JOB TITLE: B2B Marketing Director
LOCATION(S): London, Bristol or Halifax
HOURS: Full time, 35 hours per week
WORKING PATTERN: Hybrid, involving at least two days per week, or 40% of your time, at one of our office sites
Flexible Working Options: Hybrid Working, Job Share
Join the Brands, Marketing & Experience (BMX) Leadership Team and play a pivotal role in shaping how Lloyds Banking Group engages businesses and institutions. Leading our B2B marketing agenda, you'll drive growth, build brand strength and deepen customer relationships across key markets.
About this opportunity
This newly established role reflects our ambition for continued growth across our B2B businesses, providing enhanced leadership focus to drive performance, deepen client engagement and support our long-term strategic priorities. You'll lead B2B Marketing across our Business & Commercial Banking, Corporate & Institutional Banking and Workplace businesses, developing integrated strategies that deepen customer engagement, strengthen our market position and deliver measurable growth.
Day to day, you will:
•Shape and deliver marketing strategies across Business Banking and SME, Mid Markets, Corporate & Institutional Banking and Workplace.
•Lead go-to-market activity for key propositions, including lending, payments, trade finance, investments, pensions, protection and wealth solutions.
•Drive customer acquisition, engagement, retention and product adoption across priority client segments.
•Deliver targeted account-based and sector marketing programmes that support growth and deepen client relationships.
•Build our reputation through thought leadership, market engagement and strategic content programmes.
•Use data, insight and personalisation to improve digital engagement and marketing performance.
•Lead integrated campaigns across digital, CRM, events, partnerships, social and content channels.
•Embed a culture of marketing effectiveness, using robust measurement to demonstrate commercial impact and customer value.
Why Lloyds Banking Group
We're on an exciting journey to transform our Group and shape finance as a force for good. We're investing in our people, data and technology to create new possibilities for our customers and colleagues. Join us and help build how one of the UK's leading financial services groups engages its business and institutional clients.
What you'll need:
•Significant senior-level B2B marketing experience gained within a complex, customer-led organisation. We welcome experience from a broad range of sectors, including those beyond financial services.
•A strong understanding of business and institutional customer needs, decision-making processes and market dynamics.
•Proven expertise in account-based marketing, proposition marketing and relationship-led growth strategies.
•Strong commercial acumen and a track record of translating marketing investment into measurable customer, commercial and brand outcomes.
•Experience leading integrated marketing programmes across owned, earned and paid channels, supported by data, personalisation and marketing technology.
•The ability to build trusted partnerships and influence senior stakeholders across business leadership, product, distribution, digital, data and customer teams.
•Experience leading teams, agencies and external partners to deliver high-quality outcomes in a complex environment.
And any experience of these would be really useful:
•Creating thought leadership and client engagement programmes that strengthen reputation and market presence.
•Balancing long-term brand building with near-term commercial priorities.
•Applying customer insight, market intelligence and performance data to optimise marketing outcomes.
•Working within regulated industries with a strong appreciation of regulatory, reputational and customer risk.
Benefits
•A generous pension contribution of up to 15%
•An annual performance-related bonus
•Share schemes including free shares
•Benefits you can adapt to your lifestyle, such as discounted shopping
•A range of wellbeing initiatives and generous parental leave policies
