Job Title: Regional Marketing Manager 

Salary: £45-55k annually

Location: Glasgow, UK (hybrid - 3 days per week in office)

Shape how we grow – and grow with us!

We’re looking for a dynamic Regional Marketing Manager to own the go-to-market strategy and bring our brand to life. You’ll define who we’re talking to, what we’re saying, and how we’ll continue to scale — blending creativity with commercial savvy to deliver real results. 

Reporting to the CMO, you will lead the regional marketing strategy, turning global brand and product plans into locally relevant campaigns that drive growth. You will partner with sales and central teams to prioritise opportunities, shape messaging, and track performance — acting as "the voice of the region" to ensure every campaign hits the mark. This is a fantastic opportunity to join a growing global business & make a real impact. 

Why Macs Adventure

We’re a scaling adventure tour operator on a mission to be the leading global brand in self-guided, active travel. We’re not just growing; we’re scaling with purpose.

This is your opportunity to join a business at the inflection point of momentum, where your impact is tangible, your ideas are valued, and your career can grow with us.

Welcoming over 40,000 customers our walking and cycling trips to destinations around the world, we employ over 170 people across the UK, US and Germany who share our purpose to create #macsmoments by leading, advocating & enabling self-guided, active travel as a positive force for people and planet.

In November 2024, we proudly achieved B Corp certification, marking a significant milestone in our journey toward sustainable, values-driven growth.

Our Culture

We’re an ambitious, forward-thinking business with a bold vision for the future, and our culture reflects these ambitions. We’re an action-oriented, fast-paced organisation and we like to have fun along the way. We’re looking for people who can grow with Macs and who can see the scaling journey. It’s not the easy route and we’re looking for people who enjoy challenges, love learning, want to make an impact and align with our core values:

• Love the journey: A Macs trip is all about the journey, not the destination. We are all believers in Macs’ unique brand of self-guided, active travel and shout about it. As more travellers convert to the Macs Way, we accept our business will grow and change. We welcome new connections, and embrace to new opportunities. Carpe diem!
• Take a different path: We’re not different for different’s sake; but we won’t succeed if we’re just the same as everyone else. We devise creative solutions to problems, find new ways of doing things, and trust colleagues who are doing so too. We are brave and feel empowered to take the initiative. We ask ourselves: is what I’m doing authentically Macs?
• Tread thoughtfully: We are considerate, empathetic and try to put ourselves in our customers’, suppliers’ and each other’s shoes. We support local, and find ways of having less negative impact on the planet. We find ways of having positive impact on people and communities. We are fair, and we do the right thing.
• Go the extra mile: We know that creating a perfect #MacsMoment involves going that bit further. We imagine the best feedback we can get and set out to earn it. We take ownership and accountability – it’s yours, not someone else’s, problem. We step up and help our team mates when they need us.

What you’ll do;

Regional Go-to-Market Strategy:

• Own the marketing and GTM strategy for the region—defining audience segments, positioning, and key messages.
• Translate global brand positioning and product strategy into regional campaigns and commercial priorities.
• Ensure all marketing activity—local or central—aligns to regional customer insights and growth opportunities.
• Partner with Sales and Merchandising to prioritise key destinations, offers, and hero products for focus.

Sales Enablement & Support:

• Develop region-specific sales materials, battlecards, and objection-handling tools that connect marketing messaging with commercial goals.
• Lead communication flow between marketing and sales to ensure alignment on pipeline focus, messaging, and lead follow-up cadence.
• Deliver go to market training and campaign briefings to sales teams to improve conversion rates and productivity.

Local Market Intelligence:

• Gather and analyse customer feedback, market trends, and competitor activity.
• Translate insights into actionable inputs for both regional strategy and global marketing teams.
• Act as the “voice of the region” within central teams—representing local customer needs and commercial realities.

Campaign Messaging & Positioning:

• Work with central growth marketers, content creators, and brand teams to develop messaging that resonates with regional audiences.
• Shape tone, storytelling, and creative direction to reflect cultural nuances, motivations, and barriers to purchase.
• Approve and adapt central assets for regional deployment, ensuring consistency with local priorities.

