Responsibilities

• Define and own the UK CRM and Loyalty strategy, contact framework and customer engagement vision across all owned channels.
• Lead the evolution of CRM from product-led communications to customer-first lifecycle engagement, delivering relevant, personalised experiences throughout the customer journey.
• Develop and optimise customer contact strategies using data, technology, automation and segmentation to improve effectiveness, efficiency and customer lifetime value.
• Lead the strategic evolution of the loyalty programme, including future proposition development, platform enhancements and customer value exchange.
• Own the CRM and Loyalty roadmap, aligning Digital, eCommerce, Retail, IT, Data and agency partners behind a clear strategic plan.
• Drive profitable growth in customer revenue, retention, frequency and lifetime value through highly targeted and insight-led CRM activity.
• Own CRM input into annual planning, budgeting and forecasting processes, balancing short-term trading performance with long-term customer value creation.
• Lead CRM trading governance, translating weekly performance into clear optimisation priorities and commercial actions.
• Establish and evolve KPI frameworks that demonstrate CRM effectiveness across acquisition, retention, reactivation, loyalty participation and profitability.
• Deliver incremental sales growth through owned channels while improving customer engagement and channel efficiency.

Requirements

• Significant CRM leadership experience with a proven track record of developing and delivering customer engagement strategies that drive retention, revenue growth and customer lifetime value.
• Experience leading CRM, loyalty and lifecycle marketing programmes across multiple channels including email, SMS and direct communications.
• Proven success managing CRM trading plans, customer contact strategies and performance frameworks in a fast-paced commercial environment.
• Strong experience leading cross-functional initiatives across Retail, Digital, eCommerce, Data, IT and agency partners.
• Demonstrable experience using customer insight, segmentation, testing and analytics to improve performance and inform strategic decisions.
• Proven ability to lead, coach and develop high-performing teams.
• Strong strategic thinking with the ability to translate customer, market and commercial insight into a clear CRM and Loyalty vision.
• Highly commercial with a deep understanding of how CRM drives revenue growth, retention, customer lifetime value and profitability.
• Excellent leadership and stakeholder management skills with the ability to influence at Executive and Board level.
• Strong analytical capability and confidence using data, performance reporting and testing to drive decision-making.

Preferred

• Experience within retail, beauty, health or other fast-paced consumer environments.
• Experience connecting online and in-store customer journeys to improve engagement and conversion.
• Understanding of predictive analytics, personalisation models and advanced segmentation methodologies.
• Experience building new CRM capabilities and embedding test-and-learn frameworks.
• A calm, resilient leadership style with the ability to make clear decisions in changing environments.