Job Purpose
As part of the CCM&B team the Manager Customer Strategy Activation is responsible for the development and implementation (activation) of a customer strategy and data framework, in coordination with opportunities and insights generated via the Strategic Planning and Customer Insight teams within CCM&B. Establish a well-defined customer engagement framework (how, when & what) that sets out governance and best-practice guidelines around all marketing personalization (ie: campaigns, messaging, offers, guidance, recommendations) and define strategic customer automation programs (acquisition/growth and retention) to be objective orientated. Responsible for developing, coordinating and delivering customer and data capabilities that will inform better marketing activity and customer communication by driving the utilization of segments and audiences from the Marketing Data Platform through to activation across all marketing channels. Actively contribute to help ongoing Marketing Data Platform development with new segments, audiences and flags. Responsible for steering omni-channel personalization programs in line with CCM&B customer and data activation strategy informing segments and content i.e. products/offers that can be pushed across marketing communication. Translator and a catalyst between the data team and the execution teams by working with MMCs, CCMB and stakeholders across business units to help adopt a customer centric and data informed approach to marketing.Job Outline:
- Support commercial and strategic priorities of the Emirates Airline account, leveraging data insights and personalised marketing communications to drive incremental revenue and customer centricity.- Input and steer regular planning and prioritisation sessions involving CCM&B, Skywards, Product and E-Commerce teams to ensure the communication requirements of all business units are taken into account in a collaborative manner.
- Inform strategy, lead and manage customer engagement framework (how, when & what) and data activation as it applies to marketing.
- Define and develop the customer engagement segments and audiences in conjunction with the Customer Insights team, and identify important marketing and personalisation activities for activation.
- Ensure that all customer communication and data activation initiatives have clear objectives and are in line with the customer engagement framework methodology.
- Actively seek opportunities to bring customer strategy and data activation into personalisation, marketing planning, campaign execution and measurement.
- Steer and support the delivery of personalised and automated campaigns to meet the agreed and prioritised business goals and timelines defined in prioritisation sessions.
- Educate the wider business on the personalised customer data activation framework, process and its relevance to customer communications across all marketing channels.
- Mentor and coach wider CCM&B team in understanding data and customer needs and ensuring these are delivered, communicating openly and confidently with the stakeholders defined above, identifying and proposing personalisation and data activation solutions to challenges, remaining up-to-speed on business and market issues in order to plan accordingly, working collaboratively in order to deliver integrated solutions to achieve business goals, and giving, receiving and acting on feedback in order to drive progress across the team.
- Build strong relationships with regional cross-channel and digital marketing teams and MMCs to ensure collaboration resulting in cross-channel multi-regional lifecycle programmes.
Qualifications & Experience
- Marketing & Media Communication.Other : 10+ Years
- Degree or Honours (12+3 or equivalent) :
- Degree in Marketing or Communications. Post Graduate Qualification in Marketing preferred Experience in a senior marketing role with demonstrable experience in the interpretation and exploitation of customer insight to drive change and revenues. Experience in an Airline / Travel industry is preferable. Experienced in personalisation, database marketing techniques and CRM platforms. Must be customer centric and focused, pragmatic and commercially astute to manage new communications which may cut across existing, historical activities.
