Job Advert
Job title: Senior CRM Executive
Based at: Cheltenham Racecourse
Contract type: Permanent
Hours: 37.5 hours per week
About the role
We have a fantastic opportunity for a Senior CRM Executive with a genuine passion for CRM, insight and data to develop and deliver a multi-channel CRM contact strategy for Cheltenham Racecourses, with a particular focus on the Cheltenham Festival, ensuring delivery of agreed CRM revenue and engagement performance targets.
About The Jockey Club
The Jockey Club stages thrilling sporting occasions and live events nationwide including The Grand National, The Cheltenham Festival & The Derby. Owning & operating 15 courses, millions of people every year enjoy the special experiences we offer through racing, music, food and entertainment on racedays and beyond.
As the largest commercial group in British racing, we are guided by our mission to act for the long term good of the sport. Every penny we make goes back into racing to promote excellence within Britain’s second biggest spectator sport. Our people are what makes this possible
At The Jockey Club people are at the heart of what we do and drive our success. We are inclusive and actively seek to attract people with unique backgrounds and perspectives. Diverse, collaborative teams are pivotal to our success and support the potential and growth of all our people.
The Senior CRM Executive will
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Take ownership of the end-to-end Cheltenham Festival CRM contact cycle, defining and managing all messaging touchpoints including on-sale launch and customer experience, through to post-event wrap up performance reporting.
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Define and manage all other Cheltenham CRM campaigns, working closely with Marketing, Digital and Partnerships teams to influence and incorporate their plans across integrated CRM channels, while forecasting their expected revenue impact.
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Plan, execute and monitor multi-channel CRM campaigns across email, SMS, push notifications, in-app and direct mail to increase customer engagement, loyalty and revenues.
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Manage the Cheltenham Membership CRM Lifecycle, working closely with the Marketing and Membership teams to acquire new members and retain existing members via a program of engagement and renewal campaigns.
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Work with the CRM & Insights manager to define, execute and optimise customer/fanbase lifecycle journey workflows through welcome/nurture, engage/retain, monetisation/upsell, reward/win back and feedback/advocacy.
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Write copy, choose imagery/artwork and brief internal design teams to create compelling content and impactful campaigns.
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Demonstrate an insight and data led approach, with detailed understanding of the Group’s SCV and Fast Stats targeting platforms, with strategy and tactics informed by customer insight dashboards and previous campaign performance.
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Utilise insight and segmentation modelling to build targeting groups comprising demographic, purchase, engagement, interaction, preference, and interest data. Prepare, distribute and present post campaign performance reporting, recommending actionable insights that deliver continuous improvement.
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Demonstrate full understanding of CRM systems, using your expert knowledge to fully leverage the capabilities of Dot Digital and Attractions IO.
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Assist with the set-up, implementation and reporting of data acquisition opportunities (online and at-venue data capture) to help grow marketable database volumes.
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Define and deliver targeting lists for outbound telephone calling, CRO/Digital personalisation and paid media targeting/suppression/look-a-likes.
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Continuously develop/test new campaign concepts/ideas and review working practices/processes, ensuring effectiveness and efficiency is proven ahead of adoption across the wider CRM team.
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Serve as the main contact for all customer service inquiries, including group tickets, memberships, and site experience, on both race days and non-race days.
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Champion CRM best practice and ensure all CRM activities comply with data protection regulations.
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Mentor CRM Execs, setting high working standards to aspire to, through strong attention to detail, presenting performance to senior leaders, and adherence to CRM processes.
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Execute additional large course CRM and Data tasks as required, to support shifting CRM and Marketing priorities.
About you.
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Proficiency in building, deploying and testing CRM campaigns
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Experience using Dotdigital or a similar ESP/ Customer Engagement Platform and using data, insight and segmentations to define targeting groups
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Skilled in campaign reporting, copywriting, test and learn approaches, metrics and KPIs
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Ability to balance customer centricity and commercial focus
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Highly organised and process driven
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Strong understanding of Marketing Automation and Customer Journey Mapping.
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Meticulous attention to detail and proofing
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Excellent communication skills (written & verbal)
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Ability to work on multiple campaigns in parallel and flex style to suit the needs of diverse and competing stakeholders
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Self-motivated, problem solving and solutions focused
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Acts as a mentor to junior colleagues
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Understands and has experience using GA4 (or similar analytics tools). Faststats (or similar data targeting platforms)
What we offer in return
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All colleagues can go along to any of our race day or music events free of charge – along with 3 friends or family with our TeamPass Ticket scheme.
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An award-winning pension scheme provider with a generous employer contribution
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A healthcare cash back plan enabling you to claim money back on health & wellbeing services.
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25 days annual leave
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Access to a suite of Learning & Development training resources from renowned providers
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A whole host of other benefits including free eyecare vouchers, a ride to work cycle scheme & discounts across varying retailers & services.
If you think you have everything we’re looking for and more, then we’d love to hear from you. Don’t hang around, our closing date for this vacancy is 24th August but we reserve the right to bring this forward if we have many applications.
This role may be subject to a criminal record check, standard or enhanced DBS check or BHA Suitability Check. By applying you confirm that you are happy for these checks to be carried out.
