Overview
Mobile App Marketing Lead is a 12-month fixed-term role that comes with up to £72,000 plus pension, BUPA, ShareSave, and 6.6 weeks of holiday, along with hybrid working.
We believe anyone can improve their home to make life better. From our Southampton Store Support office, we equip our stores, people, and business with everything needed to help our millions of customers create a home they'll love.
What's the job?
This role sets and delivers strategy to turbo-charge B&Q's app revenue growth and digital sales participation.
The Mobile App Marketing Lead will have a balance of strategic consumer digital marketing skills, hands-on experience of scaling significant mobile app growth, as well as provide confident input to the product development team.
The ideal candidate should have experience running multi-channel app campaigns with relentless analytical rigour, agile project management ability, and deep understanding of what it takes to grow and establish a successful, world-class mobile app.
Key Accountabilities:
* Taking strategic ownership of relevant KPIs and ensuring all campaigns and developments are aligned to drive performance with clear metrics, tracking mechanisms, and targets.
* Delivering award-winning app growth marketing strategies through planning, execution, campaign management, and performance-based measurements to boost B&Q's mobile apps installs, users, and revenue.
* Establishing, monitoring, tracking, and managing critical KPIs to achieve install, user, ROI, and revenue goals, relentlessly iterating to optimise performance and results based on data and insights.
* Contribute to the definition of the mobile app product strategy to deliver product and proposition enhancement, as well as bring new app functionality and features to market.
* Collaborating with POs, BAs, and engineering teams to develop, refine, and prioritise the product backlog for the B&Q apps.
* Briefing UX and UI researchers and designers to develop user journeys & designs that support the features well.
* Collaborating with marketing and communications teams to deliver multi-channel campaigns including SMS/push, email, paid advertising via mobile networks, influencer campaigns, social, and other platforms.
* Partnering with performance, creative, SEO, and agency teams to educate and establish unique ASO offerings within a wider holistic app strategy.
* Interpreting data and delivering a strategy to leverage organic tactics that drive traffic through website/landing page optimisation, social, search, blog, PR, and other channels.
* Expanding organisational, senior management, and colleague understanding of the power of mobile apps and the potential for profitable channel growth.
What we need:
Required Skills & Experience:
* Direct experience leading and managing multi-channel performance marketing for mobile apps, with proven results in growing app performance in both user base and monetisation.
* Strong understanding and experience in working with delivery teams, business analysts, and UX experts to create and deliver industry-leading mobile application features and innovations.
* Proven track record of delivering significant customer acquisition growth and optimisation across all key mobile app metrics.
* Significant experience working alongside digital advertising and display campaign teams, including ad platforms such as Facebook, Google, and mobile ad networks.
* Hands-on experience with leading app analytic tools like Google Analytics, AppsFlyer, data.ai, and/or others.
* Ability to think strategically and execute methodically, while also demonstrating the ability to be a creative problem solver who is passionate about trying new ways to break through the clutter of the mobile app marketplace.
* Proven ability to work effectively in a fast-paced, goal-oriented environment.
What's in it for me?
As part of a great team, you'll be valued for who you are. We're committed to making B&Q more diverse and representative of the communities we serve, where everyone can feel they belong and have equal opportunities.
You will have access to a range of networks that represent our colleagues and allies and help us to continue to put diversity and inclusion at the heart of our business.
We also recognise that wellness means different things to different people, and we want to help colleagues be at their best and feel well by offering a range of benefits to help you.