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Loyalty and CRM Marketing Specialist

2 months ago

London, Greater London, United Kingdom FirstGroup Full time
About the Job

This role involves working as part of a team to plan and deliver a range of tactical and strategic Loyalty and CRM campaigns. These campaigns support the business in achieving revenue targets from new and existing customers across GWR's network. You will ensure that our brand, destinations, price, and product and loyalty messages and initiatives are consistently delivered across relevant communication channels, including our website, email, post, app, and through social and external media.

Key Responsibilities
  • Support the Senior Loyalty and CRM Manager in managing the overall programme and the delivery of supporting strategic and tactical customer communications.
  • Work with the Senior Loyalty and CRM Manager to handle daily agency relationships from creative (media, Loyalty/CRM, data targeting) to maximise ROI and grow the database.
  • Help develop campaign business cases, collaborating with the data analytics and revenue insight team.
  • Write Loyalty and CRM briefs for the agency, supporting the overall Loyalty and CRM strategy.
  • Obtain sign-off for all materials and maintain the compliance sign-off audit trail.
  • Build day-to-day relationships with Regional Marketing Managers, External Communications, Revenue, Loyalty, Social Media, Customer Experience, Retail, and Digital departments.
  • Prepare content for CRM campaigns and work with the agency to develop collateral.
  • Liaise with the agency to ensure data selection and validation, and manage the print, broadcast, and production cycles.
  • Brief customer service and fulfilment teams on new campaigns and implement campaign tracking procedures.
  • Work with the Senior Loyalty and CRM Manager to develop the correct evaluation metrics for all campaign activity.
  • Track all Loyalty and CRM campaign reporting, including preparing internal reports with findings and recommendations.
  • Resolve operational resource constraints to fulfil planned activities or add additional business-critical activities.
Requirements
  • Knowledgeable in transport, tourism, and leisure marketing.
  • Proficient in Excel, Word, and PowerPoint, with experience in marketing and brand management.
  • Proactive and innovative, challenging the status quo and pursuing growth opportunities.
  • An effective communicator, with strong written and verbal skills, capable of presenting and producing high-quality reports and analysis.
  • Customer-focused, with a deep understanding of customer needs and behaviour.
  • Skilled at managing change, positively influencing colleagues, and providing coaching when needed.
  • A collaborative team player, capable of leading teams to achieve objectives and manage projects.
  • Responsible, with a good understanding of risk management.
  • Detail-oriented, with a strong focus on quality and accuracy.
  • A strong presenter with excellent presentation skills.
  • Strategic in your thinking, able to deliver innovative solutions.
  • Experienced in budget management.
About the Location

This role is based at The Point in Paddington, with some flexible/home working possible.

Working Pattern

Monday to Friday, 37 hours per week. Occasional event attendance may require working during non-standard hours.

Travel to various locations on and off our network may be required on an ad hoc basis.