Group Revenue Marketing & CRM Manager

As part of our next phase of growth, we are expanding across the UK, Europe, and North America, with a strategic focus on:

• Retail refrigeration (core market) 

• HVAC and building management systems (BMS) 

• Quick Service Restaurant (QSR) sector 

The Opportunity

We are seeking a commercially driven Revenue Marketing & CRM Manager to build and lead a scalable, data-led pipeline generation engine.

This is not a brand marketing role — it is a revenue-generating role accountable for pipeline performance.

This is a hands-on leadership role, requiring deep expertise in:

• Microsoft Dynamics 365 CRM setup, configuration, and pipeline management 

• Driving qualified pipeline growth (not just leads) 

• Managing modern digital engagement channels (LinkedIn, YouTube, TikTok) 

• Aligning tightly with Customer Solution Directors (CSDs) 

You will play a critical role in connecting marketing activity directly to revenue outcomes, with full ownership of CRM performance and digital engagement.

This role operates within RDM’s operating framework, the RDM OS, based on the principles of Traction. You will manage marketing performance through clear metrics, accountability, and structured execution, aligned to RDM’s vision, values, and growth ambitions.

Key Objectives

• Build a scalable, multi-region pipeline engine across the UK, Europe, and USA 

• Position RDM as a market leader in integrated retail solutions 

• Deliver full visibility from campaign → lead → opportunity → revenue 

• Ensure high-quality lead handover to Customer Solution Directors 

• Maximise ROI from trade shows and industry events 

• Drive adoption and optimisation of Microsoft Dynamics 365 

• Align all marketing activity with RDM OS metrics and company growth targets 

Key Responsibilities

1. Revenue Marketing & Pipeline Generation (30–40%)

Develop and execute multi-region marketing strategies, with retail refrigeration at the core 

Deliver targeted campaigns across: 

a) Retail refrigeration (primary focus) 

b) HVAC (supporting) 

c) QSR (growth segment) 

Design and implement lead generation and nurturing strategies 

Define and enforce “qualified lead” criteria with Customer Solution Directors 

Deliver account-based marketing (ABM) for high-value accounts 

Translate commercial themes into campaigns (e.g. webinars, thought leadership, podcasts) 

Own pipeline contribution targets (not just lead volume) 

2. Sales Alignment & Lead Handover

• Partner closely with Customer Solution Directors to: 

a) Define target accounts and sectors 

b) Align on pipeline stages and qualification criteria 

• Establish structured processes for: 

a) Lead qualification 

b) Handover timing and ownership 

c) Feedback loops on lead quality and conversion 

• Continuously improve lead → opportunity conversion rates 

• Accountability:

a) Marketing: pipeline quality 

b) Sales: conversion to revenue 

3. CRM Ownership & Optimisation (30–40%)

• Own and develop Microsoft Dynamics 365 as the core commercial engine 

• Lead CRM setup, configuration, and continuous optimisation 

• Build and manage a structured, scalable pipeline framework across all regions 

• Drive CRM adoption, discipline, and data quality across commercial teams 

• Implement: 

a) Lead scoring aligned to retail refrigeration opportunities 

b) Automated nurturing journeys 

c) Pipeline tracking, forecasting, and reporting 

Ensure CRM delivers full visibility from lead → opportunity → revenue 

Act as the internal expert on best-practice CRM usage and pipeline management 

4. Trade Shows & Event Strategy (20–30%)

Identify and prioritise high-impact industry events aligned to retail refrigeration 

Own the full event lifecycle: 

a) Pre-event targeting and meeting booking 

b) Messaging and stand execution (with Graphic Designer) 

c) Sales team alignment 

d) Post-event follow-up and conversion 

Ensure events generate qualified pipeline, not just leads 

5. Digital Engagement & Content Strategy

Own RDM’s social and digital engagement strategy, including: 

a) LinkedIn (primary B2B channel) 

b) YouTube (product, insight, and thought leadership content) 

a) TikTok (emerging awareness channel) 

Develop and execute a content strategy aligned to commercial objectives, including: 

a) Thought leadership 

b) Customer use cases 

c) Product insights 

d) Industry trends (compliance, energy, QSR) 

Ensure digital activity supports: 

a) Lead generation 

b) Brand positioning 

c) Pipeline growth 

Track and optimise engagement → lead conversion performance 

Collaborate with Customer Solution Directors on commercially relevant content themes 

6. Creative & Brand Leadership

Team Leadership & Delivery

Line manage and develop the Graphic Designer, building a high-performing creative capability 

