Head of Retention Strategy & Analytics

Location: Basingstoke (Hybrid)
Employment Type: Full time / 12 Month Fixed Term Contract
Business Area/Function: Roadside Services
Application Closing Date: Tuesday 4th March 2025

Thought The AA only provide roadside assistance? Think again. For over 100 years, we've continued to evolve and adapt. Today, as the nation's number one motoring organisation, we offer a range of excellent products and services to millions of customers from roadside assistance to home and motor insurance as well as providing the latest driving technologies. As we continue to expand, diversify, and modernise, joining us as our Head of Retention Strategy & Analytics, you'll play a key part to our success and join us on this exciting motoring journey.

This is the job

As our Head of Retention Strategy & Analytics, you will play a pivotal role in driving commercial growth and ensuring exceptional customer experiences. You will be at the forefront of developing and executing innovative strategies to achieve key portfolio goals, including Retention Rate and ATV.

Your success will be built on strong collaboration with diverse teams across B2C and other departments, such as Pricing, Product, New Business, Digital, Customer Operations, and Data. Together, we will shape the future of our business and deliver outstanding results.

What will I be doing?

• Lead the Retention strategy for the B2C Roadside business, developing a 5-year and annual plan that aligns with the AA's strategic objectives.
• Maintain a 5-year forecast for growth, develop commercial insights, and manage trading governance to measure retention performance, drive growth, and implement corrective actions.
• Develop the Retention Analytics function, adopting innovative methods for building insights. Manage Retention Trading MI and ad hoc analysis to drive faster and more effective decision-making.
• Collaborate with Stay AA and Outbound contact centre teams to set and optimise the inbound and outbound retention strategy.
• Manage the pipeline of commercial initiatives across Roadside retention interactions, working with marketing and analytics teams to deliver a data-driven test & learn approach that optimises media, timings, copy, creative, and offers.
• Collaborate with the Retention and In Life Marketing team, Customer Ops, and wider teams to deploy the test & learn plan.
• Measure the impact of the test & learn plan and use learnings to iterate and improve the plan.
• Lead the Road Product Capability team, managing the backlog of future Cathie (Policy Administration System) demand. Work with Road Commercial and IT PMO to define and prioritise the Cathie product roadmap.
• Apply knowledge of Consumer Duty, FCA regulations, and applicable handbooks to the Retention Strategy.
• Create and sustain a high-performing team, providing clear direction, effective communication, and development coaching to achieve high engagement scores and high-quality performance.

What do I need?

Capability, Knowledge and Experience:

• Experienced commercial leader with a background in CRM and retention.
• Highly analytical, with a comprehensive understanding of revenue and profitability drivers.
• Proven ability to develop and motivate high-performing teams.
• Strong influencing skills, capable of leading cross-functional initiatives and virtual teams to ensure quality delivery.
• Experience in subscription businesses.
• Comfortable operating at different levels, from strategic discussions to hands-on tasks.
• Experience of working with FCA regulatory guidelines.
• Understanding of Consumer Duty and target outcomes.
• Proven track record in regulated business environments.
• Experience in operating controls within a commercial regulated business.
• Preferred experience in multi-channel consumer environments, including both human and digital contact channels.

Additional information

We're always looking to recognise and reward our employees for the work they do. As a valued member of The AA team, you'll have access to a range of benefits including:

• 25 days annual leave plus bank holidays + holiday buying scheme
• Worksave pension scheme with up to 7% employer contribution
• Free AA breakdown membership from Day 1 plus 50% discount for family and friends
• Discounts on AA products including car and home insurance
• Employee discount scheme that gives you access to a car salary sacrifice scheme plus great discounts on healthcare, shopping, holidays and more
• Company funded life assurance
• Diverse learning and development opportunities to support you to progress in your career
• Dedicated Employee Assistance Programme and a 24/7 remote GP service for you and your family

Plus, so much more!

We're an equal opportunities employer and welcome applications from everyone. The AA values diversity and the difference this brings to our culture and our customers. We actively seek people from diverse backgrounds to join us and become part of an inclusive company where you can be yourself, be empowered to be your best and feel like you truly belong. We have five communities to bring together people with shared characteristics and backgrounds and drive positive change.