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Customer Loyalty Lead

Location: Newcastle

Salary: £42,000 - £46,000

Job Type: Permanent

Job ID: 169259

Do you have experience creating strategies to maximise loyalty schemes and customer retention?

We’re looking for a Customer Loyalty Lead to join LNER and drive the creation and delivery of the short, medium and long-term strategies for their unique loyalty programme LNER Perks.

As Customer Loyalty Lead, you’ll focus on developing strategic plans which drive positive customer behaviours, such as acquisition, regular participation through redemptions, and brand advocacy.

You’ll also need to work closely with the digital team to scope out and deliver new technical capabilities to ensure LNER has an industry-leading loyalty proposition.


Key responsibilities:


  • Lead on the creation of the short, medium, and long-term strategy for customer loyalty across LNER, working with the Digital Products, Marketing, and Customer Experience teams to ensure a coherent, joined up loyalty strategy that grows customer participation and commercial value

  • Lead on the communication of the customer loyalty strategy, identifying cross-business opportunities and working with key stakeholders across the business to integrate a customer loyalty focus into their workstreams

  • Accountable for developing the LNER loyalty scheme digital proposition and offer.

  • Ensuring an App-based approach to encourage scheme participation, customer engagement and deliver commercial results

  • Identify new data opportunities and technical requirements and drive delivery of these into the appropriate teams across Commercial and Digital

  • Lead on and take accountability for programme governance by establishing processes, procedures, and a structure for communication, implementation, monitoring, and ensuring that policies and best practices for loyalty and reward schemes are followed

  • Lead on budget management and the periodic reporting process, communicating to key stakeholders across the business. Lead on reporting of any variances and take accountability for overall scheme budget spend

  • Develop and optimise relationships with relevant external agencies and internal teams to build and execute plans, ensuring all activity is delivered to agreed processes, on time, on budget and meets quality standards

  • Continuously improve LNER Perks loyalty programme, including contact rates, response rates, engagement, conversion, retention rates, frequency and value of purchases, through test and learning, optimisation and innovation

  • Provide exceptional line management to the Loyalty Scheme Manager. Coaching, mentoring and encouraging their development; ensuring they don’t just deliver their goals but thrive when doing it, getting the challenge and support they need to make LNER a great place to work

  • Be an active member of the CEM and Digital Content leadership team, encouraging and demonstrating cross team and cross channel working


About You


  • Marketing or Business-related qualification: Diploma, Degree, or 5+ years equivalent experience

  • Product management experience – loyalty scheme or customer retention product management desirable

  • Project management experience in leading development projects with a customer focus

  • Experience in commercial modelling to drive strategy and forecast success

  • The ability to drive a ‘digital first’ agenda with understanding of how to maximise digital engagement and fulfilment

  • Experience in leading strategy creation and communication, plus line management and goal-setting

  • Adept at cross-business stakeholder engagement across all levels including Executive team

  • The ability to use data to make strategic business decisions and measure the benefits of the loyalty proposition to the business

Company benefits include free travel on LNER trains for you and your dependants, discounted international travel after one years’ service, and a generous pension scheme.

If you’re interested in this role, send across your CV and a member of our team will be in touch.