The Newmarket Group Role Profile

Job Title: / MARKETING & DIRECT MAIL MANAGER / Reports To: / Marketing Director / Hours: / Full-time, 35 hours pw / Contract: / Permanent
1. Job Purpose:
1.1.To develop and implement our Marketing & Direct Mail strategy by contributing to agreed objectives, income targets and other growth key performance indicators ensuring they are delivered on time, on budget, to brief and with relevant approvals
1.2.To develop and manage all direct marketing activities (including email) to expand product sales and ROI among targeted customers
1.3. To create targeted campaigns using accurate customer lists and databases to help drive and increase sales; manage customer acquisition and retention campaigns, encourage brand loyalty and an enhanced customer experience
1.4.To set up and monitor effective benchmarks for measuring the impact of direct marketing campaigns and analysing, reviewing and reporting on key metrics for senior management showing results (ROI), business growth and commercial insight
1.5.To undertake B2C and Retail Marketing in such a way that influences and sets the direction for more general marketing activities within the group, and responsibility for profit and turnover generated by all group marketing activities
  1. Roles reporting into the Jobholder:
/ Senior Marketing Executive, Marketing Executive, Digital Coordinator
  1. Key accountabilitiesand responsibilities include:

3.1.Develop and implement marketing and direct marketing strategiesfor the Newmarket Group, ensuring it complements the overall company strategy
3.2.Manage the overall direct marketing budget and prepare financial reports for Senior Management
3.3.Plan, manage and execute multiple direct marketing campaigns to our own database of customers across a variety of media and channels within agreed budgets to increase sales
3.4.Set creative briefs and oversee the content, creative and functional design, and production of direct mail items, other more general marketing literature, emails, trade literature in collaboration with the Travel Agency Team, and many key holiday brochures
3.5.Create, copy edit and proof original messaging for direct mail and email, and when necessary for general marketing items, to ensure coordinated text across channels
3.6.Oversee print, postage and production briefing and purchase across all campaigns
3.7. Utilize database marketing knowledge to analyse programme results to provide recommendations for next steps/roll outs
3.8. Liaise with Marketing Director and Product Teams to agree objectives and targets
3.9. Build strong relationships with a range of external suppliers and internal contacts and teams to ensure campaign delivery is on strategy, on time and to budget
3.10. Report, interpret and analyse marketing data and performance results; collate and present results, trends and analysis for each direct marketing activity to Senior
Management
3.11. Monitor competitor direct marketing activity to ensure the Newmarket Group keeps up-to-date with best practice and developments and pioneer new testing to
support financial objectives
3.12. Lead, mentor and develop marketing team members with their knowledge, skills and execution of email and print marketing
3.13. Help drive brand awareness within our sector of the travel market.
4. Key Internal relationships / 5. Key external relationships
  • Marketing Director
  • Marketing Team
  • Campaign Manager
  • E-Commerce Team
  • Print & Despatch Centre (PDC)
  • Product Teams
  • Sales Support
  • Senior Management Team
  • Technology Team
/
  • Customers
  • Mailing Houses
  • Postage Brokers
  • Printers
  • Third Party Data Suppliers
  • Newspaper Partners

6. Essential skills, knowledge and/or experience required to carry out this role:
6.1.Knowledge and experience of delivering multi-channel direct marketing campaigns and of originating and managing direct mailprojects
6.2.Experience of B2C email marketing
6.3.Excellent knowledge of data driven marketing techniques and customer segmentation
6.4.Brochure production expertise
6.5.Direct marketing budget management experience
6.6.Excellent understanding of buying post, fulfilment and print and managing campaigns and suppliers in these three areas
6.7.Good relationship and people management skills
6.8.Excellent communication, influencing and negotiating skills both face-to-face and over the telephone
6.9.Proven project management skills for end-to-end planning and delivery of campaigns with high attention to detail
6.10. Experience of managing conflicting and changing priorities, multi-tasking, working under pressure to strict deadlines and problem solving
6.11. Good numeracy to analyse campaign data, results and trends for ROI, optimisation and testing to increase performance and decide future activity
6.12. Strategic thinker with an analytical mind-set but with a creative flare (to execute engaging and innovative direct marketing campaigns)
6.13. Ability to write creative sales and marketing messages
6.14. Strong proof reading skills
6.15. Strong computer skills, especially MS Excel
7. Desirable skills, knowledge and/or experience required to carry out this role:
  • Marketing related qualification (e.g. Institute of Direct Marketing, Chartered Institute of Marketing etc)
  • Experience in the travel sector
  • Understanding of email marketing technologies e.g. Dotmailer
  • Experience within the “direct-sell” UK travel market
  • Knowledge of direct marketing sector developments and best practice
  • Leadership experience with an emphasis on learning and development

Please note that internal applicants should notify their line manager at the stage of when they are invited for an interview. Page 1 of 2