Loyalty Marketing Director, Global

Electrolux Global Marketing is looking for an experienced marketer to help us bring about a step change in the experience we deliver to our owners post-purchase. We are re-organizing internally to better cater to the needs of our consumers at each phase of the lifecycle: Acquisition, Conversion & Loyalty. This Loyalty Marketing Director role would work alongside colleagues focused on the other two lifecycle phases (Acquisition and Conversion) to deliver a joined up and compelling consumer experience.


Our consumers have an abundance of choice in buying appliances and we want to reward them for choosing our brands by providing them with the best possible experience post-purchase to engender long term loyalty. This role would work very closely with our BA’s (our 4 Business Areas are geographic regions) working with loyalty marketing teams who are responsible for operationally executing on the strategies, tactics and governance to deliver on our prioritized consumer and business objectives for all ownership journeys.


These would include optimizing the journeys that happen on our websites post-purchase (e.g. product registration, online consumer support such as troubleshooting, access to owner manuals, repair booking and sourcing accessories, consumables and spare parts) as well as defining and implementing an email strategy for our product owners.


WHAT WE’RE LOOKING FOR
Our objective is to drive loyalty and consumer lifetime value through relevant and engaging experiences with clear consumer benefits helping to build our brand and generate profitable revenue streams. Thus we are looking for someone with a real passion for delivering a great end user experience acting as a subject matter expert for loyalty marketing.


We need someone with mature leadership skills who can foster strong collaboration between the different geographic regions of our organization to help them deliver on their ambitions. Thus acting as a model of servant leadership is key.


YOUR EVERYDAY CHALLENGE
This role is positioned within our Global Marketing organization and the primary requirement is to work with those involved in loyalty marketing in our BA’s to together drive a transformation in our post-purchase experience where marketing touchpoints play a very important role


•Contribute to the development of the vision for our future ownership experience to transform how our consumers experience our brands and products
•Take responsibility (with BA colleagues) for the operational delivery of the ownership experience as articulated by our ownership experience vision
•Define the communication plan for our owner segments that delivers an engaging experience with our brands and realizes opportunities to build profitable lifetime value with each consumer (again based on the ownership experience vision)
•Help devise and manage consumer economics – understand profitability at an individual consumers level and establish approaches to increase individual consumer profit contribution through ‘next best offer’ tactics
•Lead the continuous optimization of existing journeys, value propositions & experiences through all relevant post-purchase touchpoints with emphasis on our websites (as that’s the first port of call for our owners) and email marketing
•Prioritize key business requirements for continuous improvement of the post purchase areas of our websites managing the key journeys as funnels
•Establish KPI and data driven post-purchase funnel performance management of these key consumer journey paths with reference to the onboarding and repair and service journeys
•Own and manage email marketing as the primary communication channel with our product owners continually experimenting to optimize performance of this channel (measured through opt ins, unsubscribes, open rates, CTR and subsequent conversion metrics)
•Develop the metrics to be used to measure the CX and operational aspects of our post purchase experience and owning the production / maintenance of dashboards to communicate performance
•Implement and run the communication / governance forums to support those working in loyalty marketing in our BA’s to drive performance improvements, aid knowledge development, sharing of best practice and driving synergies where appropriate
•Develop and maintain knowledge of privacy and other regulations to ensure we are adhering to these at a local level as we manage and utilize consumer data
•Follow market trends in loyalty and CRM marketing to continuously evolve our approach incorporating best practice and new innovations


WHO YOU ARE
•Passionate – about the consumer and in delivering simply outstanding experiences.
•Lead – You have a vision and a purpose, and you can inspire and influence others to not only share it but apply their abilities to achieving it.
•Organized - you set the pace and the priorities, and then you bring a methodical approach to meeting your goals.
•Agile - Both reactive and proactive, you work efficiently and flexibly to deliver results.
•Dynamic – you can think in a creative and strategic way but are adept at delivering operationally to ensure tasks are followed through to completion.
•Energetic - Your enthusiasm is infectious and inspires and engages your colleagues and collaborators to achieve, deliver, and be accountable for their work. You’ll also have the stamina essential to delivering results in both the short and long term.
•Negotiator - Excellent communication skills with the ability to influence stakeholders at all levels across by building strong interpersonal relationships.
•Data driven – with strong analytical skills that form the basis of your decision making.


MINIMUM REQUIREMENT
•University degree or equivalent
•At least 10+ years industry experience – either client or agency side
•Worked in roles with an international scope and preferably in a hub and spoke model
•Real world and concrete experience in CRM/email marketing
•Demonstrable experience working with both IT and business stakeholders


Please apply in English.
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