Head of Performance and Customer Relationship Management - Pontypridd, South Wales

Salary: up to £70,000

Basis: Full time

Please note: this position is only available to candidates employed within Transport for Wales. If you are not eligible to apply for this position, your application will not be considered.

Equal Opportunities

At Transport for Wales we value diversity. It makes us stronger, helps us understand our customers better, make better decisions and be more innovative. Everyone's different and has their own perspective so we're building a diverse team that mirrors the communities we serve. Through this we're determined to be one of Wales' leading inclusive employers. We're creating an inclusive transport network that everyone in Wales can be proud of.

Who we are

At Transport for Wales, we’re on a mission to transform transport in Wales and make it fit for the future, whether that’s rail, bus, walking or cycling. We want to inspire a nation to change the way it travels, so that we all travel more sustainably and help to combat the climate emergency we’re all facing. We’re an open and inclusive place to work, where everyone is welcome and our people are supported to reach their full potential. We want to create an environment where our people can grow and succeed. This is key to enabling us to deliver on the promises we’ve made to the people of Wales to build a sustainable transport network that meets their needs.

Role responsibilities

• The Head of Performance Marketing and CRM will own and strategically lead the development, implementation and ongoing optimisation of Transport for Wales (TfW) activities in these areas, with a remit and accountability to grow our market share in terms of new customer acquisition, increased revenue and maximising customer lifetime value to hit our revenue targets and key growth KPIs.
• Strategically lead TfW's digital customer acquisition strategy, including PPC, SEO, Paid Social, Display and Affiliates and Network marketing channels by working closely and influencing our digital agency to deliver revenue targets and meet growth KPIs.
• Support Sales and Marketing Director to build the capability and efficiency of the Performance and CRM team by developing capability with the team through relevant training opportunities to deliver the overarching marketing strategy and associated revenue targets and growth KPIs.
• Develop the strategic intent to developing AI capability within the marketing function to support by working closely with our chosen AI partner to socialise approach to the business and influence senior management in this space to achieve efficiency of channel management, cost reduction and revenue increase.
• Lead on defining and creating CRM retention and lifecycle contact strategy, by utilising the CRM Manager and IT team to drive an increase in direct revenue and lifetime value through the channel.

Who we’re looking for

• Professionally qualified/relevant degree in brand or marketing discipline and/or experience of working at a high level in a brand or marketing communications role.
• Demonstrable experience of customer acquisition marketing and leading large-scale CRM Programmes.
• Significant experience in the management of large-scale marketing digital programmes across paid search, display, search engine optimisation, paid social and affiliate marketing.
• Deep knowledge of tools and techniques to deliver targeted, personalised customer experiences.

Welsh Language Skills

The ability to speak/write Welsh would make a great addition to your application, but it is not essential for this role. Transport for Wales supports and promotes the use of the Welsh Language by employees and will encourage them to develop, improve and maintain their Welsh Language skills. We fully support our people who want to improve their Welsh language skills, and personal development for Welsh Language skills are offered in a variety of ways such as online learning, classroom courses and funding attendance at local community courses.

Next steps

Does this role sound like the opportunity you are looking for? Do you want to find out more? See attached Job Description for further details.

Transport for Wales is a disability leader. We are happy to discuss any reasonable adjustments you may need in the recruitment process or as part of the role if you are successful. This advert will close at midnight on the day of the application closing date stated above. We do encourage you to submit your application as early as possible. Please note, we reserve the right to close this vacancy early if we receive sufficient applications.