Who we are
Big things are happening at Topps Tiles. As Britain’s largest specialist tile retailer, selling only the very best quality on-trend products, £1 of every £3 spent in the UK domestic tile market is spent with us. We’ve got over 300 stores and just hit record sales. And we’re as big on career opportunities as we are on outstanding service and great value. After all, it’s brilliant, friendly, knowledgeable people that make us special. Right now we’re on a journey of exciting growth, as we build on seven consecutive years of success – there’s never been a better time to join the Topps Tiles family.
The Role
We are currently looking for a Loyalty and CRM marketing manager to join us on a 14 month fixed term contract. Reporting into the Director of Marketing, the primary focus of this role is to manage the strategy, plan and implementation of all Loyalty and CRM marketing within Topps Tiles, ensuring the development and refinement of CRM campaigns and loyalty programmes to increase their contribution towards strategic business initiatives. The role also oversees marketing to our trade customers including branding, in-store POS, campaigns, trade website and trade app.
Key Accountabilities
Customer Loyalty
- To lead our customer loyalty schemes to increase customer engagement, frequency and spend. This incudes:
- Leading the Rewards+ loyalty programme by development of scheme mechanic, project managing trials for new mechanics and scheme improvements (e.g. online points redemption), data analysis of performance, responsibility for Rewards+ branding and in-store POS.
- Leading the Gold Trader VIP programme including programme design, thresholds and benefits; setup and ongoing management of automated comms architecture and managing data science process with external partners to select and reclassify Golds.
- To ensure that stores have the required information to implement loyalty schemes through specifying requirements for in-store MI reports.
- To organise research which helps us understand customer loyalty, awareness and opinions such as surveys, focus groups and brand trackers.
Direct Communications & CRM
- To define the direct communications strategy and campaign execution plan/calendar across email, direct mail and SMS to ensure the use of these channels is effective in generating customer incremental sales/ROI and engagement.
- Lead the targeting and personalisation approach for all segments and journey stages to drive the right message to the right customer at the right time.
- To select and onboard partners required to support the direct communications strategy including ESP, personalisation technology, SMS providers and graphics/print providers.
- To develop the automation of direct communication such as welcome programmes and lead conversion – hands on experience in campaign setup within a CRM system is essential.
- To lead improvements in personalisation within direct comms, using Movable Ink platform for email.
- To lead all measurement and optimisation of direct communications to make iterative improvements to performance.
- To lead all data inputs to direct communications, including where needed, predictive models and data science such as basket analysis, ATV and RFM segmentations.
- To develop and deliver a CRM growth strategy, including acquisition, lead conversion and retention in collaboration with the Digital Marketing Team.
- To manage the accuracy and suitability of our customer data for direct marketing, to include leading data cleansing through external partners, improvement in collection techniques and ensuring marketing permissions adhere to GDPR and PECR requirements. To ensure any sharing of customer data with 3rd parties has appropriate governance - this involves an in-depth understanding of GDPR and PECR.
Trade Marketing
- To oversee marketing to our trade customers as line manager for our Trade Marketing Manager. This includes:
- Management of the trade website and trade app
- Optimising trading results on the trade website and trade app
- Ensure that all content on the trade website is up to date, including trade-specific offers and products (e.g. Rewards+ and third party brands).
- Plan, prioritise and launch trade web developments
- Trade in-store POS including design, print and distribution.
- Trade campaigns and competitions such as digital gameification, supplier-funded competitions, and trade mailers, working closely with the Head of Trade to secure supplier funding and Buying Managers to ensure appropriate product selection to best drive profit.
- Play a role in cross-functional teams to roll-out new trader services such as trade credit, trade payment methods etc.
- Oversee the trade marketing plan to ensure consistency and timeliness of trade messaging across multiple channels e.g. Social Media, Brand Comms.
People/Leadership
- To line manage 2 direct reports (Trade Marketing Manager and Direct Marketing Co-ordinator) and ensure that their work aligns with the overall business goals.
- To lead cross-functional projects including CRM and Loyalty to fulfil strategic initiatives and ensure that business/financial risks are considered and mitigated.
- To develop existing and new agency relationships, acting as the key contact for some agencies, negotiating cost savings and ensuring originality and brand consistency in our communications through use of multiple agencies.
Knowledge, Skills and Experience required
Essential
- Extensive knowledge of direct marketing techniques and strategy (mail, email, SMS, door drop);
- Extensive experience in planning, creating and deploying marketing that drives retention and engagement
- In depth knowledge of using CRM systems and CRM strategy;
- Experience in selecting, managing and briefing agencies e.g. creative, research, data science and print;
- Experience in delivering high-quality campaign insight and business recommendations
- Knowledge of customer segmentation and profiling techniques;
- Extensive knowledge of loyalty schemes and customer loyalty strategies;
- Experience of managing large budgets;
- Line management and end to end project management skills; from brief to launch
- Strong commercial, numerical, analytical and problem solving skills
- Strong communication, influencing and stakeholder engagement skills
- Microsoft Excel skills to intermediate level
Desirable
- Chartered Marketer/CIM Postgraduate qualification
- Experience in the digital marketing sphere including working with CMS, GA
- Experience in print marketing including in-store POS
- Hands-on skills in data analysis and statistical techniques
What we’ll do for you
In a culture where hard work is recognised and great results are rewarded, you can look forward to a company bonus that will give you a share of our success. Then there’s a car/car allowance, private medical, generous staff discount, a Share Save scheme, pension and life assurance, a holiday allowance that increases with length of service and a wide range of other benefits. Plus flexible working, free on-site parking, generous discounts on products and services and more. A lot more. We’re committed to promoting talent from within too, which means you’ll be well-supported to build a rewarding career with an individual development plan and lots of training on offer.
