Strategic Communications Manager - Commercial Marketing

West Midlands Combined Authority; Birmingham; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Local Government Pension Scheme

Healthcare plans

EV car benefit scheme

Discounted gym membership

Cycle purchase scheme

Volunteer leave

Costco membership

Job summary

West Midlands Combined Authority is seeking a Strategic Communications Manager to shape and execute an integrated marketing strategy across the region. You will drive growth in bus patronage and revenue while strengthening customer loyalty and changing perceptions of bus travel as part of an integrated transport network.

This role requires a proven track record in commercial marketing, leading multi-disciplinary teams and managing large campaigns with a customer-focused approach.

Qualifications

• Experience developing commercial marketing strategies that drive customer acquisition and revenue growth.
• Experience delivering large, integrated marketing campaigns across offline and digital channels.
• Experience delivering measurable marketing ROI through data-driven decision making.
• Experience managing significant marketing budgets and leading teams.

Responsibilities

• Define the digital customer journey across all touchpoints.
• Lead annual marketing plans based on insights, market analysis and commercial opportunities.
• Develop lifecycle marketing strategies using CRM and digital channels.
• Provide strategic marketing advice across programmes and directorates.
• Lead and develop a high-performing multidisciplinary marketing and digital team.
• Develop capabilities across paid media, SEO, CRM, content, analytics, and digital campaigns.

Skills

Commercial acumen

Campaign management

Stakeholder management

Team leadership

Education

Degree in Marketing or related field

Tools

CRM

SEO

Analytics tools

Digital advertising platforms

Job description

We're looking for a commercially driven and innovative Strategic Communications Manager to develop and deliver the integrated marketing strategy that will help grow bus patronage, increase revenue, strengthen customer loyalty and change perceptions of bus travel across the region.

As the West Midlands prepares for bus franchising, this is a pivotal time for public transport. Once we take on responsibility for bus operations, we will also take on greater responsibility for revenue and commercial performance. Your role will be central to creating a marketing strategy that attracts new customers, encourages existing customers to travel more and positions the bus as a key part of an integrated transport network.

This is much more than a traditional marketing role. You'll work across a diverse range of teams and partners, leading multi-disciplinary teams and agency relationships to develop creative, evidence-based campaigns that deliver commercial impact.

This is a brand-new role with the opportunity to shape what it becomes. You'll have the opportunity to influence the long-term commercial marketing strategy for the West Midlands bus network, help build the team around you and play a highly visible role in one of the region's most significant transport transformations.

We're looking for someone who can demonstrate a strong commercial track record of using marketing to increase sales, usage or take-up of a product or service, alongside creativity, innovation and a genuinely customer-focused approach.

Please note, this is a 2-year fixed term contract.

What you will be doing

• Define the digital customer journey, ensuring seamless experiences across all customer touchpoints
• Lead the development of annual marketing plans based on customer insight, market analysis and commercial opportunities
• Develop customer lifecycle marketing strategies using CRM, personalisation and digital channels
• Provide strategic marketing advice across the Bus Franchising Programme and wider Transport directorates
• Lead and develop a high-performing multidisciplinary commercial marketing and digital marketing team
• Develop specialist capability across paid media, SEO, CRM, content, analytics and digital campaign management
• Oversee website performance, user journeys, conversion optimisation and content governance
• Work closely with insight teams to understand customer behaviour, campaign effectiveness and market trends
• Develop marketing dashboards and reporting frameworks that demonstrate commercial impact
• Ensure all marketing activity is accessible, inclusive and customer-centred
• Support the management of a significant annual marketing budget
• Monitor campaign spend, forecasting and financial performance

Anonymised Applications.

Your uploaded CV won't be visible after submission. Our process is anonymised, and only the information in your profile is used for shortlisting. Be thorough in each section. It's your chance to showcase your skills and experience.

What's essential

• Experience of developing commercial marketing strategies that drive customer acquisition and revenue growth
• Experience of managing large integrated marketing campaigns across offline and digital channels
• Experience of delivering measurable marketing ROI through data-driven decision making
• Experience of managing significant marketing budgets
• Experience of leading and developing high-performing marketing teams
• Experience of managing creative, digital and media agencies
• Degree (or equivalent qualification/experience) in Marketing, Communications, Business, or a related field

Location.

