Marketing Lead - 12 Month Contract

Posting date:	14 April 2026
Salary:	£42,177 per year
Hours:	Full time
Closing date:	26 April 2026
Location:	Liverpool, Merseyside
Remote working:	Hybrid - work remotely up to 4 days per week
Company:	Alternative Futures Group
Job type:	Contract
Job reference:	1789

Summary

We are seeking a dynamic and experienced Marketing Lead to drive strategic marketing initiatives within AFG with a particular emphasis on our mental health services. This role is pivotal in enhancing our brand presence, engaging key stakeholders, and developing impactful campaigns that promote our work, service accessibility, and patient engagement.

To support the Marketing and Communication Manager with the development, delivery and evaluation of award-winning marketing campaigns commensurate with the Business Plan and divisional service plan initiatives for Mental Health.

You will create robust and measurable campaign plans from concept to brief to execution in a timely and cost-efficient way. This will involve working across functions to engage and capture stories, thought leadership, case studies and activities to ensure the content plan is ready to go to market. This will involve working with agencies where appropriate and key internal stakeholders.

You will explore external event and conference opportunities to help us raise brand awareness and corporate profiling, this will include overseeing sponsorship and speaking panels on behalf of our executive and leadership team. You will work closely with the Marketing and Communications Manager to identify, align, and apply for industry awards.


Principal Accountabilities

Deliver measurable marketing and campaign plans using the full marketing toolkit to support AFG’s three-year growth strategy and deliver connected campaigns across key mental health priorities:

Staff retention and recruitment
Independent Hospitals
Supported Living
Enhanced Mental Health
Crisis Mental Health
Work with internal departments to ensure marketing deliverables are executed on time. Create engaging content for colleagues, patients, healthcare professionals, and stakeholders. Build and maintain AFG’s mental health case studies and story library. Identify annual industry awards in collaboration with internal teams, manage submissions, and communicate outcomes. Oversee the annual industry events calendar, including attendance, speaking, and PR opportunities.

Ensure all marketing collateral aligns with AFG’s brand guidelines across merchandise, physical spaces, and digital materials. Support surveys, focus groups, workshops, and stakeholder engagement initiatives, translating outputs into clear campaign messages. Maintain an appealing and competitive brand presence. Monitor competitors, partners, and commissioners, sharing relevant regional and national industry updates.

Support PR and creative agencies under the guidance of the Marketing and Communications Manager, ensuring assets are costed within campaign activity. Collaborate with the Commercial Marketing Lead to build and maintain target audience databases for email campaigns.

Skills & Knowledge

Proven ability to develop and deliver tactical marketing plans that align with organisational strategies to engage and motivate target audiences. Excellent content writing skills to build compelling narratives across multiple channels. Strong creative judgment with an understanding of how to maximise response rates. Effective communicator capable of uniting teams to deliver successful campaigns.

Able to perform under pressure, make informed decisions, and adapt to changing circumstances. Demonstrated ability to manage and motivate team members and maintain productive relationships with designers, agencies, and suppliers.

Values & Attitudes

Takes personal responsibility and holds others accountable. Solution-focused with a “can do” attitude. Inspires others through passion and enthusiasm. Demonstrates honesty, integrity, and alignment with organisational values. Embraces change as an opportunity for growth and learning. Accurate, methodical, and detail-oriented in approach.

Experience

Significant experience in designing, implementing, and delivering campaign marketing aligned to strategic objectives. Skilled in budget management and operating within defined marketing allocations. A passionate marketer with knowledge of the latest industry trends. Proven track record in planning and delivering end-to-end, multi-channel marketing campaigns.

Qualifications and Training

Educated to degree level or equivalent experience (minimum five years) in campaign management.

A more comprehensive job description is available on our Website.


With our extended flexible working options, you can choose to work your 35 hours per week on a 9-day fortnight or a 4.5-day week basis, supporting our employees with their work life balance. This role is Band II as per our structure.

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