In a nutshell
This role has two clear areas of responsibility;
1. To ensure the smooth, consistent, timely creation and running of all Customer Planning activity, from elements of the broad annual plan, through to delivery of seasonal campaigns and individual activities on the plan. Ensuring all key stake holders are aligned around timelines & critical paths, that documentation is maintained and all teams are engaged and kept up to date.
2. To be the single point of contact in Marketing for a specified Trading Area. Working closely with the Trading Director and their teams and the Commercial planning team to ensure that you understand commercial priorities at a category level (including Own brand) and use this knowledge to select products and offers that meet our commercial needs and satisfy our customers.
What I need to do
Deliver against a series of processes, timelines / critical paths and milestones that make the Customer Planning process and Activation Management run smoothly. This will include the annual customer planning process, all the way through to the process, timelines and critical paths associated with planning, delivering and reviewing a campaign and individual activity on the plan.
Proactively engage all relevant areas of the business on timelines and milestones, ensuring that all parts of the customer planning process are running to long-enough timelines that all areas of the business can be included and make an impact on the plan.
Use inflight insight to recommend adjustments to the plan where necessary to take into account changes in market conditions and new opportunities
Work with the Senior Customer Planning Manager to deliver the rolling annual Customer Planning process, including the setting-up and delivery of the nomination process and supporting Trading and the Commercial Planning team in helping categories understand the most suitable marketing channels for their plans.
Work with my specified Trading Director and their teams and the Commercial planning team to ensure that I understand commercial priorities at a category level (including Own brand) and use this knowledge to select products and offers that meet our commercial needs and satisfy our customers.
From the nomination process agree the prioritisation of activity and the relevant levels of support. Then create the master BAU planning document that all implementation teams will use to deliver activity to ensure that it is consistent and legal.
Brief the Comms team to develop media and content recommendations for all activities and work together to finalise plans.
Work closely with Digital, Store, Trading and Commercial teams and the rest of Marketing, to develop and maintain the detailed scheduling of promotions and seasonal space to ensure it is aligned with the rest of marketing channel plans (e.g. Promotional advertising, Email, Social Plan etc.)
Work closely with the Media business team to support monetisation opportunities
Work closely with the relevant implementation teams to ensure that the detailed plans being built are aligned to customer-facing dates and insights for the time period in question.
Be the ‘go-to’ person in Marketing to understand what is happening, when and what needs to happen in which order, for the Customer Plan to be delivered. This is not about being a gatekeeper or blocker, but about being a great facilitator.
Be the owner of all Customer Plan and associated documentation with the accountability of ensuring we achieve the correct balance of confidentiality and engagement so that the plan can be delivered.
Own the weekly Ops meeting which brings together all implementation teams and ensures that all activity meets the brief and is running to plan, but also incorporates any reactive up-weight activity.
Work closely with Finance to ensure that the Customer Plan is delivered to budget and delivers against commercial objectives.
How I will succeed
Everyone in relevant teams across the business is aware of and engaged in the timelines and processes that will enable the customer plan to be delivered smoothly and meet customer and commercial targets.
The Customer Plan skeleton contains all the appropriate building blocks of dates, cycles, insights etc. to enable the best plan to be built.
Processes and timelines take into account all key planning timelines across the business and ensure all teams can be included.
Trading and Commercial planning deliver to clear briefs to allow effective prioritisation of the propositions/products that will underpin the plan and deliver commercial success
Media business activities are aligned to both the Customer Plan and Category Plans to maximise monetisation opportunities.
The rolling view of the Customer Plan is maintained and up to date at all times and is reflective of all marketing activity.
The weekly Ops meeting is well attended and acts as the air traffic control centre for our activity
Develop fantastic relationships with all key stakeholders
What I need to know
How the relevant teams across the business operate and can contribute to the success of the plan and campaigns and who are the day to day decision makers
How best to engage and influence (cross-functionally and at all levels)
How our plans and campaigns can pull the commercial levers of our business
How to manage budgets
How customers behave and respond to events, propositions and communications
How the market and competitors perform (and have performed) in the relevant areas
How to track performance against KPIs, and respond accordingly to any risks / opportunities
How to prioritise effectively
What I need to show
The ability to be able to flex between longer-term planning and delivery in the here and now
Managing and prioritising workload on an ongoing basis and having the flexibility to respond to business needs
Full understanding of Trading, Commercial planning, Digital, Stores and the rest of Marketing and the various internal dependencies
An interest in and an understanding of the total business and not just the marketing function
Credibility amongst key stakeholders
The desire to have up to date knowledge, understanding different areas of the business and their priorities
Strong story telling & presentation/articulation skills – bringing others on the journey
Strong influencing skills up to SM level and across different functions
Ability to communicate relentlessly and with absolute clarity to ensure management of expectations
Experience of working in a cross-functional environment
Technical skills & abilities:
Excellent project/programme management
Detailed understanding of TSI guidelines and our House rules
Attention to detail and the ability to manage complexity
Excellent Excel and Powerpoint skills to develop and maintain the plan
Ability to use various sets of data and interpret the results to achieve a good balance of customer and commercial outcomes
Strong ability to synthesise insight and analysis into actionable recommendations
Resources available to me
Support from the insights team, commercial planning and other key stake holders
Structured support from the workflow manager, the gate process and all customer planning processes
Team of planners
Agreed budget for each campaign
What decisions I can make
What our marketing propositions should be and how they should look and feel for our customers
Which propositions should be prioritised and recommendations for how they can be executed in a cost-effective way
Identify business and customer opportunities through commercial, contractual and customer data
Sign off activity that meets the allocated budget for each campaign