QUALIFICATIONS, SKILLS AND EXPERIENCE

• Strong marketing management and leadership skills, with the ability to motivate and develop a team.
• Excellent communication and negotiation skills, with experience managing cross-functional teams and external agencies.
• Strong creative and analytical thinking, with a data-driven approach to decision-making.
• Solid project management discipline, with the ability to juggle multiple projects and deadlines.
• Experience with content marketing, social media management, and influencer partnerships.
• Proven ability to track, analyse, and report on KPIs and marketing ROI.

ROLE OVERVIEW

Caledonian MacBrayne is looking for a results-driven, motivated Marketing and Content Lead with a proven track record in delivering commercial success through innovative and strategic marketing initiatives. This is an exciting opportunity for someone who sees opportunities, embraces change, and finds solutions to challenges.
Reporting to the Head of Marketing and managing a small team, the Marketing and Content Lead will be responsible for developing and executing integrated omnichannel marketing strategy to drive engagement, brand awareness, and commercial results. The role involves working collaboratively with internal teams—including insight, design, digital, and commercial departments—as well as managing external agencies and media buyers to ensure marketing success.

PRINCIPAL ACCOUNTABILITIES

• Plan and execute a comprehensive marketing content strategy aligned with business objectives.
• Manage the Marketing Team, including the Social Media Manager, Brand Campaigns Manager and Marketing Activations Manager, ensuring all consistency and impact across all marketing outputs.
• Shape proactive and reactive marketing activity based on capacity management and retail data insights, using digital and traditional marketing channels.
• Oversee the creation, activation, and distribution of engaging content, including case studies, blogs, video, podcasts, and social media content.
• Develop and execute a content laydown plan that aligns with key marketing campaigns and brand storytelling.
• Foster relationships with third party partners to amplify content reach.
• Lead data-driven marketing efforts, leveraging Google Analytics and other reporting tools to measure marketing success.
• Work closely with external agencies, media buyers, and internal teams to ensure brand consistency and marketing effectiveness.
• Negotiate media buys, sponsorships, and partnerships to enhance marketing impact.
• Collaborate cross-functionally with commercial, product, and digital teams to ensure marketing aligns with business goals.
• Leverage AI tools and emerging technologies to improve content creation and customer engagement.
• Monitor brand reputation and work with internal teams to proactively manage PR issues and social media crises.
• Develop strategies to maintain a positive brand image across all customer touchpoints.