Membership Marketing Manager - London and Whipsnade

Membership Marketing Executive (Full-Time / Permanent) - London and Whipsnade Zoo

We’re ZSL, an international conservation charity. Our vision is a world where wildlife thrives and we’re working every day to achieve this. From investigating the health threats facing animals, to helping people and wildlife live alongside each other, we are committed to bringing wildlife back from the brink of extinction. Through the work of our pioneering scientists, our dedicated conservationists and our unrivalled animal experts in our two zoos, we guide and enable others in the UK and all across the world. Inspiring, informing, empowering – working for wildlife.

Role Profile

We have upwards of 100,000 ZSL Members, who made over 350,000 visits to our Zoos - ZSL London and ZSL Whipsnade Zoos last year, generating over £6.5million of income; so they play an important role in supporting the work of ZSL. We are currently undergoing a review of our Membership scheme with a view to re-launching the scheme scheduled for Summer 2019. This post will play a vital role in the delivery of the new scheme. Reporting to the Head of Marketing you will manage the ZSL Membership programme, developing and implementing strategies for acquisition and retention of ZSL Members. The Membership Marketing Manager will also have responsibility for leading on re-launch of the Membership scheme. 

You will manage the work of a Membership Marketing Executive and work closely with the wider Marketing team and other relevant departments, including Creative Studio, Communications, Digital (web and social media) and Zoo Engagement teams to develop campaigns to attract new members and re-activate past supporters, driving the programme forward to achieve maximum engagement. You will also work closely with several external suppliers including designers, media agencies and fulfilment houses in order to manage the delivery of both the scheme and the marketing campaigns.

Main Duties and Responsibilities

• To be responsible for the management of the ZSL’s membership scheme including development and delivery of an annual membership marketing strategy and plan, that uses analysis of Member data and behaviour to drive both acquisition and retention of ZSL Members, delivering against set KPI’s.
• To lead on the development and implementation of the marketing and communications plan to re-launch the Membership scheme, including managing the delivery of new marketing and membership materials, working with an external design agency
• To develop and implement campaigns to generate new members using all elements of the marketing mix (paid, owned and earned channels)
• To develop and manage an extensive programme of direct mail and follow-up communications for Members as part of the retention plan, working with the CRM team on developing segmented customer journey
• To work closely with the Supporter Services, the Admission teams and external fulfilment agencies to implement effective and efficient processes for promotional campaigns and to ensure that our backend support services are effectively supporting the Member journey
• To produce content and provide direction for a range of membership resources, briefing internal and external teams where necessary
• To work with the Digital Team to ensure that the Member areas of the website are kept up to date and that the online journey is optimised to deliver targets
• To manage onsite and offsite promotions for Members
• To provide regular reporting of performance against targets (income and retention rates), ROI, learnings and resulting actions to the Head of Marketing.

Person Specification

Ideally the job holder will have:

• Demonstrable experience of managing a Membership scheme, including the delivery of both acquisition campaigns and retention programmes.
• Experience of developing and implementing marketing campaigns across of variety of media.
• Experience of using performance and customer data to develop actionable marketing plans.
• Experience of working with customer databases and developing membership customer journeys.
• Experience of budget management and analysing commercial data
• Understanding of Not for Profit sector and its legal regulations (including gift aid)
• Knowledge of data protection legislation
• Excellent knowledge of direct marketing
• Knowledge of all elements of the marketing mix including use of digital channels (online and social)
• Knowledge of trends in membership and fundraising
• Excellent interpersonal, communication and influencing skills and a high level of credibility are a must for this role
• Demonstrable leadership/people management experience - able to inspire, motivate and lead teams with clear objectives in place
• Proficient in understanding commercial performance data and extracting and manipulating customer data with a good attention to detail

Please note: This is a full-time, 1 year fixed-term contract position and will be based at ZSL London Zoo. However due to the nature of the role, the job holder will be required to make regular visits to ZSL Whipsnade Zoo.