Head of Base Marketing

We have been commissioned by one of the UK largest Mobile Telephone Operators to source a Head of Base Marketing on a contract basis at their facility in Maidenhead, Berkshire.

This is an exciting and high profile role requiring a senior CRM professional with a proven track record in driving transformational change.

The client has been building its Base Marketing team over the last year and is now looking to expand further with a significant shift in business thinking and capability.

The business is committed to moving to a best in class 'Customer life cycle Marketing' ('CLM') approach in the next 2-3 years and this role will need to be instrumental in defining and driving this vision, owning the design and delivery of key components across all three of the People, Process and Technology pillars, as well as delivering a 'BAU' programme of in-life base marketing activity across the clients four major product lines: Contract Voice, PAYG Voice, Contract Mobile Broadband and PAYG Mobile Broadband.

Deliverables:

- A successful 'In-life' base marketing team working in a Customer life cycle Marketing way and Embedded in the heart of the business, with at least one clear successor-in-waiting to the Head of In-life Base Marketing.
- A customer life-stage framework model supporting all four of the major product lines (Contract Voice, PAYG Voice, Contract MBB, PAYG MBB), established and adopted in the business as a standard model
- A suite of customer-centric KPIs and supporting reports built off the life-stage framework and demonstrably focused on the most important base opportunities
- An ongoing programme of brand-led campaigns and initiatives driving the life-stage framework KPIs and delivering against the in-life base marketing Budget commitment and Brand Engagement
- An ongoing programme delivering great Value to our customers through developing targeted and relevant Partner Offers
- A confident strategy and plan laying out a 2 year view of activity that will move the business to a 'CLM' way of working
- A process and cross-functional approach that naturally supports a CLM way of working, built in collaboration with key functional heads in the business
- A committed and funded project road-map delivering any underlying technical capability or data requirements needed to deliver the 2 year strategy

Responsibilities:

- Owning the In-life Base Marketing Budget targets and the campaigns & initiatives plan to deliver these
- Building a high performing team of three in-life base marketers, actively developing 2 existing FTE and recruiting 2 additional expert heads. Actively investing in the success of the team and working to raise the profile of the whole team & individual members within the business.
- Developing a brand-led life-stage framework and KPIs, and rolling this out into the wider business as a standard model. Ensuring that regular reporting is set up to monitor performance and progress vs the KPIs.
- Building Customer Segments based on needs and behaviour and developing them over time with implementation of propensity models
- Developing & securing buy-in at the highest level for a 2 year strategy & plan, delivering a CLM way of working at Three. Delivering the strategy & plan.
- Building strong links into the wider business, both within & outside of marketing, to gain support for, and commitment to, the CLM vision, strategy and plan
- Taking on leadership of any existing Base Marketing projects delivering CLM capability and owning any new projects dropping out of the strategy & plan
- Representing the Base Marketing team on CLM-linked projects led by other teams around the business, such as Enterprise Information
- Evangelising the CLM vision and being a passionate advocate for the base marketing team around the business
- Being a role model in implementing our Brand Values into in Life strategies

Skills and Qualifications:

- A minimum of 5 years solid exposure working in a base marketing role, with at least 2 years spent in a leadership position
- Demonstrable the ability to lead/manage transformational change
- Proven ability of coaching and developing teams to a high performing level
- Proven Expert working knowledge of the technical aspects of CRM, particularly with regards to data
- Analytical by nature and able to derive actionable insight from large data-sets and reports
- Flexible, 'can-do' attitude, capable of working effectively in an environment where priorities and focus can change rapidly
- Strategic thinker, able to translate big ideas into concrete plans and underpin them with impacting campaigns and initiatives
- Expert influencer at all levels, able to gain buy in from the senior team to their ideas, as well as motivate a cross-functional team behind them

If you would like to work with a forward thinking and well established organisation please forward in CV in confidence or call Kevin Bagg on .
Project People Ltd is acting as an Employment Business in relation to this vacancy.