Head of Base Management

  • Location

    Dublin City Centre, Dublin

  • Sector:


  • Job type:


  • Salary:


  • Contact:

    Daniel Lanigan-Ryan

  • Contact email:


  • Job ref:


  • Published:

    9 months ago

  • Expiry date:


  • Start date:


  • Client:


I am recruiting for a Head of Base Management for the AA Ireland. This position will be based at the Head Office in Dublin City Centre within their Marketing & Digital Department.
The AA is one of Ireland's leading consumer services businesses specialising in Motor, Home and Travel services and insurance. With more than half a million customers, they provide emergency rescue and breakdown cover for people on the road and in the home, as well as providing insurance for more than 200,000 customers. The AA employs almost 480 people across the country.
Package: This is a full time, permanent role with AA Ireland offering a very competitive salary, bonus and benefits.
Location: Dublin City Centre
Hours: Mon-Fri 08:45-17:00
Reporting to: Chief Marketing Officer
The AA has a customer base of ~350k customers, with a very high volume of new leads generated each year. These customers and leads are spread across our four main products, breakdown assistance (membership), Motor Insurance, Home Insurance and Travel Insurance.
The AA is the largest insurance intermediary in Ireland, with annual revenues of €65m.
This role will lead the management of our customer base, driving engagement, lead conversion, retention, upsell and cross sell across the AA. The overall goal of this role is to maximize the lifetime value of each of our customers by maximizing customer retention, increasing cross-sell penetration and reducing costs-to-serve.

This role will be based in Dublin city centre. The role will involve leading a small team and working closely with internal partners such as Marketing, Product, IT and Data.

Key Areas of Responsibility include but are not limited to the following:

  • Lead our base management, delivering retention, reactivation, engagement, upsell and cross sell
  • Continue the development of our CRM system, working closely with our Technical & Teams to deliver improvements
  • Be a thought leader within the Marketing team, contributing to the overall team objectives
  • Build and lead a motivated, high performing team
  • Working with the CEO & Deputy CEO, Pricing & Analytics Team, Product Team, Marketing & Digital Team and Contact Centre Management
  • Improve our conversion from lead to sale
  • Increase our customer engagement
  • Grow our product holding per customer
  • Increase our customer tenure
  • Maximize our customer lifetime value

Personal Skills & Experience:

  • Degree educated: University level qualification in Commerce, Marketing, Economics, Communications, Statistics or similar
  • 4 to 5 years' experience in base management of a major B2C brand in a mature industry (telecoms, gambling, finance, retail, utilities etc), with at least 2 in a leadership role
  • Experience in leading a team delivering against KPIs for retention, reactivation, engagement, upsell and cross sell to a segmented customer base. Specifically, the applicant will have proven skills in developing and delivering a matrix of campaigns designed to increase customer book value in the short, medium and long term.
  • A high achiever with strong commercial skills, results / outcome driven and a proven track record of targeting and moving KPIs, in particular maximising lifetime value
  • Experience in building and embedding robust processes for automated B2C campaigns
  • Customer focused, intuitive understanding of the key drivers of B2C customer behaviour and experience including development of a campaign structure focused on increasing customer loyalty and retention
  • Experience developing a CRM system, including working closely with a technical & data team to deliver improvement in the core CRM system
  • Strong analytical and conceptual thinking skills with an ability to interrogate and understand data, linking it back to customer behaviours and using it to drive decision making
  • Ability to quickly understand how a business works.
  • Excellent organisational and presentation skills.
  • Advanced knowledge of a CRM system (ideally Microsoft Dynamics)