- Company Name
- British Heart Foundation
- Job Title
- Head of Retention Marketing and Customer Journeys
- Job Description
-
Job title: Head of Retention Marketing and Customer Journeys
Role Summary: 12‑month fixed‑term senior leader responsible for driving revenue growth from the BHF’s existing donor/customer base through data‑led retention and journey strategies, while leading full adoption of the Adobe marketing stack and delivering cross‑channel, personalised campaigns that increase lifetime value.
Expactations: Deliver measurable income growth across loyal regular giving, lottery, cash donor, raffle, retail, volunteering and event participant segments. Own P&L, budget modelling and financial targets. Build a high‑performing below‑the‑line marketing team, set strategy, and cooperate with above‑the‑line teams and external agencies to realise integrated communication plans. Ensure customers can easily access educational content, CPR training and helpline services.
Key Responsibilities:
- Lead end‑to‑end adoption of Adobe Campaign, Adobe CDP and related analytics tools.
- Design and execute data‑driven retention and journey campaigns across email, SMS, direct mail and other digital channels.
- Build, mentor and scale a below‑the‑line marketing team; set objectives, review KPIs and drive continuous improvement.
- Own P&L, forecast budgets, model revenue scenarios and report financial performance.
- Partner with cross‑functional stakeholders (digital, fundraising, product) and external agencies on CRM initiatives and marketing programmes.
- Collaborate with data science teams to uncover customer insights, create personas and translate findings into campaign tactics.
- Ensure consistency of messaging and enable customers to locate support resources (health content, CPR resources, helpline).
- Drive cross‑sell, upsell and engagement communications to raise customer lifetime value.
Required Skills:
- Strategic leadership in customer retention, journey optimisation and multi‑channel growth.
- Proven expertise with Adobe Marketing Cloud (Campaign, CDP) or equivalent (Klaviyo, Bloomreach, Mailchimp, Salesforce Marketing Cloud, HubSpot).
- Deep understanding of CRM systems, product marketing and customer data strategy.
- Strong track record of team building, change management and revenue impact.
- Budget modelling, P&L ownership and commercial financial acuity.
- Ability to work closely with data science, translate analytics into actionable strategies, and craft compelling stories and briefs.
- Excellent stakeholder management, collaboration across departments and experience managing external agencies.
- Proficiency in planning and optimising campaigns across email, SMS, direct mail, and data‑led channels.
Required Education & Certifications:
- Bachelor’s degree in Marketing, Business Administration or related field (Master’s preferred).
- Relevant professional certifications (Adobe Marketing Cloud, Salesforce Marketing Cloud, HubSpot, or equivalent) preferred.