Reports to: Managing Director, Direct Consumer Revenue
Based in: Yalding / Hybrid
Role Purpose
Brands: Increase volume, revenue and profit contribution of subscriptions, products, event tickets and e-newsletter audiences across a portfolio of brands through audience-led strategies to optimise acquisition, engagement and retention and achieve budgeted revenue, profit contribution and any other agreed financial objectives.
Customer Data: Lead the Kelsey Media customer data strategy to increase volume and quality, improve data management, share best practice with both D2C and brand teams to improve engagement, revenue and profit contribution across all Kelsey brands.
Key Responsibilities
1. Brands
Develop acquisition, engagement and retention strategies which are brand specific and audience-led to grow subscriptions, product sales and e-newsletter audiences to achieve and within budget through effective:
1. Acquisition marketing across all internal and external channels which reflects audience behaviour/need, content plans and seasonal opportunities, including sourcing of subscription gifts, creating partnerships, cross selling across relevant Kelsey and 3rd party audiences, and on-going testing.
2. Engagement and retention strategies including communication, added value offers and content, and on-going testing.
3. Customer data acquisition and management, utilising the SCV database and building consumer insight to support revenue growth.
4. Working relationships with publishers and editors to identify and engage third party audiences.
5. Performance analysis of all acquisition and retention campaigns, using the Kelsey Life Time Value model, and other KPI analysis by brand Vs budget and year-on-year, communicating results with recommendations for future activity via monthly updates.
2. Develop and implement general marketing opportunities for brands and co-ordinate and manage specific Kelsey-wide portfolio campaigns as required.
3. Actively participate in monthly Direct Consumer Revenue, Brand and other meetings, and provide guidance and leadership to the direct consumer revenue team as required.
4. Ensure all subscription marketing, lead generation and all other relevant activity is fully GDPR compliant.
Customer Data
Lead the Kelsey Media customer contact strategy to achieve acquisition, engagement, retention and revenue targets across relevant channels (eg: email and websites), reviewing performance KPIs and sharing actionable insights with D2C, publishing and content teams.
Develop best practice and lead the customer communication strategy throughout all stages of the customer journey, across relevant channels, using external insight & ongoing testing.
Lead the constant improvement of the SCV database to enable effective targeting of customer segments.
Manage the automation of all communication and up/cross-selling processes to achieve engagement and revenue targets.
Key Skills / Requirements
1. Subscription (recurring revenue) marketing skills.
2. Pro-active approach to using data to inform budgeting and forecasting, marketing strategy and actions.
3. Experience of using SCV database to develop direct consumer revenue and understanding customer behaviour and needs based on insight preferential.
4. Experience of digital marketing (eg PPC and Paid Social) is desirable.
5. Pro-active project leadership, management and delivery.
6. Leadership of sales-orientated activity.
7. Ethic and focus on constant development.
8. Results orientated.
9. Highly analytical and data driven with strong numeracy skills.
10. Strong financial focus to include revenue, costs and profit contribution.
11. Highly proficient in Excel and ability to build strong working knowledge of other software programs, including Oak Subscription Software.
12. Effective communicator and team player.
13. Well organised, able to prioritise, plan, meet deadlines with strong attention to detail.
Personal Qualities: You will be enthusiastic and committed, good at working under pressure, a good team player and quick to learn.
Kelsey Values: Creativity, enthusiasm, passion, integrity, high standards, self-development, supportive of others, continual improvement, accountability.
To apply for this role please send CV with a covering letter to kevin.mccormick@kelsey.co.uk.
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