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Retention Manager


Netherlands - Amsterdam Office

About us

About the role

Dyson has some big ambitions, and our Owners are at the heart of this. The Retention Manager role will be pivotal in making this a reality. A role that has a critical role to play play in driving Dyson’s key business objectives.

Simply put the purpose of this role is to deliver on one clear vision: ‘’Unlocking value for owners across their lifetime’’.

Reporting into the Head of Marketing you will be responsible for delivering a premium experience for our owners, by developing and delivering key programs of work aligned to both our regional and global Retention strategies, whilst ensuring we meet the needs of our Dutch and Belgian owners.  

Our owners needs are constantly evolving as we launch new technology, so a proven track record in concepting and executing commercial impactful projects and strategies is key. Close collaboration will be key for success with central areas of the business and a proactive approach to owning and managing projects to ensure timely execution and tracking 

You will be instrumental in growing our contactable owner base, ensuring every owner has an excellent experience from the moment they unbox their Dyson technology to when they are ready to repurchase. With the aim of making our owners our greatest advocates. Through strong analytical skills you will be able to work with data and deriving insight to develop actionable campaigns to engage with our owners, demonstrating clear ROI, whilst  maintaining an active owner base that shows growth in Reach, Growth, NPS, engagement, advocacy, and lifetime value.


Whilst performing this role you shall be able to demonstrate the benefits of retaining our owners to the wider business, with the ability to influence through all levels of the organisation. You will find ways to embed Retention in the market reporting rhythm obsessing over the key metrics and demonstrating the impact they are having on the market business, enabling the organization and key stakeholders make decisions based on owner insights and KPIs.


You will play a critical role in the Benelux organisation and be a key contact within the market team supporting the business to achieve our retention and overall business targets, whilst working closely with regional and global teams.

Main accountabilities and function overview   


Who are they, why Dyson and what they want from us?  

  • Understand the markets owners. Understand performance, insights, and trends to support business decisions and approach to our owners. Work with market, regional and global analytics teams to accelerate understanding of our owners in the market to continue to drive penetration of multi-Dyson homes 

  • Manage market reporting > your insights will help the business make broader business decisions by understanding investment, value, and opportunity with our owners   

  • Utilize and collaborate on insight approach’s with MADE, BI, Category, and partners to form annual plans.

  • Create a program that provides valuable insights to the business on a regular basis and tracks performance against the key Retention KPI’s.

  • Work closely with key market teams from Category to Media to demonstrate and support through insight to implementation through Owner data.


Driving Registration and Marketing Opt-in to maximize the opportunity in giving our owners the best experience through their lifetime  


  • Work alongside key market teams to develop an annual plan of activities that encourages existing and new Dyson owners to register their products across all key touchpoints  

  • Ensure there is a consistent and testing of new reasons to register that meet with our owners’ expectations and ensure that these are showcased and communicated  

  • Partner with key market teams to ensure that the programs come to life in the most effective and cost-efficient channels. Once the concept has proved successful scale quickly 

  • Work closely in collaboration with Retail and Sales teams to work alongside our retailers to ensure all owners are getting the best experience creating strategies 

  • Find and develop new strategies to drive the Marketing opt in rate of our owners to support the business driving repurchase and multi-category ownership   

  • Obsess over the data – understand channel and category behavior, insights and learnings on the key Registration and Opt-in metrics. Find ways to improve, optimize and innovate to drive the performance  


Cultivate, grow, convert through CRM. Future proof and ensure the market is at the forefront of capitalizing on technology and the future state of CRM  


  • Overall responsibility for the market CRM targets working with a CRM manager to develop strategy and execute campaigns across the owner lifecycle  

  • Be the champion of first party data application and usage to maximize efficiencies and engagement through superior targeting 

  • Work with Regional teams to maximize the use cases of our data across the owner lifetime  

  • Ensure all data capture within market digital platforms is compliant and adheres to local regulation and group best practice 

  • Ensure all Registered owners are receiving world class care experiences from the moment they buy their machine. Ensure these programs are tested, optimized, and tracked. Ensuring our owners are receiving the right message at the right time through a clear strategy, segmentation and targeting approach that we deliver through Salesforce  

  • Capitalize on the Salesforce platform to find opportunities for automation and testing using data to drive solutions and opportunities  

  • Responsible for the overall market Repurchase and Revenue target – hit target by building and developing campaigns across the owner lifecycle for both machines and Spares and Accessories. Build strategy to scale up CRM’s contribution to direct sales (cross-sell and up-sell opportunities)  


Make our owners our greatest advocates – Drive advocacy of all voices (owners, superfans, contracted influencers) and scale up 

  • Create a local strategy that capitalizes on key moment to drive advocacy 

  • Ensure we have a clear plan alongside Trustpilot and BazaarVoice for reviews. Working alongside other key market teams to scale, test and measure performance on the key business metrics  

  • Work alongside market/Regional social team to drive the Owned and Earned agenda. Ensure Own Dyson social strategy to engage with owners  

  • Collaborate with other internal stakeholders to transform current way of working to be digital first 

Overall, you'll have excellent communication skills and the ability to operate in a market matrix structure with a broad range of stakeholders. You'll take a positive approach to problem solving, collaboration and influencing others, and take a completer finisher approach to project work. You'll have experience of working across all digital platforms, with a data-driven mentality.  


About you

You will have an exceptional understanding of  

  • Cross touchpoint owner experience from store to .com to app to email to Customer service and beyond. How to identify and reduce friction in the Dyson experience  

  • Platforms that are required to grow and execute a successful owner experience program  

  • CRM, email marketing and all major local social platforms   

  • Marketing data required to derive insights that inform and improve our owner experiences  

  • How we can drive brand engagement and loyalty using the most relevant and effective local digital channels across the territories for which you are responsible   

  • Managing the implementation, tracking and measurement of marketing campaigns  

  • Developing A/B and multivariate testing strategies to optimize activities to make our owners happy   


Your experience will include  

  • Creating and executing owner experience programs that run across touchpoints  

  • Marketing data strategy to identify the improvements required  

  • Identify the datasets critical to derive the insights required  

  • Using data to inform strategic decisions and developing new activities   

  • Working closely & partnering with cross functional teams  

  • Briefing and overseeing the work of internal teams and/or external agencies  


Required skills  


  • 3+ years’ experience in digital marketing and campaigns   

  • Strong analytical skills working with owner data, e.g. gaining insights from subscription models.

  • Excellent communication skills, with proven ability to communicate to senior stakeholders   

  • An innovative thinker with digital marketing expertise and a proven track record  

  • A visionary who is always looking to learn the most cutting-edge methodologies in digital marketing  

  • Proactive, creative, team player who enjoys solving problems and enabling those around them   


Ability to fulfil other duties as required:  


  • Pick up new activities that fall broadly in the purpose of the role  

  • Fix things that you can see need fixing  

  • Identify problems and find solutions  

  • Promote and demonstrate Dyson behaviors  


  • Competitive Salary Package  

  • Discount on Dyson products  

  • Company Pension scheme  

  • 29 days annual holiday plan  

  • Company Fitness plan  

  • EAP (Employee Assistant Programme)  

  • Life Assurance Plan  

  • Transportation allowance (0,19€-0,21€/km regardless of the means of transport)  

  • Health Insurance – Medical Contribution   

  • Eye Examination & Computer Glasses Reimbursement  

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.