Marketing Manager - Targeted Acquisition
The Targeted Marketing team is here to drive demand and sales to support acquisition numbers. The targeted team works with the Segmentation team to test new headroom identified by Strategy & Insight and the Data team.
Our Targeted Media is uniquely placed to reach new target audiences that are not traditionally targeted or reachable in broadcast.
The team uses predominantly Direct Mail and Door Drops to reach prospects although there is scope to create multi-channel campaigns by linking in with other parts of the Consumer Acquisition team and the wider Marketing Department.
The Marketing Manager will support the Marketing Controller in development, planning and delivery execution of quarterly and annual Targeted Marketing plans on time, on budget and on target. The Marketing Manager will own several data segments / target audiences that they can develop, explore and optimise the performance of over time.
The Marketing Manager will have a direct report who they will work closely with to train, coach and develop that individual to deliver campaigns.
One of the central pillars of the Targeted Marketing team is to test, learn and optimise whether that's the segment, the offer, the creative format etc. Experience of data and segmentation targeting would be ideal along with a strong background of managing creative agencies and print production knowledge. Ideally the candidate will have experience of complex stakeholder management.
Day to Day
Customer acquisition via targeted media campaigns
Plan, develop, deliver & analyse campaigns that reach our target prospects
Campaign Planning: Plan and deliver acquisition door drops and direct mail campaigns to deliver a high volume of cost effective sales across each business quarter whilst working with our segmentation team, internal data planning team and door drop agency to plan, project manage and optimise activity to deliver efficient CPRs and CPAs, adopting a test and learn approach to segmentation, messaging, format and creative
Campaign Delivery: Ensure that targeted media is integrated into each campaign where relevant. Work closely with our creative agencies and print management team to deliver all 'direct' versions of each campaign across Direct Mail, Door drops and other media as required.
Targeted Campaign Development: Support the creative development & approval process - from briefing to full sign off & delivery.
Post Campaign Evaluation: Develop Post Campaign Reviews for all campaigns and Track creative and media costs for campaigns on a week by week basis and ensure we deliver campaigns on budget
Demonstrable experience managing a number of direct marketing campaigns across a variety of different mediums i.e. Door drops, DRTV, direct mail etc.
Proven experience dealing with multiple customer segments and products.
Able to manage multiple stakeholders effectively across all levels within the business.
Experience working with various departments and ability to understand how teams inter-relate (call centres, finance etc).
Ability to set up reporting templates
Must be able to read reports and data documents
Able to analyse results and draw solid recommendations and conclusions
Strong project management skills with proven experience managing campaigns end to end
Exposure to segmentation and proposition development
Experience developing strong direct response creative that drives sales through all channels.
Ability to condense and extract actionable insight from a large volume of research.
Marketing specific qualification (e.g. CIM).
Through the line marketing experience and an understanding of media plans
Creative execution and measurement/analytics experience
Experience within a subscription based customer facing industry