📌 Core Information
🔹 Job Title: Local Marketing Manager - 12 Month FTC
🔹 Company: Pets at Home Limited
🔹 Location: Handforth, Cheshire East, United Kingdom
🔹 Job Type: Full-time
🔹 Category: Field Marketing
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📌 Essential Job Details
🚀 Job Overview
As a Local Marketing Manager at Pets at Home, you will be responsible for creating and implementing regional and local marketing plans that align with the company's long-term strategy, annual marketing plan, and partner growth ambitions. Working closely with the Business Development Partners, you will act as a general marketer and "quasi agency" to tailor marketing plans to the changing needs of the practice portfolio.
ASSUMPTION: The role is focused on driving local and community-level marketing programs for the Pets at Home retail locations, requiring a hybrid work model split between the company's support office and the field.
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📋 Key Responsibilities
✅ Planning and delivering local and community marketing plans, amplifying national campaigns and designing quarterly opt-in programs
✅ Developing bespoke marketing plans for priority practices
✅ Developing and designing toolkits and marketing resources for the practice owners to drive community engagement and client visits
✅ Supporting Business Development Partners in fostering strong partnerships with Practice Owners, providing expert advice, analyzing their needs and communicating results
✅ Collaborating with the wider Marketing team, leveraging their specialized skills when required
✅ Working closely with Regional Directors and Business Development Partners to deliver proactive communications and exceptional local marketing support for practices
✅ Acting as a key point of contact with the local media agency, identifying innovative ways to reach local community audiences
✅ Generating insightful reporting and analysis, including Return On Investment (ROI), campaign performance, engagement & conversion patterns and website/app traffic to drive informed decision-making
✅ Continuously analyzing campaign and funnel performance, adopting a test-and-learn approach across all activities
ASSUMPTION: The role requires a blend of strategic planning, hands-on execution, stakeholder management, and data-driven optimization to effectively support the local marketing needs of Pets at Home's retail practices.
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🎯 Required Qualifications
Education: Not specified
Experience: Hands-on experience in local marketing across the marketing mix
Skills:
- Resilient and tenacious with a proven track record of delivering impactful marketing activations at a local level
- Commercially astute, able to generate demonstrable results through effective marketing activities
- Strong collaboration skills, capable of building relationships with various stakeholders
- Excellent written and verbal communication skills, with the ability to influence and engage at multiple levels
- Strong analytical skills, capable of reporting on campaign success and providing valuable insights
- Experience in copywriting for different channels with keen attention to detail
- Knowledge and experience across owned, earned and paid marketing channels, particularly digital and social media marketing
- Inquisitive mindset with a passion for learning and professional growth
ASSUMPTION: The role requires a combination of tactical marketing execution, stakeholder management, and data-driven decision-making, likely at a mid-level or experienced individual contributor level.
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💰 Compensation & Benefits
Salary Range: Not specified
Benefits: Not specified
Industry Comparison: Without salary information, it's difficult to provide a precise industry comparison. However, based on the responsibilities and required qualifications, this role is likely aligned with a mid-level marketing manager position in the retail or consumer goods industry, with a competitive salary and benefits package.
ASSUMPTION: The compensation for this role is likely in line with industry standards for a Local Marketing Manager position in the Cheshire area, potentially ranging from £40,000 to £55,000 per year, plus standard benefits.
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📌 Applicant Insights
🔍 Company Context
Industry Position: Pets at Home is a leading pet supplies retailer in the United Kingdom, operating a network of stores and veterinary practices.
Company Size: Pets at Home is a large, publicly-traded company with a significant presence across the UK.
Company Stage: Pets at Home is an established, mature organization in the growth stage, continuously expanding its retail and service offerings.
ASSUMPTION: Pets at Home is a well-known and reputable brand in the UK pet care industry, with a strong market position and a focus on expanding its local community presence through its retail locations.
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📊 Role Analysis
Career Level: This role is likely at the mid-level or experienced individual contributor level, requiring a blend of strategic planning and hands-on execution.
Reporting Structure: The Local Marketing Manager will report to Regional Directors and collaborate closely with Business Development Partners.
Team Size/Composition: The size and composition of the local marketing team is not specified, but the role likely involves coordinating with a wider marketing function.
Growth Opportunities: The role provides an opportunity to gain experience in local/community marketing and potentially progress into more senior marketing or business development roles within the organization.
ASSUMPTION: The Local Marketing Manager role offers a growth-oriented position within a larger marketing function, with the potential to take on increasing responsibilities and explore different career paths within the company.
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🌍 Location & Work Environment
Office Type: Hybrid work model, with 2 days per week at the Handforth (Cheshire) support office and the remaining time in the field.
Geographic Context: Handforth is a town in Cheshire East, a prosperous area in the North West of England with a mix of rural and suburban areas.
Work Schedule: The hybrid work model suggests a flexible and potentially demanding schedule, with time spent both in the office and in the field.
Regional Considerations: Applicants should be familiar with the Cheshire region and its local communities to effectively engage with Pets at Home's practice owners and customers.
ASSUMPTION: The hybrid work model and regional focus of this role require a candidate who is comfortable working both independently in the field and collaboratively in an office setting, with a strong understanding of the local market and community dynamics.
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💼 Interview & Application Insights
Typical Process: The interview process is likely to include a phone/video screening, in-person interviews with the hiring manager and relevant stakeholders, and potentially a skills-based assessment or presentation.
