Marketing Automation Specialist Business Unit: Fan Experience Manager: Jessica Goddard (Digital Experiences and Services Lead) Direct Reports: N/A Created: September 2021

Purpose: Using their experience and knowledge of Marketing Cloud, and expertise in marketing automation, the Marketing Automation Specialists role is to manage, develop and enhance the NRL’s instance of Marketing Cloud, and enable clubs and states in Marketing Cloud by providing operational support to individual staff and

teams.

Team Profile: Success Areas:

Making the Game Better Business Value People This role will employ digital capability and technology to help solve problems, improve digital experiences and drive business outcomes for the game and its stakeholders. Specifically, this role will focus on operational, development and delivery management for technology requirements associated with the marketing automation products that form part of the NRL Digital Network. Further detail on below.

This role will ensure the NRLs Marketing business unit has the technology and tools required to communicate with fans to support revenue generation and grow the game. This role will deliver long term strategic value for the game by supporting and servicing Club and State marketing automation strategy, engagement and operations.

This role is required to build and maintain exceptional relationships. It will work collaboratively with each of the following: 1. Digital Product team, Marketing, data 2. Game Development, Community, Corporate Hospitality, Partnerships 3. NSWRL, QRL, and Clubs 4. Salesforce Marketing Cloud 5. External providers of data, eg Ticketek and Ticketmaster

WHY WE EXIST To entertain and engage +7

million NRL fans in increasingly direct and personalised ways,

improving these fans’ experience as well as the

revenue NRL realises from them.

WHAT WE DELIVER

Digital platforms, processes, systems and tools for the game and

its stakeholders.

OUR WAYS OF WORKING

United, Positive, Inclusive, Disciplined.

Role Deliverables:

• Own the technology development and deliverables for Marketing Cloud for the NRL, including integration and configuration with our data warehouse; digital network of websites and apps; bespoke data sources and other external and internal systems

• Collaborate with the Marketing team in developing the roadmap for Marketing Cloud

• Stakeholder management, both internally to NRL also across the wider NRL, and externally with relevant vendors and suppliers.

• Set up and manage SFMC Business Units, data extensions, and user management

• Build emails, for both single sends and for use in journeys

• Provide training and end user support for NRL Clubs and States

• Service desk support for Marketing Cloud. Trouble shoot and manage platform issues relating to Journey Builder and Automation Studio and suggest remediation paths

• Document and update end user training and support materials (JIRA and Confluence)

• Build, QA and test marketing journeys and data automations

• Gather requirements, and deliver documentation relating to journey design and data automation requirements

• Build out and deliver journey reports

Success Requirements:

• Previous extensive experience working in the Marketing Cloud ecosystem

• SQL experience

• Front end (HTML/CSS) and JavaScript development skills 

• Experience developing email templates (content blocks, dynamic content etc) and building Marketing Cloud automations and journeys

• Understanding of customer contact and database management practices

• Knowledge of best practice and effective change management practices, their purpose and application

• Experience working in an Agile project delivery environment

• Strong trouble-shooting experience

• Strong communications skills

• Stakeholder management skills Nice to haves:

• Exposure to/experience working with database structures and design principles

• Exposure to/experience working with data types, data manipulation, relational data modelling, and digital marketing communication channels

• Exposure to/experience working with web service enabled applications and integrations with mobile apps

Position Description

Job Title Customer Marketing and Loyalty Specialist

Level Permanent Full Time

Department Marketing

Reports To Head of Member Experience

Direct Reports 0

Location Level 7, 222 Pitt St, Sydney

Date June 2020

Position Summary

The Customer Marketing team is expanding and we are looking for a Customer Marketing and Loyalty Specialist passionate about everything customer-centric. This role is the business meeting point for understanding and materialising Members’ uniqueness and loyalty.

You will be responsible for proactive relationship building with Members across Compare Club. This position coordinates, executes and manages integrated marketing programs to drive Member engagement, loyalty, expansion and retention.

To excel in this role you will have a background in loyalty programs, CRM, Cross-sell and marketing strategy and will be the overall owner of nurturing campaigns and Member centric metrics such as NPS and CSAT. This role requires a high level of synchronisation within the broader marketing team and communication channels.

Will be responsible for analysing data and understanding how to leverage consumer lifestyle, behavioural, transactional and demographical data to deliver contextually relevant nurturing and expansion programs across multiple communication channels.

You will have a process focused aptitude, good communication and project management skills to create and execute strategic initiatives. Working with the Head of Member Experience, Head of Product, Head of Sales and Business Leaders, the role will support the development of relationships with Members through a range of channels that deliver improvements in Member LTV.

