Head of Group Customer Marketing

**Company description**:
**Role**: Head of Group Customer Marketing

**Location**: Basingstoke or London - Dynamic working

**Full Time Permanent Position**

Solution bringers. Day makers. Extra milers. We are the AA. And we keep everyone’s show on the road. There for our members wherever and whenever they need us, we’re always ready for anything. That’s why, for over 100 years, we’ve continued to evolve and adapt. Today, as the nation’s number one motoring organisation, we offer a range of excellent products and services to millions of customers. As the **Head of Group Customer Marketing**, you’ll always go the extra mile for our members. In return, we’ll go the extra mile for you, with excellent training, support and development opportunities.

LI-THEAA #LI-Hybrid

**This is the job**:
We are looking for a Head of Group Customer Marketing to create a centre of expertise for in-life customer management across the AA group consumer bases, and take accountability for strategy, execution, and results.

You will lead the team to drive customer retention & engagement, upsell and cross-sell across all the AAs consumer products and services through base marketing communications in inbound and outbound channels.

**What will I be doing?**:
This new role comes at a time of true transformation of a loved brand and is central to our strategy. Responsibilities include:

- Lead and develop the Group Customer Marketing team to design & deliver an existing customer marketing strategy encompassing multiple core product and service categories, including supporting developing business growth in adjacent markets to core.
- Plan & execute customer communication journeys that leverage engaging content and data to achieve our commercial and customer outcomes. Drive a step-change in the AAs personalisation of communications journeys - for example leveraging segmentation & household structure in planning, relevant behavioural and lifecycle triggers, and modelling to manage contention & maximise value
- Drive a test & learn culture across the various dimensions of planning & execution, establishing robust measurement approaches and drive ongoing improvements
- Develop a roadmap of capabilities & dependencies to deliver the customer marketing strategy (including talent, creative, content, data, modelling, marketing technology, digital, pricing, propositions, permissions management, customer operations) and work across functions to deliver
- Develop an OKR (Objectives and Key Results) set that aligns with the AAs strategy & commercial budgets, create progress tracking, and communicate up to executive level
- Manage a multi-million pound direct marketing budget across fulfilment and agency spend
- Create a team operating model for customer marketing that interlocks plans & activity with P&L targets, and enables transparent foresight of demand into areas such as CRM Ops, agencies and customer operations via planning processes
- Play a leadership role with the Group Marketing team alongside the Brand, Membership and Marketing Services teams - contributing to thought leadership and the AAs integrated marketing plan

**What do I need?**:
**Capability, Knowledge and Experience**:
**Essential**
- Leading strategy development and execution of CRM / customer marketing in large customers bases in multichannel sectors (such as telco & media, financial services, subscription or similar)
- Commercially minded with P&L impact forefront
- A working knowledge of the ecosystem of CRM across data and marketing technology required to bring campaigns to market
- Bringing the best out of marketing agency partnerships to deliver results, and an eye for creative

**Desirable but not essential**
- Experience in working with digital and customer operations channels
- Knowledge of the ‘art of the possible’ in leveraging advanced modelling
- Experience of regulated sector, FCA specifically

**Education and Qualifications**:

- Degree and/or postgrad qualifications desirable but not essential

**Personal Characteristics**:

- Resilient, structured and able to prioritise - there’s a lot to do
- A good story-teller - able to paint a picture of change and destination for leadership
- A collaborative and engaging leadership style

**Additional Information**:
We’re always looking to recognise and reward our employees for the work they do. As a valued member of The AA team, you’ll have access to a range of benefits including:

- Diverse learning and development opportunities to support you to progress in your career
- 25 days annual leave plus 8 bank holidays
- Free AA breakdown membership after 12 months, 50% discount in your first year
- Discounts on AA products including car and home insurance
- Employee discount scheme that gives you access to a car salary sacrifice scheme plus great discounts on healthcare, shopping, holidays and more
- Worksave pension scheme with up to 7% employer contribution
- Dedicated Employee Assistance Programme