Senior Marketing Manager - Owned Channels

National Trust; England; Hybrid; GBP 70,000 - 90,000; Full time

Benefits offered by this job

Pension up to 10%

Free entry to National Trust places

Rental deposit loan

Season ticket loan

EV car lease scheme

Perks at work discounts

Holiday entitlement up to 32 days

Flexible working

Employee assistance programme

Free parking at National Trust sites

Job summary

National Trust seeks a Senior Marketing Manager - Owned Channels to shape how we engage audiences through web and email. This fixed-term contract until July 2028 focuses on turning organisational priorities into high-impact marketing activities that deliver measurable results.

You will lead the owned-channel strategy across web and email, leveraging audience insights to improve engagement, conversion and commercial performance.

Qualifications

• Strong understanding of audience engagement, segmentation, personalisation and website optimisation approaches.
• Knowledge of content strategy and digital experiences to boost performance.
• Familiarity with search behaviours, AEO and their impact on reach and performance.
• Proven ability to manage stakeholders across levels and align priorities.
• Leadership experience with high-performing teams and talent development.
• Experience leading web, SEO and email marketing strategies using insights.
• Ability to analyze campaign performance and report KPIs for decisions.
• Strong planning and organisational skills across multiple workstreams.

Responsibilities

• Lead the strategic direction and performance of our owned marketing activity across web and email.
• Plan and deliver audience-led marketing aligned to organisational priorities.
• Oversee website optimisation, content effectiveness and channel performance.
• Champion personalisation and segmentation to enhance the customer experience.
• Provide leadership to a specialist team and enable their development.

Skills

Audience engagement

Segmentation

Personalisation

Website optimisation

Stakeholder management

Leadership

Web/SEO/Email marketing

Data-driven decision-making

Job description

Summary

We're looking for a Senior Marketing Manager - Owned Channels to join us on fixed term contract until July 2028 to shape how we connect with audiences through web and email channels. You'll be responsible for turning organisational priorities into impactful marketing activity that builds engagement, strengthens relationships with supporters and delivers measurable results. Combining commercial awareness, audience insight and digital expertise, you will lead the development and execution of owned-channel strategies across web and email communications, ensuring audiences receive relevant, engaging and high-performing experiences.

What it's like to work here

You'll lead a high-performing marketing team that delivers the National Trust's owned-channel strategy, using web and email communications to reach and engage audiences at scale. The team develops audience-led approaches that support engagement, income generation, membership and advocacy, translating organisational priorities into meaningful customer experiences.

The role works across multiple business areas, partnering with colleagues from marketing, fundraising, membership, regions, brand and digital teams to develop and deliver joined-up audience experiences through our owned channels.

Sitting within the Performance Marketing team, you'll be responsible for the strategy, performance and delivery of web and manual email communications. You'll work closely with colleagues in the Customer Journeys team, who lead the strategy, design and optimisation of automated customer journeys and lifecycle communications. Together, the teams ensure audiences receive relevant and connected experiences across owned channels.

Success in this role relies on strong collaboration, stakeholder management and the ability to work effectively within a matrix environment, bringing together different perspectives and priorities to deliver shared objectives.

As this is a national role, there is flexibility on your contractual place of work. Our hybrid working policy means you can balance office and home working, with a need to attend the office for team, stakeholder and planning meetings in person as required. We'll talk about this in more detail at interview, but you should expect to be at a National Trust site for 40-60% of your working week.

What you'll be doing

You'll lead the strategic direction and performance of our owned marketing activity, overseeing web and email communications across a range of audiences and business priorities. Using data, insight and customer understanding, you'll identify opportunities to improve engagement, conversion and commercial performance through effective use of our owned channels.

You'll lead the planning and delivery of audience-led marketing activity across our website and email, ensuring communications are relevant, timely and aligned to organisational priorities.

You'll oversee website optimisation, content effectiveness and channel performance, identifying opportunities to improve engagement, discoverability and marketing performance through content strategy, SEO, answer engine optimisation (AEO), content optimisation and effective content presentation across owned channels. You'll champion the use of personalisation and segmentation to enhance the customer experience, while ensuring activity is aligned to organisational goals and delivers strong performance. You'll also provide leadership and direction to a specialist team, supporting their development and creating the conditions for them to thrive and achieve their best work

Who we're looking for

You'll bring a broad range of the following knowledge, skills and experience, shaped by different roles, sectors or career paths. Please use your application to demonstrate how you meet the criteria below:

• Strong understanding of audience engagement, segmentation, personalisation and website optimisation approaches, including the use of content strategy and digital experiences to improve performance
• Understanding of emerging search behaviours and answer engine optimisation (AEO), and how these can support audience reach, discoverability and channel performance.
• Strong stakeholder management skills and able to influence and engage at all levels, with the ability to build effective relationships and align priorities across teams and senior stakeholders
• Leadership and people development skills, with a track record of building high-performing teams and supporting colleagues to thrive and achieve their best work
• Experience leading the development and implementation of web, SEO and email marketing strategies, using audience insights and data to drive engagement and measurable outcomes
• Experience using data and insight to analyse campaign performance and report on KPIs that inform decision-making
• Strong planning, prioritisation and organisational skills, with the ability to balance multiple workstreams while maintaining strategic focus
• Experience leading inclusive teams, ensuring diverse perspectives are valued and underrepresented voices are heard and reflected in decision-making.

The package

The National Trust has the motto 'For everyone, for ever' at its heart. We're working hard to create an inclusive culture, where everyone feels they belong. It's important that our people reflect and represent the diversity of the communities and audiences we serve. We welcome and value difference, so when we say we're for everyone, we want everyone to be welcome in our teams too.

Substantial pension scheme of up to 10% basic salary

Free entry to National Trust places for you, a guest and your children (under 18)

Rental deposit loan scheme

Season ticket loan

EV car lease scheme (for roles that meet the salary criteria)

Perks at work discounts such as gym memberships, shopping discount codes, cinema discounts

Holiday allowance up to 32 days relating to length of service, plus holiday purchase scheme, subject to meeting minimum criteria.

Flexible working whenever possible

Employee assistance programme

Free parking at most Trust places