Position Title: Chief Marketing Officer
Reporting To: Chief Executive Officer
Responsible For: Marketing, Communications, Events, Digital Services (not enterprise IT), Partnerships – team of c70 FTE
Location: London
Purpose of Role
The CMO is the custodian of brand London – one of the most powerful and recognisable brands on earth. They position the city as a global economic powerhouse, unbeatable experience and beacon of openness. That drives economic growth by attracting investors, entrepreneurs, visitors, events, clients and talent.
London’s advocates are uniquely globally connected and influential. The CMO will give them the inspiration, confidence and platforms to tell London’s story coherently around the world, turning their passion for London into a powerful promotional force.
The CMO leads on London & Partners’ corporate reputation, positioning the organisation as a trusted partner to policymakers and industry alike. The CMO leads on partnerships with businesses, creating alliances to work together on London’s growth.
They lead the Marketing & Communications, Digital Services and Partnership teams.
The CMO is a member of the Management Committee of L&P, which together with the CEO, is responsible for the overall direction, performance and culture of the organisation.
Key Tasks
Strategy
- Shape the strategic narrative for London, working closely with the CSOO and Director of Policy & Impact.
- Set London & Partners’ international promotion strategy.
- Evolve London’s narrative and strategy to reflect changing political, economic, social and technological context.
- Set the strategy for London & Partners’ corporate reputation, including stakeholder and internal communications.
- Develop KPIs and targets for London & Partners’ promotional and corporate reputation activity that demonstrates real impact and incentivises the right behaviours, working closely with the CSOO and Director of Policy & Impact.
Stakeholders and Advocacy
- Lead coalitions and campaigns to mobilise London’s advocates to deliver the strategic narrative and promotion strategy.
- Develop trusted senior relationships with CMOs and their equivalents at leading brands, businesses and institutions, including senior public sector marketing and communications stakeholders.
- Build relationships with key journalists to secure positive coverage of London and London & Partners in the most influential global media.
Team and Delivery Leadership
- Lead the Promotion directorate, ensuring high performance and strong staff engagement. Line manage direct reports with clear direction and accountability, critical challenge, support and professional development.
- Lead the delivery of effective marketing, communication, digital and partnerships which enable all London & Partners’ services to achieve their objectives. Lead matrix working, ensuring that teams in the directorate are delivering effectively for and with other services and teams.
Income Generation
- Lead the Partnerships team to generate sustainable income for London & Partners. This includes shaping strategy, engaging with senior partners and prospects, and ensuring that partnerships are prioritised appropriately within the organisation.
- Lead income generation across all aspects of the directorate portfolio, which currently includes eCommerce, advertising and top-level website domain sales.
- Lead teams to scope and pursue additional income streams to monetise activity and fund it to scale.
Corporate Leadership
- As a member of the Management Committee, set the overall direction of London & Partners, ensure that it meets its objectives, manage its corporate reputation and culture, and ensure high levels of staff engagement.
- Act as an ambassador for London & Partners, communicating the mission, impact and values of the organisation.