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Marketing manager
Department name: Marketing strategy and planning
Directorate: Product and marketing
Job level: 6
Organisational overview
The National Employment Savings Trust (NEST) is a brand new workplace pension scheme. It’s been
designed around the needs of employers and workers and offers a high quality, easy to use way to
save for retirement.
NEST Corporation is the Trustee of the scheme and is a non-departmental public body independent
of government but accountable to Parliament through the Department of Work and Pensions.
We work with the best outsourcing partners to deliver the scheme. Our employees are highly
experienced coming from both public sector and private enterprise and combine a wealth of
relevant commercial experience with a passion to bring a bold new vision to workplace pensions.
Departmental overview

The Marketing function that is responsible for defining and implementing measurable marketing
and digital strategy based on customer insight. The team will develop a marketing strategy
including a digital channel plan with appropriate KPIs, an associated activity plan, track delivery,
and commission implementation from services across NEST. We will also provide customer and
market insight based on research and web analytics, and regularly assess and report on the success
of marketing activities and the digital channel.

This role will be responsible for creating, implementing and evaluating targeted marketing plans
that achieve business objectives through acquisition and retention activity.
Scope & deliverables
Accountability

Reporting into Head of acquisition and retention support the development
retention and development plans in line with the overall marketing strategy for
NEST

Develop, implement, measure and improve marketing activity that supports
NEST’s commercial needs for acquisition, retention and development

Identify and commission analysis of target audiences to generate customer
insight to drive marketing activity

Liaise with internal stakeholders, in-house creative function and external
agencies and suppliers to deliver targeted marketing campaigns
This job description is intended as guidance to the typical requirements of this job and not as an
exhaustive list. Over time jobs can vary within reason of the original remit.
Marketing manager
Department name: Marketing strategy and planning
Directorate: Product and marketing
Job level: 6
Deliverables
Relationships &
autonomy

Identify and develop core propositions and USPs for relevant audience segments
for acquisition and retention

Explore and implement marketing activities to maximise revenue generation and
cost to serve opportunities

Create, implement and review the tactical integrated marketing plans for
relevant audience segments

Ensure online and offline activities are integrated to deliver consistent customer
experience

Define and implement segmentation strategies for tactical activity

Ensure quality and brand standards are met with all marketing pieces and are
consistent with NEST’s brand

Create and deliver clear, concise and targeted briefs for internal and external
teams and agencies

Track expenditure and report ROI for all marketing activity routinely
recommending improvements

Fully understand the Data Protection Act, TPR regulations and other relevant
legislation – how these impact NEST and apply NEST policies in all marketing
material

Champion the use of CRM and data warehousing to ensure databases are clean
and can be used effectively

Regularly interact with and influence department heads

Build strong relationships with Product Design and Management, Marketing
Services Management to develop and deliver the marketing activity

Digital strategy team to ensure the digital channel plans are taken into account

Insight and analytics to define projects for generating relevant customer insight
and tracking
This job description is intended as guidance to the typical requirements of this job and not as an
exhaustive list. Over time jobs can vary within reason of the original remit.
Marketing manager
Department name: Marketing strategy and planning
Directorate: Product and marketing
Job level: 6
Role requirements
Experience and technical skills
The employee will be able to demonstrate the following experience and technical skills:

Proven commercial marketing experience preferably in a regulated environment

Clear strategic thinker who can translate customer/brand insight into creative strategies

Creation and implementation of integrated campaign plans and budgets across B2B and B2C
channels especially digital

Management of creative and media agencies

Experience of creating marketing metrics and reporting on ROI

Understanding of target audience and use of CRM methodology

Working knowledge of marketing research techniques, including customer segmentation

Good knowledge of marketing planning and marketing analytics
Personal attributes required
The role will require someone with the following personal attributes:

Tenacity to overcome obstacles and barriers and a high level of self confidence

Exceptional organisational and time management skills.

Exceptional written, presentation and verbal communication skills

Strong communicator who can influence at all levels

Excellent internal/ external stakeholder management

Energy and enthusiasm
Education, qualification and professional membership requirements

Degree level education or equivalent experience.

Either CIM qualified or equivalent experience.

Highly numerate and creative with strong analytical skills
This job description is intended as guidance to the typical requirements of this job and not as an
exhaustive list. Over time jobs can vary within reason of the original remit.
Marketing manager
Department name: Marketing strategy and planning
Directorate: Product and marketing
Job level: 6
Differentiators

NEST has a unique culture due to its position of operating as a not-for-profit in a predominantly
private sector industry whilst being funded by government. This leads to a high level of scrutiny,
reporting and collaborative decision making.

NEST is a relatively young organisation and many of the marketing challenges are related to
transforming our business processes from that of a start up to that of a more established operation.
For these reasons it is important that holders of this role are comfortable working in uncertainty
and attempting to change and alter previous legacy issues.

NEST is part of the largest behavioural economics and social change policy to be implemented in a
long time. This context provides a once-in-a-lifetime opportunity to be part of an exciting
marketing challenge - positioning a digital self-serve pension scheme in an environment dominated
by traditional players and some ‘me too’ brands to provide a ‘public service’ while ensuring
commercial sustainability for the business in the long-term.
This job description is intended as guidance to the typical requirements of this job and not as an
exhaustive list. Over time jobs can vary within reason of the original remit.