Membership Marketing & Insight Manager

MEMBERSHIP MARKETING & INSIGHT MANAGER  

18 hours per week (flexible working considered)  Fixed-term contract - 6 months (with potential to extend)

£36,000-£40,000 FTE (£17,600-£19,600 pro rata)

Hybrid working - based at Westonbirt Arboretum, Gloucestershire

Use insight to shape the future of one of the UK's largest membership organisations.

Friends of Westonbirt Arboretum is an independent charity that inspires people to value and protect trees. With more than 39,000 members, we support the conservation, education and public enjoyment of Westonbirt, The National Arboretum.

We're looking for an experienced marketing professional who enjoys understanding people as much as promoting products. This is a new strategic role that will help us better understand our members, improve their experience and ensure our marketing activity is driven by evidence rather than assumption.

This isn't a traditional marketing communications role. You won't be expected to design leaflets, manage social media or build websites. Instead, you'll use customer insight, membership data and marketing expertise to identify opportunities, coordinate projects and help shape the future of our membership offer.

About the Role

This is a new strategic role designed to transform how Friends of Westonbirt Arboretum understands, engages and retains its members. We have an established membership of over 39,000 supporters with insight data surrounding this. We're looking for someone who can turn that insight into action— using evidence to improve the member experience, strengthen retention and shape marketing activity that delivers measurable impact.

This is not a traditional marketing communications role. You won't be expected to create artwork, build websites or write every communication. Instead, you'll lead the planning, insight and coordination that ensures the right activity happens at the right time through internal colleagues, Forestry England and external suppliers.

Summary of the role

Working closely with the Head of Income Generation & Engagement, you'll:

• Analyse membership and visitor data to identify trends, opportunities and areas for improvement.

• Develop audience segmentation and retention strategies.

• Improve the end-to-end member journey, from joining through to renewal and long-term engagement.

• Coordinate key marketing projects, including digital developments, membership renewals and customer experience improvements.

• Oversee marketing planning, member communications and website content in partnership with colleagues and external suppliers.

• Produce clear insight and reporting to support strategic decision-making.

About you

You'll bring experience of using customer insight to improve marketing performance and customer experience.

You'll be confident:

• analysing CRM or membership data

• translating insight into practical action

• managing multiple projects and stakeholders

• coordinating agencies and external suppliers

• improving customer journeys and digital experiences

• communicating recommendations clearly and influencing others.

Experience within a membership organisation, charity or visitor attraction would be advantageous, but is not essential.

Why join us?

This is an opportunity to shape a newly created role with genuine strategic influence. You'll help improve the experience of thousands of members while supporting the conservation and enjoyment of one of the world's finest tree collections.

We offer flexible and hybrid working, a supportive team environment and the opportunity to make a lasting impact within a respected conservation charity.

Key Responsibilities Membership Insight & Strategy

• Analyse membership and visitor data to identify trends, opportunities and risks.

• Develop audience segmentation with appropriate retention strategies based on evidence.

• Produce regular insight reports and dashboards to inform decision-making.

• Recommend marketing interventions based on behavioural and demographic analysis.

• Help determine what additional customer insight should be collected and why. Membership Journey & Customer Experience

• Take ownership of the end-to-end member journey.

• Identify opportunities to improve acquisition, onboarding, renewal and long term engagement.

• Lead projects to improve customer experience across digital and physical touchpoints.

• Ensure customer journeys are intuitive, efficient and evidence-led. Marketing Project Management Coordinate and oversee delivery of key marketing projects including:

• membership renewal improvements

• website user journey optimisation

• family membership implementation

• digital membership developments

• member communications Content, Publications & Digital

• Oversee website content, user experience and digital content planning.

• Coordinate e-newsletters, blog programme, member magazine, editorial planning, campaigns, marketing collateral and external design commissions.

• Coordinate technical improvements with external suppliers and internal teams.

• Ensure all communications support organisational priorities and member engagement. Supplier & Stakeholder Management

• Manage external agencies and suppliers.

• Coordinate delivery with Forestry England colleagues. Supplier & Stakeholder Management

• Brief and manage external agencies.

• Coordinate work with Forestry England colleagues.

• Manage project timelines.

• Monitor delivery and quality.

• Ensure resources are used efficiently. General Responsibilities

• Champion evidence-based decision making.

• Embed continuous improvement.

• Support wider organisational objectives.

• Comply with organisational policies and procedures. Person Specification Essential Experience

• Experience developing marketing strategies informed by customer insight.

• Experience analysing CRM or membership data.

• Experience improving customer journeys or user experience.

• Experience managing multiple projects simultaneously.

• Experience briefing and managing agencies or suppliers.

• Experience working across multidisciplinary teams. Essential Knowledge

• CRM and customer segmentation.

• Customer retention principles.

• Website usability and digital customer journeys.

• Email marketing.

• Marketing performance measurement.

• Data interpretation and reporting.

Essential Skills

Strategic thinking - Able to translate insight into practical marketing interventions.

Analytical - Confident interrogating data and identifying meaningful trends.

Project management  - Able to coordinate multiple stakeholders and deliver improvements.

Communication - Excellent written and verbal communication. Able to influence senior colleagues and present recommendations clearly.

Organisation - Excellent planning and prioritisation skills.

Desirable

• Membership organisation experience.

• Charity sector experience.

• Visitor attraction or heritage experience.

• Experience with CRM systems such as Raiser's Edge.

• Google Analytics or similar reporting tools.

• Understanding of accessibility and user-centred design.

Personal Attributes - We're looking for someone who is:

• Curious and inquisitive.

• Commercially aware.

• Collaborative.

• Pragmatic.

• Confident making recommendations.

• Comfortable working independently.

• Motivated by improving customer experience.

• Interested in using evidence rather than assumption.

Success Measures

• Produced a membership insight dashboard.

• Developed a data-led retention strategy.

• Reviewed and improved the membership renewal journey.

• Coordinated implementation of agreed digital improvements.

• Established an annual editorial and communications plan.

• Improved reporting and marketing decision making across the organisation.