Marketing Manager

Role: Marketing Manager 

Location: London Office (4 days a week in the office) 

Hours: Full-time (37.5hrs) 

Salary:  £55,000 - £60,000 p.a

At Avado, we believe all transformation starts with people. As a Platinum provider of CIPD training, we empower HR and L&D professionals to build the skills, mindsets, and capabilities needed for the future of work. 

 In a world reshaped by AI and rapid change, we’re committed to developing future-ready people professionals through high-impact, accredited learning experiences. Our programmes combine practical application, collaborative learning, and award-winning design to ensure our learners – and their organisations – can thrive and grow. Our connected learning approach blends deep expertise, innovative technology, and a strong community of support. From early-career learners to experienced practitioners, we deliver real, measurable change that supports individual growth and business transformation. 

 Avado is part of the Blenheim Chalcot portfolio – the UK’s leading digital venture builder – giving us access to a powerful network of innovation, investment, and expertise. 

Reporting into our Chief Commercial Officer, the Marketing Manager leads Avado’s marketing function with a clear mandate: build and scale our B2B marketing engine as Avado brings more B2B products to market, while continuing to oversee our established B2C CIPD business. This is a senior, hands-on role for an experienced marketer who can set strategy and execute against it, equally comfortable shaping an enterprise ABM programme, building a thought-leadership point of view, or getting into the detail of a campaign. 

You will be the primary owner of Avado’s B2B marketing strategy and execution, developing how we reach, engage and convert enterprise HR and L&D buyers. You’ll work hand-in-hand with sales, product and the SLT to turn new B2B propositions into commercial pipeline. At the same time, you’ll hold overall accountability for Avado’s marketing performance, OKRs and team, leading a Performance Marketing Executive (who in turn manages our Community & Marketing Coordinator). 

Equally importantly, you will align with our organisational values, which were defined by our people for our people, clients, learners, and partners. 

To help us be the best, you will be accountable for: 

• Owning Avado’s B2B marketing strategy end-to-end, from positioning and messaging through to demand-generation planning and measurement. 

• Partnering with product and commercial leadership to bring new B2B propositions to market, including audience definition, value proposition, pricing story and launch plan. 

• Building Avado’s point of view in the market: developing a thought-leadership agenda pitched at senior HR, L&D and people leaders, and converting that into content, events and campaigns. 

• Identifying and prioritising new B2B markets, segments and partnership opportunities, including new geographies outside the UK and Saudi Arabia. 

• Planning and running B2B demand-generation campaigns across LinkedIn, email, content and events, from brief to performance review. 

• Designing and running account-based marketing (ABM) and enterprise outreach programmes in partnership with the sales team. 

• Owning Avado’s presence at senior B2B industry events (including HRSE KSA and HRSE Dubai), setting on-booth strategy, positioning and senior-level conversation goals. 

• Developing B2B sales enablement collateral (case studies, ROI narratives, pitch decks and tailored landing pages) that help the sales team convert enterprise pipeline. 

• Building B2B content (white papers, reports, webinars, thought-leadership pieces) that earn attention from senior HR and L&D audiences. 

• Line-managing the Performance Marketing Executive, who in turn manages the Community & Marketing Coordinator. 

• Setting marketing OKRs and holding the team accountable for delivery across both B2C and B2B targets. 

• Running the weekly marketing cadence and contributing to the daily sales & marketing review. 

• Coaching and developing the team, creating the conditions for both direct and indirect reports to grow. 

• Managing the wider ecosystem of agencies, freelancers and suppliers that support marketing delivery. 

• Holding overall accountability for Avado’s B2C CIPD marketing performance, with the Performance Marketing Executive leading day-to-day execution across paid media, SEO, partnerships, conversion copy and the referral programme. 

• Reviewing paid and partner performance weekly with the Performance Marketing Executive, making trade-off decisions on budget allocation, agency performance and channel investment. 

• Owning the overall marketing budget, ensuring spend is allocated to maximise return across both B2B and B2C. 

