Chief Marketing Officer

Salary circa £170,000 base per annum plus on target 20% annual award

***CLOSING DATE FOR APPLICATIONS - 9TH APRIL 2025 - 1200HR ***

About the role:

The CMO plays a lead role in our work to grow and diversify audiences and will be responsible for delivering a compelling and cohesive brand strategy and experience that ensures the relevance of Which?  to its wide range of audiences (consumers, businesses, policy makers and colleagues) across all channels.  With a strategic remit covering brand, audience, communications and insight, this role oversees how the Which? brand and reputation are understood and perceived.  This will deliver growth in the size, reach and diversity of Which?'s audiences; will generate insight to fuel the creation of innovative products to power engagement with these audiences; and will support growth in our commercial income.

The brand strategy will unify all customers and audiences across all Which? business functions, fuelling decisions for audiences to engage with Which?  This role will be instrumental in ensuring that what we say about our organisation internally and externally aligns seamlessly with how people experience it. The role is particularly important in maintaining the profile trust and reputation of the organisation across its impact driving activity, for and on behalf of UK consumers and in communication to galvanise the internal teams to deliver against stretching transformation targets aligned with our values.

The CMO role is critical in driving successful development of new and existing revenue streams including Membership, B2B  and B2B2C and partnerships, working cross-functionally with Content, Product and Commercial teams. 

Key Responsibilities Include:

Strategic Leadership:

• With brand and audience at the heart of Which?'s goals, the role will champion the Which? strategic plan, with organisation-wide leadership as part of the LT to deliver the Which? 2030 strategy

Senior Leadership:

• Lead Which?'s Brand and Communication Planning, Communications and Audience Research and Insight teams, building integrated ways of working and facilitating high performing teams

Brand:

• Own and champion the Which? brand strategy as the pan-Which? brand guardian, responsible for growth, perception shift and bringing the brand to life across the full suite of Which? products and activities

Audiences:

• Act as the voice of the audience at the heart of Which?, leading Which?-wide audience strategy and goals, with a focus on broadening and diversifying Which? consumers and business customers

Communications

• Champion and own Which?'s reputation, leading all corporate and media communications including major campaigns and crisis management, broadcast and media partnerships.

Marketing:

• Drive effective and efficient delivery against audience and commercial goals – working closely with the Commercial Director and Content Director - across paid, owned and earned channels.

Insights:

• Champion audience insights to support strategy and planning that helps grow audience engagement and drives commercial return.

About You:

Essential Experience & Skills

• Proven experience in a senior marketing leadership role.  Team size 30+
• Strong track record in brand strategy, audience engagement, and multi-channel communications in a B2C digital membership or subscriber organisation
• Experience in B2B businesses and working with partnerships/3rd parties
• Expertise in reputation management, crisis communications, and stakeholder engagement.
• Experience leading insight-driven decision-making through data analysis and research
• Demonstrated ability to work cross-functionally to enable revenue growth
• Ability to work with ambiguity and complexity while continuing to drive progress
• Exceptional leadership and team management skills
• Excellent communication and interpersonal abilities, with the ability to influence at all levels

Desirable Experience & Skills

• Experience of B2B2C businesses
• Ideally experience across not for profit/purpose led and commercial sectors including an appreciation of appropriate communication strategies for influencing policy makers and businesses
• Familiarity with digital transformation and emerging marketing technologies, including Gen AI, to deliver insight, marketing and communications efficiencies, and personalisation
• Experience of managing and mobilising community groups, both on and off platform

Benefits

 We also have these benefits for you to consider: 

• 28 days holiday a year + Bank Holidays + Option to buy additional days
• Excellent pension scheme – when you pay in 3%, Which? pays in 6% (rising to 11% after one year of service) 
• Leadership Team Annual Award scheme
• 35 hour working week and hybrid working arrangements - typically 3 days will be spent in the office
• Private medical insurance and opportunity to participate in Vitality rewards programme (at 6 months)
• A discretionary death in service benefit provision equivalent to six times your annual base salary
• Free access to Which? member content and free access to Which? money and legal helplines and will writing service
• Work from (almost) anywhere for 4 weeks of the year policy
• Discount site Pluxee which offers large % off every day shopping and holidays 

The Interview process for this role involves:

• Pre-Interview call with Resourcing Partner
• 90-minute virtual Interview with two members of the Leadership Team
• 2 x F2F interviews (at our London Office). Meeting with the CEO, Leadership Team colleague and Non-executive Directors. Part of an interview will involve playback of a pre-interview task/presentation we'd ask candidates to complete ahead of Interview. 
• 45-60-minute reverse interview with colleagues from the team 

About Which?

Which? is the UK's consumer champion, here to make life simpler, fairer and safer for everyone. Read all about us on our website.

At Which? we value diversity and we're committed to creating an inclusive culture where everyone is able to be themselves and to reach their full potential. We are proud that we are in the ‘Top 25 Inclusive Employers' List and currently ranking 3rd.

 We want to receive applications from everyone. We believe that a diverse workforce helps us to understand and create a positive impact for consumers.  

As a Disability Confident Leader, we ensure that everyone can apply and be part of our recruitment processes and so we'll make reasonable adjustments if you need them - just let us know when you apply. If you need assistance with applying (i.e., would like to apply by phone or post), email recruitment@which.co.uk.  Find out more about the Disability Confident Interview Scheme here.

We promote a great work-life balance (the majority of our roles are now hybrid), offering flexible working options in addition to a full time working week (35 hours) e.g. part time or job shares where possible. If you wish to discuss any of these options, please contact the Resourcing team at resourcing@which.co.uk

Please note you must meet the essential criteria listed within the Role Profile, to have your application reviewed, PLEASE NOTE THE CLOSING DATE FOR APPLICATIONS IS 1200 ON THE 9TH APRIL 2025, WE WILL NOT BE ABLE TO ACCEPT APPLICATIONS BEYOND THIS DATE