Purpose of the Role:
Support the management of McLaren’s fan marketing programme, including the Marketing Cloud platform, McLaren Plus community and all associated campaigns.
The role will be integral in shaping and producing the content across all email and mobile communications for McLaren’s database and fan loyalty programme.
Working closely with Social Media, Creative and Brand teams, you will focus on creating game-changing fan engagement campaigns that drive website traffic, brand engagement and conversions in line with specific campaign goals.
Role Dimensions:
The role entails unsocial hours and some work on weekends will be required.
Principal Accountabilities :
McLaren Plus growth, retention & communications (65%)
- Create and manage effective fan communications strategies for the different audience groups across email and mobile, plan and execute the day-to-day email campaigns and ensure all CRM activity is executed/scheduled on time (design, build, send).
- Apply email marketing best practices across all areas and always thinking and searching for innovative new ideas to improve processes, emails and communications through the email channel
- Create test plans to ensure continuous learning and optimisation of campaign performance
- Design and execute a data segmentation plan for each campaign
- Consider opportunities for integration of McLaren’s sponsor-partners into email campaign and data strategy
- Report on a regular schedule across all relevant global email marketing activity and use the results to optimise and continually improve the performance of email campaigns
- Analyse email engagement to produce insights and actionable next steps, continually improving our email marketing performance
- Liaise with social media and digital colleagues to ensure seamless integration to holistic digital communications
CRM technology support (10%)
- Build a strong relationship with McLaren’s CRM provider and create a roadmap to maximise effectiveness of the tool.
- Work with McLaren IT to ensure McLaren’s CRM system is well maintained from a technical standpoint.
- Support the Digital Data & Insights Manager to extract insight into McLaren’s fan universe, ensuring regular reporting and knowledge sharing with senior stakeholders.
Merchandise, licensing and eCommerce sales support (25%)
- Work closely with Merchandise and Licensing colleagues and third-party suppliers to drive cohesion between McLaren’s licensing plans and digital communications.
- Leverage the scale of McLaren’s database to drive traffic to the McLaren Store and third-party licensee websites.
- Build a communications strategies and email campaigns to maximise sales opportunities.