Customer Proposition Marketing Manager

Key responsibilities

1. Customer & market insight

• Analyse customer needs, pain points and behaviours through surveys, focus groups, research and market intelligence.


• Monitor competitor propositions and market campaigns to identify gaps and opportunities.


• Translate insights into clear proposition, campaign and communication requirements.

2. Proposition development

• Design and refine customer value propositions.


• Define target segments, value statements and positioning, ensuring alignment with brand and regulatory requirements.

3. Customer campaign strategy, events & planning

• Define the overall customer campaign strategy for key propositions (acquisition, upsell, cross sell).


• Develop campaign calendars aligned to business and distribution priorities.


• Segment customers and define audiences, campaign triggers and contact strategies across channels.


• Plan product and campaign launch events (e.g. product launches, partner events, webinars), ensuring alignment with campaign and proposition objectives.


• Manage end to end customer campaigns, including lead generation, lead follow up and coordination with sales/distribution teams.


• Partner with agency distribution and other channels to brief them on product launches, campaigns and roadshows, and drive field engagement and adoption.

4. Go to market, campaigns and communications

• Develop go to market strategies and launch plans for products and campaigns.


• Design integrated customer campaigns and journeys from awareness through to conversion and onboarding.


• Lead the development of launch events, including event concepts, agenda, content and promotional plans.


• Own or oversee key customer communications for propositions (e.g. brochures, product fact sheets, FAQs, product website pages, sales decks, email templates).


• Brief, select and manage creative and media agencies, ensuring clear objectives, timelines and budgets, and adherence to brand guidelines.


• Develop and deliver distribution communications and toolkits (e.g. agency briefing decks, talking points, sales guides) to support product launches and campaigns.

5. Campaign, communication and proposition performance management

• Set budgets and KPIs for propositions, campaigns, launch events and key customer communications.


• Track performance, analyse results and prepare regular performance updates for senior management, highlighting insights, optimisation opportunities and recommendations.