Lead and Campaigns Specialist at Old Mutual South Africa

Position Function:

• This is a specialist role that will be accountable for the effective leads, campaigns and related information management within the Direct Financial Advice (DFA) Business. This role serves on the DFA Manco. Using the latest techniques and tools in data and information management this role will ensure that all leads and campaigns deliver on the required efficiency and conversion ratios that will enable the DFA business to deliver on its sales objectives. Additionally, this role undertakes different monitoring, analysing tracking and reporting on leads and campaigns success.

Key Result Areas:

Leads and Campaigns Management:

• Undertake research and gain a deep understanding of the business/service model and costing related to the procurement of leads
• Identify different credible data leads providers and digital marketing providers in collaboration with CS Marketing
• Understand and adhere to the OM procurement guidelines in terms of selecting ‘leads providers’ to be business partners in collaboration with CS Marketing.
• Form close business partnerships with accredited data leads providers and digital marketing providers

• Assess, negotiate and contract terms and conditions with providers based on DFA’s campaign plan/requirements including;

  • Volume and frequency of leads provision

  • Cost of leads

  • Types/quality of leads (i.e.: cold, response, internal)

  • Conversion rate expectancy

• Based on the annual DFA business plan/campaign plan, drive the demand and supply of different leads from these providers throughout the year.
• Undertake effective leads preparation ensuring the leads are correctly selected and profiled according to campaigns;
• Based on the annual campaign plan/APE target, schedule and plan the different campaigns that need to be undertaken during the year.
• Get permission to run each campaign from DFA Management and CS Campaign team
• Create/package the campaign (conceptually and technically)
• Request specific profiled leads that match the campaign parameters/target audience
• Check and verify leads
• Work closely with Sales Managers to create scripts and selling approach/benefits about each campaign for the sales teams
• Communicate campaigns to sales teams
• Co-facilitate campaign briefing sessions with sales team prior to campaign dropping.
• Load campaign onto POM Dialler, prioritise it and release it to the sales consultants
• Request ad-hoc marketing support from CS Marketing for certain campaigns (i.e.: incentives and sales aids)
• Work closely with CS Marketing and CS Campaigns teams to assist them with above the line campaigns;
• Undertake ongoing monitoring and tracking on the performance of all campaigns as they run;
• Develop and monitor data and MI models to track how many leads are being used and the conversion rates
• Ensure there are always enough leads in the system, and request more to be released if required
• Review daily statistics with management and report on campaign progress
• Based on the assessment of how campaigns are running make changes as required (i.e.: change priority status, or even stop campaign)
• Undertake detailed analysis of the performance of the leads and campaigns and report these to the different sales teams
• Report and give feedback to the data providers on the quality and performance of their leads. Recommend changes and/or address problem areas timeously.
• Report to DFA Manco and CS Campaigns on different campaign outcomes.
• Calculate and track link back to incentives based on leads/campaign performance

Operations Management:

• Have a sound understanding of business, financial and commercial principles and apply these actively when making decisions including;

• • Concentrate on delivering results which bring the clearest commercial benefit

  • Demonstrate an understanding of how the different parts of the organisation work together

  • Ensure their own work supports the direction of the DFA strategy.

  • Be able to use sound financial logic to propose a convincing case to influence the business direction.

  • Keep up to date with commercial developments within the industry.

  • Control costs and thinks in terms of profit and loss and added value.

• Undertake expense management including;

  • In conjunction with DFA Manco manage the overall expense budget for the business unit.

  • Monthly BVARS and balance the budget with Finance Department

  • Actively manage the special account code for campaign expenses within the cost centre

  • Receive, verify and sign off all provider/contractor invoices received for leads etc.

  • Follow up to ensure payments are made to providers’/resolve problems

• Understand and manage the cost drivers/levers for the unit.
• Create awareness of and implement cost saving initiatives.

People Management

• Meet regularly to co-create, review and maintain the business plan, sales targets, strategic direction and resolve operational challenges within the unit.
• Attend and contribute to the monthly Manco meetings for business update/feedback
• Demonstrate business leadership and direction as part of the leadership team
• Communicate and execute the DFA Business Strategy and vision
• Display sound values and ethics in interactions with stakeholders

Personal Attributes:

• Stress tolerance
• Continuous learning
• Relationship building
• Resilience

Min Requirements:

• Grade 12
• Completed BCom Degree/equivalent
• Must have experience in SQL programming
• Min 2 years’ experience in sales and distribution within financial services industry.
• Min 3 years’ data and information management experience.
• Must have previous experience managing leads and campaigns within a direct call
• centre environment.
• Proven business and commercial acumen.
• A management qualification would be an added advantage.

Competencies:                      

• Strategic
• Collaboration (Relating)
• Leading with Influence
• Execution
• Innovation (Perspective)
• Personal Mastery (Learning)