Provide clear direction, prioritisation, and feedback aligned to commercial objectives 

Establish effective ways of working between marketing, sales, and design 

People Development & Career Growth

Take ownership of the Graphic Designer’s development and career progression within RDM 

Create and maintain a structured development plan, aligned to both individual aspirations and business needs 

Provide regular coaching, mentoring, and performance feedback 

Enable the Graphic Designer to expand into: 

a) Digital content and campaign ownership 

b) Brand storytelling and messaging 

c) Exposure to commercial strategy and customer insight 

• Support progression into broader roles such as: 

a) Senior Designer / Creative Lead 

b) Digital Content Specialist 

c) Marketing Campaign Manager 

Building Creative Capability

Elevate design from a support function to a strategic contributor to pipeline growth 

Ensure strong understanding of: 

a) Target markets (retail refrigeration, HVAC, QSR) 

b) Customer challenges and value propositions 

c) The role of creative in lead generation and conversion 

Foster a culture of continuous improvement, ownership, and innovation 

Output & Standards

• Ensure all creative output is: 

a) High quality 

b) Commercially aligned 

c) Consistent across regions and channels 

7. Commercial Insight & Performance (10–20%)

Track and report on: 

a) Marketing ROI 

b) Pipeline generated 

c) Lead → opportunity conversion rates 

d) Digital channel performance (LinkedIn, YouTube, TikTok) 

Ensure all metrics align with the RDM OS Scorecard and company growth targets 

Provide insight into regional retail refrigeration performance 

Support leadership with data-driven recommendations aligned to company priorities (“Rocks”) 

8. RDM OS (Traction) Alignment & Performance Management

Operate fully within RDM’s RDM OS framework, ensuring alignment to company vision, values, and growth ambitions 

Define and own core marketing and pipeline KPIs (“Scorecard”), including: 

a) Pipeline generated (by region and sector) 

b) Qualified leads (sales-accepted) 

c) Lead → opportunity conversion rates 

d) Marketing ROI 

e) Campaign and event performance 

Establish weekly and monthly reporting rhythms to drive accountability 

Contribute to Level 10 (L10) meetings and business reviews, providing clear updates on: 

a) Pipeline health 

b) Performance against targets 

c) Key issues and proposed solutions 

Align marketing initiatives to quarterly priorities (“Rocks”) 

Identify and solve key challenges using a structured, data-driven approach 

Drive a culture of accountability, transparency, and continuous improvement 

Regional Scope

UK: Core retail refrigeration market 

Europe: Compliance and energy-led growth 

USA: Multi-site retail refrigeration and QSR 

Primary focus: Building pipeline in retail refrigeration across all regions

Candidate Profile

Essential Experience

Proven experience in B2B marketing with full CRM ownership 

Hands-on experience setting up, configuring, and managing Microsoft Dynamics 365 CRM 

Strong experience in pipeline management and CRM-driven sales processes 

Track record of delivering qualified pipeline (not just leads) 

Experience managing B2B digital channels (LinkedIn essential; YouTube/TikTok desirable) 

Experience working closely with sales/commercial teams 

Background in technical, industrial, or multi-site environments

Key Skills

• Highly commercial and data-driven mindset 

• Deep understanding of CRM pipeline structures and sales processes 

• Ability to connect marketing and digital engagement to revenue outcomes 

• Strong stakeholder management with sales leadership 

• Leadership and people development capability 

• Ability to translate technical solutions into compelling value propositions and content 

• Experience operating within a structured operating model (e.g. Traction/EOS or similar) 

Desirable Skills

Retail refrigeration, HVAC, or food retail experience 

Experience scaling Microsoft Dynamics 365 in a multi-region environment 

Account-based marketing (ABM) 

Trade show and event strategy 

Experience building video-first or content-led marketing strategies

Success Metrics (First 12 months)

• Strong growth in qualified retail refrigeration pipeline 

• High volume of sales-accepted leads 

• Clear visibility of marketing contribution to revenue 

• Strong alignment with Customer Solution Directors 

• Improved lead → opportunity conversion rates 

• Trade shows delivering measurable pipeline impact 

• Development and progression of the Graphic Designer into a broader, more commercially impactful role 

At RDM, your work will be visible, impactful, and recognised globally—a chance to lead marketing in a company that is shaping the future of building automation and controls.

Remuneration

• Salary: between £52,000 and £65,000dependant on experience.

• Up to 15% annual bonus

• Package includes optional health insurance, pension and death in service benefits.