B2B Marketing Director

Lloyds Banking Group; Halifax; Hybrid; GBP 90,000 - 140,000; Full time

Benefits offered by this job

A generous pension contribution

Annual performance-related bonus

Share schemes including free shares

Flexible benefits to suit lifestyle

Wellbeing initiatives

Generous parental leave policies

Job summary

Lloyds Banking Group is recruiting a senior B2B Marketing Leader to shape and drive the group’s business marketing strategy across Banking divisions. You’ll lead integrated campaigns, build strong client relationships and set the agenda for growth and brand in a complex, regulated environment.

You’ll collaborate with Product, Distribution, Digital and Data teams, own go‑to‑market plans, manage partnerships with agencies, and measure impact through robust analytics to demonstrate value for

Qualifications

• Significant senior-level B2B marketing experience within a complex, customer-led organisation.
• Strong understanding of business and institutional customer needs and market dynamics.
• Proven expertise in account-based marketing and relationship-led growth strategies.
• Strong commercial acumen with a track record of translating marketing investment into outcomes.
• Experience leading integrated marketing programmes across owned, earned and paid channels.
• Ability to build trusted partnerships and influence senior stakeholders across functions.
• Experience leading teams, agencies and external partners in a complex environment.

Responsibilities

• Shape and deliver marketing strategies across Business Banking and SME, Mid Markets, Corporate & Institutional Banking and Workplace.
• Lead go-to-market activity for key propositions including lending, payments, trade finance, investments, pensions, protection and wealth solutions.
• Drive customer acquisition, engagement, retention and product adoption across priority client segments.
• Deliver targeted account-based and sector marketing programmes that support growth and deepen client relationships.
• Build our reputation through thought leadership, market engagement and strategic content programmes.
• Use data, insight and personalisation to improve digital engagement and marketing performance.
• Lead integrated campaigns across digital, CRM, events, partnerships, social and content channels.
• Embed a culture of marketing effectiveness, using robust measurement to demonstrate commercial impact and customer value.

Skills

Senior-level B2B marketing

Account-based marketing

Stakeholder management

Integrated multi-channel marketing

Commercial acumen

Leadership of teams and agencies

Data-driven decision making

Job description

WORKING PATTERN: Hybrid, involving at least two days per week, or 40% of your time, at one of our office sites

Join the Brands, Marketing & Experience (BMX) Leadership Team and play a pivotal role in shaping how Lloyds Banking Group engages businesses and institutions. Leading our B2B marketing agenda, you'll drive growth, build brand strength and deepen customer relationships across key markets.

About this opportunity

This newly established role reflects our ambition for continued growth across our B2B businesses, providing enhanced leadership focus to drive performance, deepen client engagement and support our long-term strategic priorities. You'll lead B2B Marketing across our Business & Commercial Banking, Corporate & Institutional Banking and Workplace businesses, developing integrated strategies that deepen customer engagement, strengthen our market position and deliver measurable growth.

Day to day, you will:

• Shape and deliver marketing strategies across Business Banking and SME, Mid Markets, Corporate & Institutional Banking and Workplace.
• Lead go-to-market activity for key propositions, including lending, payments, trade finance, investments, pensions, protection and wealth solutions.
• Drive customer acquisition, engagement, retention and product adoption across priority client segments.
• Deliver targeted account-based and sector marketing programmes that support growth and deepen client relationships.
• Build our reputation through thought leadership, market engagement and strategic content programmes.
• Use data, insight and personalisation to improve digital engagement and marketing performance.
• Lead integrated campaigns across digital, CRM, events, partnerships, social and content channels.
• Embed a culture of marketing effectiveness, using robust measurement to demonstrate commercial impact and customer value.

Why Lloyds Banking Group

We're on an exciting journey to transform our Group and shape finance as a force for good. We're investing in our people, data and technology to create new possibilities for our customers and colleagues. Join us and help build how one of the UK's leading financial services groups engages its business and institutional clients.

What you'll need:

• Significant senior-level B2B marketing experience gained within a complex, customer-led organisation. We welcome experience from a broad range of sectors, including those beyond financial services.
• A strong understanding of business and institutional customer needs, decision-making processes and market dynamics.
• Proven expertise in account-based marketing, proposition marketing and relationship-led growth strategies.
• Strong commercial acumen and a track record of translating marketing investment into measurable customer, commercial and brand outcomes.
• Experience leading integrated marketing programmes across owned, earned and paid channels, supported by data, personalisation and marketing technology.
• The ability to build trusted partnerships and influence senior stakeholders across business leadership, product, distribution, digital, data and customer teams.
• Experience leading teams, agencies and external partners to deliver high-quality outcomes in a complex environment.

And any experience of these would be really useful:

• Creating thought leadership and client engagement programmes that strengthen reputation and market presence.
• Balancing long-term brand building with near-term commercial priorities.
• Applying customer insight, market intelligence and performance data to optimise marketing outcomes.
• Working within regulated industries with a strong appreciation of regulatory, reputational and customer risk.

About working for us

Our ambition is to be the leading UK business for diversity, equity and inclusion supporting our customers, colleagues and communities and we're committed to creating an environment in which everyone can thrive, learn and develop.

We were one of the first major organisations to set goals on diversity in senior roles, create a menopause health package, and a dedicated Working with Cancer Initiative.

We offer reasonable workplace adjustments for colleagues with disabilities, including flexibility in office attendance, location and working patterns. And, as a Disability Confident Leader, we guarantee interviews for a fair and proportionate number of applicants who meet the minimum criteria for the role with a disability, long-term health or neurodivergent condition through the Disability Confident Scheme.

We provide reasonable adjustments throughout the recruitment process to reduce or remove barriers. Just let us know what you need.

We also offer a wide-ranging benefits package, which includes:

• A generous pension contribution of up to 15%
• An annual performance-related bonus
• Share schemes including free shares
• Benefits you can adapt to your lifestyle, such as discounted shopping
• A range of wellbeing initiatives and generous parental leave policies