In this role you will design the orchestration of end to end customer journeys, delivering a personalised customer experience to achieve audience and commercial objectives. Designing end to end customer journeys addressing specific audience needs and behaviours using customer segments with behavioural and demographic overlays to drive customer loyalty and customer lifetime value. Working closely with the audience and insight teams, including EA to leverage data to inform journey design. Collaborate across teams cross-functionally to ensure these journeys are activated effectively. LI-RD1 - Managing your budget for your customer journeys to deliver to ambitious commercial objectives. - Designing and orchestrating connected, cross-channel customer journeys to an objective for each identified segment / audience, ensuring consistency and quality across all channel touchpoints (incl.online, in-store, mobile, email) identified in the end to end journey. - Ensuring customer journeys reflect segment-specific needs and align with overall Customer / business objectives. - Collaborating with functional/channel specialists to bring these journeys to life. - Leveraging insights and performance data to continuously refine and optimise segment / audience-specific journeys and propositions to achieve commercial objectives. - Collaborating with Insight to ensure customer journeys are data-driven and continuously improved. - Building clear Test and Learn plans to drive end to end journey optimisation. - Using tailored segment strategies to outline optimisations to existing propositions or new propositions required to serve segment / audience needs and strategic objectives. - Highlighting capability gaps to build into the Personalisation roadmap. - Working with Finance to build and validate business cases for new propositions. -Strong background in CRM and CLTV management - Strong Commercial acumen - Data-driven decision making - Understanding of business priorities and how to align customer journeys with segment goals - Proven ability to lead cross-functional initiatives and collaborate with diverse teams to achieve customer-centric goals - Story-telling and confidence in communication - Effective prioritisation