We have an exciting opportunity for a Loyalty Marketing Executive to join our Customer team based in our Central Support Office in Lasswade on a 12 month fixed term basis. This is a customer focused role, supporting with the delivery of standout integrated loyalty marketing campaigns and member initiatives that drive our loyalty club membership & performance for local store developments. This includes new member acquisition, engaging and communicating with existing customers & reactivating lapsed members.
Responsibilites
1. Plan, develop & deliver all aspects of our local loyalty marketing campaigns for store developments, specific to driving membership & loyalty locally. This includes store refurbishments, new concept store offerings, new restaurant/coffee shop launches, as well as wider marketing requirements to support local store membership targets
2. Plan, develop & delivery of fully integrated, multi-channel paid, owned & earned marketing campaigns to support local loyalty targets including driving sign-ups, improving renewal rates & reducing lapsed members
3. Develop, manage and deliver agency briefings & timelines to support the local loyalty marketing campaigns, ensuring the paid media, creative assets, direct mail/door drops, digital screens, in-house radio & merchandise are all delivered as part of the plan & manage the relationship with the various agencies throughout the campaigns
4. Develop, manage & deliver the in-house briefings & timelines to support the local loyalty marketing campaigns ensuring point of sale, website, digital marketing, emails, socials & events are delivered as part of the plan
5. Work closely with the Loyalty manager to plan & deliver: Analysis & insights of customer data to drive local store loyalty participation, and specifically in relation to driving renewals, minimising churn and winning back lapsed membersWork with our data partner to develop better segmentation strategies as well as new mechanics and initiatives to deliver improved renewal & retention ratesNew acquisition for Dobbies Club & develop a programme of trade up initiatives to convert Club members to Club Plus membersNew initiatives to drive overall participation (visits & spend) of our membership baseNew initiatives & regular calendar of activity to improve renewal/retention rates & win back lapsed membersDevelop cost effective marketing communications for members that drive action/resultsDeliver improved targeted and personalised content for members
6. Monitor campaigns and optimise spend and activity throughout, support with the post evaluation of campaigns
7. Brief and deliver member research & insights to monitor customer feedback and what improvements could be made to deliver better results
8. Raising of PO’s as required
9. Support with store & customer service team briefing documents and internal communications for all key loyalty activity
10. Act as a brand guardian, ensuring that brand guidelines and tone of voice is always on brand
Measures of success
11. Key loyalty targets are achieved – new sign-ups, active base, participation levels, ACV and retention rates
12. You have delivered impactful and engaging customer communications that deliver increased sign-ups, visit frequency & sales uplifts.
13. Campaign activity is fully integrated across all marketing channels as well as in-store channels through POS, digital screens & instore radio
14. Stores are able to execute in-store requirements such as POS, and any other marketing activities, promotional events with ease and consistency, in line with the set up guides given
Who we are looking for
15. Strong team player with a can do, positive attitude and collaborative way of working.
16. Proactive, driven to get things right, every time.
17. Passionate about delivering creative and engaging customer communications that align with our brand purpose & beliefs.
18. Customer first focus making sure that we get it right first time for our customer.
19. Strong planning, prioritisation, information gathering and problem-solving skills.
20. Comfortable managing multiple tasks within tight deadlines and to budget.
21. Strong interpersonal skills – you will be building relationships throughout the business, including our store teams and with external agencies.
22. High level of computer literacy, including word, excel and power point
23. Proficient in using Microsoft Teams
24. Experience of using CRM systems
25. Experience of database management & segmentation systems
26. Can demonstrate our values at all times – we’re one team, getting better everyday. We bring a smile. We live and breathe gardens. We make it work for our customers.
What we offer
27. Holiday – enjoy a well deserved break with 33 annual leave days per year (pro-rata for part time)
28. Discount – treat yourself with generous uncapped discount across our stores with 50% off in our Restaurants, 25% off in the Garden Centre and 10% off in our food halls
29. Hybrid working – a combination of office and home working to help balance your work life balance
30. Pension – save for the future with our company contributed enhanced Group Pension Plan
31. Season ticket loans – spread the cost of travel with an interest free loan
32. Access to Wagestream – support your financial wellbeing, with ability to access earnings ahead of pay day, save for the future and financial advice
33. Access to Retail Trust – seek confidential support, access to a Virtual GP, free counselling service and discounted retail rewards with our employee wellbeing platform
34. Access to Dobbies Academy – continue your development with our eLearning platform and development programmes
35. Study assistance – invest in your professional development with funded courses and qualifications
36. The little things to keep you going through the day – free tea, coffee, and milk
37. Collaborative office space – with access to our wellbeing room, learning resources and even a book swap
38. Invites to our annual company conference, summer and Christmas social events
About us
At Dobbies, we’re proud to have a history dating back to 1865. We were founded by James Dobbie and are the only garden centre retailer to have stores in every nation across the UK.
Our passion and joy for gardens and plants is what makes us special. In our stores, we showcase this through own brand and branded products, concession partners and services. We champion garden living all-year-round.
Many of our stores feature a restaurant or coffee shop, where customers can enjoy refreshments or meals in a relaxed and welcoming environment.
We offer a calendar of events and experiences that bring people and communities together, and we have a national charity partner that both our colleagues and customers raise money for,
We’re committed to being a great place to work. We’re one team and we encourage our colleagues to be the best version of themselves, every day; to share their wins and celebrate success. Together, we make it work for our customers.