Summary
About us
Dyson solves the problems others choose to ignore, developing disruptive technologies requiring even more complex electronics to deliver an increasing product portfolio. We are growing fast, and our ambition is boundless – more products, more locations, and more people.
About the role
Reporting to the Marketing Director (with a dotted line into Regional Owner Experience Lead), this role will own and drive Dyson’s owner experience strategy within the market. You will lead and drive our ‘Bought not sold’’ approach so that the experience owners’ have across all our touchpoints (from Customer contact centres to Dyson Home engineers) is consistent and uniquely Dyson.
You will be expert in working with data and deriving insight to develop actionable Owner Experience programmes, demonstrating clear ROI through delivery of an active owner base that shows growth in NPS, engagement, retention advocacy and lifetime value. You will support both strategic, and tactical, business initiatives with high quality execution that resonates with owners, turning one time purchasers into lifelong Dyson advocates.
You will be an important part of the Market function, working with the marketing, sales and customer service teams to ensure that we are owner led, using owner data to drive insight and targeting programmes that deliver returns.
You will join at a time when Dyson is evolving its relationship marketing capability, with a drive towards new technology and approaches to unlock richer data insights and improve campaign performance.
Function Overview
The Owner Experience Manager will play a key part in the successful roll out of a global programme: Marketing Analytics Data Environment (MADE), which puts the Owner at the heart of the Dyson business, establishing a data-driven operating model. The MADE dataset will capture key consumer interactions from source systems (internal & external data sets) to help build and inform the enriched profiles we use to personalise our communications with Owners.
This will help us design experiences that are consistently Dyson across multiple touchpoints – including Customer contact centres, app, .com, repair centers, Dyson Demo stores and key media platforms and ultimately through our Dyson Home Engineers.
Responsibilities
You will be responsible for the experience our Owners have with Dyson across our touchpoints (such as Customer contact centers, app, .com, repair centers, Dyson Demo stores and key media platforms and ultimately through our Dyson Home Engineers) and how to be ruthlessly relevant to them.
You will be responsible for making our owner’s happy through the programmes that are rolled out.
You will be responsible for enriching the local dataset of internal and external data to enable the programs developed.
You will be responsible for the Dyson experience, we are creating a long-term relationship with owners that is delightfully simplified, making interactions with Dyson easier – from selecting the right machine for their lives through to getting the most from those machines and delivering services that enable this.
You will lead a team within the market that focuses on Campaign Management and activation, owner insights, data management, data capture and data compliance.
You will be responsible for working with Marketing and PR to grow an engaged community of owners who in the long-term are engaged advocates and so more efficient to reach as they are engaged on platforms we own and are cost less to reach.
You will be responsible to ensure that a Dyson experience is different, better, engineered and unique. In short, reinforcing our philosophy of bought not sold.
You are responsible for evangelising the role of relationship marketing within Dyson's market, leading a data-driven Owner Experience strategy.
You will define and execute relationship marketing activity within the market, developing automated lifecycle communications; execute insight-led acquisition strategies, ensuring owners are reached with the right message at the right time in the right channel for optimum acquisition. We seek to develop long-term relationships with owners to continually demonstrate differentiated products and unique Dyson experiences/services.
You'll take a positive approach to problem solving, collaboration and influencing others, and take a completer finisher approach to project work.
You'll have experience of working across all digital platforms, with a data-driven mentality.
About you
- Owner relationship management through email marketing, all major local social platforms, stores, apps, customer contact centres and in-home field service engineers
- How we can drive brand engagement and loyalty using the most relevant and effective local digital channels in your market
- Managing the implementation, tracking and measurement of marketing campaigns
- Developing A/B and multivariate testing strategies to optimize activities in order to make our owners happy
Your experience will include
- Using data to inform strategic decisions and developing new activities
- Leadership of digital teams, as you will be responsible for line managing a COE Campaign Manager, with the opportunity to further grow your team
- Working closely with and partnering with cross functional teams especially Customer Service, Insights, Events and other marketing teams
- Briefing and overseeing the work of internal teams and/or external agencies
- You'll have excellent communication skills and the ability to operate in a global matrix structure with a broad range of stakeholders.
Required skills
- 10+ years’ experience in digital marketing and campaigns
- Able to manage virtual teams in multiple markets
- Excellent communication skills, with proven ability to engage and influence at all levels
- An innovative thinker with digital marketing expertise and a proven track record
- A visionary who is always looking to learn the most cutting-edge methodologies in digital marketing
- Proactive, creative, team player who enjoys solving problems and enabling those around them
Ability to fulfil other duties as required
- Pick up new activities that fall broadly in the purpose of the role
- Fix things that you can see need fixing
- Identify problems and find solutions
- Promote and demonstrate Dyson behaviors
- Ability to travel
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Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.
