Discovery Communications

Director Retention & CRM

3 weeks ago
Requisition ID
18333
UK-London
Career Category
Marketing & Communications
Type
Company Employee Full-Time

Position Summary

Eurosport Digital is recruiting for a Director of Retention & CRM to join its Eurosport Player team. Eurosport Player (ES Player) is an OTT platform that gives customers access to linear and non-linear sports content such as the Olympics, Tour de France, Bundesliga and MotoGP. ES Player is available across Europe.

 

 

 

The successful applicant will be responsible for the retention and CRM strategy of the Eurosport Player subscription service. Devising plans and delivering activity in all of Eurosport's Players markets, with special focus on France, Germany, Italy, Spain the UK and the Nordics.

 

 

 

The Director of Retention and CRM will work within the customer team, which sits within a broader marketing team with brand, event, partnership and acquisition marketing roles.

Managing a team of two, this role provides an opportunity to not only build the structure of the strategy, but to take the strategy through to implementation and on-going measurement and improvement. They will be responsible for the delivery of all in-life, retention and winback activity. Building out effective and innovative multichannel CRM programmes with an agile “test and learn” mindset in which all parts of the marketing team work together to continuously improve marketing performance.

Responsibilities

  • Retention Strategy – Define, own, execute and evolve the retention strategy for all markets.

     

  • Lifecycle Programmes - Collaborating with external agencies and internal cross-functional teams, design, build, test and optimize the customer lifecycle, including automated CRM programmes designed to welcome, provide valuable services and continuously engage and retain to improve subscriber retention. As well as bespoke, innovative ad hoc retention/cross sales/upsell campaigns.

     

  • Customer Loyalty & Engagement – Devise strategies, creative marketing propositions and campaigns to increase engagement, long term loyalty and satisfaction of subscribers.

     

  • Partnerships - Seek out and enable innovative partnerships that allow Eurosport Digital to better fulfil our subscriber’s needs.

     

  • Increase ROI - Optimise comms through A/B and multivariate testing: template, segmentation, content, calls-to-action, timing and frequency. Build, test and optimise lifecycle programmes to increase the ROI of CRM activity from conversion through to dormant reactivation, churn management and increasing LTV.

     

  • Deliver KPIs – Ensure overachievement against budget on all retention KPIs and own retention forecasting.

     

  • Customer Insight – Continuously strive to better understand customer behaviour and gain actionable insights that flow into improved retention strategy and activity.

     

  • Reporting – Regularly monitor analytics and develop reports, including an attribution framework/process, for all activity for relevant business stakeholders, to ensure the impact of initiatives is fully understood and the results are used to inform future plans and improvements.

     

  • Subject Matter Expertise - Awareness of email marketing trends, best practices, technologies, CAN-SPAM laws, follow best practices and continuously evolve communications and segmentation to comply with ISP and Push guidelines.

     

  • Team Leadership – Managing two direct reports, offer clear support and guidance on objectives and their responsibilities, create a positive, delivery-focused and collaborative team.

Requirements

  • Deep experience leading on retention and CRM for a consumer-facing services organization, ideally with digital subscriptions experience.

     

  • Deep expertise in creating and delivering lifecycle programmes.

     

  • Experience with multichannel campaign delivery tools – deep understanding of the CRM technology landscape and ability to translate business needs into technical requirements

     

  • Strong creative, customer segmentation and analytical experience

     

  • Strong analytical skills with the ability to use data and metrics to back up assumptions, recommendations and drive action.

     

  • Experience in managing vendor relationships and internal teams across multiple countries, and an aptitude for working in an agile “test and learn” environment.

     

  • Ability to get into the detail, problem solve, resolve issues and bring teams together

     

  • A great communicator who can tell the full story at all levels within the organization, bringing all stakeholders along with them.

     

  • Fluent English in both written and verbal forms, other European language are a bonus but not required.

     

  • A passion for sports content, innovation in marketing, and working in a fast-paced and entrepreneurial environment with like-minded individuals.

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