Job Title: Senior Marketing Manager 

Location: Hybrid - Potteries/South Yorks/Manchester/Leicester

Contract Type: Full-Time, Permanent 

First Bus is one of the country's largest bus operators – taking 1.6 million customers to their destinations every day. We're a forward-looking business at the forefront of bus technology, leading the way on contactless payments, mobile Apps and real time information. Our investment in state-of-the-art, new buses is just one part of our transition to a low-carbon future. It's an exciting time to be here.

Position Summary

The main focus of the Senior Marketing Manager is to oversee the marketing function across the Local Business Unit (LBU) to ensure passenger growth by creating and delivering marketing campaigns that support commercial growth plans. You will work in close alignment with the; Head of Brand; Head of Campaigns and central teams including customer insight; PR; retail; digital; and internal comms in quarterly and annual planning to create a culture of collaborative working. Input into the creation of central marketing and brand plans that can be “flavoured” and executed locally for the LBU.

Responsible for local budget, media channels and marketing partner relationships to ensure best return on all campaigns. These campaigns will address key strategic objectives for the LBU and look to drive significant KPI improvements around; campaign awareness, brand perception, use of new technology, loyalty, price ticket awareness and third-party partner collaboration, all to ensure First Bus is front and centre of people's minds as travel provider of choice, getting people where they need/want to be. The marketing campaigns will ultimately contribute to increased revenue and patronage.

Responsible for the Marketing team across the LBU, the post holder will lead by example, enabling inclusion and continuous development. The Senior Marketing Manager will be expected to act with integrity and role model First Bus values and behaviours (‘our way') across their business units and the broader business; and through effective leadership and stakeholder management, they will ensure the needs of local authorities, investors, customers, partners, and colleagues are met.

As a key member of the team, you will also work with colleagues and with marketing teams across the business to develop, share and implement best practice.

Key Accountabilities & Responsibilities

• Effectively lead the local marketing team to ensure the effective delivery of local and central marketing campaigns with an Onmi channel approach way of working.
• Within a First Bus-wide framework, develop the campaigns strategy for the LBU.
• Ensure marketing campaigns are managed on time & within budget.
• Manage & support the end-to-end delivery of marketing campaigns including planning and customer insight; agency briefing; creative development; media planning and buying; internal communications; post campaign analysis; sharing of results.
• Analyse customer insight and our CRM database with the aim of identifying commercial opportunities to drive growth through marketing.
• Set up social media accounts and implement a social strategy – scheduling of content relating to key messages (app, key tickets) and local activities so we are talking to our customers regularly.
• Responsible for managing creative and media agencies where necessary.
• Choose key destinations to promote as part of promoting local to drive incremental journeys – build a bank of businesses/attractions who have given permission to work with us (collect images from said businesses, or via local photographer/content agency, to feed social and CRM).
• Share and deliver best practice campaigns across the division identifying areas with the greatest potential for maximising returns and adapting plans accordingly.
• Ensure that the organisation's brand and identity is adhered to in campaigns and in all communication channels.
• Work with the First Bus analytics team and commercial analyst to understand the effectiveness and ROI of all marketing activity, following best practice templates.
• Introduce new and innovative marketing methods to the Local Business Unit.
• Identify opportunities for cost efficiencies in the marketing budget and plans.
• Work with the extended marketing team, including Head of Brand, Head of Campaigns, CRM and Web/Digital Managers to ensure marketing campaigns are executed online and across key digital assets including First's customer database.
• Other duties commensurate with the role as may be deemed appropriate by your line manager

Skills / Experience Required

• Experience of leading a team and working collaboratively with wider marketing and support function colleagues.
• Strong influencing and communication skills and the experience to challenge members of the Senior Leadership Team, in business-critical decisions when necessary.
• Good decision maker, with a strong understanding of the wider impact of marketing activity on the immediate business environment.
• Experience of delivering complex integrated marketing campaigns with a PR/content focus (Acts as well as Ads) to ensure consistent communication of the organisation's mission and values across all channels and will ensure that the integrity of the brand is maintained and promoted at all times.
• The ability to identify and effectively utilise a range of channels to deliver successful results including; Content, Branding, and Web Management.
• Commercially focused, with experience of managing stakeholders to maximise relationships with customers and partners.
• Self-starting and motivated. Willing to challenge themselves and play a part in further developing our strategic capability.
• Approachable and a strong team player.
• Work to tight deadlines and comfortable working in a dynamic, fast paced environment
• Outstanding project management skills including budget & schedule management
• Focus on high quality delivery with excellent attention to detail.
• Must be able to interpret and represent the customer voice internally.
• Experience of research and utilising customer insight.
• Extensive experience of managing partner agencies and stakeholder relationships.
• Degree educated in a marketing discipline and ideally hold a post graduate qualification in marketing.
• Experience of working in a B2C campaign setting would be beneficial.

Rewards & Benefits

• Your health is important to us which is why we offer Simply Health & Smart Health for you and your dependents at no cost to you! This offering includes cash back benefits across optical & dental as well as virtual GP appointments, mental health support and nutrition and fitness advise. Our EAP provision offers 24hr, 365 days a year mental health support
• We are also committed to your financial wellbeing, and we offer a platform with many discounts on high street brands and supermarkets etc
• Working at First you also receive discounted train travel for you and your family after 6 months service as well as a free bus pass
• Cycle to work scheme
• 25 days' holiday + bank holidays
• Pension scheme and chance to buy discounted First Group shares
• Enhanced maternity / paternity pay
• Flexible working

We put a big focus on physical and mental wellbeing at First Bus. We recognise that anyone can be affected by the stresses and strain of work, or life outside it. You'll find a range of health-promotion initiatives, and you will have 24/7 access to our confidential Employee Assistance Programme.

Please apply now. We look forward to receiving your application.

Public transport serves everyone, whatever their differences. At First Bus, we want to be an employer open to you, no matter what your differences are. We aspire to be an inclusive organisation because diverse backgrounds, thinking and experiences bring so many benefits to our customers, communities and people. We welcome applications from all.

Applicants are advised that background checks will be conducted as a standard part of our recruitment process.