About the role

This role is critical in shaping how we turn consideration into action through strategic retail and conversion marketing. As Principal, you will lead the development and management of strategic briefs for all lower funnel activity, ensuring they are deeply aligned with brand insights and business objectives. By integrating audience segmentation with brand intelligence, you’ll create powerful, insight-driven communications plans and briefs that guide impactful campaigns. 

Bringing best-practice platform thinking into the organisation and driving clarity in campaign planning, you’ll enable teams to deliver high-performing marketing that accelerates growth and enhances customer engagement. Through rigorous campaign performance analysis, you’ll transform data into actionable insights, fuelling continuous improvement and ensuring every initiative delivers measurable impact. 

What you’ll be doing

Lead the development of strategic briefs for all retail and lower‑funnel activity, ensuring they reflect audience insight, brand direction and commercial inputs across promotions, pricing and performance goals.

Drive conversion and retail strategy, shaping the vision for how BT turns consideration into action and integrating segmentation, brand insight and performance data into clear, effective marketing strategies.

Champion platform and digital best practice, simplifying complex platform concepts into actionable guidance and ensuring teams effectively use digital tools, automation and measurement frameworks.

Analyse and optimise campaign performance, using data, econometrics inputs and test‑and‑learn approaches to refine strategies, maximise ROI and embed continuous improvement.

Influence and collaborate across the marketing matrix, working with Commercial Marketing, media partners and cross‑functional teams to align activity and ensure execution reflects strategic objectives.

Provide leadership to a smaller, more matrixed team, directly managing one team member while guiding cross‑functional delivery and enabling others to execute with clarity and confidence.

Skills and experience needed

Expertise in retail, conversion and performance marketing, with a strong grasp of lower‑funnel strategy, commercial levers, and how segmentation and brand insight influence behaviour and conversion.

Data‑driven decision‑making, including comfort with analytics, econometrics inputs, dashboards, optimisation frameworks and test‑and‑learn approaches to improve ROI and campaign effectiveness.

Platform and digital marketing fluency, able to simplify complex digital or platform concepts into practical guidance and champion best practice across tools, automation and performance channels.

Strong strategic thinking and commercial acumen, with the ability to craft clear, insight‑led strategic briefs, balancing business goals, customer insight and performance metrics.

Influential collaborator in a matrixed environment, able to work across marketing functions, commercial teams, agencies and media partners to align activity and drive integrated execution.

Clear communicator and storyteller, confident in turning data, brand insight and strategic rationale into persuasive narratives that enable teams to execute effectively.

What we offer

• Annual on target bonus - 15% (calculated using both personal and company performance multipliers)
• £5,500 car allowance (can be taken as cash)
• Family health cover
• BT Pension scheme; minimum 5% employee contribution, BT contribution 10%
• 25 days annual leave + 8 bank holidays with the option to buy up to one week's work of your contracted hours. This will also increase with service.
• 2 weeks carer’s leave
• All parents welcoming a new child are eligible for our new Family Leave policy. You will receive 18 weeks at full pay, eight weeks at half pay and 26 weeks at the statutory rate. It is for all parents, no matter how your family is made.
• Enhanced women’s health support: including help with menopause symptoms, cancer screenings, period care and more.
• Life Assurance (4 x life cover pay)
• Exclusive colleague discounts on our latest and greatest BT broadband packages
• 50% off EE mobile pay monthly or SIM only plans and 50% discount for friends and family on EE SIM only plans.
• My Discounts gives colleagues access to unbeatable savings on everyday purchases at hundreds of retailers.
• Discounted EE TV including TNT Sport and the NOW Entertainment membership.
• Option to join the Healthcare Cash Plan or other benefits such as dental insurance, gym memberships etc.
• Volunteering days so you can give back to your local community.
• Brand new electric vehicle salary sacrifice arrangement, known as ‘My EV.’
• 24/7 private virtual GP appointments for UK colleagues