• Leading the marketing input to commercial reviews, the weekly management report and periodic board-level updates. 

• Owning Avado’s brand foundations and messaging framework, ensuring consistency across B2B and B2C touchpoints. 

• Commissioning and acting on customer and market research, using insight to inform product positioning, campaign messaging and new-market decisions. 

• Being Avado’s senior marketing voice externally, at industry events, in partner relationships and through thought-leadership content. 

• Working in close partnership with sales to align on target accounts, pipeline stages and conversion levers. 

• Collaborating with product and learning design on how new propositions are brought to market. 

• Liaising with the BC tech team on web, tracking and platform priorities that underpin marketing effectiveness. 

• Contributing to strategic discussions at senior leadership team (SLT) level. 

• Minimum of five years’ marketing experience, with at least two in a senior B2B role. 

• Demonstrable track record of building and scaling B2B marketing functions, including demand generation, ABM and enterprise-focused campaigns, with measurable commercial outcomes. 

• Experience launching new B2B propositions to market, working closely with sales and product teams. 

• Experience managing direct reports and developing marketing talent. 

• Experience managing agencies, freelancers and third-party marketing partners. 

• Prior experience in the HR, L&D, education or professional services sectors is a strong plus. 

• Strong commercial acumen, able to connect marketing activity to pipeline, revenue and board-level priorities. 

• Strategic thinker who is equally happy executing: you set the direction and you get involved in the delivery. 

• Excellent written and verbal English, with the ability to produce high-quality B2B content and senior-level narratives. 

• Deep understanding of B2B buyer journeys, including ABM, intent data, LinkedIn advertising, B2B SEO and enterprise event marketing. 

• Confident with marketing analytics and CRM reporting (HubSpot preferred), and able to build a view of performance across both B2B and B2C. 

• Strong leadership and coaching skills, able to set high standards and bring a team with you. 

• Comfortable operating at pace in a scale-up environment where priorities shift and resources are lean. 

• A keen interest in technology and generative AI, and how these can amplify marketing output. 

• Experience marketing in the Middle East, including familiarity with HRSE KSA / Dubai and the regional HR community. 

• Experience with platforms such as HubSpot, LinkedIn Campaign Manager, ZoomInfo or similar B2B marketing technology. 

• Prior exposure to a Blenheim Chalcot portfolio company or other venture-builder environment. 

• Experience contributing to SLT or board-level commercial discussions. 

• A builder, energised by the challenge of standing up a B2B function rather than just running a mature one. 

• Commercially minded, intellectually curious, and highly self-directed. 

• A confident communicator who can hold their own in a senior external conversation and a detailed team 1:1 on the same day. 

• Collaborative and team-oriented, winning by building strong relationships across sales, product and the wider business. 

Lots of benefits including: 

• Holidays: 25 days annual leave (excluding bank holidays), increasing by 1 day after 2 years and a further day after 4 years. 

• A day off on or around your birthday. 

• Cycle2Work scheme 

• Statutory pension and life assurance. 

• Employee Assistance Program & other lifestyle discounts 

• Various opportunities to gain an immersive experience into a range of Avado products and proposition. 

• On-demand access to our Avado Connect community 

• Curated personal development and learning tools: SEEDL platform 

And… just for being here, we offer you a culture that’s created and nurtured by super smart people and underpinned by our Values which guide our thinking, decisions and actions, creating a truly unique place to work. You will also get to be at the forefront of helping a very diverse range of professionals enhance their careers, whether at the early stages or later down the line. You’ll enjoy an environment with an enviable workspace to use in West London, serious personal development opportunities (well, we are a learning organisation after all), and some rather nice job-related and lifestyle perks. 

And we’re highly inclusive…. 

Avado is one of those rare places where anyone from anywhere with any background or experience is free to come and do their very best work. We believe in the diversity of thought, as that’s what helps us help our clients and learners, whether investing in their own development, or having their employer invest for them. Equality, diversity and inclusion are values that underpin our success; come and see for yourself!