Commercial And Marketing Director

The Focus Training Group; Plymouth; On-site; GBP 60,000 - 80,000; Full time

Job summary

A leading training organization in Plymouth seeks a Senior Marketing and Commercial Leader. This role involves shaping the marketing strategy, driving learner recruitment, and enhancing brand visibility to ensure commercial growth. The ideal candidate will have substantial experience in a senior marketing role, expertise in digital marketing, and a proven track record in B2B relationship management.

Qualifications

• Proven experience in a senior marketing or commercial leadership role.
• Strong digital marketing expertise including PPC and social media.
• Exceptional relationship builder with experience managing large B2B accounts.

Responsibilities

• Lead marketing strategy and communications for commercial growth.
• Overhaul digital channels and improve marketing ROI.
• Develop systems for quality assurance and financial viability.

Skills

Digital marketing expertise

Data literacy

Relationship building

Commercial revenue growth

Tools

CRM systems

SEO tools

Automation tools

Job description

Role Purpose

This is a critical senior leadership role, responsible for shaping and delivering the marketing strategy and commercial growth of The Focus Training Group. You will lead our digital transformation, boost learner recruitment, enhance brand visibility, and drive the performance and profitability of our commercial training offer.

This role blends marketing leadership with commercial strategy – perfect for a dynamic, entrepreneurial professional who can scale our offer, build strategic partnerships, and turn ideas into sustainable income and impact.

Key Responsibilities

Marketing Strategy & Performance

• Lead and deliver an ambitious marketing and communications strategy aligned to the business and curriculum plan.
• Overhaul and optimise the website and digital channels (SEO, SEM, content, performance).
• Use data and analytics to drive decision-making and continuously improve marketing ROI.
• Ensure brand consistency and messaging across all channels and platforms.
• Drive learner recruitment across commercial courses, apprenticeships, adult learning, and study programmes.
• Embed CRM usage and integration across the marketing lifecycle (enquiries, campaigns, retention).

Commercial Development

• Lead the growth and performance of all commercial programmes and services.
• Develop systems to ensure quality assurance, impact measurement, and financial viability.
• Identify new market opportunities, develop B2B sales pipelines, and build bespoke training offers.
• Maximise asset, building and staff utilisation – increasing programme fill rates and profitability.
• Develop pricing models that ensure commercial sustainability and value for clients.

Stakeholder Engagement & Employer Relationships

• Lead the employer engagement strategy – ensuring thousands of existing employer clients are communicated with regularly and effectively.
• Act as a senior ambassador to key employers, large organisations, not-for-profits, and public sector bodies across the South West and beyond.
• Develop employer advisory panels and sector networks that co-create our future offer.
• Improve and professionalise how we manage, grow, and measure key stakeholder relationships.

Leadership & Reporting

• Set and report against clear KPIs, growth targets, and campaign timelines.
• Represent the company at strategic forums and networking events.
• Collaborate across departments to ensure marketing, sales, operations and curriculum work in sync.
• Contribute to the Executive Team and strategic decision-making.

Essential Skills and Experience

• Proven experience in a senior marketing or commercial leadership role (ideally in education/training or service sector).
• Strong digital marketing expertise – SEO, PPC, email, CRM, social media, and web optimisation.
• Excellent data literacy – can analyse campaign data, market insights and competitor trends.
• Deep understanding of CRM systems, automation tools, and performance marketing.
• Demonstrated ability to grow commercial revenue and manage profit & loss.
• Exceptional relationship builder with experience managing large B2B/employer accounts.
• Experience of leading teams and working at Executive/Board level.
• Exceptional sales track record.