Head of Customer Relationship Management (CRM)

Transcription

1 Head of Customer Relationship Management (CRM)

2 Job Description Title: Head of Customer Relationship Management (CRM) Responsible to: Director of Fundraising, Marketing and Communications Responsible for: Three direct reports and a team size of approx. 18 people Established in 1897, Blue Cross has grown to be one of the largest and best loved pet welfare charities in the country. It is known for its wide and holistic services which include rehoming, education, veterinary care and behavioural advice. Blue Cross is also known for the deep care and professionalism shown by its 700 strong staff team and more than 3,000 volunteers. In recent years the organisation has undergone significant change including the introduction of stronger management systems, a refreshed Board and a high calibre executive team. This included the appointment of Sally De La Bedoyere as Chief Executive at the beginning of 2015 and Julia McKechnie-Burke as Director of Fundraising, Marketing and Communications in January Sally is an experienced leader having worked as Managing Director of the Evening Standard, Director of Income Generation at the RSPCA and Chief Executive of the Public Fundraising Regulatory Association. Julia had a successful corporate career becoming Head of Strategy, Planning and Performance for Barclays. Her charity experience includes working at Oxfam initially as Director of Corporate Communications and later as Fundraising and Supporter Marketing Deputy Director. Current Developments This is an exciting time of change. Sally has been working to develop a leadership culture of openness and trust, which is creating the space for an effective integration of the varied operations. At the same time, Blue Cross is widening its service accessibility. To do this, the organisation is breaking the mould of traditional clinical service delivery, exploring new and innovative ways to better serve people and their pets. Some of these developments include: Expanding its innovative Home Direct and Fostering Schemes (which is freeing up space at its centres so that these can be allocated to abandoned pets or those which need behavioural help) Geographical expansion through partnerships with private veterinary practices, allowing Blue Cross to provide access to its services to even more low-income pet owners, while avoiding the capital investment required for new centres Campaigning with sector partners, politicians and the Government who are increasingly calling on Blue Cross because of its reputation as experts in pet behaviour and care. 2

3 Context of this role The other major development is the very significant investment to raise the profile of the organisation. Having not invested in marketing for many years, Blue Cross will be investing significantly to raise its profile for the next five years. As part of this move, Blue Cross is bringing together the fundraising, marketing and communications functions (total team of 75) as well as the retail business (a further 75) to create a single, joined-up department. With the full support, expertise and empowering courage of the CEO, this newly formed role will support the Director of Fundraising, Marketing and Communications (FMC) to deliver a step-change in profile, public influence and income generation. In summary, this is a time of great aspiration and considerable opportunity for Blue Cross. The Head of CRM will be pivotal in realising these opportunities and making Blue Cross fit for the next stage of its development. To that end, the new Head of CRM will be strategic, creative, delivery-oriented and ambitious for the organisation. Main purpose To lead the creation of a new CRM function, building the charity's overall customer and supporter relationship management capability to provide a high level of service and excellent customer experience as well as the capture of data across all main touchpoints of the charity. CRM is a key pillar of our income generation strategy to maximise supporter retention and acquire new supporters, thereby enabling us to achieve our aim of doubling the number of pets we help by

4 Key Accountabilities CRM Management Work with the Director of Fundraising, Marketing and Communications (Director of FMC) to devise and implement an effective CRM strategy and customer/supporter capability across the organisation Lead data collection and the collation of customer and supporter insight across the charity to ensure an optimal insightdriven view of customer and supporter motivation and behaviours Lead and scope the key CRM IT business requirements to support the CRM strategy, segmentation and delivery of a Single Supporter View Work with key stakeholders across the organisation to define the main principles of customer and supporter experience, segmentation strategies and supporter journeys Lead on the development and maintenance of relationships with external data analysis providers to drive most value from analysis undertaken, ensuring that SLAs are in place and regular supplier reviews are undertaken Lead on the further development of the Supporter Charter and ensure that all activities and processes align to ensure both compliance and the spirit of the Charter is upheld Oversee the management of the Blue Cross Supporter Care and Fulfilment team as well as our external call centres to ensure quality of service as well as the optimum use of resources to manage fluctuating call, , post and social media volumes Undertake rigorous monitoring and evaluation of activities to measure return on investment, to prioritise resource and enable continuous improvement Monitor trends in CRM within both the commercial and charity sector and identify emerging opportunities and gaps that Blue Cross could capitalise on. 4

5 People Management Lead the CRM team within the FMC directorate, focusing on delivery of plans against targets and budgets, applying clear and consistent Performance Management in line with our policies and values Manage direct reports, acting as professional role model and coach, encouraging individuals to identify new opportunities to substantially grow income Work with the Health and Safety Business Partner to ensure compliance with relevant health and safety and employment legislation. Financial Management Develop, manage and review the annual CRM budget and forecast for the Director of FMC, ensuring that all activities are delivered on time and within budget Help to devise and implement business planning with relevant key performance indicators, taking appropriate corrective action if required Ensure latest knowledge and compliance with relevant legislation, especially data security and protection. General Support and advise the Director of FMC in decision making as required As a member of the senior management team for Blue Cross, work closely and collaboratively across both the FMC Directorate and with colleagues across Blue Cross to contribute to the achievement of all Directorate and the organisation's objectives Contribute to the active management of risk. 5

6 Person Specification Experience A strong track record in CRM, ideally gained in both a professional customer service environment and in the charity sector. This should include demonstrable experience of developing and delivering a CRM strategy at scale, resulting in increased customer/supporter value Evidence of working in a complex environment with multiple, divergent stakeholder interests Knowledge of CRM systems and data, across on and offline channels, including digital, call centres, direct and events A minimum of five years' experience of leadership, line management and development of teams Demonstrable experience of maintaining effective relationships and managing third party suppliers Experienced in the development of budgets, establish procedures for monitoring progress against plans and objectives and for ensuring best use of financial and other resources. Attributes Proven ability in the development of CRM strategy and delivery of operational plans Ability to analyse data and derive insights combined with a logical thinking approach to achieve ongoing improvement and productivity gains in key processes Excellent interpersonal skills and the ability to develop positive internal and external relationships at all levels Passionate about the importance of customer experience and the value it can create for Blue Cross Embraces and leads change, comfortable taking calculated risks, possessing high levels of resilience. 6

7 Working Hours The role will ideally be based in Carterton, Oxfordshire. However, consideration will be given to candidates who are based in London who are willing to spend at least two days per week in Carterton where the CRM team is located. The Standard hours are from 9.00am to 5.00pm, Mondays to Fridays. However, due to the nature of the work of Blue Cross and this post in particular, it may be necessary to vary these hours when the work load demands. The package will be circa 55,000 dependent on qualifications and experience and will include pension contribution and health insurance. How to Apply Applications should be sent by to Sam Stephens at The closing date for applications is 16th March Your application should comprise of: a full CV, including educational and professional qualifications, a full employment history showing the more significant positions, responsibilities held, relevant achievements and latest remuneration including any benefits; a covering note of not more than 1.5 pages (total) summarising your motivation and interest in the role, your experience of CRM and CRM strategy and systems, team development and relationship management both internally and with third party suppliers; daytime, evening and/or mobile telephone numbers (to be used with discretion). Process Macaulay Search has been engaged as the executive search advisor on this appointment. A selection of candidates will be invited to a first round of interviews on 4th or 5th April. A second round of interviews is planned for 12th April. You can expect to hear from us by 30th March. THIS JOB DESCRIPTION IS NOT EXHAUSTIVE 7