Division / Dept

Marketing / Loyalty & CRM

Location

Home & Holborn

Reporting to

Head of Loyalty Marketing & CRM

In a nutshell

Through our CRM and Loyalty team, we drive value from our customers at all stages of their relationship with us. We focus on knowing our customers better than anyone else, in order to drive business growth including sales, profit and share and long term loyalty.

The Nectar loyalty marketing team champion customer loyalty, with this role being accountable for the strategic planning, execution and reporting of the Nectar marketing plan in Sainsbury’s, specifically owning the growth and long term retention of Nectar customers. You’ll be focussed on delivering customer and business benefit for your relevant area, building test and learn plans to improve overall effectiveness and championing the work and results with all internal stakeholders. Due to the scale of our communications, the strategic importance of Nectar and our loyalty strategy to our overall business and the size of the programme, this role is critical in ensuring all our activity lands with strategic, creative and operational excellence.

What you need to do

Develop the short, medium and long term strategy for Loyalty growth alongside the Head of Loyalty & CRM and Analytics team, and engage the team and stakeholders on this strategy.
Deliver incremental revenue growth and agreed commercial and customer targets.
Work with all relevant agencies and internal teams (onshore and offshore) to build and execute plans, ensuring all activity is delivered to agreed process, on time, on budget and meets quality standards.
Work with the Analytics team to define the data planning, targeting, offer allocation for the programme and campaigns.
Work with our product & engineering teams on the development of new and existing tools which continue to evolve our hyper personalised customer offers.
Develop relevant and measurable KPIs and deliver against these, focused on short term campaign delivery and longer term customer relationships.
Responsibility for ensuring the health & responsiveness of the customer base for your relevant brand. Maximise the size of the base available to marketing & communication, maintain and grow customer engagement levels, leveraging customer understanding to drive long term retention and value.
Continuously improve our programmes through test and learning, optimisation and innovation.
Line management of Loyalty Marketing Executives in the delivery of campaigns (a fast and full pipeline). Ensure they don’t just deliver the BAU but thrive when doing it, getting the challenge, support and development they need to make our business a great place to work.
Work closely with all marketing communications teams, particularly the Analytics team, Email and Tech teams in Digital Marketing, marketing propositions and creative teams to execute campaigns as briefed, and deliver long-term projects and business objectives.
Produce comprehensive campaign analysis alongside the Analytics Manager to inform stakeholders of the value of our programmes and how we should evolve future campaigns.
Ensure excellent budget management – robustly manage the periodic reporting process, communicating to Finance and the Marketing Lead Team. Report on any variances and take accountability for overall budget spend.
Keep abreast of trends in the market place and ensure we are strategically in line with the latest developments in customer needs, attitudes and behaviours and best in class loyalty.
Be a champion of the Loyalty and CRM programme with other cross functional teams outside of marketing, sharing our strategy, successes and learnings and building relationships that allow us to be more plugged in to business performance in the short and long term.

How will I succeed and know that I’ve succeeded

Deliver the agreed customer and commercial metrics
Delivery of new capabilities which drive incremental revenue growth and increased customer engagement and satisfaction
Customer-centric campaigns delivered on time and on budget, with flawless QA
Accurate forecasting with costs coming in on budget
Demonstrate flawless budget management, taking accountability for spending cost wisely and issuing reward
Developing direct reports to deliver best in class work and coaching them to continue their own growth and development
Share our results and ensure the implications of them are understood; must be able to tell the story of the work we do, and what it delivers, to a range of senior stakeholders.
Strong relationship with all stakeholders with particular focus on achieving excellent ways of working

What you need to know and show

An in-depth knowledge of loyalty marketing principles (preferably within the retail sector) and the end-to-end process for a targeted campaign from strategy to deployment
Experience of delivering Loyalty and/ or CRM programs, in this or other organisations, with goal orientated outcomes including revenue/profit, retention & relationship outcomes
An understanding of how best to grow customer value through communications or other interventions
Demonstrate customer-centric, clear thinking, strong commercial acumen and able to judge when attention to detail is important
Experience of working with and across multiple channels to deliver customer next best activity
The ability to prioritise and make decisions quickly
How to influence and engage stakeholders to deliver effective campaigns; can inspire and engage internal colleagues and external teams at all levels, bringing people with them
A passion for customer loyalty and customer-centric loyalty programmes, customer insights and customer behavioural analysis
Analytical capability, numeracy and quick thinking
Commercial awareness
Creative thinking and ability to innovate – the ability to test and learn at pace
Can set own agenda, identifying new opportunities, balancing multiple priorities, spotting potential/issues before others/before they happen.
Excellent analytical knowledge allowing confident challenge of analytics.
A solid understanding of the Argos, Habitat, Tu and Sainsbury’s brand, strategy and guidelines
A solid understanding of the metrics that drive customer brand perceptions
Ability to operate as an effective tactical and strategic thinker
Understand the customer and have the confidence to challenge decisions based on customer impact

What decisions I can make including budget

Decisions relating to the development of the Loyalty strategy
Decision related to campaign design and development
Budget allocation
Team recruitment and performance

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