Customer Communications & Marketing Manager - Loyalty

Role Purpose

Drive the development and delivery of loyalty and advocacy programmes that build deeper relationships with our customer base, increase advocacy, and support commercial objectives. Work in cross-functional squads to ensure loyalty initiatives are integrated across the business.

Main Responsibilities

• Design and implement loyalty programmes and advocacy initiatives that drive customer engagement and retention.
• Work with Commercial, Product, and Data teams to align loyalty activity with business goals and customer insights.
• Develop communications that celebrate customer milestones, encourage referrals, and build brand advocacy.
• Monitor loyalty metrics and use data to refine and improve programmes.
• Collaborate with the Stakeholder Engagement team to ensure all loyalty communications are compliant and on-brand.
• Assist with the development of key KPIs to ensure continued focus across the business on advocacy and loyalty.

Knowledge:

• Detailed understanding of loyalty, CRM, and advocacy marketing strategies and best practices.
• Strong grasp of customer engagement, retention, and advocacy drivers in telecoms, utilities, or other consumer-facing sectors.
• Familiarity with loyalty programme design, referral schemes, and customer lifecycle management.
• Knowledge of data analytics tools, CRM systems, and customer insight platforms.
• Awareness of regulatory and compliance requirements for customer communications.

Skills:

• Excellent communication and storytelling skills, able to inspire advocacy and loyalty.
• Advanced analytical and data interpretation skills, with the ability to translate insights into actionable loyalty initiatives.
• Strong project management skills, able to deliver multiple programmes and campaigns simultaneously.
• Exceptional stakeholder management and cross-functional collaboration skills.
• Creative problem-solving and innovation in developing new loyalty and advocacy approaches.
• Ability to measure, report, and optimise loyalty programme performance.

Experience:

• Significant experience in loyalty, CRM, or advocacy marketing, ideally in a B2C environment.
• Proven track record of delivering successful loyalty or advocacy programmes.
• Experience using data and analytics to shape and optimise customer engagement strategies.
• Experience managing external partners, agencies, or suppliers.
• Demonstrated ability to work in agile, cross-functional teams.

Behaviours / Values Fit:

• Customer-focused, collaborative, and commercially minded.
• Passionate about building advocacy and loyalty.
• Comfortable challenging the status quo and bringing new ideas.
• Adaptable, resilient, and able to work at pace in a fast-changing environment.