Head of Marketing

Benefits included with this role:

• Private AXA healthcare for you and your family
• Pension, referral programme and anniversary bonuses
• High standard office based facilities including no charge, premium coffee machine, snacks and refreshments
• Discounted gym membership

About Custom Heat Founded in Rugby in 1980 by Robin and Hilary Smith, Custom Heat has grown from a small family business rooted in old fashioned craftsmanship into one of the Midlands' most trusted names in heating and cooling. Now led by third generation directors Lincoln and Terri Anne Smith, the business has undergone a remarkable transformation over the past 15 years, growing from a close knit team of seven to a workforce of over 80 people, with a Head Office in Rugby and regional offices spanning the Midlands and South West. Custom Heat has built its reputation on genuine expertise, transparent pricing and a no nonsense approach to customer service. But this is a business with its eyes firmly on what comes next.

The ambition at Custom Heat is clear: to become the definitive heating and cooling brand; the instinctive first choice for customers across the Midlands, the South West and beyond, for generations to come. What makes that ambition credible is the unique position the business occupies: the professionalism and consistency of a national brand, delivered with the personal accountability and care that only a family run company can genuinely offer. Underpinning all of it is a forward thinking, technology led approach to how the business operates and markets itself, and that is exactly where this role sits.

How this role makes a difference at Custom Heat As Head of Marketing, you will work closely with the Senior Leadership Team, experienced agency partners, business consultants and key industry partnerships, with a Junior Designer/Marketer reporting directly to you. If you are a commercially minded marketer who wants to grow with a brand that has serious plans and the foundations to back them up, this is a rare opportunity to shape something meaningful from the inside.

Role Summary This is a senior, in house, standalone role at the heart of a growing independent business. You will be the most experienced marketer in house, responsible for overseeing everything from day to day BAU delivery through to long term strategic planning that supports the ambitious vision and growth aspirations of the company. With the in house Marketing function being new, you will have the opportunity to develop and grow your career inline with the business. You will have a Junior Creative/Marketer reporting into you, and you will work in close collaboration with the Senior Leadership Team, specialist agency partners, freelancers and business consultants.

This is not a role for someone who wants to delegate and direct from a distance or someone who wants to sit back and churn through mediocre marketing activity. Custom Heat needs a hands on senior leader who is equally comfortable shaping a 12 month strategy and rolling up their sleeves to get quality work out of the door. The business is ambitious, the leadership team is engaged, and the opportunity to build something genuinely impressive is real.

Skills & experience we want you to bring and develop Marketing, Creative and Technical skills

• Integrated marketing strategy - Proven experience of designing cross channel strategies that unite media, creative, content, and data.
• Performance marketing expertise - Understanding of performance channels (Paid Search, Paid Social, Out of Home, SEO, GEO and CRM) and how to link them with brand and creative.
• Industry awareness - Finger on the pulse of marketing, AI and emerging technologies shaping the creative and marketing industry.
• Mentorship and influence - Supports and challenges Leadership, Sales and Customer Service teams to raise strategic thinking and quality of customer service and conversion.
• Brand and creative understanding - Experience of aligning creative ideas with commercial and performance outcomes; ability to produce authentic, platform native content independently, without reliance on external production resources.
• Retention and Lifecycle Marketing - Ability to design and execute multi channel programmes that grow revenue from an existing customer base; comfortable working with CRM data to identify cohorts, personalise outreach, and attribute commercial outcomes to marketing activity.

Your Role and Responsibilities Team and Partner Leadership

• Lead, inspire and develop the in house Junior Graphic Designer and Marketer, providing clear direction, a structured programme of work and ongoing creative and professional support.
• Act as the primary day to day point of contact for Custom Heat's agency partners, freelancers and suppliers, ensuring everyone is well briefed, well managed and delivering to a consistently high standard.
• Work collaboratively with the Fractional Marketing Director, making the most of their experience and strategic guidance to sharpen decision making and elevate the function.

Brand and Creative

• Champion Custom Heat's brand positioning, tone of voice and visual identity across every channel and customer touchpoint.
• Oversee the production of high quality creative output, from campaign assets and print collateral to digital content and social media, ensuring everything reflects the brand's ambition and standards.

Digital Marketing and Demand Generation

• Take strategic ownership of Custom Heat's digital marketing presence, including Paid Search, Paid Social and out of home activity, working with specialist partners to drive new customer acquisition.
• Oversee organic SEO and AI search optimisation to ensure Custom Heat maintains a strong and visible local presence across the Midlands and South West.

CRM and Customer Marketing

• Drive Custom Heat's CRM marketing activity across Commusoft and Mailchimp, ensuring existing customers are engaged, retained and inspired to return or refer.
• Oversee review and reputation management across Google, Trustpilot and social media, protecting and building the brand's excellent standing with customers.

Content, PR and Thought Leadership

• Guide and direct the Digital PR contractor on themes, stories and campaigns, maximising coverage opportunities across local media in the Midlands and South West.
• Oversee the content marketing programme, including blogs, press releases and industry thought leadership, positioning Custom Heat as a credible and authoritative voice in the sector.
• Identify and pursue relevant industry awards and local business recognition opportunities to strengthen Custom Heat's external profile.

Website and Technology

• Manage the relationship with the website development agency, proactively driving the product roadmap rather than simply reacting to issues.
• Maintain oversight of the WordPress CMS, ensuring the website remains current, performant and aligned to marketing priorities.
• Champion the smart use of AI and marketing technology to improve efficiency, personalisation and the overall quality of Custom Heat's marketing output.

Performance and Reporting

• Own Marketing Performance Reporting across all key channels and campaigns, presenting clear, data led insights to the Senior Leadership Team on a regular basis.
• Manage the marketing budget with commercial rigour, ensuring spend is allocated effectively and delivering a strong and demonstrable return on investment.

A successful first 6 months with Custom Heat First 3 Months - Learn, Audit and Align

• Settle into a consistent cadence of high quality marketing BAU outputs while getting to grips with the business.
• Build strong working relationships with the Senior Leadership Team, agency partners, business consultants and industry partnerships.
• Conduct a structured audit of all current marketing activity, assessing what's performing, what's misaligned and where the gaps are.
• Take ownership of Marketing Performance Reporting and establish a shared language around success with the Senior Leadership Team.
• Establish a clear and supportive working relationship with the Junior Graphic Designer and Marketer and begin building team structures and processes.
• Begin to establish yourself as a trusted voice in marketing, creative and strategy discussions, and contribute to the current evolution of Custom Heat's brand positioning.

By 6 Months - Plan, Prioritise and Deliver

• Present a 12 month integrated marketing strategy aligned to the business's growth objectives, covering channel mix, budget allocation and campaign planning.
• Deliver clear strategic frameworks that drive new customer acquisition, with at least one meaningful campaign live and performing across priority service areas.
• Support Custom Heat's quieter trading periods through targeted growth initiatives across service diversification areas including Air Conditioning, Solar and EV Charging.
• Optimise marketing delivery, efficiency and personalisation through the considered use of AI tools and initiatives.
• Take clear commercial ownership of the marketing budget, demonstrating a strong return on investment and making confident, evidence based decisions on where resources are best deployed.
• Drive a step change in how Custom Heat's agency partners and suppliers are briefed, managed and held accountable for performance.

Personal:

• Private AXA healthcare for you and your family.
• Discounted gym memberships with Nuffield and Hussle Gyms.
• Flexible working options.
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