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.

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

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.

Senior Marketing Manager

Summary

Required Skills

Details

Description