Why LNER?
We go beyond. For everyone. Our vision is to be the most loved, progressive and responsible way to travel for generations to come. Now we're looking for the people who can deliver this, every day.
Since we took over on the East Coast mainline, we've been changing the face of rail travel. Our new Azuma train has brought faster journey times, more space and greater reliability. Our exciting plans to embrace new ideas, experiences, backgrounds and ambitions make this the ideal time to join.
Bringing passion. Being bold. Always caring. Owning it. They're the values that make us LNER.
Are you on board?
We have an exciting opportunity for a Lead Customer Data Manager to join our Commercial team based in York. Our Lead Customer Data Manager is vital to the continued success of the Customer Marketing team effort, delivering imperative customer insight and opportunity to drive our personalized, relevant, data-driven marketing as well ensuring that the business stays informed on the performance of LNER's digital sales channels. The role will involve leading a team of two analysts and spearheading the development and execution of data and reporting strategies for customer booking data, customer behaviour data and digital usage patterns.
Reporting into our Lead Commercial Analysis Manager, this role has responsibility for delivering insight from the customer data found in LNER's digital sales channels, contactable customer database and loyalty scheme and will involve working very closely with colleagues in our Marketing and Digital Teams.
This role will involve supporting our vision to treat data across the business as an asset and an opportunity to achieve competitive advantage. It will drive the interrogation and understanding of our customer behavioural data and trends, helping us to optimize customer acquisition and retention, alongside the overall performance of our personalised communication and loyalty programmes.
Within this role you'll also be involved in;
1. Leading and developing a team of analysts to champion and own marketing's CEM and Loyalty customer data, as well as events tracking and reporting on LNER's website and app.
2. Managing own priorities as well as those of the team in interrogating our database to gain insight about our customers, to utilise in Digital Advertising, Content, Search, CEM and Loyalty activity across the business. This includes customer acquisition, customer revenue tracking, lifetime value, churn and key customer-level trends. This insight is critical to enabling us to be a proactive business, anticipating trends and acting in the early stages.
3. Producing reports and insights on our customer communications programmes and their attribution, leading to continual optimisation and enhancements to improve the customer experience and deliver incremental revenue.
4. Ensuring key stakeholders are aware of what is happening on LNER's Digital sales channels and use this insight to help steer the business to maximise digital revenue in support of our Retail Strategy.
5. Building and maintaining resilience within the team to ensure skills and knowledge are documented and shared, ensuring more than one team member can fulfill jobs and ensure continuation of data and reporting.
6. Keeping in step with the wider Business Strategy team, their use of data and their toolkits, ensuring that the Customer Marketing numbers can be understood and reported in tandem with the wider business.
7. Be on the lookout for industry trends related to customer marketing measurement, and work closely with the Senior Customer Marketing Manager and team to ensure that these are understood and acted upon.
What you'll need:
We're looking for an individual who is commercially focussed and has a strong track record of analysis. You'll also have the following competencies and skills:
1. Proficient in data processing tools such as Alteryx and visualisation software such as Tableau or similar.
2. Highly numerate with strong and proven analytical skills.
3. Sound understanding of marketing principles.
4. The ability to turn data into engaging and actionable insights, in a way that can be understood by all.
5. Customer and Campaign valuation analysis skills.
6. Strong knowledge and understanding of the GDPR and other key marketing data regulations and guidelines.
7. Strong Microsoft Office skills – Outlook, Excel, PowerPoint and Word.
8. Excellent interpersonal and influencing skills, a strong team player.
9. Demonstration of organisational skills and strong attention to detail.
10. Ability to multi-task and prioritise effectively.
11. Well-developed skills in Google Analytics (desirable).
12. Experience working with marketing teams and agencies is advantageous (desirable).
13. Experience of developing, shaping and leading a team of analysts (desirable).
What next?
As we say, we have fantastic opportunities for ambitious people from all sorts of different backgrounds, so now is the time to join the team at LNER – without delay!
Start your journey here.
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