

Qualifications/Education

• Bachelor's degree in Marketing, Business, or a related field.

• Master's degree (MBA or MSc in Marketing).

• Proven experience in leading a multi-channel marketing function.

• Professional marketing qualification (e.g., CIM, IDM).

Knowledge & Skills

• Deep expertise in digital marketing, including SEO, SEM, social media, and marketing automation platforms (e.g. Pardot, Eloqua).

• Experience with CRM systems (e.g., Salesforce) and advanced analytics tools.

• Knowledge of the UK and international higher education regulatory environment.

• Strong strategic planning and budget management capabilities.

• Fluency in a second language relevant to LSBF's key international markets.

• Exceptional leadership, communication, and stakeholder management skills.

• Exceptional leadership, communication, and stakeholder management skills.

• AI Fluency.

• AI Fluency specific to Digital Marketing use cases (design, content creation, and beyond).

Experience

• Minimum of 10 years of progressive marketing experience, with at least 2 years in a senior leadership role (Head of level / Associate Director / Senior Manager).

• Direct experience marketing professional qualifications (e.g., ACCA, CIMA) or postgraduate education.

• Demonstrable track record of driving significant, measurable growth in commercial revenue through B2C marketing.

• Experience managing marketing for a global brand or across multiple international territories.

• Demonstrable track record of implementing AI in Marketing tasks.

• Agentic Ai experience in Marketing.