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- Tasks: Lead and deliver member engagement strategies to enhance user experience and retention.
- Company: Join Blue Light Card, making heroes happy with innovative solutions.
- Benefits: Enjoy hybrid working, generous leave, and exclusive discounts.
- Why this job: Make a real impact on millions of members while driving engagement strategies.
- Qualifications: Proven leadership in user engagement and strong analytical skills required.
- Other info: Dynamic culture focused on diversity, collaboration, and personal growth.
The predicted salary is between 36000 - 60000 ÂŁ per year.
We’re looking for an experienced and strategic Director of Engagement to own and deliver Blue Light Card’s end‑to‑end member engagement strategy across the full lifecycle, including activation, habit formation, retention, churn prevention and reactivation. With over 5.7 million members across the UK, this role plays a central part in how we deepen member value and lifetime impact. You’ll help shift engagement from a CRM‑led plan to an experience‑led model across app, web and CRM, working closely with Product, Data, Partnerships and Marketing to drive meaningful and measurable member behaviour change. This role is a full‑time, 12‑month fixed‑term contract, reporting to the Chief Product Officer and partnering closely with the wide Executive team.
What You’ll Do
- Lead the definition and delivery of Blue Light Card’s end‑to‑end engagement strategy across the full member lifecycle, with a focus on retention, frequency and lifetime value.
- Drive the shift from CRM‑led engagement to an experience‑led model across app, web, CRM, habit, content and product surfaces.
- Identify and prioritise the key levers that improve retention, frequency and long‑term member value.
- Develop and deliver habit‑building engagement journeys, including streaks, unlocked rewards and loyalty.
- Set a clear roadmap and operating cadence, aligning teams around priorities, targets and delivery rhythms.
- Build an experimentation roadmap, ensuring learning is captured, shared and scaled through playbooks.
- Define and monitor success metrics, KPIs and scorecards, owning performance against targets and partnering with Data to operationalise segmentation and cohort‑based insights.
- Manage, coach and support the CRM team through a period of transition, setting clear standards and accountability.
What You’ll Bring
- Leadership experience in member or user engagement, lifecycle marketing, personalisation and behavioural frameworks within high‑scale consumer apps or marketplaces.
- Experience owning an engagement strategy beyond CRM, collaborating closely with Product and Data to embed engagement into the product experience.
- A track record of building high‑impact engagement plans that improve usage, frequency, retention and lifetime value.
- A strong analytical mindset, and confidence working with segmentation, cohort insights, hypothesis testing and performance measurement.
- The ability to operate at pace, manage ambiguity and bring clarity and support to working groups and teams.
- Strong cross‑functional leadership and stakeholder management skills, with the ability to influence at senior level.
- Bonus: experience with habit‑building engagement mechanics (nudges, streaks, gamification or unlockables) and familiarity with tools like Braze, Amplitude or product analytics and experimentation frameworks.
Our Culture
Our mission is simple – make heroes happy. Our members are the real‑life heroes who keep us all safe, cared for, and thriving. It’s what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world‑class service. We don’t just follow the usual path – we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special. We’re committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve. We promote hybrid working and value in‑person collaboration, encouraging time in our offices – either the HQ in Leicestershire, or the London, Holborn office. The frequency and office location will vary depending on the role and team. We aim to be flexible, but we aren’t able to offer fully remote working.
What We Offer
- Hybrid working and flexible hours
- Free parking and EV charging onsite at HQ
- 25 days annual leave plus an additional day off for your birthday, and a buy‑and‑sell holiday scheme of up to 5 days
- A company bonus scheme
- Your own Blue Light Card and exclusive access to thousands of discounts
- Generous funded BUPA medical insurance covering pre‑existing conditions
- Group auto‑enrolment pension plan
- Enhanced parental leave and absence leave
- Healthcare cashback plan
- Employee assistance programme (including mental health support) and mental health first aiders
- Great social events e.g. festive party, summer party, team socials, sports matches
- Regular company‑wide recognition events e.g. monthly Light’s Up and annual Shine awards
- Relaxed dress code and modern office space (games area, chill‑out areas, book club, free drinks/snacks)
- Onsite gym at HQ (including access to free HIIT & stretch classes)
- Strong learning and development culture and personal growth fund
Engagement Director in London employer: Blue Light Card
Contact Detail:
Blue Light Card Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Engagement Director in London
✨Tip Number 1
Network like a pro! Reach out to people in your industry on LinkedIn or at events. A friendly chat can lead to opportunities that aren’t even advertised yet.
✨Tip Number 2
Prepare for interviews by researching the company and its culture. Show them you’re not just another candidate; you’re genuinely interested in their mission and values.
✨Tip Number 3
Practice makes perfect! Do mock interviews with friends or use online platforms. The more comfortable you are, the better you’ll perform when it counts.
✨Tip Number 4
Don’t forget to follow up after interviews! A quick thank-you email can keep you top of mind and show your enthusiasm for the role. And remember, apply through our website for the best chance!
We think you need these skills to ace Engagement Director in London
Some tips for your application 🫡
Tailor Your Application: Make sure to customise your CV and cover letter for the Engagement Director role. Highlight your experience in member engagement and lifecycle marketing, and show us how you can shift from CRM-led to experience-led strategies.
Showcase Your Achievements: We want to see your impact! Include specific examples of how you've improved retention, frequency, and lifetime value in previous roles. Numbers speak volumes, so don’t shy away from sharing metrics that demonstrate your success.
Be Authentic: Let your personality shine through in your application. We’re looking for someone who fits our culture of making heroes happy, so share your passion for creating amazing experiences and how you’ve done this in the past.
Apply Through Our Website: Don’t forget to submit your application through our website! It’s the best way for us to receive your details and ensures you’re considered for the role. Plus, it shows us you’re keen on joining our team!
How to prepare for a job interview at Blue Light Card
✨Know Your Engagement Strategies
Make sure you’re well-versed in various engagement strategies, especially those that go beyond CRM. Be ready to discuss how you would shift from a CRM-led approach to an experience-led model, and have examples of successful strategies you've implemented in the past.
✨Showcase Your Analytical Skills
Prepare to demonstrate your analytical mindset by discussing how you’ve used data to drive member engagement. Bring specific examples of how you’ve worked with segmentation and cohort insights to improve retention and lifetime value.
✨Highlight Cross-Functional Collaboration
This role requires strong collaboration with Product, Data, and Marketing teams. Be prepared to share experiences where you successfully influenced stakeholders at a senior level and how you’ve built effective partnerships across different functions.
✨Emphasise Habit-Building Mechanics
If you have experience with habit-building engagement mechanics like nudges or gamification, make sure to highlight this. Discuss any tools you’ve used, such as Braze or Amplitude, and how they contributed to your engagement strategies.
