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  • To deliver and exceed the volume and targets for trade-up activity within the customer base, within agreed marketing budget
  • Develop and own the multi-channel (direct mail, outbound, email) trade-up communications programme, adopting a test and learn approach, including ownership of the campaign plans for all products, channels and customer segments
  • To develop and deliver a constant pipeline of tests within existing marketing channels - to maximise the efficiency of the marketing budget
  • Comprehensive analysis of all campaigns - reviewing the drivers of performance and identifying opportunities for improvement, down to individual customer level
  • Optimise the pricing structure for the trade up portfolio to support delivery of profitable campaigns against cost / trade up and value targets
  • To brief external BTL agencies and work closely with CRM operations team ensuring accurate, comprehensive and clearly targeted briefs
  • Work with stakeholders across the business to deliver digital trade up functionality
  • To ensure the successful operational execution of campaigns, identifying opportunities for process improvements and ensuring the rapid resolution of any issues as they arise
  • Work with the Contact Centre teams, to develop the strategy and plans to maximise the conversion of call demand into trade-ups
  • To ensure all key risks are identified, mitigated and monitored, and that any incidents against the risk register are reported through the relevant processes


  • An analytical and commercially astute marketing professional
  • Strong track record of delivering commercial results in either an acquisition or base management role
  • Proven track record of operational delivery, working with internal and external stakeholders to ensure delivery of campaigns on time and within budget
  • Experience of multi-channel (DM/EM/TM) direct response marketing within a consumer services or retail business
  • Excellent influencing and communication skills to manage stakeholders across a range of business areas
  • Strong written and verbal communication skills

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