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

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.

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