This is an exciting opportunity to join our award-winning CRM team.
The Senior CRM Manager (Retention) is responsible for leading the development of and delivering a retention strategy that increases the overall retention amongst key customer segments. We are looking to develop and launch a recognition programme for our loyal customers, which will be the main focus for this role.
What You'll be Doing
Strategy & activity
Lead the development and implementation of an overall customer retention strategy;
Develop a customer retention strategy that is in line with overall business objectives and is appropriate for a low margin, high volume business with an infrequent purchase cycle. This should also consider the different needs of different customer segments.
This should be based on customer and brand insight to ensure it is relevant to our target audience.
Accountable for the development of supporting contact strategies for our different brands that deliver a positive return on investment. This should encourage a two-way dialogue with our customers to help drive brand engagement and relevancy of communications.
Work with Senior stakeholders (including ecommerce, retail and call centres) to get their buy-in and support for capturing relevant customer data at key touch-points to help drive the activity.
Work with the Data & Analytics team to develop appropriate customer segmentation to drive our strategy and targeting, and overlay with additional segmentation to drive relevance of content. This should optimise the use of relevant customer data to drive relevancy of content and marketing (e.g. web search data, in-store data, CSQ data etc.)
Champion the transition from off-line channels to on-line channels to improve response and minimise costs.
Accountable for a continuous test and learn approach to drive improvements in performance.
Accountable for ensuring relevant processes are in place so that activity is legally compliant, covers all relevant business policies and meets the requirements of our brand guidelines and product range.
In line with the defined strategy, implement a new recognition programme for our loyal customers that covers the whole customer journey.
Work with stakeholders (including retail, call centres, ecommerce, airline and overseas) to define the components of the proposition across the customer journey.
Work with the Research team to ensure the strategy is aligned to customer insight.
Refine the business case as understanding of implementation and operational costs are understood, ensuring it is broadly in-line with the approved business case.
Work with relevant stakeholders to define and implement the system enhancements requirements to support the programme (including PLUTO, My sites and SIS)
Accountable for the development and implementation of a contact strategy to support the loyalty proposition. This will include on- and off-line communications, and multi-stage automated marketing.
Work with the Database Manager to ensure the PLUTO system enables customer recognition (and potentially reward loyal customers) at key touch-points.
Work with stakeholders to understand the most appropriate opportunities to roll-out and develop the PLUTO system and build business cases to gain approval for system enhancements.
Ensure that business requirements are clearly defined and communicated.
Support the User Acceptance Testing of new developments.
Reporting
Accountable for the production of regular KPI reports that demonstrate the value driven from all activity.
Use KPIs and Customer Insight to make recommendations for future enhancements to the strategy, creative approach, customisation, offer and targeting.
Budgets
Management of Retention budget, ensuring all expenditure is made within budget and with appropriate approval.
Ensure all expenditure is approved, forecasted and accounted for in line with business policies and processes.
Supplier management
Manage the overall relationship with relevant supplier/s and ensure they are briefed on strategy, objectives and priorities.
Team management
Manage the Retention team (two reports) ensuring that they have clear direction, prioritisation of workloads and personal development plans.
Undertake other activity as and when required.
Key Relationships (Internal & External contacts):
Internal
General Manager CRM line manager
Wider CRM team share processes and learning
Data & analytics team segmentation, modelling and performance analysis.
Brand integration with wider marketing activity
ECommerce & Retail contact strategy that integrates all channel activity.
Product commercial priorities for inclusion in activity
External
ECRM agency project management, budget control and development prioritisation.
Below the line marketing agencies supplier management, budget control and development prioritisation.
Brochure fulfilment provider - supplier management and budget control.
What We're Looking For
Educated to a degree standard
Experience of developing, implementing and managing customer loyalty programmes.
Proven track record in a similar CRM role and experience of marketing that uses customer data to personalise content and offers.
Significant experience of working with behavioural customer segmentations to drive marketing activity.
Detailed knowledge of ECRM, behavioural targeting techniques and best practice.
Experience of data management, digital print and production processes.
Knowledge of and keen interest in new emerging technologies.
Excellent presentation & communication skills, with proven ability to influence senior stakeholders.
Proven ability to brief, manage and implement medium to large marketing projects.
Experience of developing marketing strategies.
Understanding of relevant legal requirements (Package Travel Regulations, Data Protection and Consumer Protection and Advertising Standards)
Experience of using customer analytics and performance reporting to demonstrate ROI.
Managed external agencies and suppliers.
Excellent problem-solving and decision-making skills.
Ability to lead, manage and motivate a team.
Ability to work autonomously and align priorities with wider business strategy.
Flexible approach to working within a fast changing environment
This job expired on 20/02/2012
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