Direct Communications Manager in Edinburgh

Your role

In this role, you will be responsible for developing and delivering Rabbie's customer-first direct communications strategy. This role focuses on turning customer insight into meaningful, timely and personalised communications across direct channels, supporting acquisition, conversion, retention and lifetime value. Working closely with the wider Marketing team and CRM Consultant, you will ensure Rabbie's customer communications are engaging, relevant and commercially effective throughout the customer journey.

Your responsibilities

• Customer Communications & Journeys
  • Own and deliver Rabbie's direct customer communications across the full customer lifecycle, from first touch and welcome through to post-tour engagement and re-booking.
  • Plan, build and optimise customer journeys that are timely, relevant and personalised, ensuring communications reflect Rabbie's brand voice and storytelling approach.
  • Lead the development of triggered and behavioural communications that respond to customer actions and intent.
  • Own and optimise transactional and service-led communications, including booking confirmations, pre-departure information and reminder emails.
  • Ensure consistency and alignment across all direct customer touchpoints throughout the journey.
• Commercial & Performance Focus
  • Support delivery of booking and retention targets through effective, insight-led customer communications.
  • Drive database growth with quality leads which will in turn deliver increased conversion and lifetime value.
  • Use segmentation and customer insight to prioritise audiences and tailor messaging to maximise engagement and conversion.
  • Monitor and evaluate campaign and channel performance, embedding a test-and-learn approach to continuously improve results.
  • Provide clear, actionable performance insight to marketing stakeholders and wider business.
• Data, Insight & Collaboration
  • Work with Performance Marketing, Content and Product teams to align customer communications with wider commercial and brand objectives.
  • Work closely with the CRM Consultant to translate customer data and platform capabilities into effective communication strategies.
  • Use customer and campaign insight to inform planning, optimisation and future communications activity.
• Governance & Best Practice
  • Ensure all direct customer communications comply with GDPR, privacy and consent requirements.
  • Act as a guardian of customer opt-in processes and communication preferences.
  • Support data-related processes, including subject access requests, in collaboration with internal stakeholders.
  • Embed governance requirements into everyday communication practices without compromising customer experience.
• Innovation & Channel Development
  • Identify opportunities to enhance customer communications through new channels, formats or tools.
  • Champion creativity and relevance in how Rabbie's shows up in customer inboxes and beyond.
  • Explore new ways to increase relevance, engagement and value across the customer journey through creative and technical development.

Your skills, experience & qualifications

• Essential
  • Experience managing direct customer communications in a B2C environment.
  • Strong background in email marketing, lifecycle journeys and triggered campaigns.
  • Experience using marketing platforms and CRM(s).
  • Demonstrable experience growing engagement, conversion and retention through personalised communications.
  • Highly numerate and analytical, with an ability to interpret customer, channel and campaign data to refine and optimise communications to deliver results.
  • Excellent copywriting and proof-reading skills with the ability to create communications on brand through design, use of imagery and in messaging.
  • Understanding of GDPR and customer consent best practice.
• Desirable
  • Experience in travel and tourism.

Application closing date 10th April 2026.