Head of CRM

Company: Getlink
Location: Kent
Posted on: May 4, 2025

Job Description:

The GetLink Executive Committee is making strategic investments to enhance the LeShuttle passenger experience both offsite and onsite. Recent transformation programs have introduced innovative marketing technologies and forged new strategic partnerships. We need a dedicated individual to define and implement the strategy for these enhanced multichannel and omnichannel marketing capabilities.As the Head of Passenger CRM, you will be responsible for all loyalty and CRM experiences delivered to LeShuttle B2C Passenger Customers. This role excludes B2B segments such as Trade and Freight.In this pivotal role, you will shape our ambitious marketing strategy by improving current business practices. Your efforts will focus on leveraging data-driven marketing and loyalty initiatives to foster continual revenue and profit growth from our customer database.Your contributions will be crucial in delivering a market-leading experience for our customers, ensuring customer-centricity at every step of their journey. This will drive increased revenue, profit, customer engagement, and timely delivery of relevant information.We have recently implemented a Single Customer View and a Salesforce platform, including Salesforce Marketing Cloud, Interaction Studio, and Advertising Studio, along with the initial stages of a customer engagement program. The successful candidate will own and develop this into a leading loyalty and customer engagement program.

• Develop and execute the CRM business and data strategy for LeShuttle Passenger using the most appropriate content and technology.
• Create and implement an integrated acquisition, loyalty, and retention program to drive revenue and retain customers.
• Review multiple data sources, customer insights, and industry trends to ensure alignment with business priorities.
• Lead and coordinate internal teams and agencies to deliver personalized and engaging CRM campaigns, enhancing customer engagement.
• Collaborate with cross-functional teams to make well-informed and implementable decisions.
• Resolve difficulties through discussions with internal colleagues or external suppliers, escalating to the Director of Product & Customer Engagement when necessary, while ultimately owning the decision.
• Contribute to and support commercial growth strategies, including online personalisation and retargeting.
• Drive the evolution of our CRM platform to achieve business case revenue and profit goals.
• Cultivate and maintain effective relationships with key internal stakeholders across various departments.
• Lead, inspire, and motivate a team to meet financial targets and deliver exceptional customer experiences.
• Set, review, and monitor objectives for direct reports, ensuring their professional growth.
• Lead by example, providing others with clear direction, in line with the Getlink Leadership model.
• Undertake other duties and projects as directed.Qualifications and Experience
  • Degree in a relevant field, or Digital/IT Qualification.
    • Proven experience in leading blended in-house/external Loyalty and CRM programs and teams.
    • In-depth knowledge of current Loyalty, CRM, and Data trends and best practices.
    • Familiarity with Salesforce Marketing Cloud is highly beneficial.
      • Excellent verbal and written communication skills, with strong interpersonal abilities.
      • Highly organised project management skills, including the ability to multi-task, prioritise, and work proactively under pressure and tight deadlines.
      • Data literacy, with the ability to comprehend patterns and trends to collaborate with Data/Business Solutions specialists for issue resolution and insight generation.
      • Customer and commercially focused.
      • Motivated, dedicated, adaptable, accountable, and resilient.
        • Extensive experience in CRM/Marketing roles, preferably in a B2C environment.
        • Proven track record in managing and delivering Loyalty or CRM strategies, activities, and programs.
        • Experience in creating loyalty programs.
        • Extensive team and line management experience.
        • Strong experience in managing senior stakeholders.
        • Proven ability to maintain successful long-term relationships with marketing/loyalty partners.
        • Excellent written and verbal fluency in English is essential with French desirableIf you are interested in applying, please submit your application online by Friday 30th May 2025.Applications are invited from agency workers who have a statutory right to apply in accordance with Section 13 of the Agency Workers Regulations 2010.For further information or to express interest in this role, please contact Human Resources at Please Note: From 1 January 2021, non-British and non-Irish nationals who do not already hold a UK immigration status will be required to obtain a visa in order to be able to work in the UK. Before applying for this role, please ensure that you are permitted to apply.
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Keywords: Getlink, Seattle , Head of CRM, Other , Kent, Washington