Job title: Senior Retention Manager - Membership Loyalty & Engagement (12 month FTC)

Reports to: Head of NAP Marketing          

Responsible for: Driving membership growth through engagement, loyalty and retention – supporting the transition to a new CRM.

Working pattern: Hybrid, minimum 2 days in office in London (Kings Cross)

1.      About my role

As Senior Retention Manager, you’ll oversee strategies that drive satisfaction, increase revenue and develop lasting engagement for Art Fund's membership, The National Art Pass. This is an exciting opportunity to join the membership team at one of the UK’s leading arts organisations and play a key role in achieving Art Fund’s core mission of helping museums and people share in great art and culture.

As a senior voice, you will play a leading role in driving membership growth through strategic campaign management and performance optimisation, as well as increasing the overall ROI of membership marketing activity. You will be data & insight driven with experience in customer retention, loyalty programs and building impactful customer journeys. You will have a solid understanding of membership operations / fulfilment processes, CRM systems, and compliance as well as proven experience in crafting engaging copy that brings members along every step of our charitable proposition, inspiring connection, trust and action.   

2.     How we work

Collaborative & Inclusive

·       We work together to achieve success and make the most of opportunities           

·       We value contribution - ensuring everyone's voice is heard and everyone's experience matters

·       We keep up to date with internal and external activities -  proactively reaching out and positively responding to requests for support

·       We care about each other, respecting and appreciating differences, so that everyone feels included

Curious & Innovative

·       We try new things     

·       We ask questions      

·       We encourage openness and ideas

·       We embrace change

Expert & Impactful

·       We do our best work, are clear on priorities and understand sometimes priorities change

·       We make decisions based on insights and measurable results                                

·       We communicate on a diverse range of subjects in ways that are accessible to everyone

·       We share our knowledge and expertise, and draw on that of others, to get things done

Trusted & Trusting

·       We're open and honest with each other, giving and receiving constructive feedback

·       We trust others to involve us at the right time                

·       We are trusted, and trust others, to do their best work and deliver on time

·       We celebrate success, learn from mistakes and have a no blame culture

3.     Key accountabilities

Marketing strategy and delivery

In collaboration with the Head of National Art Pass Marketing, support the creation and delivery of a strategic marketing programme aimed at enhancing member engagement, satisfaction and renewal, as well as driving low-level fundraising. Ensure that strategic plans are informed by audience insights and designed to meet KPIs and organisational objectives, including membership and income targets (particularly during the transition to a new CRM system).

Lead on the effective use of email and print channels and collaborate with cross-functional teams to leverage “owned” channels (including the website, social media, and content) to engage members across membership journeys. Develop and manage third-party partnerships and promotions to add-value to membership. Work with Marketing Marketing Coordinator, Membership Loyalty & Engagement to implement and monitor improvements.

Performance evaluation and reporting

Set clear KPIs and regularly report on performance of retention activities to evaluate the effectiveness of each initiative. Provide recommendations for evolving membership retention strategies. Work with the Data, Digital Experience and Supporter Operations teams to set up and enable robust reporting systems that ensure accurate tracking and analysis across all channels and touchpoints. Lead research projects to further develop audience insights. Support annual and quarterly forecasting process by providing accurate data and analysis on membership numbers, income and expenditure for retention activities.

Support membership fulfilment

Work closely with the Supporter Operations Lead to deliver high-quality membership fulfilment services, continually improving performance in membership renewal and income generation. Have oversight of work of Marketing Coordinator, Membership Loyalty & Engagement, ensuring print materials are accurate, up to date, and delivered on schedule. Ensure response-handling processes are clear, external fulfilment partners are briefed. Regularly review performance to identify opportunities to enhance efficiency. Support budget management of retention cost centres helping to maximise membership income margin.

Audience segmentation and membership journeys

Take the lead in developing and enhancing how membership journeys are segmented. This includes reviewing membership e-communications and direct mail materials to ensure they align with the needs of different audience segments. Ensure that all membership requirements related to segmentation are captured and successfully delivered during the CRM transition process.

CRM transition process

Actively contribute to the CRM transition process by defining requirements across all membership journeys. Work closely with the Head of National Art Pass Marketing, Senior Operations Lead, and wider cross-functional teams to ensure business decisions are well informed and clearly documented. Support functionality and user testing for the new CRM project as required. Key areas include: defining use of “transactional” emails with member journeys, defining data inputs required to enable segmentation, providing input into integration of CRM with email platform, and helping ensure reporting needs are captured.

Other:

·       To work within Art Fund policies and procedures including, but not limited to, health and safety, data protection, sustainability, procurement, AI, technology and equality, diversity and inclusion

·       To actively participate in the wider life of the Art Fund

·       To undertake other duties as requested by the Art Fund from time to time

4.     About me

Experience

·       Extensive marketing experience in a membership or loyalty context

·       Proven experience of designing and delivering effective CRM marketing campaigns (to known audiences) across print and digital channels

·       Experience of effectively managing external suppliers and agencies and ensuring high quality output and value for money

·       Experience of briefing and critiquing creative and design work to improve quality and performance

·       Understanding of the Museum & Gallery visitor market

·       Experience defining technical requirements for CRM systems

Skills

·       Design and delivery of email marketing programmes, deployment of content management systems and experience utilising CRM systems

·       Experience of undertaking analysis and utilising insights to design / improve segmentation and optimise communication programmes

Knowledge

·       Strong understanding of loyalty marketing strategies and best practices

·       Excellent working knowledge of CRM and using database systems (ideally Salesforce)

·       Solid understanding of membership operations / fulfilment processes

·       Understanding of fundraising regulations, GDPR and other compliance requirements

Personal Attributes

·       Results orientated, proactive and self-motivated mindset

·       Organised a highly detail oriented

·       Confident making insight-based decisions

·       Demonstratable ability to negotiate and influencer stakeholders

·       Understanding/interest in museum sector and cultural trends