Position Overview
The Senior CRM Manager FTC (Maternity Cover) will lead Ralph Lauren EMEA's Direct-to-Consumer (DTC) CRM strategy across email, SMS, WhatsApp, and direct mail channels. This role drives customer acquisition, retention, and engagement strategies while ensuring brand elevation across all touchpoints. Working closely with the CRM & CX Lead, this position is responsible for developing data-driven campaigns, managing a high-performing team of 11, and delivering revenue targets across 83 EMEA markets and four business units. The role combines strategic leadership with operational excellence to create innovative, personalised customer experiences that drive business growth and long-term customer value.
Essential Duties & Responsibilities
•Drive EMEA DTC CRM strategy across 83 markets and 4 business units•Lead and develop a team of 2 CRM Managers (wider team of 11)•Manage CRM channel revenue targets and P&L responsibilities•Develop and execute personalised CRM campaigns across owned channels•Oversee customer segmentation strategies•Drive AI-powered personalization initiatives•Ensure brand elevation across all customer touchpoints•Monitor and optimise channel performance•Oversee experimentation and optimisation programs•Track database health and identify growth initiatives•Partner with teams across the business to develop CRM strategies aligned to business & customer goals: Retail, Ecomm, CX, Marketing Planning, Data Strategy, Legal teams.•Manage and develop relationships with third-party agencies•Support new tool implementation and vendor selection
Experience, Skills & Knowledge
1. Substantial experience managing a high performing team within Email, CRM or Customer Marketing role.
2. Proven track record in developing and executing successful CRM strategies
3. Exceptional project management skills with proven ability to prioritise, delegate and deliver multiple initiatives simultaneously
4. