Head of CRM & Loyalty

Responsibilities

• Lead CRM, loyalty and digital experience strategies to improve customer retention, engagement and lifetime value
• Deliver personalised customer journeys across email, app, web, SMS and other channels
• Develop and optimise loyalty programmes, customer segmentation and marketing automation
• Own the digital experience roadmap, improving customer journeys and conversion rates
• Use customer insights, analytics and A/B testing to identify growth opportunities
• Drive innovation through AI, machine learning and personalisation technologies
• Partner with Marketing, IT, Digital and commercial teams to deliver strategic initiatives
• Manage CRM technology, external agencies and technology partners
• Build and lead multidisciplinary teams, setting clear objectives and performance targets
• Influence senior leadership and franchise stakeholders on customer experience priorities

Requirements

• 10+ years of experience across CRM, loyalty, digital experience or customer engagement
• Proven leadership experience developing CRM and loyalty strategies
• Strong understanding of customer retention, lifecycle marketing and personalisation
• Experience managing omnichannel customer engagement across digital platforms
• Commercial focus with experience improving customer lifetime value, conversion and revenue
• Strong knowledge of CRM, loyalty and marketing automation technologies
• Experience using analytics, customer insights and experimentation to improve performance
• Proven ability to lead teams and influence senior stakeholders
• Experience collaborating with Marketing, Product, Technology and commercial teams
• Strong strategic thinking with a hands-on approach to delivery

Preferred

• Large-scale consumer loyalty programmes
• Customer data platforms (CDPs)
• Mobile app engagement and retention
• AI-driven personalisation
• Conversion rate optimisation (CRO)
• Digital product strategy
• Franchise or multi-site businesses

Benefits

• Pension and life insurance
• Medical and dental cover
• 25 days' holiday plus bank holidays
• Significant ownership of CRM, loyalty and digital strategy
• Opportunity to drive innovation within a major consumer brand
• Hybrid – minimum 1 office day per week