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Omaze is a UK-based charity fundraising platform that has raised over £150 million for UK charities through innovative prize draws, including the Million Pound House Draw. The company is now preparing to launch a new major proposition and is seeking a Marketing Lead to build and scale it from zero to one.
In this role, you will partner closely with the General Manager to shape the new proposition's strategy and bring it to market. You'll own the complete marketing function across strategy development, campaign execution, and playbook building.
Key responsibilities include:
**Go-to-Market Strategy**: Develop the end-to-end strategy for the new proposition, from customer research through launch and scale. Define priority audiences, their motivations and barriers, and occasions that drive participation. Create brand positioning, messaging architecture, and creative platforms that build recognition and desire. Partner with Product, Commercial, Analytics, and Research teams to shape the customer experience and offer. Build acquisition and retention strategies identifying optimal channels and customer journeys. Translate strategy into measurable brand and commercial KPIs.
**Campaign Leadership**: Own the marketing strategy and integrated campaign plan for each property prize launch. Turn campaigns into compelling customer stories with clear audience insights and creative briefs. Set high creative standards and work closely with Creative teams to develop distinctive, emotionally compelling work. Lead cross-functional marketing squads and partner with Performance Marketing, CRM, PR, and Social teams. Ensure all customer touchpoints work together as one coherent campaign. Make clear prioritization and investment recommendations based on commercial impact.
**Playbook Development**: Establish processes, templates, measurement frameworks, and operating cadence for repeated, efficient campaign execution. Track brand health alongside commercial performance using awareness, consideration, and perception measures. Design and prioritize tests across audiences, propositions, messaging, creative, channels, and customer journeys. Build understanding of what drives performance by segment and campaign type. Turn learnings into improvements for future campaigns, creating a compounding growth loop. Bring customer insights back into the business to shape product roadmap.
You'll work without a large dedicated marketing team, instead rolling up your sleeves and collaborating with specialists across Creative, Performance Marketing, CRM, Brand, PR, Analytics, and Product. This role requires someone who combines strong consumer marketing instincts, brand and creative judgment, commercial thinking, and hands-on execution capability.
