Job Description. Princess Cruises (UK & Europe) Marketing. No of Direct Reports: 0. Titles of Direct Reports: Size of Department: 10

Transcription

1 Job Description Job Title: Department: Marketing Assistant Princess Cruises (UK & Europe) Marketing Reporting to (Job Title): CRM & Insight Manager No of Direct Reports: 0 Titles of Direct Reports: n/a Size of Department: 10 Budget Responsibility (direct): Revenue Responsibility (direct): Date of issue: 15 June 2017 Issued by (name): Kerrie Reed Overall Purpose of Role: To support the CRM team with planning and executing all Princess Cruises direct marketing communications to past passengers and prospects, which includes direct mail, and telephone. Your responsibility will be to enhance the customer experience and deliver effective and co-ordinated direct marketing retention and acquisition campaigns whilst maximising conversions and return on investment whilst keeping costs within agreed budget. You will also support the Customer Insight Analyst to identify passenger insight and promote the right message to the right targeted audience, as well as analyse results and customer behaviour to assist in shaping marketing plans to increase booking conversion via direct marketing. The Marketing Assistant will support the CRM & Insight Manager across four main areas; Direct Mail (planning, creative concept and execution), Analysis & Reporting (Pre/post campaign), Customer & Trade Profiling (identifying opportunities / trends) and UK Database Management (maintaining accuracy and integrity for UK). Page 1 of 6

2 Main Activities and Responsibilities Direct Marketing To work with the CRM & Insight Manager to plan the direct marketing programme and be responsible for the coordination and execution of all campaigns. Coordinate targeted mailings as part of the annual direct marketing plan through mail, or telephone and ensure the agreed delivery date is met and supports business requirements. Responsible for all direct mail and when required assist the Digital team with s, ensuring all communications reflect the Princess brand positioning and deliver the commercial objectives. Duties include; - Scheduling to achieve campaign live date - Obtain quotes and select appropriate suppliers to remain cost effective and ensure timely delivery to the required standard - Brief mailing house and postal provider, ensure all deadlines are met - Plan the content and pagination in conjunction with the Commercial department - Plan the creative direction of the direct mail (and s when required) using the agreed Princess Cruises branding to maximise effectiveness and ensure the correct tone of voice is used - Work with the Princess Cruises UK Studio / Freelancers to deliver direct mail by producing a creative brief, writing copy to support brand and campaign messaging and coordinate and contribute to the production of individual pages and s - Organise a proofing process with internal stakeholders Continuously develop and enhance direct mail formats to improve the effectiveness and attractiveness. Ensure costs are within budget, contribute to the overall commercial objectives and maximise bookings. s To work with the Digital team when required to assist delivering the strategy for the UK database and create innovative designs, which follow brand guidelines to drive direct response and conversion. Every communication must be customerfocused, well designed and adhere to best practice. When required Design and build HTML templates using Dreamweaver, Fireworks, and Movable Ink. Review data targeting for s and setup within Siebel, extract and use cut lists to upload into Responsys. Page 2 of 6

3 Loyalty Magazine (JOURNEY) To work with the CRM & Insight Manager and Publishing Agency to plan, produce and deliver three editions of the Princess Cruises UK loyalty magazine Journey to the database each year. Make recommendations and agree the messaging and destination priorities for each edition of Journey. Taking into consideration commercial priorities and seasonality based on the UK database purchasing behaviour. Manage all elements of the delivery schedule including; content review and amends, final proofing, polywrap artwork, data briefing and delivery. Maintain a strong relationship with the Publishing Agency and be the main point of contact for the Journey Editor and manage all content amends, revisions and creative challenges. Responsible for updating the Publishing agency throughout the year with brand updates, new ship information, press releases. Manage and expand external advertising opportunities (airline partners / tourist board partners / onboard products). Facilitate Journey magazine brand / commercial features to be included in the magazine: Photoshoots, interviews, in the know, maintain relationship with NAM brand team and UK PR team. Propose where Journey content could be utilised across other marketing channels to create a more holistic approach (Journey microsite on princess.com). Responsible for maintaining the Journey inbox. Respond to all queries in a timely manner and manage competition entries. Work with the Customer Insight Analyst to review Journey magazine profitability and effectiveness throughout the year. CRM & Insight Working with the CRM team to utilise insights into the buying behaviour and interests of UK past passengers and prospects to devise communications through mail, and telephone with the aim of maximising revenue and return on investment. Work with the Customer Insight Analyst to determine and target accurate UK audience profiles and segments to support marketing campaigns, as per the marketing plan in the agreed timescales. Extract targeted data selections from Siebel (CRM system) for direct communications. Work with the Customer Insight Analyst to determine segmentation. Manage the returned direct mail and work with Customer Insight Analyst to ensure that the UK database is accurately updated. Review effectiveness of each direct marketing campaign/channel and identify successful elements and opportunities to improve effectiveness. Contribute to the Monthly Marketing Board Report using direct mail insight to review performance and customer behaviour patterns. Review the prospect data requirements of the business, working with internal stakeholders to ensure the volume and quality of prospect data provision supports the business targets and objectives. Review test and learn campaigns and present trends and learning s to improve future strategy. Page 3 of 6

