Responsibilities

• Develop and execute the UK CRM strategy, ensuring local plans align with the EMEA blueprint while reflecting the specific nuances of the UK consumer.
• Build and maintain comprehensive UK customer personas, blending transactional data with qualitative insight to understand not just what customers buy, but why – and how they engage with the brand across touchpoints.
• Identify high-value and at-risk segments by analyzing behavioral triggers, product affinities, and seasonal shopping patterns.
• Monitor customer health and sentiment by integrating NPS, reviews, and service feedback into the CRM strategy to address friction points in the journey.
• Track competitor and market activity; propose appropriate responses to maintain L’Occitane’s competitive position.
• Design and optimize end-to-end customer lifecycle programs, with a focus on automated and triggered e-CRM that drives retention, frequency, and lifetime value.
• Plan and execute all UK CRM activity across digital and direct mail channels – including catalogues, postcards, and targeted mailings – managing the full process from briefing through to analysis.
• Manage CRM promotions end-to-end, including discount tracking and redemption performance.
• Work with international teams and external agencies on data plans, targeting, and segmentation.
• Provide stores with training and guidance on local CRM tools and programs

Requirements

• CRM or direct marketing, with solid exposure to both digital and data-driven campaign management.
• A genuine curiosity about consumer behaviors, with experience building and executing customer first programs.
• They should view campaigns through a customer lens to ensure we’re consistently delivering the right message to the right audience.
• Strong working knowledge of CRM reporting and segmentation; experience with Power BI or equivalent BI tools is a plus.
• Familiarity with customer lifecycle journeys, e-CRM automation, and segmentation best practices.
• Comfortable working with budgets, forecasts, and P&L; able to connect CRM activity to business outcomes.
• The candidate needs to be strong analytically — capable of taking complex data, translating it into meaningful consumer insights, and applying those insights effectively at a local level.
• Experience working cross-functionally and with external agencies; some experience managing or mentoring junior colleagues is an advantage.
• Familiarity with platforms such as Salesforce Marketing Cloud, Adobe Campaign, Braze, or similar tools
• You’re as comfortable pulling a report as you are briefing an agency or training a store team. • You work well with local and international teams and build relationships easily across functions.

Benefits

• Discretionary Company Bonus scheme
• Contribution Pension Scheme
• Holiday Allowance – above statutory
• Flexible Bank Holidays
• Enhanced Maternity (20 weeks full pay) and Paternity leave (12 weeks full pay) after 1 year
• Hybrid working for Office based staff– 3 days in the office
• Work from Anywhere Policy – up to 4 weeks a year
• Volunteering 1 Day
• Half day leave for Birthday
• One day’s holiday for Newly Weds