Sky is searching for an interim head of direct marketing to spearhead the company’s operation to drive both new customer sales and increase product penetration within its existing customer base.
The post, which is a 12-month contract due to maternity leave, covers one of the UK’s largest DM budgets and includes managing a team of nearly 20 marketers.
With Sky providing television and home communications services to more than 10.5 million homes across the UK and Ireland, pressure is mounting on the business to prevent subscribers from deserting to pay-as-you-go services.
DM is the largest sales channel by both volume and value in the company. The objective is to drive sales demand – primarily calls but also website traffic – through the execution of offline direct response marketing communications.
The post-holder will work closely with the sales planning team in early-stage planning, media agency and direct agencies throughout the development and execution phases.
Earlier this year, Sky overhauled its CRM strategy with the appointment of two firms to handle its customer communications, as part of plans to slash the number of outsourcing suppliers from nine to two. It is still conducting a review of its direct marketing agency arrangements.
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