Customer Acquisition Marketing Manager

Job Description

Role:                            Customer Acquisition Marketing Manager

Team:                          Customer Acquisition & Product Marketing

Grade:                          5

Location:                     Kingswood Fields, Surrey

Reporting Line:           Customer Acquisition Senior Marketing Manager

We’re proud to have been helping our clients build better financial futures for over 50 years. How have we achieved this? By working together - and supporting each other - all over the world. So, join our Team and feel like you’re part of something bigger.

Role Overview:

You will lead our cross-selling strategies, focusing on acquisition growth by transitioning customers from workplace investing solutions to personal investing. This role is crucial in driving customer acquisition and expanding our personal investing customer base through targeted cross-sell initiatives.

Key Responsibilities:

Cross-Sell Strategy Development:

• Develop and implement tailored cross-sell strategies for Invest@work aimed at converting workplace investing customers into personal investing clients, such as coaching, guidance and advice.
• Support the development of the annual cross-sell marketing plan and associated forecast. Covering always on and Campaign periods and including Incentive and campaign testing tactics.
• Analyse customer data and behaviour to identify opportunities for cross-selling

Execution and Optimisation:

• Lead the execution of cross-sell campaigns, ensuring they align with overall business objectives and effectively meet customer needs.
• Deliver all the required collateral to support the effective execution and integration of Invest@work for corporates and their members.
• Continuously monitor and optimise strategies to maximise conversion rates and return on investment, utilising data-driven insights.

Customer Journey Enhancement:

• Focus on improving the customer journey by integrating cross-sell opportunities seamlessly within the existing workplace investing framework.
• Collaborate with product teams to refine personal investing offerings and ensure they meet customer expectations.

Incentive and Campaign Management:

• Working with Refer A Friend (RAF) manager, design and test incentive/creative strategy approach for campaigns that encourage workplace investors to explore personal investing options and action.
• Evaluate campaign performance, making necessary adjustments to improve conversion outcomes and customer engagement.

Channel Integration:

• Deliver effective integration of cross-sell and RAF initiatives within owned channels across the customer lifecycle, enhancing customer awareness, journey and experience.
• Collaborate with the Site and Customer Teams to align strategies and optimise customer conversions.

Performance Analysis:

• Conduct thorough analysis (upstream and downstream) of cross-sell campaign performance, providing insights and recommendations to senior leadership.
• Prepare and present regular reports on key metrics, highlighting conversion rates and areas for improvement.

People Leadership:

• Enthusiastic team leader with the capability to guide, support, and nurture 1 direct report.

Key Competencies and Experience:

• Strategic Thinking: Ability to support the design and implementation of comprehensive acquisition strategies that align with business objectives and enhance customer awareness, consideration and acquisition.
• Data Analysis: Good analytical skills to interpret customer data, identify cross-selling opportunities, and optimise strategies for maximum effectiveness and return on investment.
• Acquisition Marketing Expertise: Proficiency in executing acquisition marketing across various channels, with the ability to adjust strategies based on performance evaluations and drive down cost per acquisition.
• Communication Skills: Excellent communication skills to clearly articulate plans, messaging and performance.  Collaborates with colleagues across marketing and broader teams ensuring seamless integration of initiatives and optimising customer journeys.
• Project Management: Ability to manage multiple initiatives simultaneously and at pace. Excellent stakeholder management throughout to ensure ongoing alignment.
• Performance Analysis: Competent in assessing campaign performance and conducting thorough performance analysis and delivering insights and recommendations to senior leadership.
• Customer-Centric Approach: Focus on understanding our customer needs and using these insights to enhance the customer experience and journey, particularly in workplace investing, to facilitate smooth transitions and referrals.
•  Adaptability: Proactive growth mindset with the ability to suggest adjustments to strategies and initiatives in response to changing market conditions and business needs.
• People leadership and development: Ability to lead and develop a high performing team whilst building strong relationships and influencing with impact across wider stakeholders to drive alignment and deliver on our objectives.
• Focus on Personal Development and Leadership Competency: Passion for personal development (technical expertise and core competencies), focused on keeping up to date with the latest product, industry and competency trends and best practise. Demonstrated ability to upskill others would be an advantage.

Feel rewarded

For starters, we’ll offer you a comprehensive benefits package. We’ll value your wellbeing and support your development. And we’ll be as flexible as we can about where and when you work – finding a balance that works for all of us. It’s all part of our commitment to making you feel motivated by the work you do and happy to be part of our team. For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.

For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.