Loyalty Marketing Executive

At Dobbies, our Loyalty Club plays a vital role in bringing customers closer to the brand they love. We're now looking for an enthusiastic Loyalty Marketing Executive to help us develop and deliver engaging loyalty communications for our core membership base, with a particular focus on customers aged 55+.

This is a brilliant opportunity for someone with curiosity and enthusiasm for loyalty and customer engagement, who enjoys learning, collaborating and delivering marketing that has a real impact for customers.

Whether you're experienced or just starting to explore loyalty marketing, you'll be keen to learn, share ideas and grow with the team.

Responsibilites

Plan, develop & deliver all aspects of our local loyalty marketing campaigns for store developments, specific to driving membership & loyalty locally. This includes store refurbishments, new concept store offerings, new restaurant/coffee shop launches, as well as wider marketing requirements to support local store membership targets

Plan, develop & delivery of fully integrated, multi-channel paid, owned & earned marketing campaigns to support local loyalty targets including driving sign-ups, improving renewal rates & reducing lapsed members

Develop, manage and deliver agency briefings & timelines to support the local loyalty marketing campaigns, ensuring the paid media, creative assets, direct mail/door drops, digital screens, in-house radio & merchandise are all delivered as part of the plan & manage the relationship with the various agencies throughout the campaigns

Develop, manage & deliver the in-house briefings & timelines to support the local loyalty marketing campaigns ensuring point of sale, website, digital marketing, emails, socials & events are delivered as part of the plan

Work closely with the Loyalty manager to plan & deliver

Analysis & insights of customer data to drive local store loyalty participation, and specifically in relation to driving renewals, minimising churn and winning back lapsed members

Work with our data partner to develop better segmentation strategies as well as new mechanics and initiatives to deliver improved renewal & retention rates

New acquisition for Dobbies Club & develop a programme of trade up initiatives to convert Club members to Club Plus members

New initiatives to drive overall participation (visits & spend) of our membership base

New initiatives & regular calendar of activity to improve renewal/retention rates & win back lapsed members

Develop cost effective marketing communications for members that drive action/results

Deliver improved targeted and personalised content for members

Monitor campaigns and optimise spend and activity throughout, support with the post evaluation of campaigns

Brief and deliver member research & insights to monitor customer feedback and what improvements could be made to deliver better results

Raising of PO's as required

Support with store & customer service team briefing documents and internal communications for all key loyalty activity

Act as a brand guardian, ensuring that brand guidelines and tone of voice is always on brand

Systems

High level of computer literacy, including word, excel and power point

Proficient in using Microsoft Teams

Experience of using CRM systems

Experience of database management & segmentation systems

Measures of success

Key loyalty targets are achieved - new sign-ups, active base, participation levels, ACV and retention rates

You have delivered impactful and engaging customer communications that deliver increased sign-ups, visit frequency & sales uplifts.

Campaign activity is fully integrated across all marketing channels as well as in-store channels through POS, digital screens & instore radio

Stores are able to execute in-store requirements such as POS, and any other marketing activities, promotional events with ease and consistency, in line with the set up guides given

Who we are looking for

Strong team player with a can do, positive attitude and collaborative way of working.

Proactive, driven to get things right, every time.

Passionate about delivering creative and engaging customer communications that align with our brand purpose & beliefs.

Customer first focus making sure that we get it right first time for our customer.

Strong planning, prioritisation, information gathering and problem-solving skills.

Comfortable managing multiple tasks within tight deadlines and to budget.

Strong interpersonal skills - you will be building relationships throughout the business, including our store teams and with external agencies.

Can demonstrate our values at all times - we're one team, getting better everyday. We bring a smile. We live and breathe gardens. We make it work for our customers.

What we offer

Holiday - enjoy a well deserved break with 33 annual leave days per year (pro-rata for part time)

Discount - treat yourself with generous uncapped discount across our stores with 50% off in our Restaurants, 25% off in the Garden Centre and 10% off in our food halls

Hybrid working - a combination of office and home working to help balance your work life balance

Pension - save for the future with our company contributed enhanced Group Pension Plan

Season ticket loans - spread the cost of travel with an interest free loan

Access to Stream - support your financial wellbeing, with ability to access earnings ahead of pay day, save for the future and financial advice

Access to Retail Trust - seek confidential support, access to a Virtual GP, free counselling service and discounted retail rewards with our employee wellbeing platform

Access to Dobbies Academy - continue your development with our eLearning platform and development programmes

Study assistance - invest in your professional development with funded courses and qualifications

The little things to keep you going through the day - free tea, coffee, and milk

Collaborative office space - with access to our wellbeing room, learning resources and even a book swap

Invites to our annual company conference, summer and Christmas social events