International Marketing Director (Public Sector Markets)

THIS IS NEW TO MARKET AND WITH EMBS GROUP EXCLUSIVELY! Our client is a global leader in public transport technology. Its systems and services keep bus, rail and tram networks running in cities around the world. Its customers are public transport authorities, city and regional governments, municipalities, councils and the operators who run services on their behalf.This is technology with a public purpose. Its solutions help cut congestion and carbon. They make public transport more accessible, reliable and inclusive, and they support the policy goals of the governments that buy them. The business operates through three business units and is growing in a market driven by public investment in sustainable, integrated transport.The roleThis is a newly created, CMO-level appointment and the most senior marketing position in the organisation. The title is International Head of Marketing, but the remit is that of a Chief Marketing Officer. You’ll have full ownership of marketing strategy, brand, revenue marketing and the marketing technology behind the sales engine, across all business units and international markets.You’ll be marketing to a very particular buyer: public bodies spending public money in a politically visible way. Decisions are made by transport commissioners, elected members, city mayors’ offices, procurement panels and policy officials. They are judged on social value, environmental impact, value for money and outcomes for citizens. The successful candidate will understand that world, know how to earn trust within it, and know how to turn it into pipeline and contract wins.You’ll work closely with the Chief Revenue Officer and the senior leadership team across the UK, Europe and other international markets. You’ll be accountable for marketing’s commercial contribution, including pipeline, bid success, revenue and return on investment. You’ll lead a team in the East Midlands and have matrix responsibility for marketing teams across Europe.Key responsibilitiesDefine and own the international marketing strategy, roadmap, operating model, budget and KPIsShape go-to-market plans across all business units with the Chief Revenue Officer, built around how public transport authorities, cities and governments plan, fund and buyDevelop market-entry and growth approaches for public procurement regimes internationally, including frameworks, dynamic purchasing systems, competitive tenders and long-cycle government programmesPartner with bid teams on tender responses, win themes, social value, sustainability commitments and evidence of public outcomesLead account-based marketing for priority transport authorities, city administrations, councils, regional governments and operatorsBuild positioning that speaks to public sector priorities: decarbonisation, net zero, accessibility, social inclusion, fare equity, data transparency and value for taxpayersDevelop thought leadership and policy-facing content that places the organisation at the centre of conversations on the future of public transport and smart citiesBuild relationships and visibility with industry bodies, transport associations, government forums and city networksDesign and improve the end-to-end funnel, from early policy and funding signals through to contract awardLead sales enablement, including propositions, playbooks, tools and training for selling into governmentHarmonise messaging, value propositions and tone across business units and international markets, adapting for local political, regulatory and cultural contextsOwn the marketing technology architecture, with Salesforce at its core, including automation, analytics and integrationsIntroduce AI-enabled marketing automation, content and localisationEstablish robust data and attribution so marketing performance can be measured end to end, including across long public sector sales cyclesLead and develop the UK marketing team and provide functional leadership to marketing teams across EuropeRepresent the organisation at international conferences, trade events, government and industry forumsCandidate profileEssential:CMO-level marketing leadership experience as a CMO, VP Marketing, Group Marketing Director or equivalent within an international businessA proven track record of marketing to public sector buyers such as government departments, transport authorities, city administrations, councils or other public bodies, including direct support for tenders and frameworks. This is essential for the roleA clear understanding of how public bodies make buying decisions, including the roles of elected members, officials, procurement and policy, and how social value, sustainability and political context shape themExperience within a technology organisation selling both products and servicesDemonstrable experience of building marketing roadmaps and owning commercial outcomes over long sales cyclesStrong working knowledge of Salesforce and modern, AI-enabled marketing technologyExperience of leading through matrix structures across countries and culturesThe credibility to represent an organisation with senior public officials and at international eventsWillingness to travel internationallyDesirable:Experience marketing to transport authorities, city governments or municipalities in more than one country, ideally across Europe and beyondA background in public transport, mobility, smart cities, infrastructure, GovTech or other public service technologyExperience of positioning technology around sustainability, net zero or social impact agendasEstablished relationships or profile within international transport or city networks and associationsA second languageWhy applyThis is a chance to lead marketing at the highest level and build a modern, international function from strong foundations. The work has real public consequence. The technology you’ll take to market shapes how millions of people travel every day, helps cities meet their climate commitments and makes public transport fairer and more accessible. You’ll have genuine influence on the organisation’s global growth and on the future of sustainable public transport.How to applyThis appointment is being managed by EMBS. For a confidential discussion, please connect with Simon Bucknell on LinkedIn or call him on 07976 619237.Candidates who applied for the recently advertised Head of Marketing role will be considered for this position and do not need to reapply.EMBS is committed to equal opportunities and welcomes applications from all suitably qualified candidates. Reasonable adjustments are available throughout the recruitment process.NOTE: Basic is circa 100k plus bonus, package is 120k plus benefits - however if you are marketing director or CMO and have experience of global marketing in the public sector space there maybe some flexibility here.