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Loyalty and CRM Executive

3 months ago

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.

Specific day to day responsibilities will cover the day to day running of GWR's Loyalty and CRM programme. You may also be called on to support Campaign, Regional & CRM/Loyalty objectives, enabling you to build breadth as well as depth in your marketing experience and knowledge.

Your main responsibilities will be:

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 to daily agency relationship management and financing. 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. Work across functions to gather insights and data for campaigns, establish KPIs/key measures, and ensure all messages are relevant and consistent with the overall communication strategy. Prepare content for CRM campaigns and work with the agency to develop collateral. Engage internal stakeholders, such as Operations and Legal, to ensure the correct support. 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. Provide other ad-hoc marketing support as required to ensure the smooth running of the Marketing team.

You'll need to be:

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.

As a minimum, you will need to have:

A marketing background with experience in managing brands, campaigns, and CRM. A proven track record of commercial success, maximising brand strength and value. Strong team management experience, with the ability to confidently lead a new team and take accountability for departmental performance.

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.

We all belong at GWR. This is our vision for providing an inclusive environment for all our colleagues, ensuring all candidates have an equal opportunity to access meaningful employment. 

We value our differences such as age, gender, LGBTQIA, ethnicity, religion and disability. We maintain zero tolerance towards any form of prejudice towards our colleagues, customers, and future talent.

We celebrate and encourage diversity of thought, progressive ways of working and seeing all our colleagues grow and thrive.

We review all roles and job descriptions to ensure they are accessible and, where possible, we support and provide flexible working options; we recommend that you refer to each vacancy description for further details.

If you require additional support to complete your application due to a disability or neurodivergent condition such as dyslexia, dyspraxia, or autism, please follow the links below. We encourage you to share any additional needs you may require so we can provide a fair and equal process for all who apply.

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