Job Title: Head of Sales, Marketing and Retention
Location: Remote – Occasional Travel Required
Employment Type: 12-Months Maternity Cover
Ideal Start Date: March 2025
Salary: Up-to £85,000, Car Allowance and Private Medical
Hours: Monday-Friday
AA Summary
The AA is one of the UK’s most well-known and trusted brands. We provide a range of services to millions of customers, from roadside assistance to insurance and driving lessons. Our mission is to help keep Britain moving, and we’re looking for dedicated individuals to join our team. Are you ready to join?
This is the job
As the Head of Sales, Marketing & Retention at AA Driving School, you will oversee the acquisition of new Instructor Trainees, Franchisees, and Pupils across our brands. Additionally, you will be responsible for retaining our franchisees. With a strong emphasis on people leadership, data-driven decision-making, and excellence in delivery, you will lead the AADS sales, marketing, and retention teams, collaborating with the Driving School leadership team and Group Marketing to achieve AADS's growth strategy.
What will I be doing?
* Lead all aspects of growth and marketing, from customer acquisition to increasing lifetime value and customer retention, ensuring alignment with overall business objectives.
* Clearly define and articulate an integrated UK sales and marketing strategy across paid, earned, and owned activity. Determine customer acquisition metrics, costs, and timelines.
* Own the customer lifecycle across our products, aiming to increase loyalty, reduce churn, and maximise engagement.
* Identify opportunities for growth, focusing on maximising Driving School Average Transaction Value, pricing strategy, and Group cross-sell.
* Full responsibility for the Sales, Marketing and Retention budget; oversee forecasts and financial performance to ensure revenue growth and profit margin.
* Lead and develop high-performing teams, fostering innovation, customer-centricity, and a culture of continuous improvement.
* Define market research and customer insight requirements to enhance customer knowledge and competitor insight.
* Prepare and support presentations to senior management, providing clear updates on growth performance, insights, and recommendations.
* Support and drive customer proposition development for Driving School, with a specific focus on the EV transition.
* Identify and deliver areas for improvement for the sales team to increase conversion across all products.
What do I need?
* Demonstrated experience in delivering and implementing a sales and marketing strategy.
* Proficiency in budgeting, financial planning, and managing revenue forecasts to achieve sustainable growth.
* Ability to translate customer research into profitable growth strategies.
* Ability to mentor, inspire, and guide a high-performance team.
* Strong interpersonal skills and a collaborative approach, working with stakeholders at all levels.
* Skilled in managing complex projects and balancing multiple priorities.
* Creative and strategic thinker, with a solution-oriented approach to overcoming challenges.
Additional information
We’re always looking to recognise and reward our employees for the work they do. As a valued member of The AA team, you’ll have access to a range of benefits including:
* 25 days annual leave plus bank holidays + holiday buying scheme.
* Worksave pension scheme with up to 7% employer contribution.
* Free AA breakdown membership from Day 1 plus 50% discount for family and friends.
* Discounts on AA products including car and home insurance.
* Employee discount scheme that gives you access to a car salary sacrifice scheme plus discounts on healthcare, shopping, holidays, and more.
* Company-funded life assurance.
* Diverse learning and development opportunities to support your career progression.
* Dedicated Employee Assistance Programme and a 24/7 remote GP service for you and your family.
We’re an equal opportunities employer and welcome applications from everyone. The AA values diversity and the difference this brings to our culture and our customers.
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