Role Purpose

Own and grow the commercial performance of the insurance portfolio, funeral and accident products, by understanding the customer, building trust, and turning insight into marketing decisions that grow quotes, policy sales, persistency and customer value.

This is a product marketing role, not a campaign coordination role, and not a Head of Marketing role. The Marketing Manager spends their time on the questions that move the numbers, why conversions are changing, where customers drop off or fail to take up, which journeys need fixing, which campaigns to prioritise, what customers are telling us, and how to grow customer value, and turns the answers into recommendations for leadership.

They spend very little time chasing artwork, loading campaigns, building project plans, scheduling emails or coordinating approvals. That work belongs to the Marketing Campaign Specialist.

Where the Role Sits

This role sits within the Growth & Engagement division and reports to the Executive: Growth & Engagement.

The operating model deliberately separates commercial ownership from campaign execution. The Marketing Manager decides what needs to happen and why. The Marketing Campaign Specialist decides how it is delivered and when it launches. This role briefs, prioritises and guides execution. It does not run production.

Three Clear Owners

Executive: Growth & Engagement – Owns the Strategy

Growth strategy, commercial priorities and portfolio direction. Investment decisions, cross-product strategy and executive stakeholder management.

Marketing Manager (This Role) – Owns the Performance

Product marketing performance, customer insight and customer journeys. Campaign priorities, product positioning, commercial recommendations, marketing optimisation and stakeholder alignment.

Marketing Campaign Specialist – Owns the Delivery

Campaign execution and production, workflow and asset management, creative coordination, compliance approvals, scheduling and launches, and project management.

How the Role Spends Its Time

Approximately 30% of the role is focused on product marketing and commercial performance.

Approximately 25% of the role is focused on customer journey optimisation.

Approximately 15% of the role is focused on customer insight and research.

Approximately 15% of the role is focused on performance analysis and reporting.

Approximately 10% of the role is focused on stakeholder management.

Approximately 5% of the role is focused on executive presentations and planning.

Core Responsibilities

1) Product Marketing Ownership

Own the commercial marketing performance of the insurance portfolio. Be accountable for customer growth, conversion, engagement, retention, cross-sell and marketing effectiveness. Translate business objectives into clear marketing priorities.

2) Customer Journey Optimisation

Own the ongoing optimisation of the end-to-end customer journey: acquisition, onboarding, abandoned journeys, lifecycle communications, retention, reactivation and cross-sell. Identify friction, quantify its impact, and recommend improvements. Work closely with CRM and the Campaign Specialist to implement enhancements.

3) Customer Insight

Build a deeper understanding of the customer than anyone else in the business through surveys, customer interviews, complaints, behavioural analysis, call listening, competitor monitoring and market trends. Turn that insight into concrete marketing improvements.

4) Performance Analysis

Monitor performance across campaigns, channels, customer behaviour, conversion, engagement and ROI. Present insight, root cause, recommendation and action.

Never simply present data. Every report ends with a decision or a recommendation.

5) Campaign Prioritisation

Develop campaign briefs and priorities, and give the Campaign Specialist clear direction on objective, target audience, messaging, offer and desired outcome. Review campaign performance and continuously optimise. This role directs campaigns. It does not produce them.

6) Stakeholder Management

Work closely with Product, Credit, Risk, Analytics, CRM, Creative Studio, the Campaign Specialist, Compliance and Customer Service to ensure marketing activity supports broader commercial objectives.

Insurance Focus

Beyond the core, the Insurance Marketing Manager owns the commercial marketing of the funeral and accident portfolio specifically through:

Quote generation and policy sales growth
Building and protecting customer trust in the products
NTU (not-taken-up) improvement, converting quotes and approvals into active policies
Persistency, retention and premium growth
Cross-sell of insurance from the lending base
Clear, reassuring claims communications that reinforce trust

Primary KPIs

Success in the role is measured through the volume of insurance quotes generated and the number of new policies activated from quotes.

The role is measured on quote-to-policy conversion across the funnel and NTU (not-taken-up) rates on quoted or approved policies, where lower is better.

Additional measures include persistency, which reflects the retention of active policies over time, retention across the overall portfolio, and premium growth through growth in gross written premium (GWP).

The role is also measured on campaign ROI, reflecting the return on marketing spend by campaign and channel.

What This Role Is Not

To keep commercial ownership and execution cleanly separated, this role is explicitly not responsible for:

Campaign production or campaign loading
Creative traffic management
Project management and workflow management
Campaign scheduling
Compliance administration
Asset management

These responsibilities belong to the Marketing Campaign Specialist. The Marketing Manager briefs, prioritises and guides that work. It does not perform it.

Candidate Profile

We are looking for a commercially minded product marketer, not a campaign coordinator and not a Head of Marketing. Someone who is happiest with a funnel, a data set and a customer problem in front of them.

5–8 years' marketing experience, ideally in financial services
Strong digital marketing capability across acquisition and lifecycle
Hands-on CRM and customer-journey experience
Campaign planning and briefing experience
A commercial mindset, fluent in conversion, cost and value, not just activity
Strong Excel and Power BI capability; comfortable interpreting data independently
Excellent written and verbal communication
Strong stakeholder management across commercial and technical teams
SQL is desirable but not mandatory

Leadership Expectations

This role may not carry direct reports from day one, but it is a leadership position. We expect ownership, accountability and initiative, someone who sets the commercial agenda for their portfolio, thinks like an operator, collaborates across functions, and influences outcomes through evidence rather than authority.

How Success Is Measured

Success is measured by commercial outcomes and the quality of thinking behind them, not by campaign administration or delivery activity.

Evidence of success includes:

Improved conversion across the funnel
Customer growth
Campaign effectiveness and marketing ROI
Measurable customer-journey improvements
Cross-sell performance
Customer engagement and retention
The quality of commercial recommendations made to leadership
Stakeholder satisfaction

Marketing Manager - Insurance

Job Description