Background
Heathrow Rewards is our dedicated customer loyalty programme. It's free to join for passengers and airport employees, with members earning points on virtually everything at Heathrow from Official Heathrow Parking and pre-booked Heathrow Express tickets to shopping, dining, lounge bookings and more.
Purpose
To support the development and execution of the loyalty strategy and proposition at Heathrow. Own and develop Heathrow Rewards content and campaigns to be consumed within CRM and wider marketing channels. Manage the development and success of the Heathrow Rewards loyalty programme, improving overall Commercial revenue targets and passenger experience with effective partner and supplier management, member acquisition and initiating new loyalty partnerships.
Loyalty Campaign Strategy & Planning -
· Partner with the Senior Product Manager to support loyalty program strategy development and execution
· Maintain a calendar of campaigns and communications
· Manage creative briefing process for external agencies, providing input into creative assets and writing copy for internally produced campaigns
· Develop partnership initiatives to engage the existing base and acquire new members
· Manage and maintain reporting framework to measure and communicate campaign performance
· Understand and ensure GDPR compliance and best practice
Product/ Service Ownership
· Manage loyalty lifecycle and trigger-led campaigns and point of contact for relevant Heathrow Rewards content and campaigns for internal teams, account, agency and technology partners
Budget Accountability
· Ensure campaigns and revenue performance is in line with set budgets and ROI targets
Subject Matter Expertise
· Provide knowledge on emerging loyalty program innovation to internal and external audiences
Stakeholder Management:
· Maintain relationships with Commercial proposition owners (Retail Account Managers, Surface Access, Aviation, VIP and Premium Services Managers) to identify opportunities to incorporate their content within campaigns, report on activity and performance.
· Manage and acquire partnerships ensuring adherence to contractual obligations and maximising partnership performance.
· Work with data and creative agencies to ensure campaigns are delivered on time and to expectation.
· Manage relationship with retailers ensuring support is provided for Heathrow Rewards campaigns, system integration, issue resolution and training.
Qualifications and Experience
- Proven experience in working within or managing a Loyalty program including partnership management/acquisition
- Experience within direct marketing, CRM, Loyalty or other similar fields (operational or consultative roles)
- Experience of writing briefs and managing day to day relationships with external agencies and technology partners
- A good knowledge of the Data Protection Act, and other data collection and processing legislation and best practice
- Data insight/analytical experience
- Experience of CRM & Loyalty technology platforms
- Travel/Leisure, Hospitality, Retail, Loyalty sector experience - highly desirable
