CRM Engagement Manager

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Location: Woking, GB

When our founder Bruce McLaren passed away at the age of 32 he left behind a legacy that has shaped who we are today. We have an unrivalled heritage which has its roots in racing; but McLaren Automotive is now creating a story of its own and we want you to be a part of it.

For the next 6 years as part of McLaren’s Track 22 plan, we are looking to invest £1 billion into Research and Development, leading to the launch of 15 all-new cars or derivatives during this period.

An exciting opportunity has arisen for a driven individual to join our expanding CRM team as a CRM Engagement Manager within the Woking office.  

Purpose of the role:

  • Reporting to the Global CRM Manager, the CRM Engagement Manager will support business growth by defining the engagement strategy for McLaren Automotive. In this diverse role, you will have the opportunity to manage and implement the CRM communications strategy and content with the aim of delivering best in market campaigns. Your primary purpose will be to develop compelling content and to manage the current direct to customer communications lifecycle.
  • This role requires a customer focused approach to ensure McLaren Automotive builds marketing solutions that are industry leading
  • The role requires an understanding of the McLaren brand, project management, commercial acumen, support in developing and optimising best practice approaches and operational delivery of projects on an ongoing basis.
  • This highly desirable role has massive potential, allowing real ownership of global projects right across McLaren’s marketing strategy. In a fast paced environment with very little bureaucracy the CRM Engagement manger is pivotal in shaping the McLaren customer experience.

Principle accountabilities: 

  • Implement the global CRM strategy for to maximise engagement and advocacy amongst McLaren owners (new and pre-owned), prospects and enthusiasts to drive repeat purchase, high levels of satisfaction and lifetime value
  • Implement a global CRM strategy, that works across all markets and positions McLaren as a pioneering super car companywith regional and retailer teams to ensure quality and consistency of customer experience globally 
  • Co-ordination and creation of the McLaren customer magazine. Own the end to end process from setting publication schedule, creation using the content agency, coordinating McLaren resources for stories, sign off and oversee print, global dispatch and returns process
  • Ownership of relationship with content agency
  • Ownership of the McLaren App – including downloads, usage and push notifications
  • Use of campaign management system, Eloqua, including global data capture and event management platform
  • Email campaign management: sending monthly newsletters, setting up and managing trigger based campaigns. Working to improve personalisation and testing strategies.
  • Development of a segment leading customer engagement roadmap to maximise CRM effectiveness at global events. Implementation of lapsed owner - prospect programmes designed to re-engage previous owners and prospects
  • Support the data scientist in identifying customer data capture and augmentation opportunities to improve data quality in regions
  • In conjunction with agency partners, develop and bring to market a suite of customer lifecycle assets, to include emails, apps and keep warm gifts
  • Support vehicle launch activity from a CRM perspective, including customer qualification, event invites and content generation
  • Equip retailer marketing teams with the appropriate collateral to effectively manage the customer journey while maintaining McLaren brand standards
  • Responsible for managing the CRM engagement budget
  • Support set up and running of events such as motor shows
  • Support overall CRM strategy development and planning of the McLaren content programme
  • Refine customer experience using, external research, internal requirements, and market-specific needs
  • Drive engagement via multichannel marketing 
  • Analyse and optimise engagement efforts
  • Stakeholder management

Knowledge, Skills and Experience:

  • Strong copywriting, design, segmentation, and testing skills
  • Strong understanding of the automotive customer journey from capture through to advocate
  • Exceptional campaign planning, development and execution skills
  • Understanding and experience of multi-channel marketing including data management for customer interactions
  • Analytical data and insights experience to drive commercial business solutions and programmes
  • Experience of running customer loyalty programmes for a global business, preferably within a luxury market
  • Experience in defining and implementing new business process to ensure consistent customer experience on a global level

Personal Attributes

  • Proactive attitude with the skills and enthusiasm to drive through new initiatives and business change
  • Proven ability to create and execute commercially driven customer driven communications strategies
  • Excellent communication skills with the ability to influence stakeholders at all levels within the business
  • Comfortable presenting to senior management, making recommendations and acting decisively

We recognise that we can only achieve our vision with the dedication and collaboration of our world class employees.  It is our aim to become the employer of choice within the global automotive industry.

At McLaren Automotive we are constantly looking to improve. To become the employer of choice we are always looking to develop our employee offerings. We currently offer a range of benefits to employees at all levels of the business including Private Healthcare, Contributory Pension Scheme, Life Assurance and Personal Lease Car Scheme. We also offer a range of discounts with our partner organisations.

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