This is the job
As Senior Commercial Manager you will lead the commercial activity across the road consumer acquisition team to ensure targets are reached.
You will also spearhead the AA Partnership activity to deliver positive outcomes for the AA and its members / customers.
What will I be doing?
Lead the Acquisition Commercial team, working in collaboration with the Director of Acquisition to define the 3 year and rolling annual new business sales and marketing strategy and forecasts, leveraging performance data to provide accurate and stretching targets to grow new Roadside members and SmartCare customers in line with the AA’s growth strategy.
Optimise spend and performance to deliver the sales volume, revenue and value targets for the channels
Develop and deliver a constant pipeline of promotion, product and pricing tests within existing and new channels
Collaborate with the Director of Acquisition and the other leads within the Acquisition team to ensure that plans are integrated, and best practice is shared across the team.
Insurance successfully leading the Insurance Cross-Sell channel through upcoming regulatory changes and maintaining the annual new Member volume at 165,498, whilst growing the ATV by 5%.
AA Cars develop the strategy and proposition to increase the new Member volume
Partnerships evolving the Partnership channel from selling offers to closed group to a programme that identifies, develops and leverages partnerships between AA Road and other brands that build long term value.
Collaborate with the digital acquisition team to ensure offline and online campaigns and journeys are integrated to optimise the end-to-end conversion rate and customer value metrics
Telephone Conversion collaborating with NMU (and MSAS) to enhance telephone conversion rates and increase Telephone Sales
Work closely with the Roadside Sales & Retention contact centre to ensure seamless campaign delivery and maximised conversion rates through all inbound and outbound contact channels.
Ensure the successful operational execution of all campaigns end to end, identifying opportunities for conversion rate and process improvements, and ensuring the rapid resolution of any issues as they arise
Ensure all key risks and issues are identified, mitigated and monitored, and that any incidents against the risk register are reported through the relevant processes
Build strong relationships with key internal stakeholders, building buy-in to marketing plans and investments
Create and sustain a high performing team, providing clear direction, effective communication and development coaching that results in high engagement scores and quality performance
What do I need?
Capability, Knowledge and Experience :
Proven ability to develop individuals into a high performing team and motivate them to exceed expectations
Strong commercial acumen with a broad understanding of all the levers that impact revenue and profits and experienced in econometrics
Highly numerate, analytical and commercially astute
Experienced in supplier and partner management and budgetary control, having worked closely with procurement teams
Strong ability to influence internally and externally, leading cross-functional initiatives and virtual teams and to ensure quality delivery through others
Able to think strategically, but also to translate this into workable solutions that can be easily and effectively communicated
Good initiative and follow-through skills gets things done on time and in a well-organised fashion
Experience of working in a regulated sector an advantage
Strong written and verbal communication skills
Proven track record of operational delivery, working with internal and external stakeholders to ensure delivery of campaigns on time and within budget
Proven track record of delivering high quality creative, both new creative and ongoing optimisations, across multiple channels
Experience working with call centres or direct sales staff to optimise performance
An innovative thinker, with an appreciation of creative marketing skills
Education and Qualifications :
Personal Characteristics :
Embraces the AA Values of : courtesy, care, collaboration, expertise, dynamism
A team player looking for opportunities to support the wider AA vision, leadership team and colleagues
Ambitious and driven with a desire to learn
An ability to effectively plan and prioritise work, with the drive and confidence to work undirected
A natural leader takes ownership, is proactive and inspires people to deliver their best
An ability to influence stakeholders, internally and externally, and a natural collaborator
An ability and willingness to operate at different levels’ equally comfortable participating in strategic discussions as rolling up sleeves’ to get the work done
An open-mindedness to new ideas, insights and opportunities from all sources
Resilient, persistent and excited by the daily challenge to deliver against targets
Energetic, passionate and driven to exceed results by constantly challenging the status quo and seeking out new approaches