Head of CRM Analytics

London - West

Location: Hammersmith


Head of CRM Analytics

London, Hammersmith - W6 8BS

Competitive salary + 25% bonus and other great benefits

We are looking for a leader who is looking to elevate their career in a collaborative, data-rich working environment. If you have a passion for leading talented, driven teams who derive insight from data, then this is the role for you.

This is an exciting time to join Virgin Media’s insight and analytics function as you will be given a unique opportunity to lead a newly created team of data-driven professionals that develop timely, insightful analysis.

Our insight and analytics function is growing significantly in 2018, with significant investments being made to tap in to our extensive, rich datasets.

Role purpose

The Head of CRM will lead a team of analytical and digital specialists to develop timely, proactive insight, to shape current performance and CRM strategy. This will be formed around three core areas:
* Develop & optimise targeting across Proactive & Reactive CRM channels:
* Traditional channels: Direct Mail, Email Outbound list
* Digital channels: Online targeting and Offsite web targeting
* Inbound call centres through ‘next best action’
* Revenue modelling & maximisation through Pega applications in Retention and Care
* Develop the case, demand, and then deliver new opportunities for Virgin Media to expand its messaging / targeting reach in TV STBs, Push, and Apps

Your role will be strategic and results based in nature and a key focal point across the marketing and commercial divisions. Commercialising predictive and triggers based targeting, driving the strategic agenda for the divisions on how to deliver optimum commercial value from CRM. Supporting Consumers top initiatives of revenue growth, volume reduction of calls and trucks, and ARPU efficiency

Principle responsibilities

Responsible for a team of technical specialists, unifying disparate CRM systems and data spread across multiple platforms, and transforming communications across inbound and outbound
* Uplifting commercial and marketing performance through targetable media:
* Increase acquisition sales by prospect trigger targeting and Digital targeting
* Transform current marketing campaigns from large bulk to trigger based activity. Resulting a saving to marketing costs and uplift in conversion
* Evangalise the use of the newest and most granular data sources to identify patterns which will lead to scalable OCF growth
* Work with Technology partners to develop real time CRM systems to react to customer initiated opportunities live as it happens
* Sets out a CRM strategy and vision for integrating data assets and tools for a cohesive approach to communicating with our customers
* Sell in strategy to Exec and develop strong partnerships and a joint vision with Channel and Commercial / Marketing Directors
* Develops business cases to prove the viability, impact and benefit of improved analytical processes and targeting
* Strives for ‘best in class’ and is proactive in understanding the art of the possible with respect to CRM and customer messaging approaches

* Assess new tools/software that could improve capability and targeting for this area.

Skills and competencies required
* Strong leadership skills: ability to lead by example, set high standards, translate strategies, inspire and motivate clear direction and results.
* Very strong analytical skills - understanding and interpreting consumer insights and market leading commercial analytics in data rich organisation.
* Excellent understanding of the application of statistical modelling techniques
* Proven experience of building CRM infrastructure from Adobe to Pega
* Intimately familiar with a broad range of analytical approaches, modelling and/or research techniques and tools to generate data-derived insight.
* Excellent understanding of numerous marketing channels (Inbound/Outbound telemarketing, Online, Email, DM) and the ability to formulate strategy to optimise customer targeting within them
* Planning: experienced at overseeing and balancing short-term operational measures and long-term strategic planning.
* Understanding of emergent & new CRM technologies techniques: inform strategies that exploit emerging comms channels/ technologies to speak to our key segments in the right ways.
* Customer orientation: understands customer insight and segment behaviour to target strategy wholly aligned to our target audience(s).

* Demonstrable success working in a marketing and/or commercial strategy lead capacity
Required Critical behaviours * To be credible, drive change and to think creatively, broadly and strategically
* Able to manage situations of complexity with positive outcomes
* Familiarity with emerging technologies and their impact on analytics and user behaviour
* Ability to clearly communicate actionable insights and complex findings to senior stakeholders

We’re a great place to work - and we offer impressive benefits too! You will get a generous holiday allowance, contributory pension, performance related bonus and, of course, discounts across Virgin Media products ad Virgin brands!

We embody the principles of what it is like to be part of the Virgin family. We are a collaborative bunch, and like to be a place where ideas and new ways of working can be forged.
Come and be a part of something special. Join us!