Head of Channel Performance and Optimisation

2 weeks ago

Melbourne, Australia Bupa Full time

**Be at the heart of our brave new digital world**

This means you’ll be at the heart of finding better ways to help people live longer, healthier, happier lives and making a better world. Working in such a complex and specialised area brings a huge variety of opportunities for professional and personal growth. Just imagine the impact you could make

**What’s your role?**

The Head of Channel Performance and Optimisation is both a strategic and a hands-on delivery role, that requires a collaborative, data-driven creative thinker to lead a diverse team, whilst developing the strategic direction, operating model and operational standards for channel management at Bupa. You’ll bring thought leadership with a customer-centric focus, exceptional stakeholder management skills and the ability to move between strategic leadership and execution.

You’ll be responsible for operationalising and executing on the strategy through existing teams and by collaborating with teams across the organisation. The goal of the role is to remove friction for customers by creating better engagement and connection of customers across channels. Your impact will be measured and continuously improved through data driven insights.

**What will your day look like?**
- Create digital channel strategy to manage and continuously improve channel performance across Bupa
- Establish channel performance monitoring and reporting frameworks to enable measurement of investments in channel, run digital P&L and determine drivers of value
- Create a connected view of customer audiences across channels, products and interactions to establish understanding of behaviours and drive actionable, continuous improvement
- Continuously drive experiments/initiatives that improve growth, retention, service, sales and performance metrics across channels
- Collaborate with cross-functional teams to ensure alignment and integration of digital channel strategies with other marketing and business functions
- Implement improvements to channel operations that increase NPS and customer experience, including global navigation across web channel
- Run the operation of digital channels to reduce friction and realise value from connected customer journeys
- Lead and nurture a diverse team of creative practitioners to deliver best-in-class customer experiences and bring a customer-centric approach to channel experience
- Develop relationships with key stakeholders enabling collaboration and alignment on strategy and execution driven by the team
- Establish processes for and manage ongoing operation of channels across the enterprise, including ways of working, ongoing measurement and continuous improvement roadmap
- Monitor and measure channel performance, ROI and operational efficiency whilst driving continuous improvement for people, processes and tools
- Develop strategic technology and tooling approach for channel (including SEO, central metrics, DAM, etc.) and collaborate to embed across teams within the enterprise
- Develop and embed capability frameworks, including governance, to enable decentralisation and self-service across the enterprise whilst maintaining quality standards, consistency and performance measures
- Provide creative leadership to support social, digital marketing, SEO, brand and channel analysis in collaboration with other teams across the enterprise
- Seek out industry best practices and design and execute on experiments with new approaches and tools to drive innovation within the team

**What will you bring?**

If some of the skills and experiences outlined below resonate with you, we’d love to hear from you
- Subject matter expertise in digital channel, P&L, marketing, eCommerce and technology.
- Entrepreneurial spirit, digitally savvy, with exceptional analytical, quantitative, problem-solving, and critical thinking skills
- Ability to think big, start small and scale fast with inherent understanding of digital, channel and social
- In-depth experience leading teams and driving systems change
- Strong servant leadership with proven ability to lead team of teams with diverse, cross functional skillsets
- Demonstrated customer-centric design mindset; delivering customer-centric outcomes through contemporary product management approaches and methodologies
- Proven and powerful influencing and engagement skills in order to lead stakeholder views, articulate and hold a vision that others wish to follow and gain buy-in from stakeholders across the enterprise
- Excellent interpersonal and relationship management skills that engender and develop Executive confidence to trust delivery and execution
- Strong commercial acumen balanced with an intuitive understanding of the customer and consumer behaviour
- Ability to flex between strategy and execution, leading the organisation to have disciplined approaches to learning, experimentation, performance and action
- Learning agility with an ability to adapt to and navigate change, rally the team an

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