Join the RAC as Director of Consumer Retention
We have an exciting opportunity for an exceptional candidate to step into the pivotal role of Director of Consumer Retention within the RAC Consumer Roadside division. If you are a strategic and commercially driven leader with a passion for driving customer loyalty and retention, this could be the career-defining opportunity you've been looking for.
About the Role
As Director of Consumer Retention, you will provide commercial leadership for the retention of the RAC consumer membership base, across multiple products and retention channels/ member interactions. The role holder will balance volume and value targets, optimising retention rates while delivering ARPU and LTV targets within a regulated ‘Consumer Duty’ framework. They will set the overarching retention strategy then deliver the product, proposition and trading plans required to underpin this.
Operating in an agile, squad based organisational model, the role holder will lead a cross functional team of c30 individuals (direct and indirect reports) to set and deliver the retention plans, including representatives from finance, pricing, call centre and digital teams.
The Director of Consumer Retention serves as a key member of RAC’s senior leadership team and is a key leader of the Consumer Division, helping shape the divisional strategy and the delivery of our overall divisional ambitions.
Key Responsibilities
Commercial Performance
· Value: Lead the ongoing P&L management and ‘trading’ of all UK & European product retention performance, working closely with the Pricing Director to set our pricing strategy to optimise ARPU and LTV and operational colleagues to maximise revenue released.
- Volumetric: Deliver ambitious retention and churn % targets to maximise member loyalty and lifetime value.
- Cross Sell and Upsell: Supporting value and volume with in life cross sell & up sell strategies as well as engagement programmes to drive loyalty and revenue.
Customer Engagement & Loyalty
· Deliver and Champion the member, delivering compelling value add retention initiatives/propositions/loyalty schemes to drive engagement, satisfaction and retention rates.
- Own overall existing customer management and contact strategy throughout the membership lifecycle working with stakeholders across the entire member lifecycle (eg roadside patrols, leadership team, complaints team) to maximise customer satisfaction and retention outcomes.
Regulatory Excellence
· Ensure strong Regulatory compliance in line with SM&CR commitments, across an evolving regulatory landscape, anticipating and driving plans against Consumer Duty Obligations.
- Design products and promotions that are clear, fair, and aligned with consumer expectations.
Strategic Planning & Leadership
· Act as a strategic leader within the business, driving collaboration and high performance across teams
- Ongoing delivery of Retention Volume and Value targets
- Annual budget and quarterly re-forecasts covering: persistency, ARPU, revenue, EBITDA & LTV
- Contribution to the overall RAC 1 and 5 year business plans
- Manage & optimise a combined marketing budget of >£5m
What We’re Looking For
· Exceptional leadership skills with strong judgment and the ability to navigate ambiguity. Proven ability to lead in a fast paced, intensive environment, ideally with experience of working in a Private Equity backed entity or similar.
- Driven and determined to achieve more, steps up to the challenge and thrives on delivering exceptional results.
- Deep experience in senior-level consumer retention, base management, CRM and data base marketing strategies gained within high-profile service brands.
- Deep understanding of product management, proposition development, and sales promotion management.
- Strong commercial acumen with a demonstrable track record of driving and transforming key commercial KPIs.
- Familiarity with financial services and/or consumer services sectors.
- Insight-driven decision-making with the ability to leverage data and customer feedback to improve outcomes.
- Experience in a regulated environment with a strong grasp of Consumer Duty requirements.
- Knowledge and/or passion for the motoring services industry.
- Experience of presenting to and operating at Executive and Board level
Why Join Us?
At RAC, we are committed to creating a rewarding and supportive work environment where you can make a real impact. As a leader in our Consumer Roadside division, you’ll have a direct impact on our future success, with the opportunity to shape RAC’s retention strategy, drive growth, and make a meaningful difference to our members At RAC.
In return, we offer…
At RAC, our colleagues do whatever it takes to help our customers. And we believe in rewarding you in return
· Highly competitive salary and bonus structure.
· Car allowance and a personalised benefits package.
· Flexible working with a hybrid office/home approach (2 days per week in Bristol)
· FREE RAC Ultimate Complete Breakdown Service from Day One.
· 25 days annual leave entitlement plus bank holidays.
We’re committed to developing a culture that is representative of the diverse communities we serve and one which is open, accessible, collaborative, and inclusive. We welcome applicants of all backgrounds and experiences.