4 People Management / Coaching / Development / Resourcing To work as part of the larger Princess Cruises UK Marketing department, and help with additional marketing tasks/events as and when required. Work closely with the Publishing agency for Journey Magazine. Budget / Financial Responsibilities / Cost Management / Cost Control To support the CRM & Insight Manager with the BTL Budget effectively and ensure Business targets are reached within budget. This includes creating cost files for direct mail activity, checking and coding invoices using the Markview accounting system. Customer Responsibilities (Internal & External Customers) Must have a good understanding of Princess Cruises passenger profile and brand positioning, as well as the UK travel and cruise market. Develop excellent working relationships with the internal and external customers. Principal Communications (internal): Marketing department, Commercial department, Guest Relations team, Contact Centre, Sales team, US Head Office CRM IT team. Principal Communications (external): Print consultants/buyers, Printers, Repro companies, In-house Studio, Design agencies, Freelance designers, Postal carriers, Publishing agency, Media agency. HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others. Report all accidents, near miss incidents and work related ill health conditions to your manager. Follow safety rules and procedures. Use work equipment, personal protective equipment, substances, and safety devices correctly. Take part in safety training & risk assessments and suggest ways of reducing risks. Appoint shore side risk assessment Subject Matter Expert's as required to review and approve ship risk assessments. Actively promote safe working within your team and encourage safe behaviours. Demonstrate safety leadership in accordance with our Elev8 safety behaviours. General Responsibilities Adhere to Corporate Policies and Procedures, including Code of Business Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employee s control (list not exhaustive). To undertake ad hoc duties as required Special Requirements (Equipment Used, External Contacts etc): Good understanding of print and design Advantageous to have knowledge of Dreamweaver and Responsys Advantageous to have knowledge of Siebel (CRM system) Page 4 of 6

5 Other Features of Job (travel, hours of work, working conditions etc): Due to the nature of the company s business, the Marketing Executive will be expected to work as the effective execution of the duties requires. Hours of work may therefore be irregular and work in evenings and weekends will be required at certain times, subject to the requirements of the Work Time Regulations This is reflected in the salary for the position. Location: Princess Cruises Head Office with periodic visits to agencies and suppliers. Person Specification Job Title: Marketing Assistant Department: Princess Cruises (UK) Marketing Education, Qualifications and Training Essential: Education to degree level. Desirable: Specific marketing qualifications which includes direct marketing communications. Experience Essential: Experience of working in a consumer focused environment. Experience of producing marketing collateral/html with experience of copy writing. Experience of delivering accurate and effective marketing communications. Ability to create a good understanding of customers motivations and use this effectively to shape the content of communications. Working to strict deadlines. Desirable: Experience of working with CRM and platforms. Working with a major brand in a premium market. Experience in the travel industry, in particular cruise. Confident with numbers and spreadsheets. Experience of analysing data and reporting. An understanding of the over 50s market. Sound commercial acumen and drive. Page 5 of 6

6 Work Based Competencies Competencies that refer to the specific work related skills required for successful performance in the role. (e.g. technological competence, written ability, numerical ability, relevant legislative or procedural understanding, analytical ability, organisational ability and project management etc.) Work Based Competencies: Grammatically and computer literate. Excellent communication and presentation skills. Is involved, interested, approachable and uses positive language. Accurate and with attention to detail. Competent in planning and prioritising workload, consistently meets deadlines. Excellent eye for design, high standard of HTML creation. Ability to work autonomously, make decisions and work reactively to business needs. Influencing skills at all levels. Results focused and analytical. Excellent time management and prioritisation within a high pressured environment. An understanding of brand communications and their role in achieving commercial objectives. Behavioural Competencies Competencies that refer to the personal characteristics and behaviour required for successful performance. Please ensure that this is linked to the generic competency framework. For example Commercial Acumen, Communication, Customer Focus, Influence, Motivation and Commitment, New ideas/continuous improvement, Problem Solving and Decision Making, Team Work. Each level of competency required should be described specific to the level of the role. Essential: Ability to work on own initiative as well as work closely with a team. Able to work to strict deadlines and calm under pressure. Good interpersonal skills and confident communicator. Creative and receptive attitude. Recognise wider company implications of role and conduct work accordingly. Cost aware and ability to budget costs. Page 6 of 6