B2B Marketing Lead

Location: Hybrid between home and either London or Kettering

Reports to: Senior B2B Marketing Manager

Closing Date: Friday 10th April 2026

About the role

The B2B Sector Marketing Lead strategically owns sector growth plans, revenue targets, and defines target audience, focus areas, and success metrics across priority sectors (employers, training providers, HE, FE, public sector, international).

This commercial role is accountable for marketing's contribution to pipeline and sector performance, setting direction and KPIs, and briefing Campaign and Digital teams. Strong commercial judgment, stakeholder management, and analytical skills are essential. Occasional travel for events, interviews, or shoots may be required.

Responsibilities

• Own and develop sector growth plans aligned with commercial priorities, defining target audiences and KPIs with Partnerships and Sales.
• Lead account-based marketing for priority partners and strategise sector activation.
• Brief Campaign and Digital teams on sector activation objectives and performance.
• Ensure marketing supports pipeline and revenue growth, clearly demonstrating sales contribution.
• Monitor sector performance (lead quality, conversion, pipeline) and identify risks, opportunities, and competitor trends.
• Align activity with B2B Product Marketing propositions.
• Work with Digital Marketing to optimise targeting, automation, and conversion.
• Collaborate with Marketing Communications for consistent external messaging.
• Use Sales and Partnerships feedback to refine campaigns.
• Create high-quality product marketing and sales-enablement materials.
• Occasional travel to events, interviews, campaign or case study shoots may be required.

About you

We are an inclusive employer and welcome all diverse backgrounds, where individuality is celebrated, creating both a forward-thinking team and a supportive space for everyone in the CMI team. We actively invite applications from diverse cultures and experience.

• We are looking for someone who can enhance our culture and align with our core values. We want someone who is ‘Passionate’ in making a positive difference to the skills of managers and leaders, ‘Practical’; with the ability to make quick and smart decisions, ‘Progressive’ about creating a better future and maintaining a ‘Professional’ code of conduct, through being accountable and ethical in everything that we do.
• Proven B2B marketing experience focused on sector growth, demand generation, or commercial marketing.
• Experience collaborating with sales/partnership teams for measurable revenue outcomes.
• Strong understanding of the B2B buyer journey and account-based marketing.
• Ability to translate strategy into actionable sector growth plans.
• Strong analytical skills; confident interpreting CRM and performance data.
• Excellent stakeholder management and cross-team collaboration.
• Strong organisational and project management skills.
• Willingness to travel occasionally for events, interviews, or filming.
• Confidence using AI tools for efficiency, insight, and marketing effectiveness.
• Proficiency in Google Workspace (Docs, Sheets, Slides, Drive).

Why CMI

Are you looking to join a dynamic and ambitious organisation? At CMI, new leadership and management strategies are at the fore-front of what we do. We know the importance of fresh ideas and encourage new perspectives. We are a not for profit, Sunday Times Best Company To Work for 2024, with a Platinum Accreditation with Investors in People. We offer an engaging, flexible and collaborative culture with a wealth of opportunity for professional development.

It doesn’t stop there. We believe we are only as good as the people that work at CMI and in turn offer a competitive benefits package for all employees:

• Flexible working - our expectation is 2 days a week in the office, to suit you. We are not a traditional 9 to 5, we are flexible with what hours you work and when you work. Our offices in both London and Corby provide comfortable collaboration spaces for team get-togethers
• 21 days’ holiday + 8 days’ Bank Holiday + 4.5 days allocated for CMI holiday over Christmas and New Year period - with annual leave days increasing with length of service and the opportunity to buy and sell holiday
• Wellbeing and mental health - in-house mental health first-aid trainers and BUPA Employee Assistance for 24 hour support
• Inclusion at our core - Our colleague-led Inclusion Hubs for Ethnicity, LGBTQIA+, Menopause, Age, Disability and SocioEconomic are open for anyone to join
• CMI membership - take advantage of our amazing courses and become a Chartered Manager. Plus, CMI will pay your professional membership to one additional organisation of choice
• Rewards and Recognition scheme - cash prizes awarded to employees throughout the year
• Pension - we add an extra 6% of your gross salary to your pension pot every month after 3 months

About us

The Chartered Management Institute (CMI) sets the Professional Standard in Management and Leadership. We have worked with businesses and education providers to inspire people to unleash their potential through qualifications, apprenticeships and training to become skilled, confident and successful managers and leaders, resulting in Chartered Manager status - the ultimate management accolade, which is proven to boost individuals’ career prospects, management capability and impact in the workplace.

Personal data which you provide through your application will be used for recruitment purposes only. For further details, see our privacy policy on our website. By submitting your CV/application, you are agreeing for your data to be used this way.

We reserve the right to close this vacancy earlier than advertised should we receive a high number of suitable applicants.

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