1 2 1 Marketing Manager

121 Marketing Manager – UK & Ireland

Addlestone, Surrey

Position Summary:

Responsible for leading the development and implementation of all one to one communications for the Celebrity Cruises brand with the aim of driving more revenue from prospects and past guests through building a longer term relationship.

To generate actionable consumer insight to drive business decisions and thereby ensuring that planning is consumer/past guest centric. To specifically support the longer term key global strategic objective to grow direct business and take the lead for this channel within the marketing team.

Essential Duties and Responsibilities:

• To develop and implement the annual 121 plan for the Celebrity Cruises brand in line with overall commercial and marketing objectives.
• To drive insight and greater understanding of prospects and past guests in order to facilitate effective planning. To communicate learnings to the wider business.
• To be responsible for commissioning and reporting back to the business on all consumer/customer related research
• To manage the UK & Ireland database and ensure that it continues to support the contact strategy
• To develop plans with past guests and enquirers using direct mail and email that will effectively drive them online or through to PCS for booking and ensure that key KPIs are met
• To own the direct channel with marketing and ensure that KPIs are well understood and met by the functional areas
• To own/manage the Captains Club loyalty scheme in the UK and be the central point of all contact for all related queries and communications. To work with the Miami teams on any scheme developments and ensure that UK needs are met.
• To leverage global and local partnerships to drive direct business and support from development through to execution.
• To work in alignment with the other UK marketing areas to ensure that all campaigns are consistent, on brand and leverage investment
• To leverage support from the global teams on loyalty and analytics tools to drive targeting such as predictive modelling and lifetime value analysis
• To manage and execute all pre-cruise communications (Countdown to cruise) which aim to improve customer service and reduce the number of unnecessary service calls received in the call centre and drive additional revenue
• To support the business with reporting that shows campaign effectiveness and evolution
• To closely monitor competitor and other sector 121 activity and identify areas of good practice that can be built upon
• To support the development of trade co-op direct mail/email and provide guidance to the sales team to ensure that the competitor guest targeting opportunities are maximised
• To manage all relevant agencies and ensure that costs are competitive and that their work adds value – creative, email and data cleansing
• To manage all 121 budgets and ensure that all funds are optimised in line with goals
• Responsible for management, motivation and personal development of direct reports, including an ongoing programme of mentoring and skill development, the setting of objectives and regular appraisals

EXPERIENCE:

• Proven direct marketing management experience ideally in a multi-national marketing environment
• Educated to a degree level with a professional qualification in marketing
• Matrix organisation experience preferable
• Travel Industry experience preferable

PERSONAL ATTITUDE AND SKILLS:

• Highly motivated, ‘can do’ attitude with proven interpersonal skills
• Proactive, enthusiastic and a team player
• Good people manager with a focus on development
• Ability to pro actively collaborate and leverage International/Miami efforts
• Highly analytical together with critical thinking skills and results focus
• Multi-tasking skills – highly adaptable
• Flexible working hours and travel
• Strong presentation skills