Head of Loyalty and CRM 12 Month Ftc

3 months ago

Cheadle, United Kingdom Pets at Home Full time

Join our team as Head of Loyalty & CRM at Pest at Home, the UK's leading pet care business. At Pets at Home, we are committed to providing the best advice, products, and care for pets and their owners. With over 450 stores, 310 Groom Rooms, and 440 First Opinion Vet Practices, we offer a fast-paced, innovative and fun work environment where our people make a real difference. This is your chance to work for an award-winning company that puts people at the heart of everything we do.

We are going through a period of real transformation as we move from a strong retail and Vets business to a single platform catering for all pet care needs putting the consumer at the heart of everything we do.

The Head of Loyalty & CRM will play a key role in realising this goal, with responsibility for building and maintaining relationships with current and prospective customers to grow our active and engaged customer base and increase customer lifetime value.

**About the role**

We are looking for a Head of Loyalty & CRM to join us on a 12 month fixed term contract (as maternity cover) and work on a hybrid basis from our Support Office in Handforth (Cheshire).

As Head of Loyalty & CRM, you will report into the Marketing Director and hold responsibility for leading the Loyalty and CRM strategy within the business. Focusing on building meaningful customer relationships to drive brand love, retention, share of wallet and customer lifetime value, you will work with key stakeholders and technologies across the business to build and optimise our active customer database, drive integration of CRM into business strategy and define the future vision.

This role will be part of the Marketing Leadership Team in our business and so will also play an active role in the broader long-term marketing strategy of the business, and will work incredibly closely with our Data, Digital and Solutions Architecture teams to build the right technology roadmap to enable our ambitions; so the ability to build positive internal relationships and influence stakeholders across all levels and disparate functions is key.

Leading a team of around 15, your key responsibilities will include;
- Translating internal and external data & insight into winning CRM strategies aligned with business and consumer goals
- Developing our ‘VIP Club’ loyalty programme to respond to customer needs and wants; growing the active and engaged base and increasing brand love
- Leading our personalisation agenda - developing our DM, app and web-based personalisation offering to tailor communications and experiences to the consumer
- Driving the value and quality of our consumer data - defining our data needs, driving multi-channel consents and adhering to all relevant guidelines
- Setting and tracking real and meaningful performance metrics to drive continuous improvement and positive shifts in ROI
- Sourcing and leading successful relationships with key agencies and partners to deliver against the plan
- Identifying new trends, innovations and technologies to improve our effectiveness and efficiency in serving consumers

**About you**
- Experience in developing and delivering CRM strategies for a business, resulting in an increase in the active customer base and average customer lifetime value
- Experience of developing successful loyalty programmes, moving customer cohorts up the loyalty ladder and growing brand love
- Knowledge and hands-on experience of CRM systems and targeting tools which allow the business to reach customers in relevant, meaningful and personalised way
- Experience in creating high quality reports and documentation for both internal and external audiences
- Experience of leading teams to deliver complex CRM programmes from conceptualisation to successful completion, demonstrating exceptional leadership and management skills in the process
- Experience of conducting analysis of data and deriving insight to inform strategy formulation and in-flight optimisation
- Knowledge and understanding of behavioural science and nudge theory to develop seamless customer journeys and clear next best actions
- Experience sourcing and developing ongoing partner relationships for successful collaboration and quality outputs
- Experience of planning and managing multi-million-pound budgets to deliver desired outputs and target ROI

Our diversity and inclusion vision is that everyone is welcome and feels part of our group. If you think you’re a good match to what we are looking for, and you share our belief that together ‘we’re better with pets’, we’d like to hear from you, whatever your background or circumstances.

**About our purpose**

Far more than a retailer, Pets at Home Group is the UK’s leading pet care specialist, fulfilling every possible pet and owner need, from food and accessories to grooming and vet services. Since 1991, we’ve been building a business around pets and their owners and we’ve set our sights on becoming the best pet care busines

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