Your Purpose...
At Virgin Active, we change people's lives for the better through wellness. We help members live longer, healthier, happier lives – what could be more inspiring? There are few companies that have as much of a positive effect on customers as Virgin Active, and that's a privilege and a responsibility.
Your core purpose will be to:
Grow member usage, satisfaction and loyalty by developing personalised communication strategies that enhance engagement and retention.
Lead the advancement of Virgin Active South Africa's digital channel, member data and CRM capabilities, ensuring seamless integration with broader marketing efforts and global strategies.
Optimize revenue streams and business growth through targeted marketing initiatives and the effective utilisation of customer data.
Your Duties and Responsibilities...
Develop and execute a comprehensive member engagement strategy that aligns with VASAs overall business goals (net growth, revenue, EBITDA) and shares best practice across the global VA business.
Lead the implementation of digital channel, marketing automation and CRM systems, tools, and processes to ensure they meet the needs of VASA.
Establish the necessary data infrastructure and technology platforms to enable personalised communications at scale.
Analyse customer data to gain insights into customer behaviour and preferences and use these insights to inform the development of targeted marketing campaigns.
Drive member retention through targeted communication and engagement initiatives.
Explore and implement innovative ways to engage and monetise the customer base.
Collaborate with the Head of Brand and Communications to ensure consistency and alignment of messaging across all customer touchpoints.
Partner with the Head of Acquisition Marketing to develop integrated marketing campaigns that attract and retain customers.
Collaborate with other departments, such as sales, product, loyalty and customer service, to ensure a seamless customer experience.
Evaluate and report on the success of member engagement initiatives and make recommendations for improvements, locally and across territories.
Establish automated member communication journeys based on key triggers and milestones to enhance the customer experience.
Collaborate with global member engagement specialists to influence and contribute to the broader member engagement strategy within Virgin Active.
Provide guidance, support and personal development to Loyalty Manager as their direct line manager.
Facilitate relationships between Loyalty and other departments across the business.
Our Minimum Requirements...
8+ years of experience in Digital Marketing, Marketing Automation & CRM with a proven track record of driving customer engagement, retention and revenue growth through member engagement initiatives.
Strong technical knowledge of digital channels, customer journeys, data analysis, segmentation, and reporting tools.
Ability to analyse customer data to gain insights into customer behaviour and preferences to use these insights to inform the development of targeted marketing campaigns.
In depth understanding and hands-on experience with CRM platforms such as Braze, Salesforce, Microsoft Dynamics, Hubspot or similar.
Ability to lead teams in the creation of cut-through creative for direct channels.
Experience in content marketing, campaign analytics, email marketing design, customer journey mapping, and customer engagement.
Project management skills. Working with competing deadlines, managing Virgin Active's output using recognised project management software (Asana, Podio, Monday.com etc)
A minimum of 3+ years within a senior leadership role.
Solid and proven people leadership skills, with the ability to manage cross-functional teams and drive projects to successful completion.
Excellent communication and interpersonal skills, with the ability to collaborate and influence stakeholders at all levels up to Group EXCO.
A strategic mindset with the ability to think long-term and contribute to the overall business strategy.
A creative thinker with a passion for delivering exceptional customer experiences with relevant communication strategies and content.
Ability to work in a fast-paced and dynamic environment, with a strong sense of accountability and ownership.
Flexibility and enthusiasm in adapting to changing priorities and business needs.
We'd like you to have...
Adaptability (must be able to adapt to a fast paced, changing environment)
Be curious (must be willing to succeed, seek opportunities to learn and grow)
Have a winning mentality (must be willing to go over and above to achieve success)
Must be motivated to achieve success.
A commitment to making a difference in people's lives.
A Growth mindset
The ability to work independently.
Trustworthiness (must always act in doing the right thing)
A drive to create moments of magic for our members.
The ability to make decisions and take ownership and responsibility for the decision.
Action orientation
We'd love you to have...
Wellness knowledge, beyond the health club
The ability to make quick and bold decisions.
The ability to be agile.
The ability to be collaborative.
High Interpersonal skills (EQ)
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