Head of Consumer Loyalty (12-month FTC)

Are you passionate about building strong consumer relationships and driving business growth through innovative marketing strategies?

We are looking for a dynamic Head of Consumer Loyalty to refine and execute our consumer loyalty strategy, on a 12-month FTC covering a period of parental leave.

The role

You will operationalise a new marketing stack, implement processes and governance, and drive value for our business. You will lead the development of a thriving direct-to-consumer marketing program, utilising email and SMS channels to grow an engaged user base and deliver personalised content that converts. Additionally, you will spearhead direct marketing campaigns across multiple channels to achieve revenue and brand targets, while supporting our publishing divisions to enhance their email marketing programs and boost engagement metrics. 

In this role, you will report to our Digital Marketing Director and manage a small but mighty team of Consumer Loyalty Executives.

Key responsibilities:

• Refine and execute our consumer loyalty strategy driving value for the business and implementing processes and governance.

• Operationalise a new marketing stack, by leading a program to upskill marketers from across the business to unlock opportunities and drive value from the new technology investment.

• Deliver a successful proof of concept for Penguin’s new SMS marketing channel, proving impact and securing business investment.

• Lead on direct-to-consumer marketing channel expansion.

• Utilise our email channel as a base, implement segmentation, automation and personalisation based on analytics, testing and insight, with the goal to drive commercial results.

• Work with colleagues in Technology to define our consumer data model and ensure this meets the needs of our marketing and personalization ambitions.

• Build our consumer database into an effective sales tool, improving ROAS over time and track the performance of reusable custom audiences.

• Work with the Content & Digital Experience teams to deliver multi-channel marketing campaign plans through consumer loyalty channels that drive sales, engagement, and lower paid media costs from current consumers.

• Keep a top-level view of the full portfolio of email newsletters, ensuring regular triaging and hygiene checks of lists address underperformers and influence the deployment of resource on both a brand and author level.

• Work with Head of Digital Experience to set up an ongoing test and learn model for consumer loyalty channels that push our understanding of reader behaviours to drive deep understanding of individual consumer segments.

• Guide a team that runs personalised communications based on segmentation of our consumer databases focused on achieving sales, brand, and traffic targets.

• Report on program and campaign results.

What you’ll bring

Essential criteria:

• Extensive experience in email marketing.

• Hands-on skills in deploying email marketing and automation campaigns.

• Proven experience in leading, managing, and mentoring a team.

• Strong knowledge of data security compliance, including GDPR, in relation to direct-to-consumer marketing.

• Experience working with Email Service Providers (ESPs) and Customer Relationship Management (CRM) systems, especially Iterable.

• Familiarity with Customer Data Platform (CDP) systems, particularly Hightouch.

• Proficiency in using web analytics packages like Google Analytics or Adobe Analytics, and email analytics tools such as Litmus.

• Experience with marketing automation, CRM, and personalisation tools like Adobe Campaign, Oracle Eloqua, or Marketo.

Preferred criteria:

• Confidence in handling consumer data, with an understanding of relational databases and basic SQL being a plus.

Application instructions

Please apply with your CV and cover letter outlining why you are the right candidate for the role by 11:59pm on Sunday 2nd February.

• Please ensure you include a cover letter, as it is a crucial part of our assessment process. The cover letter offers an opportunity to show how your experience and interests align with the role requirements. Typically, we expect the cover letter to be no more than one or two pages in length.

• Please note we are looking for someone to join the team by the beginning of April, but we are also happy to accommodate a reasonable notice period for the right candidate.

• We anticipate a two-stage interview process which will include a virtual first-stage interview and in-person second stage interview. We are happy to discuss this further with you throughout the recruitment process.

Salary

• Circa £60,000 dependent on how your skills and experience align to the role, plus bonus and benefits.

What you can expect from us

Our people are the heart of our business, and we work hard to support a culture of responsibility and recognition.

Our benefits include:

• Financial – income protection, life assurance, childcare allowance

• Wellbeing – healthcare cash plan, critical illness cover, health checks

• Lifestyle – enhanced parental leave, tech scheme, free and discounted books

For our full benefits list please visit: https://www.penguinrandomhousecareers.co.uk/what-we-offer/

Hybrid working

While our offices across the UK are places to connect, collaborate and celebrate with colleagues, we recognise that flexibility around where you work is just as important. For this role we expect up to two days p/week in our offices in London. We are happy to discuss this hybrid working arrangement with you throughout your recruitment process.

About Penguin

We’re the UK’s largest publisher; made up of some 2,000 people and publishing over 1,500 books each year. Our doors are open to all kinds of talent. In a constantly evolving industry, we work hard to stretch the definition of the word publisher. Here, you’ll work with a breadth of talent who all play their part to make each of our books a success. Together, we make books for everyone because a book can change anyone.

The recruitment process

You can read about our recruitment process at https://www.penguinrandomhousecareers.co.uk/how-we-hire/

As a Disability Confident Committed organisation, we offer interviews to candidates with a disability who meet the essential criteria for the role, and opt-in on their application form. The essential criteria for this role are listed as part of the ‘What you will bring’ section. There may be times when the volume of applications means we cannot take all eligible candidates to interview.

We encourage you to tell us about any reasonable adjustments you may need by emailing PRHCareersUK@penguinrandomhouse.co.uk. Remember, you only need to share what you are comfortable to for us to support your request.

Please note, we are not able to accept agency CVs for this role. Any CVs sent speculatively will not be eligible for a fee.

Company: Penguin Books Limited 

Country: United Kingdom 

State/Region: London 

City: London 

Postal Code: SW11 7BW 

Job ID: 276942