Senior Marketing Manager - #193099

Description

We are looking for an inspiring and commercially driven Senior Marketing Manager to join WM Trains, overseeing activity for both West Midlands Railway (WMR) and London Northwestern Railway (LNR).

In this role, you will lead a talented in-house Sales and Marketing team while working closely with external agency partners. You will shape and deliver innovative, insight-led strategies that drive passenger growth, increase revenue, and deliver strong return on investment (ROI) across both brands.

This is a high-impact leadership role where you will influence strategic direction, champion best practices, and foster a culture of collaboration, inclusion and continuous improvement. You will help ensure our services remain relevant, accessible and appealing to a wide and diverse customer base

Key Responsibilities

• Provide inclusive leadership, coaching and mentoring to the Sales & Marketing team, creating a high-performing and commercially focused environment
• Develop and deliver data-driven sales and marketing strategies to achieve agreed revenue targets and ROI benchmarks
• Lead initiatives to grow passenger revenue across key segments, including business, leisure, commuter and student markets
• Collaborate with the Brand & Design Manager and Digital Marketing Manager to deliver integrated campaigns aligned with the annual business plan
• Work closely with the Head of Sales & Marketing and Head of Revenue to shape competitive pricing strategies and grow market share
• Identify, develop and manage strategic partnerships (e.g. tourism and commercial partners such as Visit Liverpool) to drive additional revenue
• Project manage campaigns and initiatives, ensuring delivery against agreed KPIs, timelines and budgets
• Analyse market trends, sales performance and customer data to identify growth opportunities and inform decision-making
• Represent WMR/LNR at internal forums, external meetings and industry events, building strong and inclusive relationships
• Adapt marketing approaches to reflect evolving customer needs and wider market conditions
• Evaluate campaign performance and share insights with internal teams and agency partners to drive continuous improvement
• Oversee reporting cycles, providing clear, data-led updates on campaign effectiveness, budget utilisation and commercial impact
• Produce high-quality case studies showcasing campaign success, innovation and learnings
• Deputise for the Head of Sales & Marketing when required

Skills, Knowledge and Expertise

• Degree-level education or equivalent industry experience; a professional marketing qualification (e.g. CIM) is desirable but not essential.
• Proven experience in a senior marketing or commercial role, ideally within transport, travel, retail, or another fast-paced, target-driven environment
• Strong commercial awareness with the ability to translate insight into revenue-generating strategies
• Experience leading, developing and empowering diverse teams, with an inclusive leadership approach
• Excellent organisational and project management skills, with the ability to manage multiple priorities effectively
• Strong analytical capability, including experience in reporting, budgeting and performance optimisation
• Excellent written and verbal communication skills, with the ability to engage a wide range of stakeholders
• Strong relationship-building skills, with the ability to collaborate across teams and with external partners
• Resilient and adaptable, with the ability to deliver under pressure and meet tight deadlines
• A collaborative and supportive approach, with the ability to inspire confidence in others

To ensure continuity and an effective delivery of service, successful candidates will be required to commit to a minimum 14-month period in role after achieving competence. This also includes existing colleagues who move by internal promotions and transfers. This time allows our future colleagues to support personal career development by allowing time to build strong knowledge and expertise.

Benefits

• A defined benefit pension from day 1 – one of the best in the UK.
• Free travel on all London Northwestern and West Midlands Railway services for you, your spouse/partner, and dependents.
• 75% off all other train operating companies for you, your spouse/partner, and dependents.
• 8 Friends and Family Day passes to gift per annum on our network.
• A 24/7 Virtual GP service for you and your household.
• Our Employee Assistance Programme (EAP)- A confidential employee benefit that supports you with personal or work-related issues affecting your home life, work life, health, or wellbeing
• Our cycle to work scheme with Evans Cycles.
• A retail discount portal- offering savings, discounts and cashback at over 800 retailers and restaurants.

About WM Trains

London Northwestern Railway and West Midlands Railway operate rail services across the Midlands, the Northwest and London, with Birmingham at the heart of our network West Midlands Railway provides most of the local services across the region, offering direct connections to towns and cities including Redditch, Stratford‑upon‑Avon, Worcester, Hereford, Shrewsbury, Telford and Northampton. Our London Northwestern Railway brand serves the route between London and Liverpool via key locations such as Crewe, Birmingham, Milton Keynes and Northampton On 1st February 2026, London Northwestern Railway and West Midlands Railway entered public ownership and both services are now part of WM Trains Limited operated by DFTO. Our mission remains unchanged: to provide a safe, comfortable and reliable service for passengers across 235 miles of track and 150 stations, from London to Liverpool and Hereford to Lichfield We expect over 80 million journeys to be made this year, that’s more than 1,252 services every day, and we remain committed to delivering the rail experience our passengers expect.