Role: Head of Marketing – offline direct response channels
Location: Camberley, Surrey – office based 3 days a week
Salary: £70,000 to £80,000 (based on experience) plus benefits

“Half the money I spend on advertising is wasted; the trouble is I don't know which half” – John Wanamaker

We’ve come a long way in measuring marketing performance since the days of Mr Wanamaker. But the one channel which has proven a little tricky for businesses to get down to a science is TV and its influence in cross channel attribution.

Attribution, performance, ROI.

Three words which will be front of mind when you take this opportunity on.

You’re going to be given control of a rather well funded marketing budget, and the mandate to drive a volume of leads which track back to business growth objectives.

The channels you own will be offline, and will include TVC, press, direct mail, inserts, door drops, etc. Only, the with the life stage of the business area you’ll be taking on, a lot of this needs building, testing and scaling up into BAU.

Although you’ll be joining an established organisation, the product you’ll be taking to market is a new revenue stream for them.

As will your team, which you’ll likely be looking to put some initial finishing touches to once you join. But will also have a roadmap ahead of you of additional hires to make, as and when the programme scales too.

The product you’ll be marketing is designed for the over-50’s market, and is sold like an assurance proposition. Providing a service at policy execution, but is funded by monthly recurring subscription.

In recent years the popularity of this product category has gone through the roof. The established side of this business has a service offering which dovetails with this, but is sold very differently, i.e. at point of need.

About the role

Ultimately you’ll be responsible for the marketing engine which drives offline acquisition channels. Owning both strategy and execution. With a keen analytical mind, able to delve into performance figures and know what strings to pull in order to test, resolve and optimise performance of each channel. Including a clear understanding of how to define audience selection and targeting strategies. Working with agency partners on creative and campaign builds through to fulfilment.

An important channel for them is TV, where they use DRTV to best effect, but there's headroom for improvement and they're looking for you as the head of the marketing team to bring credible depth of experience and knowledge to the table in order to ensure this channel performs well and delivers ROI.

You will be handling both media and creative agencies. With the latter, you’ll be able to put your creative juices to work in both briefing, brainstorming and critiquing their work.

Ensuring each campaign’s creative and message is on point. Calls to action and messaging connects up across both on and offline, and put in place the proper capabilities to effectively measure ROI and CPA, taking account of cross channel attribution.

You’re going to have a healthy marketing budget to work with, and so long as performance and ROI can be proved, there’s more available too.

There’s lots to be done, from set up, through testing and into full roll out. Avenues yet ventured which need exploring. A team to build and solid backing from the company leadership.

This really is a fantastic opportunity if you’re the kind of person who’s got a performance mindset and love getting into the nitty-gritty of campaigns. Working out the whys behind over and under performance, coming up with solutions and not afraid to test and trial new things to deliver impressive results.

Key Experience Necessary

• Solid offline direct response marketing credentials with credible knowledge and depth of experience in DRTV/TVC's
• Experience with the setup and build side of performance based marketing programmes
• Good team management skills and really solid communication
• Robust thinker, able to build strategies backed by data and insight. But also not afraid to get hands dirty, like you’d expect in a start-up type environment
• Results focused. With an astute focus on measurement and optimisation of campaigns
• Experienced in budgetary and agency management – particularly working with media and creative agencies
• Any experience in subscriptions based, or regulated industry businesses a real plus

Must be able to live and work in the UK unrestricted.

TO APPLY

If you think you’ve got what it takes, you can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Colin Doree
Head of Recruitment, Marketing, Digital & Data
Blue Pelican
01892 507122
colin@bluepelican.com