West Midlands Railway is a new brand with transformational plans to change the way people travel into Birmingham and around the West Midlands.  This job is to bring the brand to life through campaigns focussed on maximising the investment opportunities to drive profitable growth, whilst building trust amongst users and non-users.

Key Accountabilities       

Plan marketing communication campaigns utilising the full marketing mix, to deliver activity to target customer segments including business, leisure, commuter & airport travel.

Maximise the planned investment opportunities eg. new trains, improved timetables, new stations etc, and take advantage of latent demand to drive growth.

Own and deliver the annual marketing calendar, taking into account positive and negative exogenous factors that impact usage eg. seasonality, improvement upgrade work, events etc.

Work closely with the marketing team, revenue management, sales, customer experience and retail functions to understand and develop customer propositions to drive trust and revenue.

Work closely with digital in-house and communications expertise to enhance propositions through online, PR and own channels to drive conversion, awareness and trust.

Partner with event, attraction and tourism agencies (eg. Marketing Birmingham) to deliver joint activity for commercial benefit.

Manage strategic stakeholder expectations, in-line with business requirements eg.Transport for West Midlands, Community Rail Partnerships, West Midlands Growth Company.

Work closely with revenue management and brand tracking & econometrics agencies to ascertain revenue and trust impact of activity.  Use findings and predictions to optimise future activity.

Brief and manage agencies to deliver (but not limited to) advertising, consumer PR and social campaigns.  Lead new agencies pitches.

Contribute to the development of marketing propositions to support the new product, route and service initiatives

Brand guardian of West Midlands Railway.

For more information please see the job description attached.

Please note; this vacancy is subject to the closed list process being concluded