B2B Marketing Lead

Key Responsibilities

• Develop and maintain the B2B marketing plan for the cTrader business direction, translating commercial priorities into focused quarterly initiatives.
• Work with Product, Sales, Partnerships, Customer Success and Support to understand market needs, customer objections, product priorities and growth opportunities.
• Define and evolve positioning, audience-specific messaging, campaign angles, offers and calls to action.
• Lead go-to-market plans for product launches, key features, new segments and strategic market initiatives.
• Plan and orchestrate integrated campaigns across the right mix of channels, including content, email, paid media, webinars, partner campaigns, events, landing pages and nurture.
• Brief and coordinate internal specialists and external partners across content, design, performance, CRM and campaign operations; ensure work is focused, timely and commercially relevant.
• Create or oversee B2B content and sales enablement assets such as product narratives, case studies, presentations, landing pages, campaign materials and customer proof points.
• Build and optimise marketing funnels for key audiences and accounts, spanning awareness, education, consideration, conversion and reactivation.
• Partner with Sales to improve lead quality, campaign follow-up, feedback loops and the connection between marketing activity and deal progression.
• Use customer, market and campaign data to assess performance, identify bottlenecks and recommend clear next actions.
• Own the cTrader marketing budget: plan, allocate and control spend, and track performance against strategic and commercial priorities.
• Turn successful initiatives into repeatable playbooks and scalable processes.
• Use Spotware’s existing AI-first capabilities to accelerate market research, segmentation, content production, campaign personalisation, reporting and operational execution - and identify new workflows worth scaling.

Requirements

• 5+ years of experience in B2B marketing, product marketing, integrated marketing, growth marketing or revenue marketing.
• Proven experience owning marketing strategy and go-to-market execution for a B2B product, business unit or product line.
• Strong understanding of B2B positioning, ICPs, segmentation, buyer journeys, messaging and commercial storytelling.
• Experience planning and running multi-channel campaigns, while knowing how to choose the right channels rather than applying a fixed playbook.
• Ability to combine strategic thinking with hands-on execution and strong ownership.
• Experience working cross-functionally with Product, Sales, Partnerships, Customer Success, Support, content, design and performance teams.
• Strong written and verbal communication skills, with the ability to turn complex products into clear, persuasive narratives.
• Commercial and analytical mindset: able to connect marketing activity with demand quality, pipeline and business outcomes.
• Confidence working with CRM, marketing automation and campaign reporting; deep technical administration is not required.
• Fluent English and the ability to work independently in a fast-moving environment.
• An AI-native mindset and genuine enthusiasm for Claude or ChatGPT. You are a true power user who uses at least one of them daily as a thinking and execution partner - to research, plan, write, analyse and improve marketing workflows, not as an occasional productivity tool.

Nice to Have

• Experience in fintech, B2B SaaS, trading platforms, brokerage technology, prop trading or financial markets.
• Experience with account-based marketing, partner marketing, lifecycle marketing, webinars or industry events.
• HubSpot certification and hands-on experience with HubSpot or a similar CRM and marketing automation platform.
• LinkedIn Ads certification and practical experience running B2B paid acquisition campaigns.
• Experience improving complex marketing workflows with AI agents, automation, data enrichment or connected tools.