Engagement Lead

Job Purpose

Responsible for planning, implementing and optimising customer engagement campaigns across digital channels, incl. but not limited to SMS, USSD, e-mail, push and in-app.

Roles and Responsibilities

Martech:

•        Responsible for implementing and managing CRM tools, CDP tools, SDKs and APIs required to fuel engagement campaigns.

•        Ensure compliant implementation of data pipes and events to enable engagement journeys across Martech platforms (according to GDPR and tenant regulations).

•        Work closely with BI and data security teams to ensure compliant data usage and management through Martech stacks

•        Provide insights and best practices to drive continues improvement in the Martech landscape.

•        Manage Martech vendors.

•        Manage engagement budget and spend.

•        With the Product team, launches new on-platform engagement channels to communicate with customers through their preferred channel.

•        With the Partnerships team, ensure the engagement API is implemented and launched across all partners and tenants.

•        Monitor the performance and data coming through the engagement API.

Automation of engagement communications and journeys:

•        Build automated engagement journeys leveraging CDP and CRM tools.

•        Ensure correct implementation of events tracking to enable automated journeys.

•        Ensure frequency capping and consent management is in place and enforced through manual and automated campaigns.

•        Implement and review automated transactional and Marketing communications with the technology teams, including the review of triggers, frequency and copy to deliver on objectives and legal requirements.

•        Implement and report on engagement campaign key metrics (develop automated reporting through Martech tools/BI tools).

•        Measures and tracks performance of engagement campaigns, and drives continuous improvement.

Launch and optimization of engagement campaigns

•        Ensures the daily execution of engagement comms and plans across channels.

•        Creates and implements the engagement strategy across tenants and geographies (cross-channels, digital focus).

•        Ensure adequate targeting and segmentation strategy is in place for both automated and manual campaign practices.

•        Works with Partnerships, Commercial, Marketing and Product teams to review and optimize acquisition and usage journeys for maximum registration/activation rates, best experience, and ease of use.

Key Metrics (including but not limited to):

• Engagement frequency, variety and duration
• Clicks, impressions
• Unsubscribe requests
• Activation/registration rate
• Daily Active Users (DAU)
• Monthly Active Users (MAU)
• Retention Rate/ Churn Rate
• Lifetime Value

Competencies

Behavioral Skills

Attention to Details

Accountability and Ownership

Good organisational and time management skills

Self-motivation

Relationship Building

Flexibility

Problem Solving

Balanced Decision-Making

Planning and Organizing

Cultural Awareness

Stress Management                         

Leadership            

Technical Competencies/Skills 

In-depth knowledge of digital cross-channel engagement journeys, Martech platforms, best practices for CVM, CRM, customer engagement, and customer analytics.

Strong understanding of Martech tools (i.e. CRM, CDP – Braze, Clevertap, Segment, Mparticle) and automated journey management.

Solid knowledge of website, in-app and BI analytics tools (e.g. Google Analytics, Tableau, Mixpanel, Matomo).

Demonstrable experience in leading engagement campaigns from the idea stage through to their execution and implementation.

Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.

Excellent analytical abilities.

Outstanding communication and interpersonal skills.

Up-to-date on the latest trends and technologies in digital campaign management and engagement.

Education

Bachelor’s degree in Marketing, Business Administration, IT, Media Management or similar qualification in relevant field preferred.

Experience

Minimum of 5 years working experience in a CVM (customer value management), Marketing technology or customer engagement position.

Licenses and certifications

CRM Certification – Braze, Clevertap or Salesforce Marketing Cloud or equivalent

CDP certification – Segment, Mparticle or equivalent

Physical demand and working conditions

Professional office environment.

Pension Fund

Medical Aid