Customer and Market Insight Lead - Travel Counsellors - Manchester

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You will play a key role in developing the data strategy and delivering Customer Relationship Marketing across direct mail, email and digital channels.
The role will focus on developing our Single Customer View for our consumer and business customers. You will work with the relevant marketing managers to develop the customer journey from acquisition through to rebooking including insight based targeting strategy. You will work closely with the Marketing Managers to build segmentations for targeting and work to convert analysis into customer insight, in turn using this to measure and drive marketing performance.
You will also be responsible for auditing data quality issues and developing data strategies to address these
You will oversee the marketing analysis function of the business, to understand if the marketing programme is effective and understanding how to best invest budget for maximum ROI. You will work with the Head of Marketing to find the right balance between marketing programs driving end customer activity and programs to grow the number of Travel Counsellors.
In addition to internal customer knowledge you will build the market analysis function to understand trends in the market, report trends to the senior management and bring about strategic changes in the business based on market data.
As a senior member of the marketing team you’ll support and guide the wider team where necessary to develop and refine marketing campaigns with the use of insight, knowledge of industry best practice whilst overseeing multiple marketing activities.
This is a highly visible role across the business and personal skills are as important as technical, you’ll be a strong personality able to drive results and inspire teams around you
Main Duties & Responsibilities

Applying insights from analytics to provide strategies which will have strategic business impacts

Campaign planning across digital and direct mail channels, shaping and developing targeting strategies using test and learn techniques and building segmentation strategies.

Development of processes & systems for the introduction of targeted database marketing campaigns into the business.

Development of database selections, segmentation, analysis of campaigns. Segmenting and targeting of various pieces of direct marketing activities across all channels to drive repeat business.

Customer database roll out & training plan - customer reporting packs.

End user market analysis to understand our customers’ challenges and issues.

Develop competitor intelligence and analysis for our direct and indirect competitors.

Plan and oversee bespoke customer research and market intelligence activities and research projects: Prepare, select, plan and manage internal and external research providers, benchmarking activities and research briefs.

Accountable For Developing the data strategy and delivering Customer Relationship Marketing across direct mail, email and digital channels.
Summary of Key Attributes and Qualifications

Background in direct marketing, customer relationship management, eCRM and campaign management (database marketing / loyalty / CRM / acquisition and retention marketing)

Sound knowledge and experience of SQL

Proven delivery of data strategy including test and learn and measurement and campaign evaluation

Proven experience in either a data planning role or data orientated environment

Highly analytical

Experience in managing, mentoring or leading others in a small team environment

Excellent written and oral communication skills

Comfortable in presenting complex data and information to non-technical audiences

Excellent problem solving skills with a solutions led approach

Using a variety of tools and techniques to measure and analyse campaign and activity results, and preparing substantiated management information reports for all stakeholders

Data driven individual with experience of running direct marketing campaigns

A natural planner with the ability to organise teams managing high volume campaign activity

Customer centric- putting the customer at the heart of everything you do

Able to work under pressure, in an often impatient environment

Flexible in terms of working hours/ international travel

Summary of Desirable Attributes and Qualifications

Experience of briefing, working with and interpreting data

Line management experience would be desirable

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