This role involves developing and executing the commercial growth, marketing, brand, customer and distribution strategy for TWK Insurance Holdings and its underlying businesses. The successful candidate will translate the Insurance Group's strategy into sustainable, profitable growth by identifying new market opportunities, expanding into non-agricultural sectors, strengthening distribution channels and developing strategic partnerships.
The role will drive customer acquisition, retention and cross-selling opportunities across the Insurance Group, while building a strong and distinctive market identity that retains the TWK Insurance Group heritage.
Through data-driven decision-making, commercial performance monitoring and collaboration with business leaders, the successful candidate will ensure that marketing and growth initiatives deliver measurable business value.
Responsibilities and Duties
Develop and execute the overall commercial growth and marketing strategy for TWK Insurance Holdings in collaboration with the Chief Executive and business-unit leaders
Translate the Insurance Group's strategy into defined market segments, customer propositions, distribution strategies and annual commercial priorities
Identify and evaluate new market opportunities, customer segments and growth opportunities within and beyond the traditional agricultural sector
Develop market-entry strategies and go-to-market plans to support expansion into targeted sectors and customer segments
Build and manage a measurable growth pipeline, tracking leads, opportunities, conversion rates, customer acquisition, retention and revenue generation
Support business units in securing strategically important customers and portfolios, identifying cross-selling opportunities and increasing customer value across the Insurance Group
Coordinate growth initiatives across EUM, Galinco, TMT Risk, TWK Financial Solutions and future Insurance Group businesses to identify synergies and maximise commercial opportunities
Develop group-wide referral processes and joint customer propositions, and monitor the commercial value generated through cross-business referrals
Develop and manage distribution channel strategies across agricultural, commercial, specialist and third-party markets, including broker, referral, partnership and direct channels
Establish and manage strategic partnerships and referral networks to expand market reach and generate new business opportunities. Develop business cases, coordinate due diligence with relevant stakeholders and monitor partnership performance
Oversee brand architecture and market positioning, ensuring alignment between the Holdings brand and individual operating businesses while maintaining the Group's heritage and strengthening its position in non-agricultural markets
Develop customer segmentation frameworks, value propositions and customer experience strategies to strengthen customer relationships and improve customer acquisition and retention
Analyse customer feedback and customer journey challenges in collaboration with operating businesses to identify opportunities to improve customer experience and commercial propositions
Drive digital growth initiatives, including online lead generation, digital customer acquisition, digital channel strategy, CRM requirements and marketing automation
Analyse market trends, competitor activity, customer insights and commercial performance by sector, geography, customer segment and distribution channel to identify growth opportunities
Monitor marketing effectiveness, growth performance and return on investment through appropriate reporting, executive dashboards and key performance indicators
Prepare commercial business cases and provide recommendations on growth opportunities, marketing investment, partnerships, distribution channels and new market development
Manage strategic external positioning and collaborate with Group Communications to maintain consistent brand standards, market-facing messaging and stakeholder communication
Collaborate with Finance, Business Intelligence, Compliance, Operations and business-unit leaders to assess commercial viability, profitability, customer acquisition economics and regulatory requirements
Provide strategic direction for marketing and growth initiatives, ensuring alignment between commercial objectives, business-unit priorities and approved budgets
Qualifications and Skills
Relevant qualification in Marketing, Business Management, Commerce, Strategy or a related discipline
A postgraduate qualification in Business, Strategy or Marketing (advantageous)
MBA (advantageous)
Minimum of 8 - 12 years' relevant commercial, marketing or business development experience
At least 3 - 5 years' experience in a senior leadership position
Experience in financial services, insurance, brokerage, banking or risk services (advantageous)
Proven experience in developing and implementing commercial growth strategies and business development initiatives
Demonstrated experience in B2B and/or B2C market development, customer segmentation and distribution strategy
Strong understanding of brand management, market positioning and multi-brand portfolio strategy
Experience in developing and managing strategic partnerships and commercial relationships
Knowledge of digital marketing, customer acquisition channels, CRM and marketing automation
Strong financial and commercial acumen, including business case development, revenue analysis, profitability and return on investment
Strong analytical and strategic thinking skills, with the ability to interpret market intelligence, customer insights and commercial performance data
Excellent leadership, stakeholder management, communication and negotiation skills
Ability to influence and collaborate with senior management and multiple business units to achieve shared commercial objectives
Strong customer orientation, with the ability to translate customer needs into commercially viable propositions
Ability to operate strategically in a complex, multi-business environment while driving measurable business outcomes