Job Description
Job Title: Interim Loyalty and Reward Executive, Cunard
Department: Cunard Marketing Team
Senior Manger, Trade Marketing & Sales Operations, Reporting to (Job Title): Cunard
No of Direct Reports: 0
Titles of Direct Reports: n/a
Size of Department: n/a
Budget Responsibility (direct): n/a
Revenue Responsibility (direct): n/a
Date of issue: June 2019
Issued by (name): Emma Kenny
Overall Purpose of Role
Office based role, to support the implementation and delivery of the Travel Agent loyalty scheme (Shine Rewards Club) strategy and business plan, working with the Cunard Partnership Team and Cunard marketing team to grow Travel Agents engagement and drive advocacy with travel agents across Cunard. The role will also work closely with P&O Cruises Partnership team to encourage collaboration and effectiveness of Shine Rewards Club across both brands.
Implement loyalty and reward strategy as defined by Senior manager, Trade marketing & Sales Operations / manager, delivering a motivational travel agent engagement programme that underpins and links together Cunard’s overall approach to agent engagement.
Supporting manager with developing the programme; including incentive strategy, development of online Shine Rewards hub, promotion of the scheme and evolving the training and brand engagement platform.
Working in partnership with the wider Cunard Marketing teams to develop and evolve the Shine Rewards Club branding through imagery, content, colour scheme and overall look and feel.
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Main Duties & Responsibilities In conjunction with Senior manager, Trade Marketing & Sales operations, formulate and implement Shine Rewards Club strategy, ensuring all activity supports the wider channel strategy and three year business plan. Develop relationships with external stakeholders responsible for developing the Shine Reward Club programme including regular meetings and programme reviews. Work collaboratively across all teams within the Cunard Partnership Team and marketing to ensure the programme is aligned to wider channel strategy. Collaboratively work with other Carnival Corp brands to support growth of Shine Rewards Club across brands. In conjunction with the Senior manager, Trade Marketing & Sales operations, manage and effectively deploy A&P and incentive spends to drive the programme. Coordinate campaign activity to be delivered through the Shine Rewards Club programme in conjunction with other trade engagement channels – as directed by the Trade Engagement Manager. Lead the review of Shine Rewards Club performance by Travel agent and provide reporting to support investment decisions. Support Senior manager, Trade Marketing & Sales operations, on documenting and analysing commercial effectiveness of Shine Rewards Club. Champion the development of Shine Rewards Club website, focusing on creating an enticing and engaging portal for Travel Agents. Work in conjunction with Cunard System Analysts to evolve the online user journey, focusing on improving automation. Work closely with the Marketing and wider partnership teams to ensure that they are fully briefed on our requirements and material is delivered on time and in line with brand guidelines and commercial needs. Ensure sales opportunities are maximised through tailored reward and incentives during key campaign periods.
Budget Management In conjunction with the Senior manager, Trade Marketing & Sales operations, manage and effectively deploy A&P and incentive spend Working closely with Senior manager, Trade Marketing & Sales operations to deliver the monthly budgetary process for Shine Rewards Club with responsibility for all accruals ensuring spend is managed in accordance to defined guidelines Work with finance to regularly assess financial control processes
Customer Responsibilities (Internal & External Customers) Develop relationships with the Trade Engagement team, and the wider Cunard Partnership Team and Marketing team. Champion best practice and influence and challenge others to achieve collective goals. Liaise with Shine Rewards Club external account management team on a day to day basis, and maintain effective relationships to deliver Shine Rewards Club. Support the Cunard Partnership team to deliver business plans and channel strategies. Assist in analysis and reporting of figures, both for internal and external customers. Build effective working relationships with customers at all levels (internally and externally) and work collaboratively to deliver required outcomes. Act as company ambassador when attending sales meetings, training, company and 3rd party events. Work with wider Cunard Partnership Team to identify and understand competitor activity and share with internal/external customers to support evolution of Shine Rewards Club. Work effectively with PR team to drive proactive coverage across Trade press channels.
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Technical and Reporting Responsibilities Management of report suite to support analysis and effectiveness review of Shine Rewards Club, including enhancing reports, demonstrating engagement and usage levels, to support the Cunard Partnership Team. Work closely with Systems and Support Manager to review and develop Shine Rewards Club portal and data feeds. Support management of Shine Rewards Club database, ensuring the agent email database is maintained and set up accurately and developed to support segmented and personalised communications. Ensuring data from Cunard Shine Rewards Club scheme is captured and utilised for targeted trade marketing. Support implementation of Shine Rewards Club web developments.
Administration Responsibilities General Shine Rewards Club administration supporting the Cunard Partnership Team with regular updates Produce regular registration and engagement reports.
HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others. Report all accidents, ‘near miss’ incidents and work related ill health conditions to your manager and to the Facilities department. Follow safety rules and procedures. Use work equipment, personal protective equipment, substances, and safety devices correctly. Take part in safety training & risk assessments and suggest ways of reducing risks.
General Responsibilities To undertake ad hoc duties as required. Adheres to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employee’s control (list not exhaustive). Teamwork
The Interim Loyalty and Reward Executive will play a role in helping to continually build the Cunard Marketing team as a high performing team with embedded positive team behaviours that make it a great place to work that others strive to join.
Ways of working include: Positivity, friendliness, approachable, hard-working, supportive, eager to see if there’s a better way, humble, helping others to succeed.
Other Features of Job (travel, hours of work, working conditions etc.): Occasional ship visits, including travel within the UK. Flexible working approach with additional hours as required. Normal working hours between 9am – 5pm based in Southampton Offices.
V1.0 October 2018
Person Specification
Job Title: Interim Loyalty and Reward Executive, Cunard
Department: Cunard Marketing Team
Education, Qualifications and Training
Essential: Minimum of 5 A-C GCSE’s or equivalent including Maths & English.
Desirable: Degree or equivalent academic qualification in Marketing, Sales, Management or similar subjects. Recognised professional qualification preferably in sales, marketing or management, e.g. CIM Diploma or similar
Previous Experience & Work Based Competencies
Essential: Industry experience within a commercial or sales environment. Proven previous exposure to administrative responsibilities, processing information accurately and effectively. Strong knowledge of MS Suite, including Excel, Word, Power Point.
Desirable: Previous experience within the travel/cruise/hospitality industry in a sales, customer service role. Experience of working with 3rd party suppliers. Knowledge of the cruise/travel industry. Previous presentation and report writing skills.
The candidates who will be successful and excel in this role will naturally: Have a passion for delivering great service to internal and external parties with attention to detail and a proactive approach to problem solving. Have strong written and verbal communication skills with an ability to convey ideas and initiatives clearly to a variety of audiences. Comfortable with presenting themselves in internal and external communications. Have strong prioritising, organisation and time-management skills. Be energised by working in a team, both immediate and cross-functional, while having ability to work with minimal supervision and using own initiative and demonstrating drive. Be driven by generating new ideas and approaches to problem solving.
V1.0 October 2018