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Head of Marketing Services
Economist Group
London, , United Kingdom
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Introduction:
We are seeking an exceptional Head of Marketing Services to provide strategic leadership for our Marketing Services team, with the objective of transforming our customer communication capabilities and processes, to enable our marketing teams to deploy award-winning multi-channel marketing campaigns and customer experiences.
Positioned within the Customer Experience division of the Global Circulation team, the successful candidate for this role will be responsible for assimilating marketing communication requirements from a diverse set of internal stakeholders, working closely with our Digital Solution team to assess and document those requirements, and translating them into a strategic marketing services road map.
Central to this role is a forward thinking mind-set that identifies opportunities to advance and transform our customer communication capabilities, and establishes a culture of operational best practice, in line with our ambitious circulation goals. Experience of Salesforce Marketing Cloud is also essential.
Accountabilities:
• Work closely with the Senior Marketing Director, Customer Operations to define the strategic Marketing Services road map and budget
• Support the Customer Experience and wider Global Circulation team to build and optimise multi-channel customer experiences for defined audience segments using Salesforce Marketing Cloud
• Establish a culture of best practice within the Marketing Services team, and ensure the team are adding measurable value to our marketing processes and capabilities
• Oversee the operation of e-mail, push notifications, content personalisation and onsite customer messaging
• Ensure that the Circulation Marketing Team is adequately trained on all marketing communication tools, and the tools are optimally configured
• Work closely with technical teams to define requirements and solutions for customer experience developments, and identify new technologies that will advance our marketing services capabilities
• Oversee the segmentation and selection of customer data to ensure the best delivery rates and optimum frequency of customer communication
• Direct the Marketing Services programme of work and ensure projects are delivered on time and budget. Communicate the status and progress of the Marketing Services programme to the other Marketing teams and key business stakeholders
• Work closely with the Compliance and Data Privacy Officer to ensure that we adhere to data privacy best practice
• Establish regular reports on the operational performance of our Marketing Services, including metrics such as email delivery rates and cross-channel customer reach
• Assist with the planning and management of major change projects
Experience, skills and professional attributes:
• Establishing a culture of operational best practice for customer communications including process design and organizational capability
• A strategic approach to marketing transformation, ensuring solutions are matched to resources and prioritised in line with business objectives
• Building, standardising and optimising cross-channel customer journeys using Salesforce Marketing Cloud (and other marketing automation platforms)
• E-mail marketing, including vendor management and optimising e-mail to drive customer engagement and revenue
• Working in partnership with technical teams to define requirements and solutions for customer communication capabilities
• Leading and developing marketing service teams, or other marketing operations functions
• Programme and project management
• Working in partnership with a large number of diverse stakeholders with conflicting marketing priorities
• Mapping limited resources to business objectives, with a track record of being able to define and agree clear priorities based on business objectives
• Establishing, reporting and analysing Marketing Services KPIs
Ideally you will also have:
• Experience in a subscription-based business, with a focus on customer lifecycle communications
• Experience of mobile and app engagement platforms and deploying communications to app users
• A digital marketing or project management qualification
You will be able to demonstrate:
• Extensive knowledge of Salesforce Marketing Cloud and other marketing automation platforms, and understanding how to leverage these platforms to deliver their full capabilities
• In-depth understanding of the latest developments in digital marketing and a forward thinking mind-set that seeks out new opportunities to transform existing capabilities
• Extensive knowledge of marketing service best practice
• Proficiency in Microsoft Office software, including Word, Excel and Powerpoint
• Fluent English
• Ability to build effective working relationships with a diverse group of stakeholders, across different locations and time zones.
• Team leadership and development
• Clear priority setting and effective decision making
• Highly numerate, good with spreadsheets and visualizing data
• Results driven, able to take responsibility for deadlines and manage a challenging workload
• Communicating customer concepts and ideas
• Willingness to travel occasionally as required