marketing Norwich, England
Job description
The main focus of the Senior Marketing Manager is to oversee the marketing function across the Local Business Unit (LBU) to ensure passenger growth by creating and delivering marketing campaigns that support commercial growth plans.
Work in close alignment with the Head of Brand, Head of Campaigns and central teams including customer insight; PR; retail; digital; and internal comms in quarterly and annual planning to create a culture of collaborative working. Input into the creation of central marketing and brand plans that can be “flavoured” and executed locally for the LBU.
Responsible for local budget, media channels and marketing partner relationships to ensure best return on all campaigns. These campaigns will address key strategic objectives for the LBU and look to drive significant KPI improvements around; campaign awareness, brand perception, use of new technology, loyalty, price ticket awareness and third-party partner collaboration all to ensure First Bus is front and centre of people's minds as travel provider of choice, getting people where they need/want to be. The marketing campaigns will ultimately contribute to increased revenue and patronage.
Welcome to First Bus
Hello. First Bus is one of the country's largest bus operators – taking 1.6 million customers to their destinations every day. We're a forward-looking business at the forefront of bus technology, leading the way on contactless payments, mobile Apps and real time information. Our investment in state-of-the-art, new buses is just one part of our transition to a low-carbon future. It's an exciting time to be here.
About the role
- Effectively lead the local marketing team to ensure the effective delivery of local and central marketing campaigns with an Onmi channel approach way of working
- Within a First Bus-wide framework, develop the campaigns strategy for the LBU
- Ensure marketing campaigns are managed on time & within budget
- Manage & support the end-to-end delivery of marketing campaigns including planning and customer insight; agency briefing; creative development; media planning and buying; internal communications; post campaign analysis; sharing of results
- Analyse customer insight and our CRM database with the aim of identifying commercial opportunities to drive growth through marketing
- Set up social media accounts and implement a social strategy – scheduling of content relating to key messages (app, key tickets) and local activities so we are talking to our customers regulally
- Responsible for managing creative and media agencies where neccessary
- Choose key destinations to promote as part of promoting local to drive incremental journeys – build a bank of businesses/attractions who have given permission to work with us (collect images from said businesses, or via local photographer/content agency, to feed social and CRM).
- Share and deliver best practice campaigns across the division identifying areas with the greatest potential for maximising returns and adapting plans accordingly
- Ensure that the organisation's brand and identity is adhered to in campaigns and in all communication chanels
- Work with the First Bus analytics team and commercial analyst to understand the effectiveness and ROI of all marketing activity, following best practice templates
- Introduce new and innovative marketing methods to the Local Business Units
About you
- Experience of leading a team and working collaboratively with wider marketing and support function colleagues
- Strong influencing and communication skills and the experience to challenge members of the Senior Leadership Team, in business-critical decisions when necessary
- Good decision maker, with a strong understanding of the wider impact of marketing activity on the immediate business environment
- Experience of delivering complex integrated marketing campaigns with a PR/content focus (Acts as well as Ads) to ensure consistent communication of the organisation's mission and values across all channels and will ensure that the integrity of the brand is maintained and promoted at all times
- The ability to identify and effectively utilise a range of channels to deliver successful results including; Content, Branding, and Web management
- Commercially focused, with experience of managing stakeholders to maximise relationships with customers and partners
- Self-starting and motivated. Willing to challenge themselves and play a part in further developing our strategic capabilities
- Approachable and a strong team player
- Work to tight deadlines and comfortable working in a dynamic, fast paced environment
- Confident delivering strategic presentations and plans to colleagues at a senior level
- Outstanding project management skills including budget & schedule management
- Focus on high quality delivery with excellent attention to detail
Rewards & Benefits
- First Xclusives discount scheme: You and your family & friends can benefit from over 3,000 offers on high street & leisure brands
- Free travel on our buses for you and your family
- £6 all-day train travel for you and your family on Great Western Railway, South Western Railway, Avanti, Trans Pennine Express, Hull Trains
- Cycle to work scheme
- 25 days' holiday + bank holidays
- Pension scheme and chance to buy discounted First Group shares
- Enhanced maternity / paternity pay
- Flexible working
We put a big focus on physical and mental wellbeing at First Bus. We recognise that anyone can be affected by the stresses and strain of work, or life outside it. You'll find a range of health-promotion initiatives, and you will have 24/7 access to our confidential Employee Assistance Programme.
Please apply now. We look forward to receiving your application.
Public transport serves everyone, whatever their differences. At First Bus, we want to be an employer open to you, no matter what your differences are. We aspire to be an inclusive organisation because diverse backgrounds, thinking and experiences bring so many benefits to our customers, communities and people. We welcome applications from all.