Customer Advocacy & Case Studies:

• Develop region-specific success stories, testimonials, and user-generated content that reinforce trust and authenticity.
• Partner with the central brand and content teams to leverage these assets across campaigns, PR, and digital channels.
• Build and maintain a library of regional reference customers and ambassadors.

Product Launch & Campaign Coordination:

• Lead regional product or campaign launches, coordinating timing and messaging with central marketing and product teams.
• Ensure promotional calendars and campaign timelines align with seasonal demand and local market conditions.

Performance & Impact:

You will be accountable for driving measurable results in the region, ensuring marketing activity translates into leads, conversions, and revenue growth. This includes:

• Generating high-quality leads and supporting their progression through the sales pipeline.
• Optimising campaigns and localised messaging to improve engagement and conversion.
• Tracking performance across channels and campaigns, using insights to inform decisions and improve outcomes.
• Supporting regional growth through increased repeat bookings, customer advocacy, and brand awareness.

Performance Management & Collaboration:

• Partner with central performance marketing, CRM, and content teams as the regional client—briefing, prioritising, and reviewing outputs.
• Monitor and report on regional performance across marketing channels, campaigns, and sales impact.
• Provide structured feedback loops to central teams to enhance campaign quality and efficiency.

What you’ll bring;

Strategic Marketing Leadership:

• Skilled at defining positioning, audience segmentation, and go-to-market strategy.
• Proven ability to balance long-term brand building with short-term sales activation.

Commercial & Analytical Acumen:

• Comfortable interpreting commercial data, pipeline metrics, and marketing analytics.
• Able to draw insight from dashboards, GA4, CRM, and attribution models.

Cross-Functional Influence:

• Effective collaborator who can influence central teams through clear briefs, commercial insight, and communication.
• Skilled at aligning marketing, product, and sales around common growth goals.

Communication & Storytelling:

• Excellent written and verbal communicator.
• Able to craft and adapt messaging for different audiences and channels with authenticity and impact.

Customer & Market Insight:

• Deep understanding of local consumer behaviour, cultural nuance, and travel motivations.
• Comfortable using qualitative and quantitative insights to shape strategy.

Execution & Ownership:

• Highly organised, proactive, and accountable for outcomes.
• Manages competing priorities effectively and delivers on time.

Also:

• 5+ years in regional or commercial marketing, ideally in travel, e-commerce, or consumer services.
• Proven experience developing go-to-market plans and managing regional marketing budgets.
• Strong collaboration experience with cross-functional or centralised teams (brand, performance, CRM).
• Evidence of improving conversion, lead quality, and marketing ROI.

Not essential, it would be a bonus if you;

• Experience in adventure or active travel sectors.
• Understanding of the 50+ consumer demographic and motivations.
• Experience working across multiple international markets (UK, US, or DACH).

You could belong here;

To deliver adventures for more than 40,000 customers we need to build a company that’s reflective of their diversity. We’re building an inclusive workplace that promotes and values difference, where everyone, from any background, can do their best work and be proud to belong.

What we’ll offer

As well as your salary;

• ANNUAL LEAVE: We’re an inclusive employer and celebrate diversity. We want you to be able to take holidays that matter to you, so 8 public holidays are included in your annual leave allowance of 33 days, which increases to 35 days after 5 years’ service.

• BIRTHDAY BOOSTER: An extra day off on your birthday!

• PENSION: We offer a contributory pension scheme.

• DISCOUNTS: You are eligible for great discounts on Macs Adventure trips!

• TRAVEL INSURANCE: We provide you and your spouse/partner/children with annual worldwide travel insurance.

• FLEXIBLE WORKING: A flexible work culture - you’ll be able to work from home as well as coming into our hub office in Glasgow 3 days per week to collaborate with colleagues.

• GETTING TOGETHER: Regular team, management and leadership meetings and retreats.

• CULTURE: An innovative, fast growth, international and solution focused culture, where we work hard to embed our values across the business.

• L&D: We support your self-guided learning journey to make the most of your strengths.

• WELLBEING. We'll support you in looking after your health and wellbeing so you can do your best work.

• TRAVEL: Occasional international travel may be required.

• IMPACT: The opportunity to make a difference in people’s lives and the planet.