Principal, Conversion & Retail Strategy

Closing Date: Wednesday 28th October 2026

Location: London

Flexible Working
The BT group operates a 3 together, 2 wherever working model. This means you are required to be at your contractual location 3 days a week with 2 flexible days per week.

About the role

This role is critical in shaping how we turn consideration into action through strategic retail and conversion marketing. You will lead the development and management of strategic briefs for all lower funnel activity, ensuring they are deeply aligned with brand insights and business objectives. By integrating audience segmentation with brand intelligence, you’ll create powerful, insight-driven communications plans and briefs that guide impactful campaigns.

Working in partnership with the Demand Generation Delivery Lead and media team. You will report into the Brand Strategy and Development Director.

Bringing best-practice platform thinking into the organisation and driving clarity in campaign planning, you’ll enable teams to deliver high-performing marketing that accelerates growth and enhances customer engagement. Through rigorous campaign performance analysis, you’ll transform data into actionable insights, fuelling continuous improvement and ensuring every initiative delivers measurable impact.

What you’ll be doing

• Lead the development of strategic briefs for all retail and lower‑funnel activity, ensuring they reflect audience insight, brand direction and commercial inputs across promotions, pricing and performance goals.
• Drive conversion and retail strategy, shaping the vision for how BT turns consideration into action and integrating segmentation, brand insight and performance data into clear, effective marketing strategies.
• Champion platform and digital best practice, embracing modern marketing landscape (e.g. LLM search), the ability the connect data to prospects, simplifying complex platform concepts into actionable guidance and ensuring teams effectively use digital tools, automation and measurement frameworks.
• Analyse and optimise campaign performance, using data, econometrics inputs and test‑and‑learn approaches to refine strategies, maximise ROI and embed continuous improvement.
• Influence and collaborate across the marketing matrix, working with Commercial Marketing, media partners and cross‑functional teams to align activity and ensure execution reflects strategic objectives.
• Provide leadership to a smaller, more matrixed team, directly managing one team member while guiding cross‑functional delivery and enabling others to execute with clarity and confidence.

Essential Skills / Experience

• Experience leading acquisition, conversion, retail or lower-/mid-funnel strategy, with clear accountability for improving customer and commercial outcomes through paid and/or digital communications.
• Strong understanding of customer journeys and customer decision-making, with experience translating customer insight, behavioural data and performance metrics into clear strategic direction and prioritised actions.
• Experience influencing senior stakeholders within large and complex organisations, with the ability to align multiple teams around a common strategic goal.

Desirable Skills / Experience

• Agency-side strategy or planning experience, ideally within performance, digital, precision marketing or integrated communications.
• Experience working with paid media, performance marketing, demand generation and digital platforms, including audience/data activation.
• Experience within a large, matrixed consumer organisation, ideally working across multiple brands, propositions or customer segments.
• Experience working across digital, retail and/or assisted sales journeys.
• Experience leading or developing strategists, planners or analytical colleagues.

Our Package

Tailored benefits make a real difference. That’s why we offer a comprehensive range to support your growth, wellbeing, and everyday life. You can design the package to suit you and your lifestyle. Your core benefits include:

• Company car scheme (or cash alternative)
• 15% on target annual bonus
• Private healthcare for you and your family
• Access to an online private GP 24/7 for you and your immediate family
• Market-leading paid carers leave with up to 2 weeks off
• Equalised maternity, paternity, and adoption leave – 18 weeks’ full pay and 8 weeks’ half pay
• Discounted EE and BT products, including mobile and broadband
• Market leading Pension scheme – 5% from you and 10% from us
• Holiday purchase scheme

You can select additional benefits, including healthcare, dental, gym memberships and more when you’re ready.

BT Group is the UK’s leading communications group and the holding company behind some of the country’s most recognised brands – including BT, EE, Openreach and Plusnet. Our purpose is as simple as it is ambitious: we connect for good. Our customers include consumers, small, medium and large businesses, public sector organisations and other communications providers.

BT Group’s role is about setting direction, unlocking value and creating the conditions for our brands and businesses to thrive.

Having come through the most capital-intensive phase of our fibre investment, our focus now is on what comes next – simplifying how we operate, using technology and AI to work smarter, and organising ourselves to serve customers better and grow sustainably. Group teams shape strategy, policy, brand, capital allocation and transformation, helping the whole organisation perform at its best.

We have a singular culture that unites all our people: we are customer-first challengers, who are committed, clear and connected. These behaviours unite us as one team to deliver for our colleagues, our customers, our stakeholders and the country. Joining BT Group means working at the heart of a business that matters to the UK, with the opportunity to shape decisions, influence outcomes and help set the future course of one of the country’s most important companies.