Job Description

Blue Light Card. Individually great, together unstoppable

The Role and the Team

We're looking for an experienced and strategic Director of Engagement to own and deliver Blue Light Card's end-to-end member engagement strategy across the full lifecycle, including activation, habit formation, retention, churn prevention and reactivation.


With over 5.7 million members across the UK, this role plays a central part in how we deepen member value and lifetime impact. You'll help shift engagement from a CRM-led plan to an experience-led model across app, web and CRM, working closely with Product, Data, Partnerships and Marketing to drive meaningful and measurable member behaviour change.


This role is a full-time, 12-month fixed-term contract, reporting to the Chief Product Officer, and partnering closely with the wide Executive team.

What You'll Do

Lead the definition and delivery of Blue Light Card's end-to-end engagement strategy across the full member lifecycle, with a focus on retention, frequency and lifetime value Drive the shift from CRM-led engagement to an experience-led model across app, web, CRM, habit, content and product surfaces Identify and prioritise the key levers that improve retention, frequency and long-term member value Develop and deliver habit-building engagement journeys, including streaks, unlocked rewards and loyalty etc. Set a clear roadmap and operating cadence, aligning teams around priorities, targets and delivery rhythms Build an experimentation roadmap, ensuring learning is captured, shared and scaled through playbooks Define and monitor success metrics, KPIs and scorecards, owning performance against targets and partnering with Data to operationalise segmentation and cohort-based insights Manage, coach and support the CRM team through a period of transition, setting clear standards and accountability

What You'll Bring

Leadership experience in member or user engagement, lifecycle marketing, personalisation and behavioural frameworks within high-scale consumer apps or marketplaces Experience owning an engagement strategy beyond CRM, collaborating closely with Product and Data to embed engagement into the product experience A track record of building high-impact engagement plans that improve usage, frequency, retention and lifetime value A strong analytical mindset, and confidence working with segmentation, cohort insights, hypothesis testing and performance measurement The ability to operate at pace, manage ambiguity and bring clarity and support to working groups and teams Strong cross-functional leadership and stakeholder management skills, with the ability to influence at senior level It's a bonus if you've worked with habit-building engagement mechanics (nudges, streaks, gamification or unlockables) and are familiar with tools like Braze, Amplitude, or product analytics and experimentation frameworks

Our Culture

Our mission is simple - make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It's what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service.


We don't just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special.


We're committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve.


We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers - either the HQ in Leicestershire, or London, Holborn office. The frequency and office location will vary depending on the role and team. We aim to be flexible, but we aren't able to offer fully remote working.

What We Offer

Hybrid working and flexible hours Free parking and EV charging onsite at HQ 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days A company bonus scheme Your own Blue Light Card and exclusive access to thousands of discounts Generous funded BUPA medical insurance covering pre-existing conditions Group auto-enrolment pension plan Enhanced parental leave and absence leave Healthcare cashback plan Employee assistance programme (including mental health support) and mental health first aiders Great social events e.g., festive party, summer party, team socials, sports matches Regular company-wide recognition events e.g. monthly Light's Up and annual Shine awards Relaxed dress code and modern office space (games area, chill-out areas, book club, free drinks/snacks) Onsite gym at HQ (including access to free HIIT & stretch classes) Strong learning and development culture and personal growth fund

#LI-Hybrid