Job description

Your Duties and Responsibilities…

• Develop and execute a comprehensive member engagement strategy that aligns with VASAs overall business goals (net growth, revenue, EBITDA).
• Lead the implementation of CRM systems, tools, and processes to ensure they meet the needs of VASA.
• Establish the necessary data infrastructure and technology platforms to enable personalised communications at scale.
• Analyse customer data to gain insights into customer behaviour and preferences and use these insights to inform the development of targeted marketing campaigns.
• Drive member retention through targeted communication, engagement initiatives.
• Explore and implement innovative ways to engage and monetise the customer base.
• Collaborate with the Head of Brand and Communications to ensure consistency and alignment of messaging across all customer touchpoints.
• Partner with the Head of Acquisition Marketing to develop integrated marketing campaigns that attract and retain customers.
• Collaborate with other departments, such as sales, product, loyalty and customer service, to ensure a seamless customer experience.
• Evaluate and report on the success of CRM initiatives and make recommendations for improvements.
• Establish automated member communication journeys based on key triggers and milestones to enhance the customer experience.
• Collaborate with global CRM specialists to influence and contribute to the broader CRM strategy within Virgin Active.
• Provide guidance, support and personal development to Loyalty Manager as their direct line manager.
• Facilitate relationships between Loyalty and other departments across the business

Minimum requirements

We can’t live without…

• 8 years of experience in CRM and marketing automation, with a proven track record of driving customer engagement, retention and revenue growth through CRM initiatives.
• A minimum of 3 within a senior leadership role
• Solid and proven people leadership skills, with the ability to manage cross-functional teams and drive projects to successful completion.
• In-depth understanding and hands-on experience with CRM platforms such as Salesforce, Microsoft Dynamics, Hubspot, or similar.
• Strong technical knowledge of data analysis, segmentation, and reporting tools.
• Excellent communication and interpersonal skills, with the ability to collaborate and influence stakeholders at all levels up to Group EXCO.
• A strategic mindset with the ability to think long-term and contribute to the overall business strategy.
• A creative thinker with a passion for delivering exceptional customer experiences with relevant communication strategies and content.
• Ability to work in a fast-paced and dynamic environment, with a strong sense of accountability and ownership.
• Flexibility and enthusiasm in adapting to changing priorities and business needs.
• Knowledge and certifications in areas such as content marketing, analytics, email marketing, marketing automation tools, lead generation, customer journey mapping, and customer engagement.
• Project management skills. Working with competing deadlines, managing Virgin Active’s output using recognised project management software (Asana, Podio, Monday.com etc)