Senior Manager, Commercial Marketing & Growth

Ibec is a leading organization focused on delivering commercial outcomes and membership value. The Senior Manager for Commercial Marketing & Growth will lead the development and optimization of marketing strategies to enhance Ibec's visibility and support revenue generation and growth.

Responsibilities:

• Lead the development of commercial marketing strategies across programmes, services, and membership value
• Translate commercial and membership objectives into targeted marketing plans and priority activity, including lead generation and marketing performance management
• Shape positioning, propositions, and messaging for key commercial offerings, events, and services
• Support revenue‑generating teams with tailored marketing tools, collateral, and engagement tactics
• Drive audience segmentation, targeting, and value‑based messaging to support acquisition, retention, and growth
• Lead structured marketing planning across divisions and sector associations
• Ensure the marketing approach across the organisation is aligned, consistent, and audience‑centred
• Guide teams on marketing approaches, priorities, and sequencing to optimise organisational impact
• Partner with divisions to identify high‑value opportunities for visibility, engagement, and uptake
• Drive performance‑focused marketing activity, ensuring efforts contribute to commercial growth goals
• Analyse performance across digital, paid, email, CRM, and content channels to identify growth opportunities
• Provide data‑driven insights and recommendations to improve conversion, engagement, and return on investment
• Track KPIs and produce clear reporting for senior leadership and internal stakeholders
• Continuously refine marketing processes based on insights and learnings
• Partner with Brand & Expression to ensure strong brand articulation and creative execution across marketing outputs
• Partner with Events & Partnerships to provide marketing and audience engagement guidance and support
• Partner with Digital Strategy & Platforms on channels, lead generation, performance, and optimisation
• Work with External Affairs to align marketing messaging with enterprise positioning
• Collaborate with Commercial, Events, Policy, Membership, and Sector teams to ensure marketing relevance and consistency
• Manage external agencies and suppliers where required
• Maximise the use of digital marketing tools, CRM systems, automation platforms, and analytics technologies
• Oversee email marketing calendars, digital deployment, and channel optimisation to support commercial goals
• Ensure marketing activity uses best‑practice targeting, sequencing, and personalisation
• Identify opportunities to modernise, streamline, and scale digital marketing operations
• Ensure marketing activity is audience‑focused, insight‑led, and experience‑driven
• Maintain strong relationships with internal teams to gather audience insights and commercial priorities
• Support communication of membership value and commercial offerings through targeted engagement activity
• Align marketing messages with audience expectations, member needs, and reputational context

Requirements:

• Extensive experience in commercial marketing, growth marketing, marketing communications or a related role within a complex organisation or membership‑based environment
• Proven experience developing and leading marketing strategies that drive commercial outcomes, uptake and growth
• Strong background in proposition development, audience segmentation and value‑based marketing
• Demonstrable experience translating organisational or commercial objectives into structured, insight‑led marketing plans
• Commercial marketing strategy development and execution
• Proposition positioning, messaging and value articulation
• Audience segmentation, targeting and insight‑led marketing
• Organisation‑wide marketing planning and prioritisation
• Performance management, KPI tracking and marketing optimisation
• Strong analytical capability across digital, CRM, email and campaign activity
• Cross‑functional collaboration with commercial, brand, digital and external affairs teams
• Leadership and direction of marketing activity across multiple teams and stakeholders
• Effective management of agencies, partners and suppliers
• Commercially astute, with a strong focus on growth, value and measurable outcomes
• Strategic yet practical, able to move confidently between planning and delivery
• Credible and influential, comfortable guiding and challenging senior stakeholders
• Structured and disciplined, able to bring clarity to complex, multi‑stream activity
• Collaborative and enabling, with a strong team and partnership ethos
• Confident decision‑maker, grounded in insight and evidence
• Committed to continuous improvement, modern marketing practice and professional standards
• A relevant third‑level qualification in marketing, business, communications or a related discipline is desirable, supported by substantial professional experience