Passion for everything Member-centric is what we thrive for. We are the customers’ ambassadors and advocates. Simply put, we strategise, build, operate and permeate Compare Club with the “member first’ principle.

Position Description

Organisational Environment

Networking Relationships

To achieve the objectives of this role, the incumbent is dependent on the following internal and/or external teams;

Internal: ● Acquisition ● Member Marketing ● Data & Analytics ● Product ● Sales Teams ● Tech Teams ● Business Development ● Compliance

External: ● Media Account Managers ● Networking Events ● Training Sessions ● Creative Team ● External Partners

Key Accountabilities

Key Result Area Tasks

Position Description Member Loyalty, retention and expansion

● Drive and deliver Member-focused integrated marketing programs focused on increasing Member engagement, expansion, retention and Member lifetime value

● Collaborate closely with multiple teams to define, Implement and deliver Compare Club’s loyalty program

● Develop cross-sell and nurturing activities across all Compare Club products to increase Member share of wallet and engagement

● Drive the implementation and optimisation of Member sentiment metrics and feedback such as NPS, CSAT, CES and surveys

● Unified support program - drive and oversee the processes to deliver a uniform support tone of voice and SLAs across Compare Club’s Member Base.

Testing & Personalissation

● Deep dive into the Member database to glean insights that can be applied to drive the business.

● Develop strategies in order to improve 1st party data collection and optimise Member Lifetime Value.

● Design, execute and deliver multi-disciplined testing approaches and strict campaign measurement methodology, including test design and management of control groups.

Reporting ● Development of weekly, monthly, etc calendars to enable ongoing testing and learning to positively impact the Member lifecycle

● Develop and share post-campaign reporting ● Stay abreast of competitor activity ● Monitor quantitative and qualitative feedback to continuously

improve Member experience

Financial ● Managing small initiative and project budgets where required ● Reconciling of activity to ensure delivery as intended ● On-time, accurate cost accounting and budgeting ● Forecasting Member retention volume and value

Compliance ● Ensure all communications and initiatives are in compliance with Australian legislation

● Ensure all communications and initiatives are in compliance with Compare Club policies and best practices

Position Description Your Experience and Capability

● 4+ years of proven experience in developing successful Member retention strategies that have delivered growth

● History of creating a loyalty/rewards program ● Able to work across both strategy & execution ● Significant experience managing enterprise CRM tools (SFMC) to create personalised

journeys ● Detailed understanding of journey mapping ● Ability to understand Member pain points and develop solutions to remediate ● Strong analytical skills, including managing data, developing insights and

communicating results ● Stakeholder management: you will be working with a group of diverse stakeholders,

including seniority, objectives and location. ● Time management: we are a fast-moving business, you will need to be able to

manage your time and priorities ● Organised and Methodical - Ability to multitask & prioritise effectively: You will have

subject matter responsibility for campaign execution across a number of our businesses

● Effective communicator: We work better as a team. You will be giving and receiving feedback from your manager and peers regularly.

● Self-motivated, positive attitude ● Full working rights in Australia

Position Description

Company Values

Be passionate about the Member and what you do ● We earn our living by making it easier and faster for our Members to sign up

to great value products. The better we can do that, the better we do as a business.

● Be positive, energetic and enthusiastic about delivering that. ● We value passion, smarts and a can-do attitude over experience ● Work is a big component of our lives - We want to love what we do.

Driven for results ● Have an internal locus of control – you are not a victim of your environment

but rather have control of yourself and can influence events to deliver outcomes.

● Focus on doing the things that drive the outcome Have a Crack

● Challenge the Status Quo. ● Be inquisitive. ● Question what you do and how you do it, look for opportunities to do things

better. ● Experiment and innovate. ● Believe in yourself and your ideas - Don’t be afraid to give it a go. ● We believe that the risk of not trying is greater than the risk getting it wrong. ● Take inspiration from others, but make it your own.

Get it done ● Be nimble, be decisive, be practical. ● Take the initiative, don’t wait to be told what to do, If you see an opportunity

to improve, do something about it. ● If you don’t know all the steps to achieve something, the best way to start is to

take the first step. ● Be practical - We solve problems with creativity and pragmatism.

We are one team ● We rise or fall as a team not as individuals. ● Don’t be precious about your patch. Don’t control information. ● We work in a complicated environment, no one person has all the answers -

Seek out feedback and provide feedback to others (no matter what your job description says).

● Be open and honest with one another. ● Show respect - We all bring a new and differing perspectives. ● We are people not machines, we have good days and bad days - support one

another.