Head of Retention & Email Marketing (14 months FTC)Zava

The role

We are looking for a proactive and caring Head of Retention and Email Marketing to join our great team and own our CRM strategies during 2024 and beyond. 

The role is offered as a maternity cover, for a fixed term of 14 months, starting on the 1st of April 2024.

The digital healthcare market is a very exciting space that has seen considerable growth over the last few years. 

As part of this role, you will ultimately be responsible for establishing and leading the strategic direction of retention marketing. You’ll create targeted campaigns, paving the way for new ways of automation and customisation. You will have an actively important part in improving everything email at ZAVA, from content to design, from communication to the overall user journey. 

You will manage a wonderful team of Retention and Email marketeers, taking care of their growth and performance as well as providing the support they need to deliver their best work. 

You will work closely with (and report to) our Head of Acquisition and Retention.

 

Key responsibilities

• Establish & lead the strategic direction of retention marketing
  Drive the quarterly team focus and retention strategies across multiple locales. Responsible for strategy and implementation of lifecycle marketing via CRM (predominantly email, with some SMS marketing possible too). 
• Work closely with product and commercial teams on retention strategies
  Align with new product/service launches and new initiatives to improve repeat customer rates. Identify areas of improving retention further.
• Manage a team of Retention & Email marketeers
  You will manage a team of email marketeers, establishing a positive working environment with an expectation of high and fast-pace performance. Lead by example, helping them to develop as well as supporting the build and execution of email campaigns.
• Campaign Development
  You’ll need to have hands on experience in developing new opportunities for automation, personalisation and more through journey building, audience segmentation and testing roadmaps.
• Collaborate with Marketing Teams
  Work with Heads of PPC/SEO to establish/maintain acquisition & retention strategies for new services. Work with Content and Design to develop engaging communications and improve our email creation process.
• Own repeat, revenue and churn targets (CRM campaign driven)
  Ensure the monthly revenue, repeat and churn targets for email are met across multiple locales. Leverage data analytics to track and measure campaign performance. Identify key performance indicators (KPIs) and make data-driven decisions to enhance retention marketing efforts.

Day-to-day the work will encompass: 

• Managing the creation and sign off of all email marketing campaigns. You will work closely with the Content, Creative, Legal and Commercial teams to ensure that all email assets are provided and signed off in a timely manner.
• Building email campaigns using the drag & drop email editor. Testing and executing them using our ESP (Customer.io).
• Contributing to the customer journeys and retention strategy for our UK, Ireland and France markets by generating ideas, planning and executing email marketing campaigns
• Helping develop and execute email marketing strategies
• Owning the day-to-day management of email marketing calendar
• Working closely with the Content team to develop the content strategy and editorial calendar
• Using data insights to select target audiences for email campaigns.
• Analysing campaign performance and ROI. Report on a weekly and monthly performance and make recommendations for future campaigns.
• Identifying ways we can improve our current email content/design user journeys, including transactional and automated email campaigns as well as medical communication.
• Working with the wider marketing team and Product teams on Retention initiatives.
• Coordinating with our Data and Research teams to understand our patient journey and key churn points, to help create the retention strategy, as well as emails and segmentation for personalised email content strategy, to engage customers throughout the lifecycle.

For this role you need to have experience with: 

• Managerial experience working in fast-paced and collaborative environments
• 3-5 years working in email marketing with hands on experience in marketing automation and lifecycle marketing within ESP (customer.io/Mailchimp/Braze/Klaviyo, etc)
• Multi-channel lifecycle marketing experience (SMS marketing) would be advantageous
• Experienced with using HTML / CSS or email drag & drop editor, and understanding of how an email is made
• Experience delivering retention campaigns and strong understanding of repeat and churn rates management
• Strong analytical skills, including campaign level performance as well as understanding Lifetime Value, Repeat and Churn rates (experience using Looker/Tableau/Lightdash/Microsoft all welcome)
• Written and spoken English at a high level
• “Get up and go” - willingness to take initiative and see an idea or opportunity through to completion
• Comfortable with fast changing environment and ability to adapt
• Experience A/B testing email campaigns with a focus on improving key email engagement metrics

Personal qualities

• Data-driven
• Strategic
• High level of English (spoken and written)
• Passionate about customers and lifecycle marketing
• Relentless goal focused
• Attention to detail
• Excellent collaboration skills
• Able to drive new ideas and projects forward
• Experience managing direct reports
• Highly analytical with strong numeracy and statistical skills
• Strong motivator

Once again, please note that the role is offered as a maternity cover, for a fixed term of 14 months, starting on the 1st of April 2024.