Digital Channel Manager (Direct)

The Role

A fantastic opportunity to join our London based Marketing team in a newly created role. You will collaborate with the Marketing Manager, Online Customer Acquisition and the respective digital agencies to deliver:

• The Channel Strategy and Channel Marketing Plan for all existing direct digital channels (Paid Search, Natural Search, Online Advertising, Direct to Website)
• A Channel Development Plan for all new direct digital channels (including email)
• The budgeted new account volumes and cost of acquisition for Paid Search, Natural Search, Display Advertising, Direct to Website, Email and other direct channels.

Ensure the channels are optimised and the Channel Plans are executed on time, on brief and in budget.

Key responsibilities

Collaborate with the Marketing Director and Marketing Manager Online Customer Acquisition to formulate the annual budget and acquisition targets for all direct digital channels.

Play a key part in developing Vanquis’ online activities from a largely untargeted approach to a more effective and efficient targeted approach.

Proactively manage all direct digital channels to deliver the target application, account, and cost of acquisition by product and channel.

• Develop effective, efficient, creative, stretching marketing plans for each channel.
• Develop and manage monthly and quarterly sales campaigns for each channel.

Maximise the cross-channel opportunities – both with offline channels (such as Direct Mail) as well as existing online channels and activities.

Apply a rigorous analyse, hypothesise, test, learn, rollout methodology to increase leads, conversion to applications, conversion to accounts.

Formulate and manage a pipeline of tests to constantly increase the volume and quality of leads for each channel.

Develop new direct digital channels, from idea generation, through scoping, approval, test, to rollout.

Apply an analytical approach to channel management, using tools including hitwise, google analytics, Omniture to grow leads, applications and accounts from existing and new sources and channels.

Develop and update a competitor action plan, with a risk based approach to anticipating competitor activity, and developing appropriate mitigants to protect Vanquis’ growth.

Manage a balanced portfolio of channels and sources, with no over reliance on any one or category of channels or sources.

Protect and develop Vanquis’ online reputation to increase brand awareness, brand affinity, search and lead volumes

Lead the relationship with our Paid Search, Natural Search, Display Advertising and other relevant agencies.

• Collaborate with the Legal team to ensure that all activity is compliant and effective.
• Collaborate with the Credit Risk team to increase accept rates and new account volumes from the channels.
• Collaborate with the Operations teams (particularly New Accounts and Customer Service) to enable the new account process to operate effectively and efficiently.
• Operate with a sense of urgency, moving rapidly from idea generation to hypothesis, test, analysis, conclusion, recommendations, rollout.
• Collaborate with the Customer Insights team to ensure that the online team, the marketing team and the wider Vanquis population have all key metrics and reporting.
• Constantly monitor performance and progress, particularly the key metrics for lead acquisition through to conversion, by setting up and using appropriate management information.
• Evaluate the economic impact of programs, campaigns and opportunities.
• When requested, collaborate with the Marketing Manager Online Customer Acquisition, other Channel Managers and the Marketing Director to design, develop and deliver key marketing initiatives.
• Where applicable, oversee the project management and delivery of new initiatives and enhancements, from idea generation to go live.
• Ensure all programmes have a clear beneficial impact on the business with appropriate ROI targets and measurements in place.
• Develop complete business cases for all strategies and plans.
• Ensure that all programmes and communication have been signed off by Legal, Compliance and any other relevant department before they are released.
• Manage the flow of work to and from Legal and Compliance to ensure that the available resource is utilised effectively.
• Ensure that all programmes and communications are in accordance with the Vanquis Bank brand guidelines.
• Ensure that actions and initiatives are ‘right first time’, with no rework for the Marketing or other teams. All work should be delivered ‘on brief’ and ‘on specification’ with a focus on quality and accuracy.
• Minimise: Mistakes, Rework, Inefficiencies, Costs, Complaints, Regulatory or Legal Breaches.

Skills and Experience

• Suitable candidates will have a minimum of 2 years online acquisition marketing experience - preferably with up to date consumer credit cards or consumer lending experience.

Proven abilities in the following:

• Overcoming significant barriers to launch products, programmes etc on time and on budget.
• Driving sales by proactively managing multiple channels.
• Applying an analytical and commercial approach to online acquisition.
• Experience of using data, profitability drivers and an analytical approach to decision making.
• Sound understanding of the overall consumer credit card business drivers and how this impacts profitability of the business.
• Designing, developing and delivering consumer marketing campaigns.
• Effective and efficient project management.
• Managing online agencies.
• Collaborating with diverse teams.

Please note: Once the closing date has been reached we will review all CVs. Should we wish to progress your application we will contact you within four weeks of the closing date. If you do not hear from us within four weeks of the closing date, unfortunately, your application has been unsuccessful.

On occasion we identify alternative roles that may be suitable for applicants and therefore we may retain your CV for up to 6 months for this purpose. If you do not wish us to contact you or hold your CV on file for 6 months please contact us.

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