Director of Marketing and Communications

• Director of Marketing and Communications

Director of Marketing and Communications

Job Overview

Title: Director of Marketing and Communications

Location: East Grinstead (mixture of home and office working)

Job type: Permanent

Reporting to: Chief Executive Officer

Line management responsibility: Head of Member Marketing, Head of Digital Marketing, Head of Publishing & Events, Publicity Relations Manager.

About the job: To lead and direct the Club’s entire marketing and communications ecosystem, increasing membership volumes, driving revenue from products, and customer lifetime value by developing and executing a cohesive, data-driven brand and 'Go-to-Market’ strategy. This role is the custodian of the Club’s public image and voice.

About the Club:
At the Caravan and Motorhome Club, we aim to share our passion for enjoying the great outdoors by providing an unrivalled choice of quality places to stay, at locations world-wide. We provide over one million members with access to nearly 2,700 locations in the UK and Europe, as well as giving them access to our vast knowledge and expertise in how to make the most of caravanning and motor-homing a leisure pastime.

Who we are looking for:

We are looking for a forward-thinking, strategically minded digital performance marketeer—a leader who thrives on measurable results. This individual must possess an unrelenting drive to solve complex challenges and pioneer innovative marketing strategies that consistently exceed performance targets. We require a passionate, highly resilient, and adaptable leader who is motivated by change and can inspire and coach their team to achieve continuous improvement.

Key Tasks/Accountabilities (Product & Commercial Focus):

• Strategy: Define and execute the overall marketing strategy in alignment with
  business goals and customer outcomes.
• Leadership: Lead, mentor and mature the product team and organisation to drive high performance, skills development, and innovation.
• Brand & Strategy: Develop and implement the overarching brand strategy and
  positioning for the Club and its subsidiaries.
• Digital Engagement: Lead the development and delivery of digital engagement
  services, including website, forums, social media channels, and mobile app content, ensuring high member satisfaction and community growth.
• Content & Publishing: Be responsible for the content strategy across all consumer collateral, including the Club's Member Magazine (print and digital), ensuring relevant, motivating content that maximises revenue opportunities.
• PR & Advocacy: Oversee the proactive consumer Public Relations programme,
  enhancing the Club’s desired image and positioning with press, industry trade bodies, and key decision-makers.
• Member Growth: Lead strategies to increase membership acquisition and renewal volumes, focusing on high lifetime value segments.
• Revenue Growth: Collaborate with the product owners to promote products and services (sites, travel, financial services, etc) through targeted marketing campaigns to members and non-members.
• Events & Awards: Ensure the delivery of key trade/consumer exhibitions, national events, and industry awards, aligning with the brand narrative.
• Market Insight: Stay informed of developments in marketing, communications, and not-for-profit governance to drive initiative and innovation.

Essential Skills & Experience Required:

Demonstrated success in a Director level marketing role preferred.

Performance Marketing: Expertise in maximising Return on Investment (ROI) from digital channels (e.g. SEO, Paid Social) and driving Customer Lifetime Value (CLV).

Digital Transformation: Proven experience in a Marketing leadership role overseeing digital-first transformation and maximising digital/social media platforms (including App and Website).

Brand Leadership: Demonstrable success in developing, implementing, and defending a national brand vision and ensuring consistency across all channels.

Communications & PR: Strong demonstrable presentation and communications skills, with experience managing high-profile media and crisis communication.

Leadership & Collaboration: Proven capacity to lead, manage, and inspire a diverse team, and a commitment to working effectively in cross-functional teams.

Strategic programme management: Expertise in delivering complex digital development programmes from a systems and customer perspective.

The Caravan and Motorhome Club is committed to employing a diverse workforce. All applications are treated equally and we recruit purely on the basis of skills and experience. We know our greatest strength is our people, so differences are celebrated, and we strive to create an environment where colleagues feel respected and valued for their unique potential.

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