As part of the Corporate Communications, Marketing & Brand team, the Manager Customer Strategy Activation is responsible for the development and implementation (activation) of a customer strategy and data framework, in coordination with opportunities and insights generated via the Strategic Planning and Customer Insight teams within CCM&B.
They will establish a well-defined customer engagement framework (how, when & what) that sets out governance and best-practice guidelines around all marketing personalisation (ie: campaigns, messaging, offers, guidance, recommendations) and define strategic customer automation programs (acquisition/growth and retention) to be objective orientated.
The role is responsible for all automated program strategy and design, including lifecycle and trip journey frameworks, developing, coordinating and delivering customer and data capabilities that will inform better marketing activity and customer communication by driving the utilization of segments and audiences from the Marketing Data Platform through to activation across all marketing channels. Actively contribute to help ongoing Marketing Data Platform development with new segments, audiences and flags. Responsible for steering single and omni-channel personalisation programs in line with CCM&B customer and data activation strategy informing segments and content i.e. products/offers that can be pushed across marketing communication.
They will be the translator and a catalyst between the data team and the execution teams by aligning all digital specialisms and wider stakeholders across business units to help adopt a customer centric and data informed approach to automated marketing programs.
In this role, you will:
- Support commercial and strategic priorities of the Emirates Airline account, leveraging data insights and personalised marketing communications to drive incremental revenue, customer value and operational efficiencies through the strategic design of of automated marketing programs including all Lifecycle program planning and development.
- Input and steer regular planning and prioritisation sessions involving CCM&B and business teams to ensure the communication requirements of all business units are taken into account in a collaborative manner.
- Inform strategy, lead and manage customer engagement framework (how, when & what) and data
activation as it applies to marketing.
- Define and develop the customer engagement segments and audiences in conjunction with the Customer Insights team, and identify important marketing and personalisation activities for activation.
- Ensure that all customer communication and data activation initiatives have clear objectives and are in line with the customer engagement framework methodology.
- Actively seek opportunities to bring customer strategy and data activation into personalisation, marketing planning, campaign execution and measurement.
- Steer and support the delivery of personalised and automated campaigns to meet the agreed and prioritised business goals and timelines defined in prioritisation sessions.
- Educate the wider business on the personalised customer data activation framework, process and its
relevance to customer communications across all marketing channels.
- Mentor and coach wider CCM&B team in understanding data and customer needs and ensuring these are delivered, communicating openly and confidently with the stakeholders defined above, identifying and proposing personalisation and data activation solutions to challenges, remaining up-to-speed on business and market issues in order to plan accordingly, working collaboratively in order to deliver integrated solutions to achieve business goals, and giving, receiving and acting on feedback in order to drive progress across the team.
- Align cross-channel and digital marketing teams and MMCs to ensure collaboration resulting in cross-channel multi-regional lifecycle programmes for the Airline, dnata and Group Businesses.
