Customer Marketing Lead

Job Family Group: Marketing Group Job Description: About the role As Customer Marketing Lead, you will be a critical part of the Comms Planning, Channel & Execution sub-team within the M&C Marketing Network of Excellence. You will help turn M&C customer, commercial and brand priorities into clear, customer-led and scalable marketing activity that priority markets can adapt and complete with greater consistency, speed and impact. You will lead defined customer marketing workstreams across campaign planning, trade-driving activation, CRM and lifecycle content, customer-facing channel guidance and toolkit development. Working with priority markets, the Hub and specialist teams, you will translate customer insight, market needs and performance learning into clear propositions, messaging hierarchies, briefs, content guidance and market-ready toolkits. The role is both customer-led and commercially focused. Success means improving the quality, consistency and effectiveness of M&C marketing activity while supporting outcomes such as MROI, brand health, volume, profitability, CLV, loyalty engagement, registration and opt-in growth. You will use independent judgement, operational knowledge and a continuous improvement mentality to simplify delivery, reduce duplication and help markets activate stronger customer marketing, faster. Role Responsibilities Customer marketing strategy and planning Lead defined customer marketing workstreams that translate M&C priorities, customer insight and local market annual plans into clear campaign plans, propositions, messaging hierarchies and activation guidance. Develop customer-led campaign plans that support priority customer moments, long-term CX strategy, integrated annual plans and pan-M&C priorities. Supply to annual and quarterly planning by providing customer, market and performance insight, with clear recommendations on where to focus, scale, test or improve. Support the maintenance of the marketing calendar and messaging hierarchy, ensuring customer-facing activity is joined up, prioritised and aligned to business objectives. Campaign, toolkit and activation delivery Develop global campaign and toolkit outputs for agreed markets, from brief and strategy development through to execution guidance, toolkit creation and offshore hub handover. Lead agreed trade-driving and customer activation workstreams, including the Trade Driving System (TDS), seasonal toolkits, CRM and lifecycle content, and related customer-facing channel activation where relevant. Create clear, practical and reusable outputs that help markets complete activity consistently while adapting for local customer needs and commercial priorities. Support the development of market-ready materials, including content guidance, channel assets, activation templates, messaging frameworks and production guidance. Customer insight, propositions and content guidance Translate customer insight, market needs and business priorities into clear customer propositions, messaging hierarchies, briefs and content guidance. Use customer behaviour, performance data and channel learning to shape recommendations that improve relevance, loyalty, retention and measurable customer engagement. Apply strong creative judgement to help ensure customer-facing communications are clear, distinctive, brand-consistent and effective by channel. Work with specialist teams to ensure customer marketing activity is informed by the right insight, evidence and performance learning. Performance, optimisation and effectiveness Guide performance tracking and test-and-learn approaches for assigned campaigns and toolkits, including optimisation opportunities such as A/B testing where relevant. Work with the Hub, markets and specialist teams to identify what is working, what needs to improve and what should be scaled, adapted or stopped. Help improve customer-facing channel performance by maintaining quality, technical and creative standards, supporting compliance and embedding learning into future activity. Connect marketing activity to commercial outcomes, including MROI, brand health, volume, profitability, CLV, loyalty engagement, registration and opt-in growth. Market, Offshore hub and customer partnership Partner with markets to understand local requirements, market opportunities and execution needs. Co-create outputs with markets, creative agencies and specialist internal functions so that customer marketing activity is locally relevant, globally consistent and practical to complete. Provide clear briefs, feedback and guidance to the Hub and agency partners, helping to ensure outputs meet the agreed customer, commercial, brand and channel objectives. Communicate progress, risks, requests and opportunities clearly to relevant partners, bringing up issues early with a recommended point of view. Standards, reuse and ways of working Find opportunities to reduce duplication, increase reuse and make customer marketing delivery simpler, faster and more effe