Head of CRM - Saga Cruise

Job Introduction

Head of CRM – Saga Cruise    

Salary circa £85,000

Permanent   

FT – 35 hours per week

Hybrid – Home and Hub*

This is a strategically important role in our Saga Cruise Marketing function, as we encounter an exciting business transformation plus rapid growth in the market. As the Head of CRM, you will be critical to leading the full redesign of our CRM Strategy across Saga Cruise. You’ll be reporting directly to the Marketing Director, with a team of 7, consisting of CRM Managers, Data Planner, Digital Development Specialists and CRM Executives. This is a significant change to the marketing structure, we therefore need you to be an exceptional CRM lead, someone who can lead and oversee Saga Cruise’s approach to driving stronger relationships with customers, uncovering and extracting potential value to deliver against our strategic business objectives. We will expect you to deliver punchy commercial targets through high volume yet targeted campaigns.

Here at Saga Plc, we are transitioning to a data-driven approach utilising Lifetime Value, Intent and Next Best Action modelling. This requires the CRM strategy to shift to be truly customer led opposed to channel execution focused. You will use your customer data and omni-channel experience to embed this shift whilst also improving effectiveness of delivery.

We need you to achieve performance targets. You will develop and lead the team to plan and deliver omni-channel journeys utilising customer-data based segmentation and propensity models. By utilising the insight, you will develop strategies which uncover and extract value in the existing database and attract new high value customers to Saga Cruises. To create the optimum approach, you will need to improve effectiveness and value from tailored email and DM, whilst also working with the Digital team to utilise website journey opportunities (triggers) and paid digital channels as appropriate.

You will consistently drive an ongoing Test & Learn approach demonstrating results at a micro campaign and macro business performance level and be comfortable reporting on these on a regular basis. You will embed this with the team for continued learning and optimisation, as well as with senior stakeholders for understanding and continued buy-in.

** Remote/home working ** With a hybrid approach requiring 2 to 3 days in the office in Kings Cross London or Ashford, Kent. You will need to be within a reasonable commuting distance to undertake this role.

Role Responsibility

Working as our Head of CRM, you will be accountable for the following areas;

• To develop, lead and oversee the delivery of the Saga Cruise CRM strategy, delivering effective business value through a transformed approach.
• Achieve seasonal performance targets for revenue and passengers whilst increasing customer value metrics and effectiveness.
• Be accountable for CRM trading performance – closely driving sales performance, reporting into the business weekly, overseeing monthly CRM sales forecasting and CRM annual budget setting.
• Use customer data, modelling and insights to design and optimise segmentation and content approach for personalised customer journeys which drive customer value and effectiveness.
• Design and execute customer journeys.
• Optimise reporting to enable improved understanding of customer behaviour and impact of CRM activity.
• Manage the Test & Learn application across all activity.
• Demonstrate opportunity and effectiveness of full channel range across lifecycle and customer objectives, broadening out beyond email and DM.
• Build and continually evolve the content strategy for CRM.
• Be a super user of Adobe Campaign Manager.
• To always ensure all CRM activity and customer journeys meet regulatory requirements, following our Business Code of Conduct and always acting with integrity and due diligence.

The Ideal Candidate

We require an exceptional and commercially experienced CRM leader. You will need to demonstrate the following skills and experience;  

• Can demonstrate previous CRM leadership experience, with proven success in defining and leading delivery of transformation alongside BAU optimisation.
• Be a data-led CRM strategist from an omni-channel, customer lifecycle-based delivery market.
• Understands customer data modelling and application to CRM segmentation.
• Has vast knowledge of Test & Learn application with proven results on business performance and strategic change.
• Proven experience of channel effectiveness measurement and optimisation.
• Has the drive for strong performance mentality, driving growth through customer value potential.
• Has previously worked in a large consumer-facing organisation, ideally in the travel sector.
• Successfully managed sophisticated buying journeys and evidence of driving proven ROI.
• Can leverage customer insight, technology trends and commercial context to inform activity.
• Is confident, clear and empathetic translator of complex data led opportunities to marketing teams and stakeholders.
• A natural leader of a team and strategy. A confident and clear communicator.  
• A commercial leader with full market awareness and budget management experience.

Desirable:

• Strong knowledge of the industry’s latest trends and technologies, with proven experience in applying insights to improve business performance

Our Saga Values:

• Precision Pace - Always owning and making things happen. 
• Empathy – Always aware of others. 
• Curiosity – Always asking why.
• Collaboration – Always one team, the Saga team!

Close date – 4^th June 2023

Interviews will be held w/c 12^th June (1^st Stage)

Package Description

The benefits when you join Saga include: 

• Hybrid working 2 or 3 days in the office.
• 25 days annual leave plus bank holidays with the choice to buy a further 5 days annual leave per year.
• Annual Bonus up to 15% of your annual salary.
• Car Benefit – cash allowance - £4800 per annum.
• Free private medical insurance after 1 years' service.
• Workplace Pension matched up to 10%.

About the Company

At Saga we are committed to treating all employees fairly and to offering equal opportunities in all aspects of employment and advancement. We value diversity not just because it is the right thing to do, but because diverse teams perform better.

Fair consideration is given to applications from all applicants, including those with disabilities and those over who are over 50 as we are champions of age inclusivity. We are an official Disability Confident employer and ensure that our recruitment process is inclusive and accessible and we will make reasonable adjustments as required. For more information on our DEI policies please visit our Saga Careers page.

​Saga does not accept agency CVs unless specifically engaged on the role by the Talent Acquisition Team. Please do not forward CVs to our recruiters, employees or any other company location. Saga will not be responsible for any fees related to CVs received in this unsolicited manner.

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Saga Group