The Marketing Manager will lead the planning, development, and execution of marketing strategies and campaigns aimed at promoting the company’s BPO services (e.g., customer service outsourcing, back-office operations, technical support, etc.). This role will work cross-functionally with sales, operations, and client services to drive brand visibility, generate qualified leads, support client acquisition and retention, and contribute to growth targets.

Key Responsibilities

• Develop and implement a comprehensive marketing strategy aligned with the company’s growth objectives, service lines, target markets and channels.
• Conduct market research and competitive analysis to understand market trends, threats/opportunities, client needs and service positioning advantages.
• Define target segments, buyer personas (e.g., geographic markets, industries, enterprise vs SMB), and develop tailored messaging and value propositions.
• Lead the creation and execution of multi-channel marketing campaigns (digital: website, SEO/SEM, email marketing, social media; offline/traditional: events, conferences, print collateral, trade shows) to generate leads and build brand awareness.
• Collaborate with the sales team to nurture leads, support sales enablement (create materials, case studies, service brochures, pitch decks), and align marketing activities with sales funnel and conversion metrics.
• Manage content creation and distribution: website content, blog posts, white papers, ebooks, webinars, social posts, newsletters, case studies, press releases.
• Oversee digital marketing performance: manage campaigns on platforms (e.g., Google Ads, LinkedIn, Facebook), optimize for ROI, track metrics (CPL – cost per lead, lead conversion rate, cost per acquisition, etc.).
• Manage relationships with external agencies, vendors, and partners (creative agencies, media buyers, event organisers) ensuring delivery of marketing materials, budgets and timelines.
• Monitor, analyse and report on marketing performance metrics; provide insights and recommendations for improvement and optimisation.
• Manage the marketing budget: allocate spend across channels, track expenditures, ensure campaigns are cost-effective and deliver return on investment.
• Ensure consistent brand messaging, visual identity and positioning across all marketing communications. Uphold brand guidelines and quality standards.
• Lead and develop the marketing team (if applicable): set objectives, mentor staff, allocate tasks, conduct performance reviews and foster a creative, results-oriented environment.
• Coordinate with operations, client services and senior leadership to ensure marketing supports service delivery, client satisfaction, and business growth goals.
• Stay updated on industry best practices, emerging marketing technologies, BPO market trends, and competitor activities to continuously improve marketing approaches.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications or a related field. A Master’s degree or advanced certification is a plus.
• Minimum 3-5 years (for mid-level) / 5+ years (for senior level) marketing experience, preferably with experience in B2B services or the BPO/outsourcing industry.
• Strong understanding of digital marketing, analytics, campaign management and lead generation.
• Demonstrated ability to develop and implement successful marketing campaigns and measure their results.
• Excellent written and verbal communication skills; ability to craft compelling messaging and present marketing insights to senior stakeholders.
• Analytical mindset: comfortable interpreting data, generating insights, making data-driven decisions, and optimizing campaigns.
• Experience managing marketing budgets and driving ROI.
• Strong project management skills: ability to manage multiple campaigns simultaneously, meet deadlines, work cross-functionally and adapt in a fast-paced environment.
• Leadership skills: able to lead or work with a team, influence without authority, collaborate across functions.
• Proficiency in marketing tools and platforms (e.g., CRM software, email automation, analytics tools such as Google Analytics or BI platforms, social media tools).
• Familiarity with the BPO/outsourcing industry, target markets (e.g., US, UK, APAC) and service positioning is a plus.