5 months ago
Head of Customer Loyalty
40 hours per week
The purpose of this role is to maximise the lifetime value, engagement and advocacy of our growing band of customers. You will nurture customers from the moment they join us, through what is often a long and close (weekly) relationship with Riverford.
Our customers join, stay, leave and return for a variety of reasons. Your role is to optimise their experience and keep them loving us and buying from us.
The role sits within the senior marketing team (three-strong) and reports into the Marketing Director.
What you’ll be doing
You will own customer insight, and the customer journey that grows out of that. We are looking for someone who can combine getting the brilliant basics right with some bold and creative developments. You will analyse data, generate ideas and execute both BAU and new initiatives brilliantly:
* Get to grips with what motivates our customers and what drives purchase behaviour, by mining our rich (but not optimally configured) purchase data, various ‘listening posts’ (from customer calls, face-to-face teams, events and franchisees, to complaints, reviews and social media). You will manage research and data analysis and make this useful to other stakeholders, with usable recommendations that drive business decisions.
* Create and execute a solid CRM strategy that identifies and optimises key customer segments, constantly testing and learning from the use of different channels and content.
* Enrich effective e-CRM with customer experience that differentiates us through events, loyalty programmes and other initiatives that leverage our rich content, authentic story and personal service.
* Manage the website and app to optimise purchase behaviour, working with the commercial team.
Working closely with the brand team, you’ll ensure that customer communication is differentiating and consistent with Riverford’s values. You’ll collaborate with the wider marketing team to ensure campaigns and assets are leveraged to support business objectives.
You’ll be commercially savvy and ensure that activity maximises sales opportunities without compromising brand reputation and customer experience. As a strategic thinker with technical understanding and good influencing skills, you’ll build strong relationships with key people across the business (from production, commercial, NPD and logistics to IT, BI, customer services, board and franchisees) to get things done.
Closing date: 2019-07-19