Loyalty and CRM Executive

at  Great Western Railway

ABOUT THE TEAM:

An exciting opportunity has arisen for a proactive and driven Loyalty and CRM Marketing Executive to join our Sales and Marketing team. Reporting to the Senior Loyalty and CRM Manager, you will play a key role in executing our loyalty and CRM marketing strategy. This role involves supporting customer retention, inspiring travel across our network, and enhancing the customer experience throughout their journey.
About the job:
This role involves working as part of a team to plan and deliver a range of tactical and strategic Loyalty and CRM campaigns. These campaigns support the business in achieving revenue targets from new and existing customers across GWR’s network. You will ensure that our brand, destinations, price, and product and loyalty messages and initiatives are consistently delivered across relevant communication channels, including our website, email, post, app, and through social and external media.
Specific day to day responsibilities will cover the day to day running of GWR’s Loyalty and CRM programme. You may also be called on to support Campaign, Regional & CRM/Loyalty objectives, enabling you to build breadth as well as depth in your marketing experience and knowledge.
Your main responsibilities will be:

Support the Senior Loyalty and CRM Manager in managing the overall programme and the delivery of supporting strategic and tactical customer communications.

• Work with the Senior Loyalty and CRM Manager to handle daily agency relationships from creative (media, Loyalty/CRM, data targeting) to maximise ROI and grow the database to daily agency relationship management and financing.
• Help develop campaign business cases, collaborating with the data analytics and revenue insight team.
• Write Loyalty and CRM briefs for the agency, supporting the overall Loyalty and CRM strategy.
• Obtain sign-off for all materials and maintain the compliance sign-off audit trail.
• Build day-to-day relationships with Regional Marketing Managers, External Communications, Revenue, Loyalty, Social Media, Customer Experience, Retail, and Digital departments. Work across functions to gather insights and data for campaigns, establish KPIs/key measures, and ensure all messages are relevant and consistent with the overall communication strategy.
• Prepare content for CRM campaigns and work with the agency to develop collateral. Engage internal stakeholders, such as Operations and Legal, to ensure the correct support.
• Liaise with the agency to ensure data selection and validation, and manage the print, broadcast, and production cycles.
• Brief customer service and fulfilment teams on new campaigns and implement campaign tracking procedures.
• Work with the Senior Loyalty and CRM Manager to develop the correct evaluation metrics for all campaign activity.
• Track all Loyalty and CRM campaign reporting, including preparing internal reports with findings and recommendations.
• Resolve operational resource constraints to fulfil planned activities or add additional business-critical activities.
• Provide other ad-hoc marketing support as required to ensure the smooth running of the Marketing team.

WORKING PATTERN:

Monday to Friday, 37 hours per week. Occasional event attendance may require working during non-standard hours.
Travel to various locations on and off our network may be required on an ad hoc basis.
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We value our differences such as age, gender, LGBTQIA, ethnicity, religion and disability. We maintain zero tolerance towards any form of prejudice towards our colleagues, customers, and future talent.
We celebrate and encourage diversity of thought, progressive ways of working and seeing all our colleagues grow and thrive.
We review all roles and job descriptions to ensure they are accessible and, where possible, we support and provide flexible working options; we recommend that you refer to each vacancy description for further details.
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Please refer the Job description for details