Sr B2C Marketing Manager, International, GolfNow at Versant in Belfast

Job description

We are seeking a commercially minded B2C marketing leader to own the end-to-end growth of golfers booking through GolfNow across our International markets. The successful candidate will bring acquisition, conversion, lifecycle and retention together as one customer-growth engine, with clear accountability for measurable commercial outcomes.This role will be based in our International HQ offices in Belfast, Northen Ireland (hybrid working arrangements will apply) The International B2C Marketing Manager will be accountable for growing the number and value of golfers who book through GolfNow. They will set the consumer-growth strategy, make investment choices across the funnel, and turn customer and performance insight into programmes that improve acquisition, conversion, repeat booking and reactivation. In carrying out the key responsibilities of the role, the Senior B2C Marketing Manager will; Build and own the International B2C marketing plan, aligning to commercial priorities, market opportunities and the wider GolfNow strategy. Translating customer and performance insights into clear growth choices. Lead paid and organic acquisition strategy across search, social, affiliates and other relevant channels. Managing agencies and budgets to improve quality traffic, new bookers and cost-effective growth. Own the journey from visit to booking. Identifing and prioritising opportunities across search, landing pages, app, checkout, offers and on-site merchandising to improve conversion and revenue per session. Create a joined-up approach to CRM, email, push, in-app communications, segmentation, personalisation and triggered journeys. Growing repeat booking, reactivation and long-term customer value. Use customer behaviour, market insight and test-and-learn activity to understand the golfer proposition, audiences and barriers to booking. Turning insight into practical marketing actions. Own B2C reporting and narrative for the International business. Clearly explaining performance, investment decisions, risks and opportunities to senior stakeholders. Develop and execute marketing plans for respective regions focused on acquisition, engagement, retention, and re-engagement – as well as post-reporting, evaluation and insights based on key KPIs. Provide marketing/creative briefs that are informed by research, analytics, positioning, and key strategies, leading to compelling creative messaging and offers that deliver business results. Collaborate with internal U.S.-based marketing teams to ensure creative execution and placements are aligned with strategy, as well as monitoring measurement/insights to guide optimizations. It is essential that candidates have/ can demonstrate;  Minimum of 5 years of marketing experience at a Senior/ leadership level in a global context within Transaction, Subscription and/or Direct-to-Consumer businesses. A degree in a relevant discipline. Creative AND commercial flair with experience of constructing innovative launch plans that inspire the passion associated with our brands but with a clear focus on ROI and tracking performance. Proven experience leading consumer-growth, performance marketing, ecommerce, marketplace or digital-travel marketing in a commercially accountable role. A track record of improving acquisition, conversion and customer retention together—not simply managing one channel in isolation. Strong understanding of paid search, paid social, SEO, CRM/lifecycle marketing, app or web conversion, analytics and experimentation. Confidence managing budgets, agencies and external partners, and making clear recommendations from imperfect data. Commercial judgement: able to balance short-term trading needs with long-term customer value and brand health. Comfort with working across markets and adapting a common consumer strategy to local customer needs. French-market experience is beneficial but not essential. A collaborative leadership style that creates clarity, brings s