Associate Director of Customer Strategy and Propositions

The Education and Training Foundation (ETF) is the national support body for the Further Education (FE) and Skills workforce. They champion the educators and leaders who empower learners aged 14 and above, setting professional standards, promoting excellence in teaching and leadership, and enabling career–long development.
We are now supporting ETF to recruit for an Associate Director of Customer Strategy & Propositions to lead the development of high–impact, insight–driven offers that meet the evolving needs of the FE and Skills sector. This strategic leadership role will embed a customer–first, data–led approach across the organisation, shaping compelling propositions for both individuals and organisations. You'll oversee the design and continuous improvement of ETF's offer, including membership, professional statuses, and CPD programmes, ensuring each delivers value, impact, and sustainable growth. Working cross–functionally, you'll drive end–to–end proposition planning, from market insight to investment prioritisation, securing ETF's reputation as a trusted and responsive partner.
Key Responsibilities:

• Lead a customer–focused strategy alongside stakeholders to evolve ETF's products, services, and experiences in line with sector needs.
• Analyse market trends, policy shifts, and workforce challenges to guide audience segmentation and prioritisation for individuals and organisations.
• Drive ETF's customer insight and research agenda, ensuring all decisions are grounded in robust, validated data.
• Own the end–to–end proposition strategy and roadmap, shaping business cases, investment priorities, and sustainable product development aligned with ETF's goals.
• Lead design and continuous improvement of inclusive, audience–led value propositions, building customer–first capability across the business.
• Lead and inspire the Customer Propositions team, fostering collaboration, innovation, and a high–performance culture rooted in ETF's values.

Ideal Candidate:

• Proven experience designing customer–first, product–led propositions using impactful frameworks.
• Strong background in professional development within education, training, or public sectors.
• Deep knowledge of the FE and Skills landscape, including policy and workforce challenges.
• Skilled in product management with a focus on outcomes, customer needs, and sustainability.
• Confident leader with a track record of developing high–performing, mission–driven teams.
• Expertise in product design and strategy.

This is a 12–month fixed term contract (potential view to go permanent) starting ASAP paying up to GBP75,150. Offering hybrid working up to 1–2 days in London. We can look up to notice periods max 6–8 weeks.

We are committed to diverse and inclusive recruitment practises that ensure equal opportunity for everyone, regardless of race, sexual orientation, mental or physical disability, age or gender. We encourage applications from all backgrounds and will happily make reasonable adjustments to always ensure a fair process.