About the role
Mobile App Marketing Lead
12 Month FTC
Up to £72,000 + Pension + BUPA + ShareSave + 6.6 weeks holiday + Hybrid Working
Southampton, Store Support Office
We believe anyone can improve their home to make life better. From our Southampton Store Support office (SSO) we equip our stores, our people, and our whole business with everything it takes to help our millions of customers create a home they’ll love. Join us as a Mobile App Marketing Lead and you’ll be a big part of this.
Key responsibilities
This role sets and delivers our strategy to turbo-charge B&Q’s app revenue growth and digital sales participation. This role leads on app growth, engagement and continual optimisation.
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. This role requires experience running multi-channel app campaigns with a relentless analytical rigour, agile project management ability, along with a deep understanding of what it takes to grow and establish a successful, world-class mobile app.
Utilising a data-oriented mindset and innovative creative skills, the ideal candidate is comfortable with app marketing fundamentals while unafraid to innovate to increase awareness and engagement, and also drawing on experience with app monetisation/subscription best practices to continually increase revenue performance.
Key Accountabilities / Responsibilities:
- Take strategic ownership of relevant KPIs and ensure that all campaigns and developments are aligned to drive performance and have clear metrics, tracking mechanisms and targets. Highlight under-performance of metrics and develop plans in the roadmap and backlog in conjunction with the Product Manager to address these
- Deliver 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
- Bring a data-oriented, performance mindset to establish, monitor, track and manage critical KPIs to achieve install, user, ROI, and revenue goals, relentlessly iterating to optimise performance and results based on data and insights
- Through customer insight and key data analysis, 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
- Collaborate with POs, BAs and engineering teams to develop, refine and prioritise the product backlog for the B&Q apps. Provide insight for overall product roadmap based on specialised knowledge in this area
- Brief UX and UI researchers and designers to develop user journeys & designs that support the features well. Work with QA, test and release teams to ensure all features are of the highest quality and delivered bug free
- Collaborate with marketing and communications teams to deliver multi-channel campaigns including SMS/push, email, as well as paid advertising via mobile networks, influencer campaigns, social, and other platforms, using audience and device targeting, remarketing, conversion tracking, display, and other tactics
- Partner with performance, creative, SEO and agency teams to educate and establish unique ASO offerings within a wider holistic app strategy
- Work closely alongside specialist third party agencies to interpret data and deliver a strategy to leverage organic tactics that drive traffic through website/landing page optimisation, social, search, blog, PR, and other channels
- Expand organisational, senior management and colleague understanding of the power of mobile apps and the potential for profitable channel growth, through clearly communicated industry knowledge, findings from strategies and initiatives, and a future facing ambition
- Ideate with tech development, business transformation, and data science teams to drive growth through innovation
- Consult both internally and externally on the opportunities and challenges with regards to app trends, app marketing techniques, as well as tools, data, tech stacks and developments within the app space
Required skills & experience
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
- Strong understanding of consumer brand advertising strategies in the digital and high-technology B2C mobile and social space
- 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
- Experience working effectively with different internal and external teams to ensure plans are executed seamlessly, with a high level of buy-in and impact. Provide a clear cross-team vision and plan, articulating strategies and tactics to align colleagues across multiple teams including operations, tech teams, product marketing, email marketing, customer support, and media
Career progression
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. As well as a competitive salary, our benefits package includes an award-winning pension scheme, bonus, ShareSave options, 6.6 weeks holiday, payroll giving, an Employee Assistance Programme, shopping discounts, colleague wellbeing benefits and lots more!
So we can support you during the application or interview process, please contact recruitment@b-and-q.co.uk for any recruitment adjustments.
We want to ensure that all employees, future employees and applicants to all Kingfisher companies are treated equally regardless of age, gender, marital or civil partnership status, colour, ethnic or national origin, culture, religious belief, philosophical belief, political opinion, disability, gender identity, gender expression or sexual orientation.
If you require any additional support or adjustments to help you make an application, please contact us at recruitment@b-and-q.co.uk.
