Head of Member Engagement

1 month ago

Cape Town, South Africa Virgin Active South Africa (Pty) Ltd Full time

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...

We can’t live without…

- 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, Saleforce, 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+ 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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