Loyalty Marketing Executive

Job Description

We’re looking for a proactive individual to join our Loyalty team and help deliver standout, integrated loyalty marketing campaigns. This role plays a key part in growing and strengthening our loyalty club by driving new member acquisition, increasing engagement among existing members, and reactivating lapsed customers. You will join a small team and play a key role in delivering our Loyalty strategy and will have the support and guidance of the Loyalty Manager and Head of Loyalty.

Once on-boarded, with training and support, you will lead the development of loyalty trade drivers and statement mailings, managing the critical path end-to-end and working closely with internal teams and agency partners. This is a fantastic opportunity for someone passionate about loyalty marketing and keen to learn, build strong relationships and continue to develop our well-established loyalty Club.

Role responsibilities

• Lead the delivery of key loyalty communications, including loyalty trade drivers (10 per year) and member statement mailings (2 per year), managing these end-to-
• Own the critical path for your activity, coordinating stakeholder input and approvals ensuring everything is delivered on time, on brand and to a high standard.
• Develop targeted, relevant and engaging communications that resonate with our 55+ customer base.
• Support the planning and delivery of integrated loyalty campaigns that drive new member acquisition, engagement, renewal and reactivation.
• Develop agency briefings & timelines to support loyalty marketing campaigns ensuring the creative assets, direct mail/door drops, digital screens, store POS, in-house radio & merchandise are all delivered as part of the plan.
• Work closely with internal teams and external agencies to deliver joined up, multi channel campaigns.
• Work with Customer Services to understand customer feedback and make improvement recommendations.
• Track campaigns, work with agency partners to report on loyalty activity, share this to inform decision making using insight to continuously improve performance.
• Support brand consistency by following brand guidelines and tone of voice.
• Support store and customer service briefings and internal communications for key loyalty activity.
• Raise purchase orders as required, track spend and update regularly.

Who we’re looking for

This role is ideal for someone who

• Is proactive and keen to take ownership.
• Brings curiosity and enthusiasm for loyalty and customer engagement
• Passionate about customer first marketing and clear, engaging loyalty communications.
• Comfortable working across multiple projects in a fast paced environment.
• Confident building relationships with stakeholders and agency partners.
• Is keen to learn, propose tests, plan loyalty activities, review results and provide recommendations to improve performance.
• Highly organised, with great attention to detail.

Systems

• Strong computer skills, including Microsoft Word, Excel and PowerPoint.
• Confident using Microsoft Teams.
• Experience using CRM systems (desirable – can be learned).
• Experience with database management and segmentation (desirable – can be learned).

Personal attributes

• A collaborative team player with a positive, can do attitude.
• Proactive and passionate about delivering engaging customer communications.
• Strong customer focus, with a commitment to getting things right first time.
• Excellent planning, prioritisation and problem solving skills.
• Comfortable managing deadlines and tracking budgets.
• Strong interpersonal skills with the ability to work across teams and agencies.
• High attention to detail.

You’ve done a good job when .

• You will have played a key role in delivering our loyalty strategy and an increase in new member acquisition, increased retention of our member base and increased member spend (penetration).
• Key loyalty communications (trade drivers and statements) contribute toward driving increased engagement, visits and sales.
• Campaigns are fully integrated across marketing and in store channels.
• Stores can confidently and consistently deliver in store activity using clear guidance.

Key relationships

Internal and external stakeholders including all Dobbies business departments, local store teams and key external suppliers and agency partners.

What we offer

• Holiday – enjoy a well deserved break with 33 annual leave days per year (pro rata for part time)
• Discount – treat yourself with generous uncapped discount across our stores with 50% off in our Restaurants, 25% off in the Garden Centre and 10% off in our food halls
• Hybrid working – a combination of office and home working to help balance your work life balance
• Pension – save for the future with our company contributed enhanced Group Pension Plan
• Season ticket loans – spread the cost of travel with an interest free loan
• Access to Stream – support your financial wellbeing, with ability to access earnings ahead of pay day, save for the future and financial advice
• Access to Retail Trust – seek confidential support, access to a Virtual GP, free counselling service and discounted retail rewards with our employee wellbeing platform
• Access to Dobbies Academy – continue your development with our eLearning platform and development programmes
• Study assistance – invest in your professional development with funded courses and qualifications
• The little things to keep you going through the day – free tea, coffee, and milk
• Collaborative office space – with access to our wellbeing room, learning resources and even a book swap
• Invites to our annual company conference, summer and Christmas social events