Marketing Manager – In-Life

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Job Description

As Marketing Manager, you will be responsible for supporting the strategy and delivery of engaging and relevant communications and offers for our member journeys in year one.

This is an exciting opportunity to be at the heart of how we communicate with our members and optimise their customer journeys!

What will I be doing?

  • You will help deliver the end to end inbound and outbound communication strategy for the Member in-life experience for the following journeys; Welcome, Onboarding and In-life for Year 1.
  • Help to develop an engaging, personalised and relevant communications programme to reduce attrition in early membership tenure adopting a test and learn approach
  • Optimise Member in-life communication programme by updating the Welcome packs for new Members including Smart Benefits brochure
  • Be responsible for reviewing and redeveloping the Onboarding journey to optimise and drive Member participation and engagement
  • Develop and deliver initial integrated onboarding programme for Standby launch to include producing standalone communication for welcome email & welcome packs
  • Work to deliver Smart Benefits for Insurance customers, to include communications plan for these customers
  • Help deliver service communications (including bad weather communications) for the Member in-life journey to stabilise and improve Member participation and engagement
  • Work with membership & in-life team to deliver increased engagement and usage with Smart Benefits
  • Brief external BTL agencies and work closely with CRM operations team ensuring accurate, comprehensive and clearly targeted briefs

What do I need?

Capability, Knowledge and Experience: 

  • Direct, relevant experience of managing customer communications programmes, campaigns and offers across inbound and outbound channels
  • Experience of working with an internal or external agency
  • Experience of customer targeting, test and learn programmes
  • Track record of delivering commercial results and is data/number literate to interpret the data and draw out actionable insight to deliver retention targets
  • Good written and spoken communication skills – experience of writing clear, insightful direct marketing briefs
  • Excellent influencing and communication skills to manage stakeholders from other AA business units and departments
  • Articulate and persuasive, able to inspire and engage others around their vision
  • Ability to work under pressure to tight deadlines

Personal Characteristics: 

  • Strong influencer with other teams / achieving results through others, and delivery through third parties
  • Good initiative, resilient and delivery orientated – gets things done on time and in a well-organised fashion.
  • Able to manage quality delivery through others
  • Have a Member first mentality and ”sees” through the Members’ eyes
  • Able to balance both the longer term development of the business and the inevitable short-term tactical requirements.
  • Works effectively with others, building productive, collaborative relationships across departments and with third parties.