Regional Marketing Manager (UK)
Base pay range: £45,000 - £55,000 annually
Location: Glasgow, UK (hybrid - 3 days per week in office)
Overview
We’re looking for a dynamic Regional Marketing Manager to own the go-to-market strategy and bring our brand to life. You’ll define who we’re talking to, what we’re saying, and how we’ll continue to scale — blending creativity with commercial savvy to deliver real results.
Reporting to the CMO, you will lead the regional marketing strategy, turning global brand and product plans into locally relevant campaigns that drive growth. You will partner with sales and central teams to prioritise opportunities, shape messaging, and track performance — acting as the "voice of the region" to ensure every campaign hits the mark.
Responsibilities
Regional Go-to-Market Strategy
Own the marketing and GTM strategy for the region—defining audience segments, positioning, and key messages.
Translate global brand positioning and product strategy into regional campaigns and commercial priorities.
Ensure all marketing activity—local or central—aligns to regional customer insights and growth opportunities.
Partner with Sales and Merchandising to prioritise key destinations, offers, and hero products for focus.
Develop region‑specific sales materials, battlecards, and objection‑handling tools that connect marketing messaging with commercial goals.
Lead communication flow between marketing and sales to ensure alignment on pipeline focus, messaging, and lead follow‑up cadence.
Deliver go‑to‑market training and campaign briefings to sales teams to improve conversion rates and productivity.
Gather and analyse customer feedback, market trends, and competitor activity.
Translate insights into actionable inputs for both regional strategy and global marketing teams.
Act as the "voice of the region" within central teams—representing local customer needs and commercial realities.
Work with central growth marketers, content creators, and brand teams to develop messaging that resonates with regional audiences.
Shape tone, storytelling, and creative direction to reflect cultural nuances, motivations, and barriers to purchase.
Approve and adapt central assets for regional deployment, ensuring consistency with local priorities.
Develop region‑specific success stories, testimonials, and user‑generated content that reinforce trust and authenticity.
Partner with the central brand and content teams to leverage these assets across campaigns, PR, and digital channels.
Build and maintain a library of regional reference customers and ambassadors.
Product Launch & Campaign Coordination
Lead regional product or campaign launches, coordinating timing and messaging with central marketing and product teams.
Ensure promotional calendars and campaign timelines align with seasonal demand and local market conditions.
Performance & Impact
Generate high‑quality leads and support their progression through the sales pipeline.
Optimise campaigns and localised messaging to improve engagement and conversion.
Track performance across channels and campaigns, using insights to inform decisions and improve outcomes.
Support regional growth through increased repeat bookings, customer advocacy, and brand awareness.
Performance Management & Collaboration
Partner with central performance marketing, CRM, and content teams as the regional client—briefing, prioritising, and reviewing outputs.
Monitor and report on regional performance across marketing channels, campaigns, and sales impact.
Provide structured feedback loops to central teams to enhance campaign quality and efficiency.
Qualifications
Strategic Marketing Leadership
Skilled at defining positioning, audience segmentation, and go‑to‑market strategy.
Proven ability to balance long‑term brand building with short‑term sales activation.
Commercial & Analytical Acumen
Comfortable interpreting commercial data, pipeline metrics, and marketing analytics.
Able to draw insight from dashboards, GA4, CRM, and attribution models.
Cross‑Functional Influence
Effective collaborator who can influence central teams through clear briefs, commercial insight, and communication.
Skilled at aligning marketing, product, and sales around common growth goals.
Communication & Storytelling
Able to craft and adapt messaging for different audiences and channels with authenticity and impact.
Deep understanding of local consumer behaviour, cultural nuance, and travel motivations.
Comfortable using qualitative and quantitative insights to shape strategy.
Execution & Ownership
Highly organised, proactive, and accountable for outcomes.
Manages competing priorities effectively and delivers on time.
Additional Experience
5+ years in regional or commercial marketing, ideally in travel, e‑commerce, or consumer services.
Proven experience developing go‑to‑market plans and managing regional marketing budgets.
Strong collaboration experience with cross‑functional or centralised teams (brand, performance, CRM).
Evidence of improving conversion, lead quality, and marketing ROI.
Experience in adventure or active travel sectors (bonus).
Understanding of the 50+ consumer demographic and motivations (bonus).
Experience working across multiple international markets (UK, US, or DACH) (bonus).
Benefits
Annual leave: 33 days inclusive of 8 public holidays (increases to 35 after 5 years).
Birthday booster: an extra day off on your birthday.
Pension: contributory pension scheme.
Discounts: eligible for Macs Adventure trips.
Travel insurance: annual worldwide coverage for you and your spouse/partner/children.
Flexible working: work from home with 3 days per week in our Glasgow hub office.
Getting together: regular team, management and leadership meetings and retreats.
Culture: innovative, fast‑growth, international and solution‑focused environment embedding our values.
L&D: support your self‑guided learning journey.
Wellbeing: support to look after your health and wellbeing.
Travel: occasional international travel may be required.
Impact: opportunity to make a difference in people’s lives and the planet.
Diversity & Inclusion
We’re an inclusive employer and celebrate diversity. We want you to be able to take holidays that matter to you.
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