About Heidi
Heidi was born to make it easy for more and more people to discover the power of the mountains. We burst onto the ski holiday market in 2018 (formally known as Ski Zoom) and have seen exponential growth.
The company came from a desire to fix the lack of flexibility in the winter ski market. We help skiers and mountain lovers discover resorts that are hidden gems alongside the classics, and our clever tech is helping them to do it in a way that suits them best. We’re a youthful, challenger brand, with an awesome culture, and we’re shaking up a very traditional ski/mountain holiday industry.
Looking to the future, we have huge ambitions for growth. In 2024 we grew by 64% and expect to grow even more in 2025. Having come 63rd in the Times top 100 fastest growing UK companies, and shortly after securing £5.6 million investment, we are in a prime position to achieve our goals. But key to that is also growing the Heidi team with even more brilliant people than we have now. So we are looking for someone who will be fundamental to the success of our vision and is excited to help us drive that forward.
Our MarketingTeam
Our Marketing team is growing to support the rapid growth of Heidi. We’re split into 3 core areas;lookers, bookers and rebookers. The lookers team are responsible for marking Heidi the most considered ski brand and for growing our earned traffic. The bookers team responsible for maximising the conversion of customers looking for a ski trip. The rebookers team is brand new and this role will be the first hire. The goal for this role is to create a Customer Retention Strategy, so that we can deliver 100% growth in revenue from existing customers.
What you’ll be doing….
* Own the CRM function at Heidi - with a view of understanding and enhancing the customer experience and driving retention through personalised communications.
* Lead our retention strategy to increase customer loyalty and lifetime value. Understanding the levers for driving up LTV and its impact on acquisition decisions.
* Utilise data to identify how key customer segments behave. Develop campaigns and personalised communication based on insights to meet individual segment needs.
* Map out the customer journey from initial contact to post-purchase engagement, using NPS and other signals to improve future communications.
* Work closely with the sales team to implement marketing automation flows and identify customer contact opportunities to help improve enquiry efficiency.
* Lead on requirements for the tech stack and guide the choice of platform we adopt - helping to choose the right CDP or CRM tech stack.
* Identify key areas of opportunity using cohort analysis to understand the sources of our most profitable customers, with a view to sizing various opportunities for experimentation and testing
* Devise the loyalty strategy - with a view of pricing incentives for various segments and the testing of other benefits
* Help our customers to be profitable advocates for Heid by scaling our referral program
* Own and optimise our marketing opt in strategy maximising growth in our addressable database, staying abreast of the latest industry changes and best practices
* Collaborate with the data team to ensure the KPIs and performance dashboards are maintained and updated to easily understand the impact on overall business objectives
What we’re looking for from you……
* You are the first hire in the area, so you must have a passion for owning and building. You won’t be building from scratch, but you’ll need to find a balance between getting some improvements live in MVP form as well as setting us up for the future
* This role is suited to a data-driven marketer. The work is analytical and being comfortable interpreting and managing complex data analysis tasks is a must.
* Hands on experience implementing lifecycle marketing and CRM best practice, for a DTC or ecommerce brand is preferable.
* You're able to identify quick wins and make trade-offs, while maintaining analytical best practice
* You take an experimentation-first approach, to set up campaigns to help prove or disprove hypotheses
* Desirable: Driven an RFP and integration process for implementing a new CRM platform
How big is the team?
Lookers: Brand Director, Content Lead, Snr Content Exec, Snr Copywriter, Social Media Manager
Bookers: Head of Performance Media, Growth Manager and Performance Marketing Agency
Rebookers: Customer Retention Lead
Who's going to be your manager?
You’ll be reporting to Sam Knott, our CMO
The interview process…..
1. Screening call (30-40 minutes): w/ Luke, our TA Lead
2. Initial call (30 minutes) w/Sam, our CMO
3. Competency Interview (90 minutes): Demonstrate your experience and skills through your portfolio, by answering pre-set questions based on ‘The skills we’re looking for’
4. Culture Add Interview (30-40 minutes): Meet with co-founder and team members you would be working with to learn more about each other.
Perks of the job….
* 25 days annual leave + bank holidays + 4 “me/wellbeing” days
* We have a hybrid working policy and are happy for people to balance their working week between the office and home. You own your time.
* £1,000 Heidi holiday credit + additional holiday discounts.
* Vitality health insurance.
* Enhanced parental leave for primary /secondary carers and adoptive parents.
* A fun packed company social calendar including our summer party, end of term conference and budget for team celebrations
* £300 work from home budget
Our Commitment to inclusive hiring
We want to create an inclusive environment that celebrates the diversity of our people whilst enabling them to do the best work of their careers. We are committed to ensuring that all our people processes are equitable. All applicants will be considered for employment without attention to ethnicity, religion, sexual orientation, gender identity, family or parental status,national origin, veteran, neurodiversity status or disability status
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