Senior Insight and CRM Manager

Canada Life UK looks after the retirement, investment and protection needs of individuals, families and companies. We help to build better futures for our customers, our intermediaries and our employees by operating as a modern, agile and welcoming organisation.

Part of our parent company Great-West Lifeco, Canada Life UK has operated in the United Kingdom since 1903. We have hundreds of respected and supported employees committed to doing the right thing for our customers and colleagues.

Canada Life UK is transforming to create a more customer-focused business by providing our customers with expertise on financial and tax planning, offering home finance and annuities propositions, and providing collective fund solutions to third party customers.

Job Purpose

The role holder will be an influential, high calibre customer focussed and commercial individual, bringing first hand experience of data driven transformation to aid Canada Life's newly formed marketing team to become more customer focussed, data driven, and insight led, ultimately maximising the effectiveness of Canada Life's marketing activity through the provision of actionable data and insights, analytics, CRM and marketing performance.

Assume responsibility for all activities relating to insight and data within Marketing, the role is accountable for leading a programme of research, performance reporting, analytics and CRM. The role will need to retain existing service levels with internal teams whilst driving improvements in capability and impact across all areas. These include data and system enhancement, user education and training and development within the team.

The role holder will be autonomous in determining, implementing and overseeing the Marketing Effectiveness roadmap and creating the analytics strategy; driving business insights through data and measurement to optimise the activity and maximise our return on investment, and improve overall performance of the function and business.

Surrounded by a series of data led projects, the role holder will also have the support and leadership of various experts in data strategy, data science, analytics and CRM to mobilise success, however is accountable for ensuring customer understanding, data and analytics is culturally embedded across the marketing function, distribution and the wider business.

The role holder will have 3 direct reports, the Market research and Insights Manager, the Performance and insights Manager and the CRM & Automation Manager to ensure deep technical expertise sits underneath each of the 3 core areas for delivery.

Key Accountabilities

Develop a high-quality insight/research programme supporting regular tracker requirements (e.g. brand and CPS/NPS); driving customer experience, proposition development and refinement, brand development, creative testing etc

Develop a comprehensive CRM programme to support advisor engagement and trading, and customer engagement and retention. This will require the development of data and technology as well as collaboration with business and marketing colleagues to develop their understanding of the potential for CRM and drive the required changes

To provide a suite of performance management reports across the marketing team providing insights into customer and advisor trends and behaviour; marketing activity performance measurement etc. 

To provide ad-hoc data analysis and exploration, directed to aid learning and directly drive forward business performance. In due course this will expand into more sophisticated modelling and analysis techniques to assist CRM, drive segmentation etc

To take a leading role in transformation projects delivering improvements in data, analytics tools and CRM to ensure requirements are clearly defined and outputs are embedded and leveraged within the team

Line management responsibilities. Lead regular two-way communication opportunities with your team, encouraging openness, collaboration, and trust. Proactively manage the performance of your team ad ensure productivity. Review and approve your teams work, and develop their skills and knowledge. 
 

Desired Knowledge / Experience / Skills

Essential:

Experience of running data, CRM and research based teams with demonstrated impact on business behaviour or performance.

A track record of building capability, technical and people, in these areas and a good understanding of the potential for each area and how to achieve this.

Highly numerate with the desire to creatively solve business problems, with an excellent understanding of data structures, quality and permissions, including collection, management and utilisation of data in a GDPR world.

Experience of leading technical specialists / teams, developing and recruiting highly skilled and motivated teams

Excellent influencer, with good verbal and written communication and people skills

Accuracy and attention to detail

Good organisational and time-management skills and the ability to work well under pressure

Be able to work well as part of a small team 

Desirable:

Experience of Salesforce and Pardot, Google Analytics and BI tools such as Power BI, Qlik Sense or Tableau would be a significant advantage

Experience of working with complex business and consumer data would be preferred.

Qualifications (For the job and not the person)
Desirable: