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Senior Category Communications Manager (Clothing and Home)

Job ID: 1610 Location: Paddington, London Category: Marketing Salary: Competitive + Benefits Hours: Closing date: October 31st 2019, 11:55 PM.

Job Description:

Marks and Spencer is a unique British heritage brand with a history of ‘firsts’ and we enjoy the fact that everything we do has the potential to impact and delight over 29 million customers every day.

In the Clothing and Home Marketing team we are on a journey to change perceptions. We want to get people talking about Marks and Spencer in different ways to before – delivering the right messages at the right time, in the right way!

We have a clear strategy with ambitious goals, a digital first mentality and a team with an impressive array of experience - and our role is to help deliver our ambition of providing our customers with the best quality products at great prices, every day.

Communication with our customers starts with us and our journey is built with customer insight at its heart. As part of a large and dynamic marketing function, your voice will be heard and you will have the opportunity to make a difference in a team that are passionate about getting it right.

Working in such a dynamic department offers the opportunity for growth whilst being part of a lively and cohesive team.

As the Senior Category Comms Manager, you will run a highly performing team that are responsible for our Sparks loyalty programme. You’ll be responsible for leading, creating, scoping, and delivering the M&S sparks loyalty programme within Clothing and Home.

You and the team will be delivering relevant, rewarding and targeted communications that our M&S customers will grow to love. Ensuring customers receive the right message at the right time, capitalising on our ability to personalise communications. Our aim is to become Britain’s best loved Clothing and Home loyalty programme, with super charged communications and rewards that customers really connect with on all levels.

Sparks has over 7 million members, which has grown by 35% in the last 3 years, and we send over 1 billion emails every year, so this role is sure to you keep you stretched and excited! In addition, we have some of best engagement rates within the market, with our emails opening at an average of 35%, and well above average click through rates, so managing keeping our CRM channels fresh and interesting for our customers is all part of the challenge!

During the last 18 months our team have introduced personalised communications for all sparks customers, and over the next year this role will support the development and step change of these programmes even further and supporting the revenue plans for the clothing and home business.

M&S is going through a huge transformation at the moment, and this role is about making us digital first, and delivering cutting edge CRM programmes our customers will ultimately love. You will need to lead the continuous development of our customer segmentation models, operational excellence and a culture of test and learn across the whole department. This role has access to senior stakeholders within the category areas it represents, and you are expected to develop the strategy, engage on key performance metrics, and support the development of the wider M&S loyalty programme.

The customer channels function ensures that we are delivering effective communications to our customers through a strategic direction aligned with all of the different business units across Clothing & Home.

Successful candidates will have extensive knowledge of large-scale Loyalty and innovative CRM programmes gained in a similar scope business to M&S. Your excellent stakeholder engagement skills will be put to good use in this role, as it works with senior leaders across our Clothing & Home business to maximise our loyalty programme revenues, whilst often managing conflicting priorities and interests!

Your ability to use your judgement and influencing skills to lead the team to drive revenue through the channels will be essential to your success in the role. This is an incredibly exciting time to join M&S Customer channels team as we continue to reset the boundaries for the future of our engaging customer communications.

This is a permanent Senior Category Comms Manager role, specialising in CRM, within the Loyalty and Channel Innovation Communications Team.

Your key accountabilities will include:

  • Develop the CRM strategy for a cross section of business units within Clothing & Home, this will include:

First Senior Category Comms Role – Womenswear, Kidswear, Home, Furniture & Beauty, Dotcom Growth, VICs (Birthday, Value Playback, Value Booster, At Risk) and Innovation & Tech.

Second Senior Category Comms Role – Revenue Planning & Trade, Seasonal Campaigns, Lingerie, Menswear, Friends and Family, TMO’s, and Bonus Offers.

You will support the team to drive growth with our “grow”, and “encore customer” within these category areas.

  • Advance the teams omi channel approach within outline areas of responsibilities as above, ensuring all category campaigns are customer first, and really driving towards a joint loyalty journey. This will include email, DM, SMS, ecrobo, and social channels where appropriate. (Where applicable develop bespoke category comm for each area).
  • Responsible for managing agreed markdown or campaign budget (in collaboration with the operation manager), ensuring each campaign drives incremental sales and drives clear customer benefit against core KPI’s (e.g. engagement rates, net promotor score etc). Together with the BU agreed KIP’s and revenue targets.
  • Form strong relationships with our delivery partners (Planning inc, Starcount, Salesforce, and TMW).
  • Form a power of 2 relationship with the analytics and evaluation team, ensuring all campaigns are briefed for post campaign analysis, and we are starting to embed a test and learn approach for all campaigns.
  • Support the whole team to drive cultural change across M&S, embed and embrace new agile ways of working, test and learn, fail fast / learn quickly, and 360 degree feedback approach.
  • Ensure all campaigns are performing against key performance metrics, traffic, revenue, incremental sales, ROI, CRT’s, open rates, opt outs and sparks promoter score.
  • Introduce key trends from loyalty outside the retail industry and share with the team where appropriate.

KPI's include:

  • Overall sparks penetration in C&H
  • Campaign metrics; click through rates, open rates, opts outs, to all be in line with best practice targets.
  • Incremental sales delivered to C&H through CRM channels (as a result of increased frequency of target customer groups)
  • Traffic and gross revenue delivered for C&H .com through CRM channels

The key skills and experience you’ll need to be successful in the role:

  • Advanced Loyalty & CRM experience.
  • Attention to detail
  • Agency management
  • Campaign planning
  • Stakeholder engagement
  • Creative execution
  • High degree of commerciality / revenue understanding.
  • Influencing & negotiation skills
  • Analytical mind-set
  • Innovative and inquisitive is desirable
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