Head of marketing job description.

What does a head of marketing do?

A head of marketing leads the strategic direction of a company’s marketing function. They are responsible for setting the overall marketing strategy, managing teams, overseeing budgets, and aligning marketing with business growth goals.

The role typically involves shaping brand positioning, developing go-to-market plans, owning channel performance, and leading internal and external teams across digital, content, communications, and events. Heads of marketing work closely with senior leadership—often reporting to the CMO, managing director, or CEO.

For businesses, hiring a head of marketing adds strategic leadership, clear direction, and commercial accountability to your marketing function. For candidates, it’s a key leadership role that allows for real impact on brand, revenue, and market growth.

Key responsibilities of a head of marketing.

 

The responsibilities of a head of marketing vary depending on company size and sector, but typically include:

• Defining and leading overall marketing strategy and budget
• Managing department-wide planning across brand, digital, content, and performance
• Leading, mentoring and developing the marketing team
• Setting targets and KPIs aligned with business goals
• Overseeing the execution of integrated campaigns across multiple channels
• Managing marketing budgets, spend allocation, and ROI tracking
• Leading internal marketing processes and tech stack management
• Working closely with sales, product, and operations to align strategies
• Owning brand strategy, messaging, and tone of voice
• Managing relationships with agencies, suppliers, and partners
• Reporting performance and insights to senior leadership or board-level stakeholders

In high-growth or smaller businesses, the head of marketing may still be hands-on with campaigns, while in larger organisations the role is more focused on leadership, strategy, and commercial outcomes.

Skills and requirements for a head of marketing.

 

The role requires a mix of strategic thinking, team leadership, commercial acumen, and hands-on marketing knowledge. Common requirements include:

• 6 to 10 years' experience in marketing, with proven leadership credentials
• A strong track record of delivering results across multiple marketing channels
• Experience managing people, budgets, and agencies
• Strategic planning skills and the ability to influence business decisions
• In-depth knowledge of digital marketing, performance metrics, and ROI reporting
• Strong communication and stakeholder management skills
• Commercial awareness and a clear understanding of how marketing impacts business growth
• Familiarity with CRM platforms, automation tools, analytics dashboards, and CMS platforms
• Experience presenting to leadership teams or board members

Most heads of marketing have experience across both B2B and B2C environments. A marketing degree or CIM qualification is often expected at this level, but practical success in senior roles is usually the priority.

Average salary for a head of marketing.

 

In the UK, the average salary for a head of marketing typically ranges from £70,000 to £100,000, depending on experience, location, and industry.

• Heads of marketing in mid-sized businesses or regional offices often earn £70,000 to £80,000
• Larger companies, high-growth brands, or London-based employers may offer between £85,000 and £100,000
• Senior roles may also include performance bonuses, equity, or enhanced benefits packages

Salaries are generally higher in sectors such as SaaS, ecommerce, fintech, and financial services, especially for roles tied to revenue growth.

Career progression for a head of marketing.

 

The head of marketing role is a senior position with clear potential to progress into director or executive-level leadership. A typical path includes:

 

Marketing manager

Leads day-to-day campaigns, budget allocation, and reporting. Manages small teams or works with agencies.

Senior marketing manager

Handles wider channel ownership and supports strategic planning. Begins managing senior stakeholders.

Head of marketing

Owns marketing strategy, leads a team, and aligns marketing with business targets. Often the most senior marketer in the business.

Marketing manager

Owns strategy, manages people or projects, and oversees performance across channels. Often reports to a head of marketing or director.

Marketing director

Drives the long-term marketing vision and oversees multiple departments. Influences overall company direction.

Chief marketing officer (CMO)

Executive board-level role. Sets global marketing direction, owns brand performance, and contributes to long-term business strategy.

Some heads of marketing also pivot into roles such as growth director, brand lead, or general manager—depending on their commercial scope.