Virgin Australia Role Description Template

Transcription

1 Virgin Australia Role Description Template Position Snapshot Position Title: Marketing Planning Specialist Business/Division/Department: Velocity Frequent Flyer / Marketing / Customer Loyalty Marketing Location: Sydney Grosvenor Place Reports to: Brand and Planning Manager Direct reports: 0 Date: August 2018 Overall Impact Statement The Marketing Planning Specialist coordinates the marketing strategic planning process and is the custodian of the marketing strategy and overall marketing plan, coordinates marketing opex budgeting and reforecasting and tracks delivery of strategic plans and performance against strategy. The role manages the marketing planning framework and oversees the resourcing of campaigns, strategic initiatives and projects across executional teams and virtual cross-functional teams. Page 1 of 5

2 Organisation Context Virgin Australia Group is a major Australian airline group that operates domestic and international regular passenger services, charter and cargo services and the loyalty program Velocity Frequent Flyer. It is proud of its reputation for exceptional customer service. The Group employs around 9,500 people in Australia, New Zealand, the United States and the United Kingdom. We pride ourselves on recruiting the right people into the right roles and we re always looking for team members in all specialties to join our award winning team. Virgin Australia Group team members are passionate believers in better. When we live our shared values of Heart, Spirit, Imagination and Collaboration, we can do things that most people would think impossible. As a result every person that we come into contact with; our guests, our customers, our colleagues and the community will feel and experience better outcomes, based on the interactions we have with them. Velocity Frequent Flyer, the award-winning loyalty program of Virgin Australia, is in an exciting phase of growth with more than 8 million members. Velocity's global network of partners offers its members easy ways to earn and spend Velocity Points at home and around the world, including on flights to more than 600 global destinations. Key Accountabilities Manages the strategic planning process for the Marketing division and maintains the strategic plan. Reports on strategy delivery and performance against strategy; commissions and maintains a strategy performance dashboard, responsible for creating board level updates. Manages the marketing planning framework, leads bi-annual planning cycles, generates and socialises the marketing plan and executional plan and leads the review process and adjustment on an on-going basis; socialises the Velocity marketing plan across the Group. Coordinates the resourcing of campaigns, strategic initiatives and projects across executional teams and virtual cross-functional teams. Ensures smooth operational delivery of activity through all marketing teams (Communications, MAC, Digital, Creative Studio) and agencies through delivery check-points (weekly Marketing Review Board, bi-weekly Traffic, monthly marketing operations). Facilitates process improvement for day to day delivery of executional marketing plan within the Marketing division. Support the Brand & Planning Manager in the coordination of the annual marketing opex budgeting process; summarises and socialises the budget and coordinates the monthly budget forecasting process. Page 2 of 5

3 Key Requirements Essential Tertiary degree in business, marketing, technology or a related discipline Proven experience in developing, communicating and managing marketing strategy and multi-channel strategic marketing plans Demonstrated understanding of direct and data-driven marketing, customer relationship management and digital marketing strategies and techniques Desirable Knowledge of airline loyalty/frequent flyer industries Experience in planning, executing and optimising integrated marketing campaigns Proven change management skills Project management skills including scope and business requirements definition Demonstrated understanding of business process management principles and experience in implementing and improving business processes Strong conceptual and analytical skills Strong commercial accumen and the ability to develop marketing plans to support commercial targets Budget planning, monitoring and forecasting skills Experience in working with agile and lean project methodologies Experience in working with sophisticated data science teams and capabilities Demonstrated experience of complex stakeholder management both internally and externally Page 3 of 5

4 Competencies Role Competency Requirements Competency Name Behavioural Descriptors Initiates customer centric solutions Seeks to enhance customer experiences and improve outcomes Delight Customers Seeks and identifies opportunities to surprise and delight customers (internal and external) Supports digital transformation initiatives and understands how they can improve processes and customer interactions Manages communications, enabling interactive discussion and compromise Negotiates operational and tactical outcomes Communicate and Engage Influences direction and purpose, communicating strategic and critical concepts to create buy-in Demonstrates a concerted effort to inspire team members to achieve outcomes Facilitates accessible, agile communication across Group in line with evolving stakeholder preferences Builds trusting, cooperative partnerships, supporting others in challenging situations Connect and Partner Embraces collaboration and connection beyond organisation boundaries Actively seeks opportunities to partner with others to achieve extraordinary outcomes Checks and aligns own work with team goals Demonstrates hunger for change, is comfortable with being uncomfortable Embrace Change Engages with others and demonstrates empathy and caring in the face of change Prepares for change, seeking opportunities to contribute to change initiatives Adopts an open-minded approach, anticipating the immediate impacts of change and enabling an agile response Analyses and significantly improves existing products, systems and processes Overcomes complex problems, integrating multiple sources of information Innovate and Improve Drives a culture of innovation, breaking the fear of failure Leverages break through thinking to find new ways that add value Advocates for the use of digitally enabled analytics and insights in decision making Page 4 of 5

5 Diversity of Thinking Encourages others to bring whole self to work and contribute freely to support creativity and understanding of customers and stakeholders Builds empathy and understanding of different people, integrating diverse perspectives into approaches and outcomes Expresses own point of view and challenges basic assumptions Sets inspiring goals for self and others that contribute to the achievement of Group s strategy Strategy and Direction Understands the Group s objectives and the links between teams, functions, businesses and sector Applies knowledge and analysis of issues and trends to formulate and achieve plans Considers the risks and consequences of issues in the mid-term and the longer-term impact across teams/work areas Demonstrates persistence and perseverance in the face of obstacles Shows personal accountability for achievement of job-specific outcomes Drive Business Outcomes Recognises the implication of organisational issues, identifying potential impact on achievement of own and team goals Identifies the processes, tasks and resources required to achieve an outcome and plans accordingly Seeks and provides feedback and opportunities to learn, valuing contribution of self and others Motivate Self and Others Promotes and encourages excellence, growth and autonomy in self and others Applies learning from previous experiences to improve future approaches and solutions Page 5 of 5