Marketing Manager, Membership Loyalty

3 weeks ago

London, United Kingdom Nationalmuseums Full time

About your team
The Tate membership team is responsible for delivering outstanding experiences for Tate Members, Tate Collective and email signups across all marketing channels and touchpoints. Working across the four galleries and collaborating with colleagues across the organisation, we’re responsible for delivering on ambitious targets for retaining current Members, acquiring new Members and maximising revenue and satisfaction. Customer-focused and driven by data and insights, we’re passionate about giving Members the best possible experience of art to build loyalty and deliver lifetime value.
What you will do (Main Duties and Responsibilities)
• Devise and implement loyalty marketing strategies to deliver against KPIs and the Membership business plan, across email, paid social, print, direct mail and digital.
• Oversee delivery of marketing communications to Tate Members to drive gallery attendance across the four sites, use of benefits, secondary spend and engagement (to be delivered by two Marketing Officers).
• Design robust testing plans and data driven campaigns using effective personalisation, segmentation and reporting to optimise renewal rates from current and lapsed Members, in collaboration with the Audience Insights team.
• Own collaborative audience and revenue targets, alongside the Senior Marketing Manager (Membership Loyalty) and wider teams including Trading, Digital and Enterprises.
• Create and optimise lifecycle marketing programmes to drive engagement and conversion, for example welcome programmes, renewal programmes, abandon basket, re-engagement.
• Oversee current membership communications, working with Tate’s Design Studio, ensuring tone of voice and visual identity guidelines are always adhered to.
• Manage Tate Members’ market research projects through external research agencies and alongside the Audience Insights team.
• Manage Tate Members’ retention marketing budgets to demonstrate return on investment and effectively retain members.
• Work with the Editorial and Digital Content team to commission and distribute content to Members to deliver against objectives.
• Develop and maintain effective working relationships across Tate and externally with relevant agencies providing services for membership.
• Collaborate with Trading and Digital teams to optimise current Members’ digital experience through A/B testing, conversion rate optimisation, segmentation, and responsive marketing.
• Act as a marketing subject matter expert with Technology, Insights, Trading & Digital Teams on Tate’s digital platforms and systems, ensuring marketing business needs and data requirements are met.
• Work with the Audience Insights team on seg¬mentation and data analysis, using qualitative and quantitative data to understand trends, insights, and identify opportunities to grow membership engagement and lifetime value.
• Champion and support compliant data handling processes within the wider marketing team, including GDPR best practice guidance and training.
• Coach and develop two Marketing Officers (Membership Loyalty), inspiring high levels of performance, creativity and technical proficiency.

What you will bring to the team
• Proven experience of planning and implementing sophisticated multi-channel CRM marketing strategies and campaigns, driving increased engagement and customer lifetime value.
• Proven experience of developing audience segments using customer data, purchase behaviour, web behaviour, geo-location and communications engagement.
• Practical experience of using marketing automation platforms for creating segments, automated programs, carrying out AB testing, performance analysis and reporting.
• A creative, innovative and entrepreneurial approach to marketing including exceptional copywriting and communication skills.
• Experience in creative briefing, working with brand guidelines and confidence in creative development and feedback.
• An understanding of quantitative, qualitative and user research methods.
• Experience managing external creative, digital and research agencies/suppliers.
• An excellent understanding of loyalty/engagement marketing, ideally within a membership, subscription, private sector or charity/arts environment.
• Proven experience in strategic planning and outstanding project management skills and experience.
• An ability to work unsupervised to a high level and to prioritise to deadlines.
• Excellent negotiating and influencing skills.
• Proven experience in planning and managing marketing budgets.
• An understanding of GDPR, data protection legislation and best practice application.
• Proven experience of being a team-player, with the confidence and ability to work collaboratively with different internal and external stakeholders.
• Strong people management skills and a commitment to proactively develop team members.
• A demonstrable understanding of diversity, inclusion and accessibility and the role Marketing can play in delivering progress in these areas.
• An ability to work collaboratively with a diverse range of colleagues and to treat all colleagues with dignity and respect.
• An interest in and commitment to the work of Tate.

The requirements listed here are guidelines, not hard and fast rules. You don’t have to satisfy every requirement and we welcome candidates who bring transferable skills. Applying gives you the opportunity to be considered

National Museum Directors' Council, Tate Britain, Millbank, London SW1P 4RG.

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