Senior Manager, Commercial Marketing & Growth

The Senior Manager for Commercial Marketing & Growth leads the development and optimisation of marketing strategies that drive Ibec’s commercial outcomes, membership value, and enterprise visibility. The role is responsible for shaping organisation‑wide marketing plans, strengthening the consistency of marketing approach across divisions and sector associations, and ensuring marketing efforts support uptake, revenue generation and growth.  
 
Reporting to the Head of Marketing & Brand, the role combines strategic marketing leadership with strong audience‑centred practice. It translates commercial objectives into targeted, insight‑driven marketing activity and ensures Ibec’s programmes, services, events and membership value are clearly positioned, well‑communicated and effectively promoted across channels.

The closing date for applications will be 12pm on Monday the 3rd of August.

Commercial Marketing Strategy 

• Lead the development of commercial marketing strategies across programmes, services, and membership value.
• Translate commercial and membership objectives into targeted marketing plans and priority activity, including lead generation and marketing performance management.
• Shape positioning, propositions, and messaging for key commercial offerings, events, and services.
• Support revenue‑generating teams with tailored marketing tools, collateral, and engagement tactics.
• Drive audience segmentation, targeting, and value‑based messaging to support acquisition, retention, and growth.

Organisation‑Wide Marketing Planning 

• Lead structured marketing planning across divisions and sector associations.
• Ensure the marketing approach across the organisation is aligned, consistent, and audience‑centred.
• Guide teams on marketing approaches, priorities, and sequencing to optimise organisational impact.
• Partner with divisions to identify high‑value opportunities for visibility, engagement, and uptake.

Growth‑Oriented Marketing & Performance 

• Drive performance‑focused marketing activity, ensuring efforts contribute to commercial growth goals.
• Analyse performance across digital, paid, email, CRM, and content channels to identify growth opportunities.
• Provide data‑driven insights and recommendations to improve conversion, engagement, and return on investment.
• Track KPIs and produce clear reporting for senior leadership and internal stakeholders.
• Continuously refine marketing processes based on insights and learnings.

 
Cross‑Functional Collaboration 

• Partner with Brand & Expression to ensure strong brand articulation and creative execution across marketing outputs.
• Partner with Events & Partnerships to provide marketing and audience engagement guidance and support.
• Partner with Digital Strategy & Platforms on channels, lead generation, performance, and optimisation.
• Work with External Affairs to align marketing messaging with enterprise positioning
• Collaborate with Commercial, Events, Policy, Membership, and Sector teams to ensure marketing relevance and consistency.
• Manage external agencies and suppliers where required.

Digital & Marketing Technology 

• Maximise the use of digital marketing tools, CRM systems, automation platforms, and analytics technologies.
• Oversee email marketing calendars, digital deployment, and channel optimisation to support commercial goals.
• Ensure marketing activity uses best‑practice targeting, sequencing, and personalisation.
• Identify opportunities to modernise, streamline, and scale digital marketing operations

 
Audience, Member & Stakeholder Engagement 

• Ensure marketing activity is audience‑focused, insight‑led, and experience‑driven.
• Maintain strong relationships with internal teams to gather audience insights and commercial priorities.
• Support communication of membership value and commercial offerings through targeted engagement activity.
• Align marketing messages with audience expectations, member needs, and reputational context.

 
NOTE: This list is not exhaustive but serves to reflect the nature of the duties included in the role.  Given the nature of the organisation and the need to respond to members’ needs on an ongoing basis, the role is subject to change over time.  

Qualifications 

• Extensive experience in commercial marketing, growth marketing, marketing communications or a related role within a complex organisation or membership‑based environment.
• Proven experience developing and leading marketing strategies that drive commercial outcomes, uptake and growth.
• Strong background in proposition development, audience segmentation and value‑based marketing.
• Demonstrable experience translating organisational or commercial objectives into structured, insight‑led marketing plans.
• A relevant third‑level qualification in marketing, business, communications or a related discipline is desirable, supported by substantial professional experience.

Key Skills 

• Commercial marketing strategy development and execution
• Proposition positioning, messaging and value articulation
• Audience segmentation, targeting and insight‑led marketing
• Organisation‑wide marketing planning and prioritisation
• Performance management, KPI tracking and marketing optimisation
• Strong analytical capability across digital, CRM, email and campaign activity
• Cross‑functional collaboration with commercial, brand, digital and external affairs teams
• Leadership and direction of marketing activity across multiple teams and stakeholders
• Effective management of agencies, partners and suppliers

Personal Characteristics 

• Commercially astute, with a strong focus on growth, value and measurable outcomes
• Strategic yet practical, able to move confidently between planning and delivery
• Credible and influential, comfortable guiding and challenging senior stakeholders
• Structured and disciplined, able to bring clarity to complex, multi‑stream activity
• Collaborative and enabling, witha strong teamand partnership ethos
• Confident decision‑maker, grounded in insight and evidence
• Committed to continuous improvement, modern marketingpracticeand professional standards

Ibec Core Competencies 
Bias towards action 

1. Collaborative - work together as 'one Ibec'.
2. Dynamic - approach initiatives with careful planning, energy, drive, and resilience.
3. Decisive - make clear, well-informed decisions.

Member and Customer Focus 

1. Agile and Adaptive - embrace change and be adaptive to members' needs and in ambitious situations.
2. Creative and Innovative - not afraid of dynamic thinking in finding solutions.
3. Curious and Critical Thinking - open minded and proactive in gathering data in developing opinions.

Drive and Personal Leadership 

1. Ambitious - driven and can take responsible risks.
2. Accountable - committed to highest standards and takes ownership of actions.
3. Continuous Improvement - proactive on personal and professional development

 
Ibec is an equal opportunity, and inclusive employer is committed to providing reasonable accommodations for potential and existing employees with a disability. Should you wish to request a reasonable accommodation please email Kenny at Kenneth.kelly@ibec.ie