Head of Customer Journey

3 months ago

Leeds, United Kingdom Vintage Cash Cow Full time

**About the team**:
We are a growing team of passionate, vibrant and smart people from performance marketing, brand & creative, customer conversion & retention and customer engagement teams. Responsible for driving profitable growth and delivering customer service excellence in Vintage Cash Cow, the Marketing and Customer team are at the forefront of business growth and decision-making. Working closely with key partners in finance, operations and revenue, this is an exciting time to be joining a team growing rapidly and transforming our focus on customer centricity and CLTV metrics.

**About the role**:
As the Head of Customer Journey, you will be at the forefront of transforming our customer experiences. This pivotal role will see you driving improvements across all customer touchpoints, from our website to direct communications to our Customer Contact Centre, ensuring a seamless and engaging journey for every customer. You’ll work closely with other department heads, influencing and integrating strategies to maximise lead conversion, customer retention, and customer lifetime value.

You will lead the Customer Relationship Team to ensure we are maximising lead conversion, retention and CLTV, leading, developing and expanding the conversion and retention teams.

Your mission will be to understand our audiences inside out and personalise and optimise the customer journey, moving away from a one-size-fits-all approach to a more tailored and effective engagement strategy. This is a high-impact role where your expertise will directly contribute to enhancing our relationships with customers, drive business growth, and achieve long-term success.

We are a fast-paced, high-impact business where improvement in results will be expected quickly.

**In your first six months you will**:

- Conduct a comprehensive review of the current customer journeys.
- Segment the customer and audience base for targeted personalised and next best action communications and experiences.
- Establish key performance indicators for customer conversion and retention.
- Work with the tech and data team to build out our CRM capability exploiting platforms such as HubSpot and personalisation tools.
- Improve all touchpoints to increase lead conversion rates and CLTV.
- Build out a comprehensive programme to drive a step-change in our customer and audience insight.
- Develop, nurture and build out team capability.
- Achieve measurement increases in customer lifetime value and repeat customers.
- Develop and roll out a robust referral programme.
- Have fostered a customer-centric culture within the organisation, driving significant change in customer engagement strategies.

**Key Goals and Objectives**:

- Redesign the post-sign-up customer journey to increase conversion rates and customer value, based on clear audience understanding and personalisation.
- Develop and implement a personalised e-CRM strategy.
- Increase the value of goods received and customer retention through improved customer touchpoints.
- Enhance the referral programme to boost lead generation and customer lifetime value.
- Lead best in class retention programme designed to increase CLTV
- Lead initiatives to understand customer behaviours and attitudes more deeply, tailoring services to meet their needs.

**Key responsibilities**:

- Develop and implement customer relationship management strategies to increase customer satisfaction and loyalty.
- Oversee the entire customer journey, to ensure a seamless and personalised experience maximising customer satisfaction and loyalty.
- Develop strategies to convert leads into sales and maximise their value.
- Personalise and optimise digital and e-CRM communications.
- Analyse customer data to identify trends and insights that can be used to inform customer strategies and initiatives.
- Collaborate with cross-functional teams to develop and execute campaigns across multiple channels to increase customer engagement and satisfaction
- Develop and manage the implementation of customer retention programs, including loyalty programs, referrals, and other initiatives.
- Stay up to date with emerging trends in customer relationship management and make recommendations for new initiatives

**Essential skills and experience**:

- An experienced leader in driving best in class customer conversion, retention and CLTV.
- Strong background in customer-centric strategies, with evidence of increasing conversion and customer lifetime value.
- Experience in leading change management programmes focused on customer centricity.
- Deep knowledge of CRM platforms such as HubSpot and Salesforce.
- Excellent communication, influencing and stakeholder management skills.
- Strong analytical and data-driven skills to leverage customer insight and robust decision making.
- Strategic thinker with the ability and willingness to get hands-on when needed.
- Background in fast-paced, scaling or founder-led organisations.
- Ability to manage and lead a team of p

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