Head of Sales, Marketing and Retention

Cardiff, Wales, United Kingdom

1/28/2025

Company Description/ Business Unit

Job Title: Head of Sales, Marketing and Retention

Location: Remote – Occasional Travel Required

Employment Type: 12-Months Maternity Cover

Ideal Start Date: March 2025

Salary: Up-to £85,000, Car Allowance and Private Medical

Hours: Monday-Friday

AA Summary

Assuming The AA is just about roadside help? There’s more to us than meets the eye.

The AA is one of the UK’s most well-known and trusted brands. We provide a range of services to millions of customers, from roadside assistance, financial services to insurance and driving lessons. Our mission is to help keep Britain moving, and we’re looking for dedicated individuals to join our team. Are you ready to join?

This is the job

As the Head of Sales, Marketing & Retention at AA Driving School, you will oversee the acquisition of new Instructor Trainees, Franchisees, and Pupils across our brands. Additionally, you will be responsible for retaining our franchisees. With a strong emphasis on people leadership, data-driven decision-making and excellence in delivery, you will lead the AADS sales, marketing, and retention teams, collaborating with the Driving School leadership team and Group Marketing to achieve AADS's growth strategy.

What will I be doing?

• Lead all aspects of growth and marketing, from customer acquisition to increasing lifetime value and customer retention. Ensuring alignment with overall business objectives.
• Clearly define and articulate an integrated UK sales and marketing strategy across paid, earned and owned activity. Determine how many customers we can acquire, at what cost, how, and when. Work with Group functions to define the role, scale and opportunity of paid media, SEO and full channel mix.
• Own the customer lifecycle across our products, aiming to increase loyalty, reduce churn, and maximise engagement.
• Identify opportunities for growth; with a focus on maximising Driving School Average Transaction Value, pricing strategy and Group cross-sell.
• Full responsibility for the Sales, Marketing and Retention budget; oversee forecasts and financial performance to ensure revenue growth and profit margin. Critically manage the balance between driving long term value and short-term targets.
• Lead and develop high performing teams, fostering innovation, customer-centricity and a culture of continuous improvement. Future-proof capabilities to deliver the Driving School’s growth ambitions. Determine which capabilities are required in-house vs. an agency.
• Define market research and customer insight requirements, increasing the depth of customer knowledge and consistent competitor insight.
• Prepare and support on presentations to senior management, providing clear and concise updates on growth performance, insights, and recommendations.
• Support and drive the customer proposition development for Driving School, with specific focus on the EV transition
• Identify and deliver areas for improvement for the sales team to increase conversion across all products.
  
  

What do I need?

• Demonstrated experience in delivering and implementing a sales and marketing strategy
• Proficiency in budgeting, financial planning and managing revenue forecasts to achieve sustainable growth
• Ability to translate customer research into profitable growth strategies
• Ability to mentor, inspire and guide a high-performance team
• Strong interpersonal skills and collaborative approach: this role involves working with stakeholders at all levels, as well as contributing to company strategy and working closely with the Driving School leadership team to translate the strategy into a profitable growth plan
• Skilled in managing complex projects and balancing multiple priorities
• Creative and strategic thinker, with a solution orientated approach to overcoming challenges
  
  

Additional information

Benefits

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.