Head of Campaign Marketing
Berkshire, South East
To lead the Campaign Planning process & marketing execution across all customer touchpoints. To lead on the delivery of our monthly promotions and bring to life the Campaign in-store through effective Point of Sale. To lead on marketing effectiveness and budget management across the function.
What is involved as Head of Campaign Marketing?
To lead on Campaign idea creation and identify key levers/mechanics for driving footfall to our UK and European stores and websites (trade professionals and retail customers), using insight to understand the varying effect they have on traffic, frequency & spend.
Lead the idea creation process, collaboratively across the business to bring excitement and newness to all campaigns and take ownership for defining 'top spin' activity and the execution of such actions within the campaigns e.g. Gift with purchase, Vouchering.
Lead the review process of each monthly campaign to understand what worked, what didn't work & why, using the learnings to shape future campaigns.
To design, develop and maintain the Annual Campaign plan and monthly detail
Lead on the process that defines a campaign plan at least 12 months out and define the way in which that is best communicated to the business.
Lead on defining the hierarchy of messaging for each campaign period and lead the process for defining what channels communicate what message monthly.
Lead on the marketing execution of new propositions/new big brand launches
Lead on the engagement plan for the rest of the business, notably stores and Ecommerce/call centres to ensure campaign execution is at its best
To own, lead and develop the evolution and delivery of the Direct Mail Publication
Through 2 Direct Mail Leads, ensure the design & delivery of for 7 countries, in 6 languages is inspiring, accurate and on time each month
Support the 2 Direct Mail Leads on the evolution and effectiveness of the publication vs sales driving and cost investment (currently 1/3 of the marketing budget spent on this channel)
To own, lead and develop the in-store POS that brings the campaigns alive
Through 1 Campaign POS Co-ordinator, ensure the delivery of the Campaign POS for 7 countries, in 6 languages is inspiring, accurate and on time each month
Support the Campaign POS Co-ordinator on the evolution and effectiveness of the in-store POS, working closely with the In-Store Marketing Manager
To lead on Marketing effectiveness and overall budget development and management across the function
Working closely with the Marketing Director, lead on the evaluation of all marketing communications from across the function to regularly review investment decisions
Lead the annual marketing & budget planning process (May to July), in conjunction with the Marketing Director & Marketing Planning Manager to define the Annual Marketing Plan and allocation of marketing budget across the function
Ownership for co-ordination across the function on the marketing budget & monthly reporting, to ensure no over-spend vs committments.
Ideally experience of operating within a European Marketing function
Campaign planning & campaign marketing experience essential
Publications and POS experience
Budget planning and budget management experience
Marketing attribution/modelling experience ideal
Strong Leadership skills and Proven track record of Line Management and team/people development
Evidence of Strategic planning skills
Innovation minded, loves to seek out new ideas for sales driving
Ideally 1 European language spoken, French being a priority