Head of Marketing

Phenna Group; Cardiff; On-site; GBP 70,000 - 110,000; Full time

Job summary

Cansford Laboratories, part of Phenna Group, is seeking a Head of Marketing to define where the business should play, how it can win, and to build a scalable marketing engine. You will own market insight, propositions, go-to-market planning and demand generation, including the growth of the Individuals sector.

Initially hands-on, you will set a marketing roadmap, assess needs, and shape the team. You will report to the Managing Director and partner with Sales to convert demand, while leveraging

Qualifications

• Senior marketing experience using insight, segmentation, propositions and integrated marketing to drive growth.
• Strong capability in market analysis, positioning, go-to-market and demand generation.
• Experience across digital, content, campaigns, brand and corporate communications.
• Ability to measure ROI and funnel performance and turn insight into clear recommendations.
• Curious, commercially minded and evidence-led, with the confidence to influence senior stakeholders.

Responsibilities

• Own marketing strategy, translating growth ambitions into evidence-based market, segment, proposition and channel priorities.
• Build robust market and customer insight covering segments, competitors, buying behaviour and opportunities.
• Generate qualified demand through an integrated mix of digital, campaigns, content, propositions and lead generation.
• Own the growth strategy for the Individuals sector, working with Sales to ensure demand converts.
• Lead proposition development and identify potential new services before commercial and technical validation.
• Own corporate communications, positioning and brand guidance.
• Set the strategy for events, conferences and industry engagement, with clear objectives and follow-up.
• Measure marketing effectiveness and ROI, and use the evidence to stop, improve or scale activity.

Skills

Senior marketing experience

Market analysis

Go-to-market strategy

Demand generation

Digital marketing

Corporate communications

Stakeholder management

Tools

HubSpot

Job description

Company: Cansford Laboratories (part of Phenna Group)

Location: Cardiff, with external activity as required

Contract: Permanent, full-time

Reports to: Managing Director

About Cansford Laboratories

Cansford Laboratories is a specialist drug and alcohol testing laboratory based in Cardiff. Accredited to ISO/IEC 17025, we provide toxicology testing that people rely on to make important decisions in family law, social care and the workplace, so accuracy, impartiality and service are at the heart of everything we do. Cansford is part of Phenna Group, a leading testing, inspection and certification group, which gives us the backing of a larger organisation with the pace and personality of a growing SME.

The role

Cansford Laboratories is looking for a Head of Marketing to work out where Cansford should play, how it can win, and to build the marketing engine that gets it there. This goes well beyond brand activity: you will own market insight, propositions, go-to-market planning and the generation of qualified demand that drives growth.

You will also own the growth of our Individuals (direct-to-consumer) sector, and lead the front end of new service development by spotting unmet customer needs and market opportunities.

The role will start hands-on, delivering priority marketing activity yourself. A key early objective will be to assess what Cansford needs to deliver its growth ambitions and set out a clear marketing roadmap, including the future shape of the team.

What you'll be doing

• Own Cansford’s marketing strategy, translating growth ambitions into evidence-based market, segment, proposition and channel priorities
• Build robust market and customer insight covering segments, competitors, buying behaviour and emerging opportunities
• Generate qualified demand through an integrated mix of digital, campaigns, content, propositions and lead generation
• Own the growth strategy for the Individuals sector, working with Sales to make sure demand converts
• Lead proposition development and identify potential new services before commercial and technical validation
• Own corporate communications, positioning and brand guidance
• Set the strategy for events, conferences and industry engagement, with clear objectives and follow-up
• Measure marketing effectiveness and ROI, and use the evidence to stop, improve or scale activity

What you'll bring

• Senior marketing experience, using insight, segmentation, propositions and integrated marketing to drive commercial growth
• Strong capability in market analysis, positioning, go-to-market and demand generation
• Experience across digital, content, campaigns, brand and corporate communications
• The ability to measure ROI and funnel performance and turn insight into clear recommendations
• A curious, commercially minded and evidence-led approach, with the confidence to influence senior stakeholders

It would be great if you also have:

• Experience in an SME, specialist B2B service, healthcare, laboratory, scientific or regulated environment
• New-market exploration, new product development or direct-to-consumer and e-commerce growth
• Crisis communications, PR and events experience
• CRM and marketing automation (ideally HubSpot) and advanced analytics
• Experience building or significantly upgrading a marketing function

Why Cansford?

This is a genuine opportunity to join Cansford at an important point in its growth, in a role that has been shaped around where the business is heading. You will have real ownership, a visible impact on how the business performs, and the support of Phenna Group behind you.

Cansford Laboratories and Phenna Group are equal opportunities employers and welcome applications from all backgrounds.

Phenna Group is an Equal Opportunities Employer