Global Head of B2B Marketing, Economist Enterprise
About Economist Enterprise
Economist Enterprise is the B2B division of The Economist Group, bringing together our data, analysis and commercial capabilities in one place. As part of the team, you’ll work at the intersection of insight and impact - helping organisations navigate global economic and geopolitical change, make better strategic decisions, and connect with influential audiences.
Our work combines the analytical depth of the EIU with the reach of our media, content, events and client solutions - offering a unique opportunity to shape how leading organisations understand and respond to the world around them
Role Overview
We are seeking an experienced and commercially-minded Head of Marketing to lead the marketing strategy, operations and execution for Economist Enterprise. This is a senior leadership role responsible for leading a sizable global team to drive brand awareness, demand generation, customer engagement and revenue growth across our portfolio of products and services, including EIU subscriptions and media solutions including custom thought leadership programmes and events.
The successful candidate will define and execute an integrated marketing strategy that strengthens Economist Enterprise's market position, accelerates growth across key customer segments, and deepens engagement with existing clients. They will combine strategic thinking with operational excellence, balancing brand-building, demand generation, product and content marketing, marketing operations, and account-based marketing to support both new business acquisition and customer retention.
Reporting into the President of Economist Enterprise, this role will work closely with Sales, Product, Media Solutions and Editorial stakeholders to ensure Economist Enterprise delivers a consistent and compelling proposition to the market.
Purpose of the Role
Develop and execute a marketing strategy that supports Economist Enterprise's commercial objectives, market positioning and growth ambitions.
Drive demand generation, customer acquisition, client retention and revenue growth across the Economist Enterprise portfolio.
Establish superior product marketing, content marketing, social presence and marketing operations.
Lead the evolution of our account-based marketing (ABM), go-to-market and customer engagement strategies.
Strengthen Economist Enterprise's positioning as a trusted partner helping organisations navigate global economic, geopolitical and business challenges.
Build a data-driven marketing function that leverages customer insights, market intelligence and performance analytics to optimise decision-making and marketing effectiveness.
Foster strong collaboration across Commercial, Product, Client Solutions and Editorial teams to deliver integrated customer experiences and commercial outcomes.
Key Responsibilities
Strategic Marketing Leadership
Develop and lead the overarching marketing strategy for Economist Enterprise, aligning marketing priorities with commercial growth objectives.
Define marketing goals, KPIs and performance measures that support pipeline generation, client retention and revenue growth.
Act as a strategic advisor to senior stakeholders on market trends, customer needs and growth opportunities.
Demand Generation & Revenue Growth
Own demand generation strategy across the Economist Enterprise portfolio, driving awareness, engagement and pipeline creation.
Develop integrated campaigns that support lead generation, customer acquisition, cross-sell and upsell opportunities.
Partner closely with Commercial teams to ensure marketing investment is aligned with revenue priorities and sales objectives.
Account-Based Marketing & Customer Engagement
Lead the development of a sophisticated account-based marketing strategy focused on priority clients and target accounts.
Create personalised engagement programmes that deepen relationships with key decision-makers and accelerate commercial opportunities.
Support the growth of strategic accounts through targeted marketing initiatives and customer lifecycle programmes.
Proposition Development & Go-to-Market Strategy
Partner with Product, Research and Commercial teams to develop compelling value propositions and go-to-market strategies for new and existing products.
Ensure clear and differentiated positioning across subscriptions, events, custom content, thought leadership and advisory offerings.
Translate complex products and insights into customer-focused narratives that resonate with senior business decision-makers.
Customer Insights & Portfolio Marketing
Leverage customer research, market intelligence and performance data to identify opportunities for growth and optimisation.
Develop audience segmentation and customer targeting strategies that improve marketing effectiveness and return on investment.
Monitor competitor activity, industry trends and customer needs to inform strategic decision-making.
Brand & Thought Leadership
Strengthen Economist Enterprise's market presence and reputation through integrated marketing campaigns, content programmes and thought leadership initiatives.
Ensure consistent messaging and positioning across all customer touchpoints.
Work closely with Editorial and Content teams to maximise the impact of Economist Group insights and intellectual capital.
Leadership & Collaboration
Lead, develop and inspire a high-performing global marketing team.
Foster strong relationships across Commercial, Product, Client Solutions, Editorial and Data teams.
Champion a culture of innovation, experimentation and continuous improvement.
Experience Required
Significant experience leading B2B marketing functions within information services, research, consulting, media, events, subscriptions, SaaS or professional services organisations.
Experience leading sizable global teams previously.
Proven track record of driving revenue growth through demand generation, account-based marketing and integrated go-to-market strategies.
Experience marketing complex, high-value products and services to senior decision-makers and enterprise clients.
Strong understanding of subscription, insight-led or advisory business models.
Experience partnering with commercial teams to drive measurable business outcomes.
Demonstrated success leading marketing transformation, team development and cross-functional collaboration.
Skills & Capabilities
Strategic marketing and people leadership with strong commercial acumen.
Expertise in demand generation, account-based marketing and customer lifecycle marketing.
Strong proposition development, positioning and value messaging capabilities.
Excellent understanding of B2B customer segmentation, audience strategy and enterprise buying journeys.
Data-driven decision maker with strong analytical skills.
Exceptional stakeholder management and influencing skills.
Strong communication and storytelling abilities.
Ability to operate effectively in a fast-paced, matrixed and intellectually rigorous environment.
Passion for The Economist's mission and commitment to evidence-based decision-making.
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