Key Assessment Areas: Employers will likely evaluate the candidate's local marketing expertise, data-driven decision-making, stakeholder management skills, and cultural fit with the Pets at Home brand.
Application Tips: Applicants should highlight their hands-on experience in local marketing, ability to deliver measurable results, and strong communication and collaboration skills.
ATS Keywords: Relevant keywords to include in the application may include "local marketing", "community engagement", "marketing plan development", "stakeholder management", and "data analysis".
ASSUMPTION: The interview process and key assessment areas are based on standard practices for a mid-level marketing role, but applicants should verify the specific requirements with the employer.
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🛠️ Tools & Technologies
The role is likely to involve the use of various marketing technologies, such as:
- Customer relationship management (CRM) systems
- Email marketing platforms
- Social media management tools
- Analytics and reporting software
- Content creation and design tools
ASSUMPTION: These are industry-standard tools commonly used by marketing professionals, but the specific technologies may vary based on Pets at Home's existing technology stack.
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👔 Cultural Fit Considerations
Company Values: Pets at Home values diversity, inclusion, and respect, as evidenced by the company's statement on welcoming applicants from all backgrounds.
Work Style: The role requires a blend of independent and collaborative work, with a focus on delivering impactful local marketing campaigns and supporting the needs of various stakeholders.
Self-Assessment: Applicants should consider whether they thrive in a fast-paced, data-driven environment that requires adaptability, creativity, and a passion for learning and professional growth.
ASSUMPTION: Pets at Home likely fosters a culture of innovation, community engagement, and continuous improvement, which aligns with the responsibilities and required attributes for the Local Marketing Manager role.
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⚠️ Potential Challenges
The role may face the following potential challenges:
- Balancing the needs and priorities of multiple stakeholders, including Practice Owners, Business Development Partners, and the wider Marketing team
- Effectively coordinating and communicating across a hybrid work model, with time spent both in the office and in the field
- Continuously adapting local marketing plans to evolving community needs and market conditions
- Demonstrating the tangible impact and ROI of local marketing initiatives to justify resource allocation
ASSUMPTION: These potential challenges are common for a local/regional marketing role within a larger organization, but the specific dynamics may vary based on Pets at Home's operating model and company culture.
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📈 Similar Roles Comparison
This Local Marketing Manager role is similar to other mid-level marketing positions responsible for developing and executing localized marketing strategies, such as:
- Regional/Area Marketing Manager
- Community Marketing Coordinator
- Local Brand Ambassador
- Territory Marketing Specialist
The key differentiators for this role are the focus on supporting Pets at Home's veterinary practices and the hybrid work model, which requires a balance of strategic planning and hands-on execution.
ASSUMPTION: The core responsibilities and required qualifications for this role are broadly consistent with other local/regional marketing positions, but the specific context and stakeholders may vary.
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📝 Sample Projects
Some potential projects or tasks that a Local Marketing Manager at Pets at Home may work on include:
- Developing a quarterly local marketing plan for a high-priority veterinary practice, including tailored campaigns, community events, and performance tracking
- Designing a toolkit of marketing resources (e.g., social media content, promotional materials, event guides) for practice owners to leverage in their local outreach efforts
- Coordinating with the media agency to secure strategic local advertising placements and measure the impact on practice foot traffic and client acquisition
- Analyzing campaign performance data to identify opportunities for optimization and present actionable insights to the Business Development Partners
ASSUMPTION: These sample projects are based on the responsibilities outlined in the job description and are intended to provide illustrative examples of the work a Local Marketing Manager may undertake.
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❓ Key Questions to Ask During Interview
1. Can you provide more details about the typical day-to-day responsibilities of this role and the balance between strategic planning and hands-on execution?
2. How does the local marketing team collaborate with the wider marketing function and the Business Development Partners to achieve regional and practice-level goals?
3. What are the key performance indicators (KPIs) that the Local Marketing Manager is accountable for, and how is success measured?
4. Can you share examples of successful local marketing campaigns that have had a meaningful impact on Pets at Home's practice owners and their communities?
5. What professional development opportunities and career growth paths are available for individuals in this role?
6. How does the company's culture and values translate to the day-to-day work environment for the Local Marketing Manager?
ASSUMPTION: These suggested questions cover a range of topics to help the applicant gather more insights about the role, the company, and the potential fit, but the specific questions may need to be adapted based on the interview format and the applicant's previous research.
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📌 Disclaimer
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
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📌 Next Steps for Applicants
To effectively pursue this Local Marketing Manager opportunity at Pets at Home, applicants should:
1. Carefully review the job description, requirements, and company information to assess their qualifications and fit.
2. Tailor their resume and cover letter to highlight their relevant experience in local/community marketing, stakeholder management, and data-driven decision-making.
3. Prepare thoughtful questions to ask during the interview that demonstrate their interest, understanding of the role, and alignment with the company's values and culture.
4. Research the Pets at Home brand, its market position, and the Cheshire region to provide contextual insights during the interview process.
5. Optimize their application for applicant tracking systems (ATS) by incorporating relevant keywords from the job description and this enhanced profile.
6. Follow up with the hiring team to express continued interest and gratitude for the opportunity to be considered.
By taking these steps, applicants can position themselves as strong candidates for the Local Marketing Manager role at Pets at Home.
