Personalisation Strategy: Creative Lead

at  Nationwide

A fantastic opportunity has become available to play a key role within one of our squads, as Content Lead. There are several squads, and each squad is focused on delivering marketing activity for specific objectives.
As a member of the wider Customer Brand & Engagement community, you will sit within the Personalisation & Performance Marketing Team as part of the Personalisation squad. You will be responsible for defining the content strategy, goals and standards for assets produced by the squad. Ensuring these meet customer needs and drive commercial, customer & brand engagement outcomes.
The role requires copy and creative expertise across direct marketing channels, being able to lead teams to provide direction and clarity on what’s needed and support through delivery. You will lead the delivery of content initiatives and optimisation, supporting your team and overseeing the delivery of high reach, personalised campaigns.
It will require strong collaboration and stakeholder skills along with strong interpersonal and communication skills. You will need to be able to identify opportunities to optimise assets and the customer experience. If you are experienced in direct marketing, passionate and creative with strong leadership skills, then we want to hear from you.
We think every communication and interaction presents a unique opportunity to bring to life our brand promises allowing us to demonstrate our point of difference. This might be focusing on short term activation or how we deliver more longer-term brand building and emotional engagement with our customers, staying relevant at all stages of their lives.
At Nationwide, we’re focussed on building a truly inclusive society. An inclusive society where every person, regardless of their diversity, background or circumstance has access to, and can participate in fully. The more diverse our workforce is, the better we can provide products and services that respond to the needs of our customers.
At Nationwide we offer hybrid working wherever possible. More rewarding relationships are supported through our hybrid approach, bringing colleagues together across our UK wide estate, whilst also supporting generous access to home working. We value our time in the office to solve problems, to learn, and to feel connected.
For this job you’ll spend at least two days per week, or if part time you’ll spend 40% of your working time, at one of our offices. If your application is successful, your hiring manager will provide further details on how this works. You can also find out more about our approach to hybrid working here.
If we receive a high volume of relevant applications, we may close the advert earlier than the advertised date, so please apply as soon as you can.

ABOUT YOU

We’re looking for somebody who has;

• Copy and creative expertise – experience in developing high quality customer communications
• A good communicator and influencer, confident at both writing and presenting, experience in creating engaging communications that capture an audience.
• Experience working within a marketing or direct marketing environment, across direct marketing channels. Financial Sector experience is desirable but not essential.
• Experience of managing and influencing internal stakeholders and agencies.
• Leadership and mentoring experience
• Experience of leading teams to deliver a campaign
• Excellent planning and organisational skills and ability to manage and own multiple competing priorities and deliverables. Able to work within a well governed environment and optimise processes.
• Proactive and empowered to make decisions within a framework. Resilient in your approach, able to overcome setbacks and have a solution focused mindset.

Our Customer First behaviours are all about putting customers and members at the heart of how we work together. You can strengthen your application by showing the behaviours that resonate with you, and how you might have already demonstrated these.

• Say it straight - This is about being honest and direct with good intent and saying what needs to be said in the room. It’s also about being clear, precise, and using language that we and, importantly, our customers and members can understand.
• Push for better - This is about aiming high and constantly looking for better in how we work together and serve our customers and members.
• Get it done - This is about prioritising what will have the greatest impact, being decisive and taking accountability for delivering on the end-to-end outcome.

We know applying for jobs can sometimes feel like you’re sending an application into a black hole. We review each application individually. So, it’s a good idea to call out your most relevant experience on your application to give yourself the best chance.

You will be responsible for defining the content strategy, goals and standards for assets produced by the squad to achieve our commercial & brand outcomes. Managing the content team within the squad to provide direction and clarity on what’s needed from a creative perspective, providing support and mentoring through delivery.
You will have line management responsibility for the content team within the squad-setting goals and having active performance conversations to ensure a high performing team.
You will understand how campaigns are performing against their key objectives and provide learnings and insight for future optimisations and test strategies to improve the campaign and customer experience. Working within your team to generate new, creative and innovative ideas.
You will be responsible for ensuring all campaigns delivered by the squad are on brand, on time and within budget. You will be responsible for the quality control of the assets produced. And for ensuring all assets meet all regulatory requirements, managing these assets through all relevant local controls.
Collaboration will be a key part of the role, collaborating within the squad, key stakeholders and third-party suppliers to ensure successful delivery of the campaign and onward journey. Ensuring you invest time in these relationships and ensure alignment on goals and outcomes. You will work closely with the Creative Centre of Excellence team to ensure we are delivering best in class creative and support with identifying opportunities to enhance skills and knowledge.
You’ll be familiar and have experience of below the line channels like; direct mail, email, digital prompts in our internet bank and mobile app, as well as home & exit pages.