Department: Marketing
Team: Marketing Operations
Location: London (Hybrid)
Position type: Full time Permanent
What the hiring manager says
This role is responsible for leading initiatives in our audience development and lead generation, activation and retention.
This is a high-impact leadership role responsible for driving sustainable, scalable growth across the entire customer journey. You will build and lead a cross-functional team that blends performance marketing, lifecycle/CRM marketing, product marketing, and growth analytics.
This role is critical in scaling our marketing funnel, attracting high-quality prospects, and optimising conversion rates across digital touch points. The ideal candidate is a creative problem-solver with strong analytical skills and a passion for experimentation and performance marketing.
About the Team
Marketing is the cohesive force across the GSMA that strategically positions the organisation’s work and the industry’s significance across select channels and owned platforms to engage diverse stakeholders, drive impact, influence thinking and attract audiences, sponsors and partners.
With an increasing number of platforms and reduced attention spans, our content must be sophisticated, personalised and highly curated. Our channel mix is evolving, by region, to attract the right audience to the right content, achieving cut-through on board and organisational priorities.
And in an increasingly fractured world, in which people are feeling more and more aggrieved, we safeguard the GSMA’s reputation so it can continue to operate at global scale.
About the role
Lead Generation & Funnel Growth
Own the end-to-end strategy and execution of lead generation campaigns across digital channels (paid social, search, display, email, content, etc.) and across the GSMA product suite
Develop and optimise multi-channel campaigns to drive qualified traffic and Marketing Qualified Lead (MQLs)/Sales Qualified Lead (SQLs)
Partner with sales and product marketing to align on targeted audience, messaging, lead scoring, and hand-off processes
Audience Development
Design and execute strategies to grow and engage relevant audiences across owned, earned, and paid channels
Build and segment email and CRM audiences to support lifecycle marketing initiatives
Lead the development of downloadable assets, lead magnets, webinars, and gated content to fuel audience and list growth
Performance Analysis & Optimisation
Set KPIs for campaigns and track performance across the entire funnel (traffic, conversions, Customer Acquisition Cost (CAC), Lifetime Value (LTV) etc.)
Run A/B and multivariate testing on creative, landing pages, forms, and user journeys
Analyse data to identify growth opportunities, improve campaign ROI, and drive continuous improvement
Marketing Tech & Tools
Manage tools related to lead capture, automation, and reporting (e.g., HubSpot, Salesforce, Google Analytics, LinkedIn Ads, Google Ads)
Collaborate with web and design teams to build conversion-optimised landing pages and user flows
Collaboration & Leadership
Work closely with content, design, sales, product, and data teams to align growth initiatives with business objectives
Lead and develop a team to drive results and foster development
About You
A passion for sales and partnership
Experience in growth or performance marketing in a senior leadership role
Proven success in scaling B2B growth engines across multiple channels
Deep understanding of performance metrics and marketing attribution
Deep knowledge of digital acquisition channels (paid media, SEO, email, partnerships)
Strong team leadership, project management, and cross-functional collaboration skills
Comfortable working in a fast-paced, data-rich environment
Strong analytical mindset with expertise in data-driven marketing and funnel metrics
Creative thinker who can develop compelling offers and conversion strategies
About Your Skills
Leadership, Commercial awareness, Innovation, Analysis, Delivery, and Communication are key skills to this role. A Candidate Guide will be provided as part of the selection process to help you understand the key skills we are looking for and to support you in preparing for each stage of the process.
Contract type
RegularWorker type
EmployeeWorking at the GSMA offers you unparalleled access to the mobile industry. We offer a chance to truly shape the direction of mobile, whatever your role. By joining the GSMA, you will be exposed to a fast-paced rapidly evolving environment, working on global solutions, genuinely fascinating and industry-changing projects and a stimulating and dynamic environment designed to enable you to flourish.
In addition to architect-designed offices and competitive compensation, our benefits include fantastic learning & development opportunities, generous holiday allowances, four additional days off for professional development and many others.
To learn more about the GSMA, visit our career site, our LinkedIn page and our Twitter page.
Being You at the GSMA
We care deeply about diversity, equity and inclusivity and aspire to be the best at it. Your well-being and work/life balance is important, so flexi-time and remote working is available to all staff. We're keen to ensure everyone is equal, represented and connected so we particularly encourage applications from all demographics. The sucess of the GSMA year on year will continue to be contributed by people from all walks of life.
GSMA Values
Our values not only drive our culture – they shape how we work and interact inside and outside our global organisation.
Passionately driven
We approach everything we do with unparalleled capability, tenacity and commitment, knowing that the challenging scale, pace and complexity of our work is what leads to its world-changing impact.
Insightful leaders
We continually develop and engage our expertise, insight and creativity so that we’re always ready to respond to the changing landscape with authority, agility and nuance.
Stronger together
We lean on each other so the industry can lean on us, embracing our diversity by actively seeking out perspectives and skill sets beyond our own, fuelling each other’s successes and constantly asking how we can help.
Underpinning our values is our collective mindset to show up purposefully as good human beings every day, in every situation. When we’re at our best – we are collaborative, considerate and compassionate to others, and we create a safe space for one another to thrive, assuming positive intent in our colleagues. And if we aren’t at our best and the pressure is on – we feel free to be ourselves but still remain curious, lean into the tough stuff and we are always respectful to others and accountable for the part we play.