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Head of Marketing (Response)

The AA
Job LocationLondon
EducationNot Mentioned
Salary£100,000 per annum
IndustryNot Mentioned
Functional AreaNot Mentioned
Job TypePermanent, full-time

Job Description

Company description Job Title: Head of Marketing (Response)Salary: Up to £100,000 + BenefitsFull Time/Permanent This is the job We’re building a best in class Customer Acquisition team, so we’re looking for people who really understand marketing and marketing effectiveness.Some may see us as a century-old membership organisation. But beneath the heritage and history of our brand, behind our fleet of 3,000 patrol men and women who care for our members, we are changing. We’re putting service, innovation and data at the heart of the AA, to make Britains driving life simpler and smarter.We want curious people who want to know who, why what, when and how Who want to challenge and transform and be part of an exciting journey.As a team, we’re analytical, brave, creative, determined, empowered and friendly.We’re looking for people with a deep and broad understanding of marketing and plenty of experience in applying their knowledge and skills to accelerate customer acquisition.So, come and join us, and lead our Response Marketing activities, across TV, Radio, Press, Inserts and OOH. Make a difference, build a business and acquire more new members than we’ve ever acquired before.You’ll get the opportunity to set your strategy and lead your team. You’ll collaborate with colleagues across the Commercial organisation to drive the right outcomes for our Members and our business.So what are you waiting for Apply today and join us. What will I be doing

  • Lead the offline Response Acquisition team, working in collaboration with the Director of Acquisition to define the 3 year and rolling annual new business sales and marketing strategy and forecasts
  • Optimise spend and performance to deliver the sales volume, revenue and value targets for all offline Response channels to within agreed budgets and targets
  • Develop and lead the offline Response campaign strategy and plans for all channels including DRTV, press, radio, inserts, direct mail, email, SMS, outbound.
  • Identify, test and establish new offline channel opportunities.
  • Develop and deliver a constant pipeline of promotion, product and pricing tests within existing and new offline response marketing channels
  • Work with the Group Brand team and ensure offline Response Acquisition plans are fully integrated with and leverage all ATL brand campaigns and activity
  • Collaborate with the digital acquisition team to ensure offline and online campaigns and journeys are integrated to optimise the end-to-end conversion rate and customer value metrics
  • Work closely with the Roadside Sales & Retention contact centre to ensure seamless campaign delivery and maximised conversion rates through all inbound and outbound contact channels
  • Ensure the successful operational execution of all campaigns end to end, identifying opportunities for conversion rate and process improvements
  • Ensure all key risks and issues are identified, mitigated and monitored, and that any incidents against the risk register are reported through the relevant processes
  • Through data, articulate the effectiveness of offline acquisition marketing activity, highlighting how optimisation activities are driving incremental value
  • Build strong relationships with key internal stakeholders, building buy-in to marketing plans and investments
    • What do I need Capability, Knowledge and Experience:
  • Astute new business specialist with background in multi-channel acquisition and media. Experience in subscription businesses an advantage
  • Proven ability to develop individuals into a high performing team and motivate them to exceed expectations
  • Strong commercial acumen - with a broad understanding of all the levers that impact revenue and profits and experienced in econometrics
  • Highly numerate, analytical and commercially astute
  • Experienced in supplier and partner management and budgetary control, having worked closely with or in procurement teams
  • Strong ability to influence internally and externally, leading cross-functional initiatives and virtual teams and to ensure quality delivery through others
  • Able to think strategically, but also to translate this into workable solutions that can be easily and effectively communicated
  • Good initiative and follow-through skills - gets things done on time and in a well-organised fashion
  • Experience of working in a regulated sector an advantage
    • Education and Qualifications:
  • Strong educational background - likely to include good degree (2:1 or above) from top tier university
    • Personal Characteristics:
  • Embraces the AA Values of: courtesy, care, collaboration, expertise, dynamism
  • A team player - looking for opportunities to support the wider AA vision, leadership team and colleagues
  • Highly customer-oriented
  • Ambitious and driven - with a desire to learn
  • A natural leader - takes ownership, is proactive and inspires people to deliver their best
  • An ability to influence stakeholders, internally and externally, and a natural collaborator
  • An ability and willingness to operate at different levels’ - equally comfortable participating in strategic Executive Committee discussions as rolling up sleeves’ to get the work done
  • An open-mindedness to new ideas, insights and opportunities from all sources

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