Chief Marketing Officer (CMO)

Chief Marketing Officer

The Collecting Group operates two of the most respected platforms in the luxury collectibles market; Collecting Cars and Watch Collecting. Between them, they serve a global community of high-net-worth enthusiasts who transact at the top end of the market. We have sold over £1.1 billion worth of cars and watches across 120+ countries, and built a community of millions of people.

Now we are looking for a CMO to own that brand and grow it deliberately. Someone who understands that in a world of shortening attention spans and AI-generated noise, a genuine reputation built on trust and expertise is one of the few things that cannot be replicated.

The Role:

At The Collecting Group, the CMO is a senior leadership role with full ownership of marketing strategy across the group. Reporting to the CEO, you will define how TCG builds brand authority, grows its audience, and converts that audience into commercial outcomes across both platforms.

This is a strategic and commercial role. You will set the direction, build the function, and be accountable for the results. Day-to-day campaign execution is not the focus; defining how the group competes for attention and trust in its markets is - especially organically and sustainably.

The group has significant growth ambitions. New platforms, new categories, and new markets are part of the roadmap. The CMO will play a central role in shaping how the brand evolves as that ambition is realised.

Responsibilities:

• Own the organic growth strategy across SEO, AEO, content, social, and owned media - building the kind of compounding audience that paid media cannot replicate
• Build and own a creator and influencer strategy grounded in credibility - the right voices in the right communities
• Develop the editorial and content model that makes our platforms the publication serious collectors actually read, not just the marketplace they transact on
• Identify and activate distribution partnerships that extend our reach: media houses, collector clubs, automotive and watch ecosystems, and adjacent luxury categories

• Define how The Collecting Group and its platforms are positioned in the market: who we serve, what we stand for, and how that is expressed consistently across every brand, channel, and geography
• Build the narrative that earns trust with high-net-worth buyers and sellers - and that gives trade partners, dealers, and the broader collector ecosystem a clear reason to work with us

• Partner cross-functionally to build the B2B and trade proposition - dealers, auction houses, collector networks; turning what is currently organic relationship-building into a structured and scalable channel
• Explore and help build new revenue streams where the brand creates leverage: advertising, sponsorship, and audience monetisation with partners who want access to our verified, high-value community
• Shape how marketing supports geographic expansion and new category growth as the group's ambition is realised

Requirements:

• A demonstrable track record of building organic growth at scale: content-led, editorial-led, or community-led, with a clear line from strategy to commercial outcome
• Proven experience marketing a marketplace or two-sided platform, with a strong understanding of buyer and seller dynamics
• Strong brand-building credentials with direct commercial accountability - positioning, voice, and trust tied to measurable outcomes
• Experience developing B2B and trade relationships - dealers, partners, or ecosystem networks - as a structured marketing channel
• A track record of establishing thought leadership and category authority, not just brand awareness
• Comfortable presenting and defending recommendations at board and executive level
• A demonstrable track record of senior marketing leadership in a high-growth or premium consumer business
• Background in luxury, automotive, collectibles, property, or adjacent high-value consumer categories
• Confident working with and directing AI-driven tools across content, automation, and marketing operations - with a clear-eyed view of where AI creates efficiency and where human editorial judgment remains the differentiator.
• Experience within a content or media brand, with the editorial sensibility to build genuine audience authority
• Experience scaling marketing across multiple geographies, particularly Continental Europe
• Experience with new revenue stream development: advertising, sponsorship, or audience monetisation

Location: This role will be in our Head Office, Parsons Green, London

Ready to Shift Gears? Apply now and let's build the future of The Collecting Group together.