Description
We are looking for someone to deliver outstanding loyalty marketing strategies to engage Tate Members, drive gallery attendance, increase revenue and develop lasting engagement with our audiences. This is an exciting opportunity to join the Membership team!
The purpose of this role is to plan and deliver effective loyalty marketing strategies that grow overall membership numbers, revenue and satisfaction.
The Tate membership team is responsible for delivering outstanding experiences for Tate Members, Tate Collective and email signups across all marketing channels and touchpoints. Working across the four galleries and collaborating with colleagues across the organisation, we're responsible for delivering on ambitious targets for retaining current Members, acquiring new Members and maximising revenue and satisfaction. Customer-focused and driven by data and insights, we're passionate about giving Members the best possible experience of art to build loyalty and deliver lifetime value.
- Proven experience of planning and implementing sophisticated multi-channel CRM marketing strategies and campaigns, driving increased engagement and customer lifetime value.
- Proven experience of developing audience segments using customer data, purchase behaviour, web behaviour, geo-location and communications engagement.
- Practical experience of using marketing automation platforms for creating segments, automated programs, carrying out AB testing, performance analysis and reporting.
- A creative, innovative and entrepreneurial approach to marketing including exceptional copywriting and communication skills.
- Experience in creative briefing, working with brand guidelines and confidence in creative development and feedback.
- An understanding of quantitative, qualitative and user research methods.
- Experience managing external creative, digital and research agencies/suppliers.
- An excellent understanding of loyalty/engagement marketing.
- Devise and implement loyalty marketing strategies to deliver against KPIs and the Membership business plan, across email, paid social, print, direct mail and digital.
- Oversee delivery of marketing communications to Tate Members to drive gallery attendance across the four sites, use of benefits, secondary spend and engagement (to be delivered by two Marketing Officers).
- Design robust testing plans and data driven campaigns using effective personalisation, segmentation and reporting to optimise renewal rates from current and lapsed Members, in collaboration with the Audience Insights team.
- Own collaborative audience and revenue targets, alongside the Senior Marketing Manager (Membership Loyalty) and wider teams including Trading, Digital and Enterprises.
- Create and optimise lifecycle marketing programmes to drive engagement and conversion, for example welcome programmes, renewal programmes, abandon basket, re-