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CRM Planning & Execution Manager

Canada Life Limited
Potters Bar, United Kingdom
Closing date
Feb 14, 2023

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Job Function
Marketing and Public Relations
Industry Sector
Finance - General
Employment Type
Full Time
Canada Life UK looks after the retirement, investment and protection needs of individuals, families and companies. We help to build better futures for our customers, our intermediaries and our employees by operating as a modern, agile and welcoming organisation.

Part of our parent company Great-West Lifeco, Canada Life UK has operated in the United Kingdom since 1903. We have hundreds of respected and supported employees committed to doing the right thing for our customers and colleagues.

Canada Life UK is transforming to create a more customer-focused business by providing our customers with expertise on financial and tax planning, offering home finance and annuities propositions, and providing collective fund solutions to third party customers.

Job Purpose

The role holder will manage the planning through to execution for customer and advisory communications. Reporting into the Head of Insight, Data and CRM, the role holder will look to plan and implement focused, strategic marketing campaigns through to delivery. You will be responsible for expanding customer and advisor reach, engagement, product usage and revenue growth. You will work closely with the wider data team and marketing function, to deploy the insight and strategic objectives, recommending ways of delivering greater incremental revenue into the business. Whilst Canada Life is in a transformation stage, you will combine strategic, creative and technical CRM skills to shape the future of CRM and drive the business forward.

The role holder will define our CRM technical capability, provide expert advice to the wider team on improving campaign effectiveness through smarter data selections, trigger events and multi-contact, multi-channel opportunities. This includes building and managing varied and complex data-science selections to translate creative briefs into data and CRM activities.

Day to day the work will involve using data and analytics skills to develop campaign data and journey builds whilst helping to shape the future direction of CRM, including leading initially the development of Pardot, alongside strategic input into the development of Salesforce and future automation opportunities.

The role holder will have two direct reports, supporting delivery of the CRM capability for today's requirements and training an academy role for the future. You will work closely with Account Managers and Marketing teams to deeply understand customer opportunities and challenges, and engage them with a mix of education, inspiration and relevant product information.

What you'll do
  • To lead and plan targeted and effective data selections and campaign flows to ensure all marketing campaigns are delivered across the marketing teams. Channels will initially be email with the expectation of expanding these into targeted social, direct mail, SMS and programmatic digital media
  • To lead and manage the development of the Customer Relationship Management function and targeting capability (including analytics, modelling and measurement).
  • To build the capability to engage directly with the end customer, ensuring technically effective selections, risk management and data accuracy. This will include managing the onboarding of the most appropriate selection software, embedding an effective data infrastructure through clear requirement setting and building an internal process to instigate a new campaign and communication method.
  • To devise and implement actions that will improve the effectiveness of customer and adviser communication strategies, demonstrating a culture of continuous improvement
  • To make certain that all campaign activity is effectively and continuously tracked, to embed marketing effectiveness across the marketing function to guarantee continuous improvement and an increasing return on investment. No campaign should be delivered without a clear definition of targets, tracking and post-campaign performance management.
Knowledge/Skills/Experience Required
  • Demonstrable experience working and managing in a CRM marketing role, specifically in automation and email marketing, with a wider knowledge of working with other communication channels would be advantageous (e.g., direct mail, SMS, audience matching in social platforms, programmatic digital marketing etc)
  • Experience optimising landing pages and improving acquisition funnel conversion
  • Data focused/ analytical mind-set; management/ segmentation/ reporting and skilled in manipulating data and combining data from multiple sources
  • Excellent influencer, with strong verbal and written communication skills, with a high standard in reviewing and finalising customer facing communications.
  • Strong attention to detail and experience using insight to drive performance
  • Good organisational and time-management skills and the ability to work well under pressure
  • Be able to work as an individual contributor well as part of a team.
  • You are a strong team player, enjoying working collaboratively, asking questions, and understanding other perspectives whilst also taking ownership and working independently.
  • Ideally your experience will cover both business and consumer segments
  • Demonstrable experience of Salesforce and Pardot (or equivalent selections technology), Google Analytics and BI tools such as Power BI, Qlik Sense or Tableau
  • Degree level education or equivalent
  • Marketing qualification - CIM or equivalent
  • Experience working in a CRM function
What you'll like about working here
As a Canada Life UK colleague, you'll receive a competitive salary and comprehensive reward package including income protection, private medical insurance and life assurance, along with a generous pension and bonus scheme. You'll also receive the support you need with your personal and professional development.

Diversity and inclusion
Canada Life is committed to a diverse and inclusive workplace. Our role as an employer of choice is to provide the right environment for talented people to do their best work, by respecting, understanding and valuing individual differences

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