Head of ECRM

Reporting to the Marketing Director, we are looking for someone to lead and develop Admiral's ECRM  strategy and team to drive conversion, retention, upsell and cross sell.

Main Duties

• Growing ECRM channels against volume goals
• Reporting on progress against goals and relevant metrics to senior management
• Leading the development and refinement of Admiral’s customer marketing contact strategy to develop industry leading quote to sale conversion, retention and cross sell
• Providing strategic and tactical leadership to business and product managers – being the centre of excellence for customer marketing
• Developing the creative content of emails and integrating the channel better with other Admiral online and offline channels
• Managing our email service provider and any other necessary agencies used for ECRM marketing
• Managing the entire email/sms/direct mail program – planning, execution and evaluation.
• Driving the creation and implementation of new email and direct marketing programs that allow Admiral to grow revenue and retention
• Working with marketing analysts to develop and manage our customer insight, data selections and processes to enable Admiral to send highly relevant, targeted emails and online ads.
• Integrating with other teams across marketing to better use our first party data e.g. advertising, partnerships
• Supporting the development of Segmentation and Personalisation strategy and execution
• Leading the exploration of other direct marketing channels
• Management, coaching and development of the direct marketing channel team
• Managing the relationship with internal IT and MI teams to ensure that customer data is effectively managed to allow successful ECRM campaigns
• Understanding of FCA regulations for financial promotions, appropriate expertise to sing of advertising to the guidelines for financial promotions.

Skills and Experience required

• An in-depth and broad knowledge of the marketing process and direct marketing principles in-particular
• Subject Matter Expert for best practice in customer engagement
• Strong agency management skills
• Experienced at Enterprise Martech solutions such as Adobe Campaign or Salesforce
• A full understanding for Data Protection Principles and Regulation
• Experience of managing, developing and coaching marketing teams – ideally in web and/or personal finance sectors
• Ability to work with wide variety of stakeholders making decisions between against business priorities
• Proven success in increasing Lifetime Value and NPS.
• Competent at analysing direct marketing campaign results and driving improvements from this analysis
• A deep understanding of customer insight and motivations including the ability to translate this into marketing campaigns
• Organisational, project management and multi-tasking skills
• Leadership capability
• Degree level education

Key Success Metrics

• Email, SMS and Direct Mail volumes and revenue
• Customer retention and loyalty metrics leading to LTV
• Timely delivery of volumes, open rates and engagement
• Team development and morale

Why work for us?

Admiral has many benefits but further to that you will also benefit from:

• Working with a top-class team
• Working on exciting challenges to maintain Admiral’s competitive advantage
• Playing a central role in shaping and enabling Admiral's digital ambitions
• The flexibility to work in the way that allows you to give your best
• Work in an open and accessible department
• Know that you are working for a department who regularly take part in charitable events

Salary, Benefits and Work-Life Balance

We do not have a set salary for this position, as it will be dependent on the successful candidate’s experience. We are happy to see CVs from all candidates who meet the requirements and will be happy to discuss the remuneration package.

At Admiral, we are proud to be a diverse business where we put our people and customers first. We have great benefits to ensure employees have a great work-life balance; it's one of the reasons we're consistently voted one of Sunday Times Best Big Companies to Work For in the UK. We want you to have an element of freedom to define a working lifestyle that supports this, so accommodate flexible hours wherever possible.

You can also view some of our other key benefits here; https://admiraljobs.co.uk/employee-benefits/.

Interviews and feedback will begin w/c 14/02/2021

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