Nations Manager

Job Description

Job Req ID: 54980

Posting Date: 20th February 2026

Function: Brand & Marketing

Location: London, Birmingham, Manchester, Bristol

Salary: Competitive with great benefits

Why this job matters

The Devolved Nations Marketing Manager plays a crucial role in driving business growth and brand reputation by developing and executing marketing strategies that are specifically tailored to the distinct needs, opportunities, and challenges of the devolved nations. By understanding the unique market dynamics, regulatory environments, and cultural nuances of regions such as Scotland, Wales, and Northern Ireland, this role ensures that all marketing activity is relevant, impactful, and aligned with local priorities. Through targeted programmes and campaigns, the Devolved Nations Marketing Manager enables the business to reach and influence key audiences, generate leads, and support sales, while delivering value propositions and thought leadership that set the organisation apart in these markets. By collaborating across teams and acting as a regional expert, the role ensures marketing efforts are commercially focused and deliver measurable impact, helping the organisation adapt to changing conditions and maintain a leadership position within the devolved nations.

What you’ll be doing

• Develop and deliver integrated marketing plans tailored to the specific needs and opportunities of Scotland, Wales, and Northern Ireland.
• Collaborate with sales, product, and insights teams to identify regional challenges, build value propositions, and create solutions that drive growth within each devolved nation.
• Lead the planning, execution, and optimisation of multi-channel marketing campaigns, using data and insights to target key audiences and maximise impact.
• Act as a subject-matter expert for devolved nations, sharing best practice and building knowledge hubs across the wider marketing ecosystem.
• Design and deliver thought leadership content, case studies, and use cases that showcase the strengths and opportunities within each nation.
• Provide sales enablement support, developing content and resources that help sales teams convert leads and achieve revenue targets in devolved nations.
• Manage stakeholder relationships, influencing and collaborating across functions to ensure marketing activity is joined up and effective for each region.
• Monitor and report on marketing performance, ROI, and pipeline impact, using insights to drive continuous improvement in region-focused campaigns.
• Oversee the activation of new product launches, offers, and incentives within devolved nations, ensuring successful go-to-market execution.
• Contribute to the development of the wider marketing strategy, supporting senior managers and collaborating with peers across the marketing function.

Skills required for the job

• Deep understanding of marketing strategy and campaign planning, with the ability to tailor approaches for different regions.
• Strong commercial acumen, aligning marketing activity to business objectives and measuring impact on growth and revenue.
• Advanced stakeholder management and collaboration skills, working effectively across teams and with external partners.
• Strategic thinking and leadership, driving integrated marketing programmes in complex and fast-changing environments.
• Analytical and problem-solving skills, using data and insights to inform decisions and continuously improve campaigns.
• Excellent communication and influencing skills, able to present compelling value propositions and build relationships with senior stakeholders.

Experience you would be expected to have

• Demonstrated experience in developing and executing product marketing strategies within a B2B or technology environment.
• Proven track record of managing go-to-market plans and coordinating product launches across multiple channels.
• Experience working closely with sales, commercial, and campaign teams to align product messaging and drive adoption.
• Background in analysing market trends, competitor activity, and customer insights to inform product positioning and strategy.
• Familiarity with managing marketing budgets and resource allocation for product campaigns.
• Previous involvement in creating marketing assets and content tailored to support product propositions and sales enablement.

Our leadership standards

• Leading inclusively: I inspire and build trust through self-awareness, honesty and integrity
• Owning outcomes: I take the right decisions that benefit the broader organisation
• Delivering for the customer: I execute brilliantly on clear priorities that add value to our customers and the wider business
• Commercially savvy: I demonstrate strong commercial focus, bringing an external perspective to decision-making
• Growth mindset: I experiment and identify opportunities for growth for both myself and the organisation
• Building for the future: I build diverse future-ready teams where all individuals can be their best

With over 175 years of heritage, BT is now the flagship business brand of BT Group. We’ve brought together our best people and capabilities into a B2B powerhouse serving 1.2 million business customers internationally.

We’re a global leader for secure connectivity and collaboration platforms for businesses of all shapes and sizes, from big household names and government departments, right through to sole traders and new start-ups. But it’s not just the technology that matters, it’s what it can do to help them build stronger, smarter, more secure businesses.

We value diversity and inclusion and believe in making a positive impact. We connect for good by championing digital inclusion and equipping people, businesses, and communities with digital skills to thrive.

As a member of our team, you will be part of an organisation that celebrates difference, fosters innovation and provides you with opportunities to be your best. With millions of businesses relying on us daily, joining BT means you can be part of a diverse and multi-skilled team that makes a significant impact to society.

A FEW POINTS TO NOTE:

Although these roles are listed as full-time, if you’re a job share partnership, work reduced hours, or any other way of working flexibly, please still get in touch.

We will also offer reasonable adjustments for the selection process if required, so please do not hesitate to inform us.

DON'T MEET EVERY SINGLE REQUIREMENT?

Studies have shown that women and people who are disabled, LGBTQ+, neurodiverse or from ethnic minority backgrounds are less likely to apply for jobs unless they meet every single qualification and criteria. We're committed to building a diverse, inclusive, and authentic workplace where everyone can be their best, so if you're excited about this role but your past experience doesn't align perfectly with every requirement on the Job Description, please apply anyway - you may just be the right candidate for this or other roles in our wider team.