Marketing Lead

Based: United States (home based with occasional domestic travel)

Overview

At World Fuel, our marketing activity is centered on driving measurable commercial performance through insightled planning, targeted demand generation, and close alignment with sales and commercial teams.

The Marketing Lead will own marketing planning across the enterprise, translating market insight, audience understanding, and commercial priorities into coordinated, highimpact marketing resources. This role will additionally act to support campaign management and be a dedicated strategic collaborator to the US energy management and brokerage business.

Key Responsibilities

Marketing Strategy and Planning

• Lead integrated marketing planning for the enterprise, aligning marketing activity to revenue priorities, pipeline needs, and customer lifecycle stages.
• Develop and maintain audience maps, including buyer personas, decisionmaker roles, buying committees, and usecase segmentation.

• Partner with marketing business partners to prioritise audiences, solutions, and sectors based on market opportunity and strategic focus.
• Represent the customer viewpoint throughout marketing planning and delivery.
• Contribute to brand positioning and ensure consistency of messaging across channels.
• Champion improvements to customer experience at key points across the buyer journey.

Campaign and Project Management

• Support planning, delivery, and optimization of targeted omnichannel campaigns, ensuring highquality execution across digital, content, email, paid media, events, and partner channels.
• Coordinate internal production teams, external agencies, and subject matter experts to deliver campaigns on time and within budget.
• Apply project management discipline in timelines, milestones, workflows, documentation, and stakeholder updates.
• Support the creation of campaign playbooks and repeatable frameworks that improve efficiency and performance over time.

• Partner with analytics and BI teams to measure campaign performance against defined KPIs and ROI goals.
• Understand marketing technology data flows, especially points of lead capture, processing, scoring, and handoff to sales.
• Provide regular reporting, insights, and recommendations to continuously improve campaign effectiveness.
• Support the development and evolution of customer segmentations and market insights that guide future planning.

US Energy Management & Brokerage

• Provide direct, handson marketing support to US energy management and brokerage teams, translating commercial needs into marketing plans, campaigns, and enablement tools
• Collaborate with sales leadership to align marketing activity to pipeline coverage models, priority accounts, and regional opportunities.
• Support accountbased and solutionled approaches for complex energy customers and brokerdriven selling environments
• Work closely with sales teams to align on lead qualification criteria, handoff points, and pipeline expectations.
• Support the development of sales enablement materials including presentations, onepagers, case studies, and nurture content.
• Participate in stakeholder meetings to communicate campaign plans, performance, and insights.

Skills and Experience

Essential

• 5+ years of marketing experience in a similar role within an international or matrix organization.
• Bachelor's degree in Marketing, Communications, Business, or a related discipline.
• Proven experience leading marketing planning, audience strategy, or gotomarket planning in a B2B environment.
• Experience building and applying buyer personas, audience maps, and segmentation frameworks to guide marketing and sales activity.
• Demonstrated ability to work directly with commercial and sales leaders to shape priorities and influence decisionmaking
• Proven experience planning, executing, and evaluating multichannel campaigns that deliver measurable commercial outcomes.
• Strong project management skills.
• Strong commercial acumen, comfortable with forecasting, budgeting, and understanding how marketing drives business outcomes.
• Analytically minded and confident using data to inform decisions, track metrics, and optimise performance.
• Excellent written and verbal communication skills with the ability to simplify complex information and present clearly.
• Proficient with Microsoft Office, HubSpot, Monday.com, Salesforce.

Desirable

• Experience in the energy sector or other complex B2B industries.
• Experience supporting the US market within a global marketing context.
• Experience supporting energy management, energy brokerage, commodities, or complex traded services.
• Familiarity with accountbased or solutionled marketing approaches in the US market.