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Marketing Manager

An exciting opportunity has arisen for a Marketing Manager to join The Charities Aid Foundation (CAF), a leading charity operating in the UK and internationally. Our work connects and enables the vital organisations, institutions and individuals working to ensure that everyone has a stake in the future. We believe that the agency of lasting change lies across sectors and borders, in the hearts, minds and hands of those driven to make a difference.

The successful candidate will lead the marketing team’s customer attraction, acquisition and active retention planning for both donor and charity investment customers. This is a pro-active, strategic role and requires a data-first approach to resource investment (people, budgets, agencies and customer effort).

Responsibilities include:

Key Job Responsibilities -

  • Plans, manages the execution of, and reports on all lead generation activities for CAF’s investment products and services, including those offered by CFSL.
    • Strategically  drives  acquisition  and  retention  growth  for  a  range  of  CAF products content generation, digital marketing/advertising and conversation path optimization.
  • Formulates formal targets for customer retention and develops interventions to slow customer attrition.

Lead generation -

  • Develops and delivers an overarching strategy for targeting, marketing and measurement of leads across donor and charity investment offerings offered by CAF and /or CFSL.
    • This includes working with senior stakeholders (Heads of Department and Directors) to define each lead type, accounting for functions of exposure (attribution, frequency) and developing a living cost per lead.
  • Leads on the creation of a targeted investments lead generation campaigns, working with colleagues in the Marketing Shared Services (Digital and Design) area to make fullest use of CAF’s owned and earned media

Cross-selling and Retention -

  • Creates an overview of customer attrition across all investment products, by audience/segment.
  • Creates clear common definition of customer life-stages including (but not limited to), Awareness, Consideration, Interest, Acquisition, Cross-selling.

Relationships and Communication -

  • Develops strong mutually beneficial marketing partner relationships with industry bodies, investment and fund managers, platform providers and technology partners
  • Collaborates with cross-functional teams from multiple business groups and functional areas to deliver high impact campaigns

Leadership and management -

  • Demonstrates sound  knowledge  of  Data  Protection  Act,  Compliance  requirements, Financial Services Promotions  and  relevant  GDPR legislation.
  • Takes an important and active role in supporting the project work of the Brand and Marketing Division as part of the CAF Transformation Programme.

Skills, Qualifications & Experience:

  • Several years’ investment marketing experience.
  • Proven record of delivering successful branded investments / FS marketing campaigns
  • Experience of digital content creation including copy writing and editing
  • Experience of identifying and using insight to drive marketing activity
  • Experience of leveraging mutually beneficial marketing partnerships
  • Clear strategic thinker who can translate customer/brand insight into growth strategies.
  • CIM / Post Graduate Diploma or equivalent

About us:

We’re a charity, a bank and champion for better giving, and for over 90 years we’ve been helping donors, companies and charities make a bigger impact. We exist to make giving go further, so together we can transform more lives and communities around the world. We are CAF and we make giving count.

CAF is a Disability Confident Employer. We guarantee to interview disabled applicants who meet the minimum criteria for the role. Please advise us if you consider yourself to have a disability.

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