The location for this role is 16 Summer Lane with at least 2 days a week spent in the office.

Salary and benefits.

We advertise salary ranges, with new appointments typically starting at the lowest salary point. In exceptional cases, the salary point may be adjusted to secure the best candidate. This approach allows for potential year-on-year salary increases, offering progression and appropriate rewards to employees. Requests for salaries above the maximum advertised range will not be considered.

We offer a comprehensive benefits package that includes:

• Local Government Pension Scheme (one of the most generous pension schemes in the UK).
• Shared Cost Additional Voluntary Contribution scheme where you can build an additional pot of money alongside your pension with contributions exempt from Income Tax and National Insurance contributions (NICs).
• 28 days paid annual leave (with an option to purchase more) + Statutory days.
• EV car benefit scheme
• Healthcare plans.
• Discounted gym membership, will writing,and mortgage advice.
• An option to buy a bicycle, including e-bikes and adapted pedal cycles, at a discounted rate.
• 3 days of paid leave each year to volunteer.
• Interest‑free financing through SmartTech to buy the latest technology
• Discounted shopping with over 2,000 big‑name retailers, and more. You can now also obtain a Costcomembership through the WMCA.
• Boundlessunlocks unlimited entry to top‑rated UK attractions and loads of extra benefits and discounts.
• EyeCare Scheme, offering a free eye test and a financial contribution towards your glasses.

For more information, please visit the benefits page on our career site.

Why join WMCA?

WMCA is laser‑focused on improving the West Midlands, bringing economic growth, jobs, homes, and better journeys to the region. We target local needs where it matters most, ensuring everyone has a job that pays well and has access to safe and affordable places they can call home.

We put people and place at the heart of everything we do, working hand in hand with our partners to direct funding where it's needed most. What you do, really matters. Your expertise will help make a big difference, improving people's lives, every day.

Our Values and Behaviours.

Fostering an environment where people feel valued, included, supported, and proud to contribute to our region is important to us at the WMCA. Our behaviours are more than statements; they guide how we work, make decisions, and treat one another - they set the standards we hold ourselves to and the experience we want others to have.

• Collaborative -We work as one organisation. Together we build trust, connection and shared purpose across teams, partners and residents to create the biggest impact for our region.
• Driven -We are focused on outcomes. We perform at our best to unlock productivity and delivery, achieving the greatest regional impact.
• Inclusive - We value difference. Creating an environment where people belong, and feel psychologically safe, so we can all thrive and shape a West Midlands built for everyone.
• Innovative -We are courageous. We embrace new ideas and challenge the status quo to continuously improve and shape the future of the West Midlands.

Creating an inclusive workplace.

WMCA holds diversity accreditations, such as the RACE Code Quality Mark, Armed Forces Covenant (Gold status) and has been recognised as one of the Inclusive Top 50 Employers and The Times Top 50 Employers for Women. We're a Disability Confident Employer with Leader' status, committed to interviewing applicants with disabilities who meet all the essential role criteria.

We are also proud to be a Ban the Box employer, which means we do not ask about criminal convictions at the initial application stage, and will only ask after an offer is made as part of our onboarding checks, which helps us remove barriers for people with past convictions and supporting fair opportunities for all.

We recognise that certain groups, such as women and people of colour, may be less likely to apply for roles if they feel they do not meet all the requirements. However, we encourage individuals who are passionate about the role and want to make a difference to still apply. We value potential and encourage applicants to highlight their skills, including transferable ones, even if they don't fit the traditional "perfect candidate" mould.

We gladly consider part‑time, flexible, and job share arrangements, so please don't let these factors deter you from applying

Right to Work in the UK

Proof of Right to Work in the UK will be required for all applicants in accordance with UK Home Office requirements, before any employment offer can be confirmed.

Non‑UK applicants (excluding Ireland) would be required to hold a relevant Visa from the UK Visas and Immigration (UKVI).