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 acquisition efforts through digital marketing and technology, sourcing high yielding new members and re-engaging previous members.
Optimize all forms of digital marketing to improve return on investment, through innovation and efficiency.
Lead the advancement of Virgin Active South Africa's acquisition marketing efforts as the stakeholder for all investment and profitability in this area of the business.
Your Duties and Responsibilities...
Develop and execute a comprehensive digital acquisition strategy that aligns with VASA's overall business goals (net growth, revenue, EBITDA).
Manage a team of digital specialists across paid media, SEO, web development and CRM who are responsible for executing on the digital acquisition strategy.
Manage any 3rd party vendors contracted to VASA to aid in the execution of VASA's digital acquisition strategy.
Take ownership of the budgets invested in all digital marketing and technology used to enable VASA's digital acquisition strategy.
Lead the implementation of all facets of digital marketing and technology to meet the needs of VASA.
Take hands-on control of all digital tracking and analytics required for campaign measurement, as well as the databases used to report on performance.
Establish the necessary data infrastructure and tech platforms to enable VASA's digital acquisition strategy.
Analyse digital marketing performance to ensure it meets the revenue and yield goals of VASA.
Explore and implement innovative ways to enhance the way VASA acquire new customers, either through innovative digital marketing campaigns or product development.
Collaborate with the Head of Brand and Communications to ensure consistency and alignment of messaging across all customer touchpoints.
Partner with the Head of Member Engagement & Retention to develop integrated marketing campaigns that attract high value customers.
Collaborate with other departments, such as sales, creative studio, product, loyalty and customer service, to ensure a seamless customer experience.
Evaluate and report on the success of digital marketing initiatives and make recommendations for improvements.
Collaborate with global marketing specialists to influence and contribute to the broader strategy within Virgin Active.
Lead and manage senior stakeholders within the VA ecosystem.
Lead a specialised performance marketing team through driving performance through KPI metrics.
Provide guidance, support and personal development to all digital team specialists as their direct line manager.
Our Minimum Requirements...
We can't live without...
8+ years of experience in Digital Acquisition Marketing with a proven track record of deliver across all paid and owned digital touchpoints; and a minimum of 3+ years as a Senior Manager.
Solid and proven people leadership skills, with the ability to manage cross-functional teams and drive projects to successful completion.
In-depth understanding and hands-on experience with digital marketing platforms and tools, required, but not limited to: Google Ads, Meta Ads, Tiktok Ads, Google Analytics, Google Tag Manager, Google Looker Studio, Hubspot (or similar marketing automation tool).
Strong technical knowledge of data analysis, segmentation, and reporting tools.
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, whilst delivering on short term acquisition goals.
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.
Knowledge and certifications in areas such as content marketing, analytics, email marketing, marketing automation tools, lead generation, 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).
We'd like you to have...
Adaptability (must be able to adapt to a fast-paced, changing environment).
Curiosity (must be willing to succeed, seek opportunities to learn and grow).
Winning mentality (must be willing to go over and above to achieve success).
Motivation 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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