Head of Customer Marketing

**Department:** Marketing **Location:** Home based, UK (with occasional travel to our London office) **Reports to:** Marketing Director **Hours:** 37.5 per week **Salary:** (Depending on experience) **Role Overview** As the Head of Customer Marketing at Cambridge Spark, you will own client marketing as a strategic function and build it from the ground up. You are a champion of our clients – the person who makes sure the value they get from us is visible, and who in partnership with sales turns strong relationships into deeper, growing partnerships. Your focus is value creation, retention and expansion: setting the marketing strategy for how we grow our existing accounts, and leading the marketing that drives cross-sell, up-sell and long-term retention. This is a land-and-expand role that works across the whole client relationship. You will own how we map, prioritise and target our client base, and set a considered account-based approach – including tailored, one-to-one content and communications – for our most important accounts. You will partner with both our new business team and our account management team, across our apprenticeship and commercial training work, and across the sectors we serve – NHS, public sector and private sector. It is a strategic, hands-on role for someone commercially minded, brilliant with people, and motivated by demonstrating real client impact and return on investment. **Key responsibilities:** - Own the client marketing strategy – setting the direction, priorities and plan for how we grow value across our existing accounts, and being accountable for its impact. - Own account mapping, prioritisation and targeting – segmenting the client base, identifying where the expansion potential sits, and deciding where marketing effort is focused. - Set and run an account-based marketing approach for priority accounts, including one-to-one tailored content, campaigns and communications for named strategic clients. - Drive expansion, cross-sell and up-sell in close partnership with both the account management and new business teams, on a land-and-expand basis. - Own the client impact and ROI story – producing case studies, testimonials and results-led content that evidence the value clients get from Cambridge Spark. - Partner with clients on their internal and external communications needs – supporting the internal comms that drive programme engagement and adoption, and the external comms that showcase their success. - Plan and deliver client events and educational content - in partnership with wider marketing team- that deepen relationships, demonstrate expertise and keep clients engaged between commercial moments. - Build advocacy and reference programmes, turning our strongest clients into referenceable accounts, advocates and speakers. - Work across sectors – NHS, public sector and private sector – and across both apprenticeship and commercial training, tailoring the approach to each context. - Build and lead the client marketing team as it grows, and measure and report on impact including expansion-influenced revenue, retention and advocacy. **Candidate Specification:** **Essential** - A strategic thinker who can set account priorities and targeting, not just execute campaigns – with strong content and campaigns craft behind it. - Experience of account-based or account-led marketing, and of tailoring content and communications to named strategic accounts. - Line management experience – able to build, lead and develop a team. - A track record of creating impact and ROI-led content – case studies, testimonials and results storytelling. - An excellent relationship-builder, comfortable working across internal teams (account management, new business, product) and directly with senior client stakeholders. - Commercially minded and experience being accountable for growth. **Desirable** - Experience in a B2B education, training, professional-services or SaaS environment. - Experience marketing across both publi…