Customer Engagement Manager

Thomas Cook Scheduled Business Division
Preston, Lancashire
29 Nov 2012
24 Nov 2012
Agency, Media, Other

Job Description

The Role:The purpose of the role is to drive best practice ecommerce communications through email and social media channels. This should lead to improved retention, conversion and profitability for TCSB brands.

Managing a team of 2 people the role will focus predominantly on:-

Review and audit current email and crm activity and plans.

Email marketing: Ensuring a best in class email communications strategy is developed and implemented

Social media: Determine social media strategies across b2c and b2b TCSB sites. Implement strategy in collaboration with TCSB colleagues.

Developing ecommerce retention strategy.

Manage relationship with email service provider driving maximum value from the relationship

Work with ecommerce colleagues to develop, implement and optimise our ecrm strategy.

Essential in the role is a strong working relationship with the offline marketing, product managers, commercial and IT. The role covers responsibility for the following brands;

NetFlights (consumer), Pure Luxury, Thomas Cook Signature, Thomas Cook Tours and Cresta.

Key Responsibilites
*Commercial Performance
*Develop and deliver ecommerce communications strategy for TCSB brand. With particular emphasis on B2C
*Own the email and social media plan to ensure all company revenue and market share targets are met.
*Contribute to the development and management of an effective online communications plan across all company brands.
*Liaise with Product Managers and commercial/ pricing team to ensure the optimal promotional inventory, ensuring the right offers are displayed at the right time in the right place - e.g. best destinations/ resorts/ flights/ car hire offers
*Work alongside the brand's marketing manager/exec to ensure all promotions are integrated across online and offline media, activity is supported with suitable collateral such as landing pages and that all stakeholders are updated and aligned
*Deliver annual profit targets through well target campaigns that drive long term profitability and engender a long term relationship with our brands.
*Email communication management - co-ordinate and execute the delivery, performance and analysis of our email programme; newsletters, trigger emails, welcome emails, lapsed customer emails
*Database Exploitation - through collaboration with database manager optimise revenue/profit from the database through retention management (including voucher emails, loyalty schemes etc.)
*Budget Management - planning and ongoing management of email budget and associated costs

*Work with Senior Conversion and Optimisation manager and CRM manager to develop to drive forward the CRM strategy and its development to ensure that the company meets its repeat business conversion targets.
*Develop and deliver on a CRM strategy to incorporate Database development, retention programmes, reporting, analysis, permissions, cross-sell and up-sell initiatives
Create an email and social media strategy for each of the brands
*Analysis, report and learn from all campaigns and strategies deployed by self and competitors - seek continuous improvement.
*Work with ecommerce management community to support the delivery of change and ecommerce development.
*Support the head of ecommerce in developing ecommerce strategy.


*Support SEO strategy through good social media and blog content
*Be the point of contact for all views on social media and email marketing.
*Create compelling content that ensures offers are promoted, the user experience is enhanced and JV and promo activity is effectively supported - drive quality and standards.
*Ensure all content is developed on time and to a very high quality (judged by effectiveness and efficiency) - working with IT, design, marketing and external companies where appropriate
*Support ongoing ecommerce development by taking management responsibility for a number of ecommerce projects as allocated by the head of ecommerce.
*Legislation - Maintain an understanding of European Data Protection legislation.
*Email expertise - Maintain an in-depth understanding of the issues surrounding email marketing including deliverability, open and click through drivers and permission issues
*Budget Management - planning and ongoing management of email budget and associated costs
Shape and manage innovative social media campaigns that can be tried and tested
*Monitor social media trends and competitor activity using analytics software and monitoring tools, and to report findings, recommendations and suggested improvements to the business.
*Work closely with the Marketing Team to ensure social media activity is fully integrated with other marketing and brand awareness activity, i.e. communications, sale events, Campaigns, etc

Team Management
*Manage, develop and appraise your team, using a clear set of responsibilities and KPI's.
*Develop team to be best in class at email marketing a social media.

Candidate Requirements

Skills & Experience


*Educated to degree level or equivalent
*Previous experience in an e-commerce communications environment
*Previous people management experience
*Good experience of using content management systems
*An understanding of SEO, technical web design and build, and usability.
*Previous experience of developing and managing a social media strategy. With a track record of delivering results.
*Good communicator
*Self motivated
*Positive attitude
*Excellent project management
*Customer focused
*Commercially focused and results driven


*Postgraduate Marketing qualification
*Must be able to pick up new technologies and concepts.
*Strong analytical capability
*Ability to work cross department
*Excellent attention to detail
*Excellent communication skills, written and verbal

Contact / Application Details

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