Campaign Planning & Delivery Manager (FTC)
IAG Loyalty
6d ago

About the Department

The Commercial and Marketing Directorate is a new function created to accelerate usage and engagement in our Loyalty Programmes, Products and Partnerships.

The job to be done is clear : customer adoption will grow faster if they love our products, they're easier to use and they know what we offer.

Guided by this, we will work relentlessly to improve the customer proposition and products, grow relevant awareness and drive wider adoption, using all the tools and technology available to deliver a best in class customer experience and increased value to the Group.

At a Glance

This role is responsible for creating compelling and differentiated partnership campaigns to deliver partnership revenues and membership engagement for British Airways Executive Club and Aer Lingus AerClub.

This role has been specifically designed to enable us to optimise the value we offer to our Non Air Partners whilst at the same time ensuring that our FFP Members are able to make the most of their membership through best in class CRM output.

The successful candidate will have a strong direct marketing background with solid understanding of channel performance and indexing highly on digital media within the loyalty and airline sectors.

Travel is required as and when necessary to fulfil the requirements of this role.

What you'll be doing

Campaign Planning : Taking direction from the overall strategic plan, create detailed campaign plans including channel and media recommendations.

Such plans should deliver against partner and IAG

Loyalty objectives and KPIs and deliver increasing revenues to the wider group. Advise on campaign, media and offer etc feasibility within the vertical strategy.

Campaign Delivery : Oversee the delivery of compelling multi channel direct campaigns and communications for all non air partner campaigns for BA Executive Club and Aer Lingus AerClub. Briefing

through concept development and creative, artwork, production and media buying for both British Airways Executive Club and for Aer Club.

Recommending best media plan (ATL, BTL, Digital ,Social etc) according to overall strategy and targeting plan. Responsibilities include liaising with partnership marketing department for required milestone approvals such as creative development, final approvals etc.

Effectively manage internal stakeholders, partners and external agencies to ensure campaigns are

managed on brief, on time and on budget.

Campaign Targets and Measurement : With input from Strategy and Planning Team, ensure campaign targets are in place. Agree with Vertical Strategy & Planning Manager any additional post campaign analytical insight required such as A / B testing, attribution, audience movements etc.

Test and Learn : Role model curiosity by the inclusion of a comprehensive test and learn strategy within your campaigns to optimise future activity.

Work with the Vertical Strategy & Planning Team to agree approach and measurement. This includes but is not exclusive to control cells, A / B testing, subject line testing, creative and media testing.

Partner campaigns : Approve partner communications as required, ensuring alignment to airline partner guidelines. Align where possible with our own messaging and timelines to ensure optimal customer experience.

Budgetary Responsibility : Responsible for all budget administration, spend and reconciliation for your campaigns and portfolio.

Input into reforecasting and annual campaign budget requirements.

What we're looking for

  • Ability to work across multiple media, with proven experience within one to one marketing communications essential
  • Excellent stakeholder management and collaboration skills
  • Strong project management capabilities
  • Proven track record of delivering effective campaigns
  • Strong understanding of CRM and keen understanding of omni-channel marketing approach
  • A curious, brave, passionate leader, who fosters a culture of empowerment
  • Experience working in a lean, agile or product-led environment
  • Comfortable working in an environment where change is constant - hunger to challenge and innovate the status quo
  • Comfortable working with modern digital collaboration tools
  • We encourage curiosity and are always learning. We lean into uncertainty, and learn quickly from our mistakes. We build on each other's ideas, because we are better together.

    Inclusion and diversity are integral to the success of IAG Loyalty. We continuously encourage an organisational culture where colleagues with varying perspectives, life experiences and backgrounds can work together to achieve their and the organisation's potential.

    We also welcome discussions about flexible working.

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