HCUK CRM and Retention Manager – Hyundai Finance

at  Santander

KEY ACCOUNTABILITIES

1. General Strategic
   Align with the HCUK company objectives to develop and deliver the specific retention strategy and supporting plans to achieve agreed goals and objectives. Continually champion and drive the dialogue around ‘customer loyalty’ at all levels, to ensure both the importance and opportunity are well understood and considered. Use data and empirical evidence to support the rationale. Readily share progress and status updates with multiple stakeholders as appropriate.
2. Planning & budgetary control
   Contribute to the departmental annual activity plan outlining timings and high- level deliverables based on the strategic objectives established for the role. Deliver the agreed plan in line with the prescribed budget through on-going review and monitoring of costs.
3. Stakeholder engagement
   Establish a sound and synergistic working relationship with all key stakeholders, including Hyundai Motor UK, HCUK, SCUK, HME and HCS Korea and the wider franchise network, to deliver objectives and share and benefit from best practice.
4. Customer relationship management
   As part of an overall CRM strategy, establish the optimal contact points and specific communication content (mail, email and SMS) for delivery through the HCUK lead management platform. Ensure the approach is aligned with OEM and dealer partners to complement the overall customer experience.
5. KPIs & management Information
   Analyse, develop, publish and present KPIs and management information associated with customer retention, ensuring the methodology is clear, consistent, and comparable. Ensure key areas are covered and their impact fully understood, including such variables as; early settlement behaviour, product and model migration, and powertrain migration.
6. Retention campaign development
   Work with OEM partner to develop and deliver tactical lead focused campaigns which maximise the sales contribution from existing customers. Supporting new vehicle launches and the migration to AFV (Alternatively Fuelled Vehicles).
7. Supplier management
   Responsible for 3rd party supplier relationships which support the overall CRM and retention strategy. Ensure optimal value, service and efficiency whilst controlling and mitigating any risks associated with outsourcing by adhering to HCUK policies and procedures.
8. Coaching & training
   Work with OEM partner and Sales Directors to develop training content which supports the HCUK Sales Team and franchise staff with the skills needed to operate a successful retention process and retain customers. Using league tables, identify and have a strategy to help improve the lower performers reach the levels of the best performers.
9. Branding & visual identity
   Ensure all communication material is produced in line with HCS Corporate Identify and brand guidelines.
10. Data led insight & continuous improvement
    Working with artificial intelligence and machine learning specialists, as well as internal sources of management information, establish an on-going data orientated review process to continually improve and refine how we approach customers – the “Who, when and with what message”. Seeking to move from a segmented approach to individual personalisation.
11. Risk & compliance
    In line with the company’s risk and compliance statement of responsibility and objectives, identify risks, incidents, and breaches, in accordance with company policies and department procedures. Ensure all activity, including personal data usage, advertising, and communication content, are compliant from a legal, regulatory, and business perspective.
12. Other
    Carry out any other tasks from time to time as may reasonably be requested and to support the wider marketing function in the delivery of its objectives.

INFLUENCING & NEGOTIATING SKILLS

Must be able to engage with internal and external stakeholders to reach mutually beneficial business outcomes.

KNOWLEDGE & EXPERIENCE

Given the scope of this position it is essential that the job holder can demonstrate the following experience:

• Significant marketing experience and will be well versed in customer communication (via DM, Email and SMS), relationship management and retention activity
• Can demonstrate an in depth understanding and experience of trade cycle management at both theoretical and tactical campaign level
• Has ideally worked within motor related financial services or as a minimum worked within an environment where both B-2-C and B-2-B marketing activity took place
• Has worked in an organisation where multiple stakeholder management was common or where exposure to an international as well as domestic business operation existed
• Can extract, analyse and interpret source data to build and support compelling actionable insight and business cases.
• Can manage 3rd party agency relationships to drive optimal service and value
• Can produce sound working documentation and presentations, including business case proposals and requirements, briefs, and presentations
• Has an appreciation of legal, regulatory and compliance issues relating to the use of customer data and is familiar with the principles encapsulated within the FCA’s Consumer Credit Source book (CONC) and wider principles of business

In addition to the above it is expected that any candidate can display a good understanding of the general market sector, can exhibit sound business acumen, have excellent interpersonal skills and is comfortable and confident when dealing with Senior-level management.

EDUCATION

• Has the appropriate level of education or professional marketing related qualifications

JOB PURPOSE

The key purpose of this role is to deliver an effective, on brand, integrated, end-to-end customer communication and retention strategy for Hyundai Finance, such that the contribution from existing customers towards new car sales is maximised.