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Reporting to: Head of Online Sales
Generating 8.471 billion annual revenues and with 15 million customers and 19,000 employees, BT Retail is a major force in the communications market. It has a well established strategy that puts customers firmly at its heart, vigorously defending its core business and growing new market opportunities. Our Consumer division provides communication services to the home. It is a vital part of the Retail organisation with over 15 million customers. The organisation delivers a turnover in excess of 5 billion and represents about 15% of group profits directly. Consumer has the privilege of utilising a brand that is amongst the most powerful and respected in the UK and has strong existing relationships with millions of households in the UK. The mission of Consumer is to become the customers' first choice retailer for communication, broadband and premium TV services.
Key Purpose of the role:
Working within the Consumer Online team, the role holder will be accountable for acquisition activity on BT.com. This means driving and maximising sales on BT.com for BT’s main product sets for the consumer Market – Voice, Broadband, premium TV and BT Sport packages.
The key responsibility of this role is creating and driving online sales plans, maximising browse to conversion rates and therefore increasing the revenue growth from the site.
Working with the various commercial, channel management, agencies and marketing teams the role holder will create and deliver online activities to meet our online targets. These targets are based around online sales, online conversions, revenue growth and channel share, in short - increasing transactions on BT.com .
Whilst this is an online role, this is not a technical role and not a pure marketing role - however the role holder must be able to converse with technical and marketing counterparts in the business. The role is all about creating a 'best in class' online experience for our customers, with clear and compelling reasons for buying online. Key measures will include increasing sales conversion, driving online channel share and delivering and optimising an exceptional online customer experience.
Already with a strong track record in Online Sales and Customer Experience, the successful candidate needs to possess the ability to be dynamic and proactive in this challenging area of the business. You must be an idea’s person who is capable of challenging the norm and not being afraid to stand up and fight for the right online experience for a customer. Being 'proactive' and 'on the front foot' is absolutely key to succeeding in this role.
You will need to bring a blend of analytical, commercial and marketing focus as this is the ideal mix for an online marketing manager in BT. Being able to study the metrics and determine how that translates into user behaviour and how to optimise based on that insight is a key function of this role.
Skills & Experience
We are looking for an experienced online professional with a blend of marketing, commercial, operational, analysis and technology expertise to maximise the potential of BT.com . The successful candidate will be able to clearly show the skills and experience outlined below:
•Proven experience in online customer experience development (client or agency side, or both)
•Proven experience in delivering increases in conversion and sales on a high-trafficked website – ideally high volume B2C sites.
•A background in marketing and expertise with eCommerce sales principles / techniques.
•Proven commercial experience in building business cases for investment.
•Proven experience in managing online agencies, from briefing to execution
•A thorough understanding of consumer needs, drivers & issues.
•Strong commercial acumen, previous experience of building business cases and ability to negotiate and agree online exclusive offers with commercial and finance teams
•Ability to develop relationships internally and externally and the necessary influencing skills to make the most out of these relationships.
•Ability to innovate and think creatively
•Excellent communication skills are essential in this role. You must be able to articulate your ideas in a compelling and confident way that instils in your stakeholders and the Consumer Online team
•Ability to lead projects, managing virtual teams across BT Core Consumer, delivering initiatives end to end, including technical teams, commercial teams, creative talent and senior management.
•Influencing and strong communications skills with an ability to work across the business
•Be able to clearly present information to BT senior managers (eg. weekly online sales presentations)
•Reporting and analysis (strong Excel skills essential) – to enable fact based insight for clear decision making.
•Previous planning/ forecasting experience
•Stakeholder management for peer level and seniors up to GM / Director level.
up to £55,000 Base / £4,800 Car Allowance / 10% Bonus / Contributory Pension / Private Medical Cover / 27.5 Days Holiday / Employee Phone, Broadband, TV and Calls Package / Life Assurance
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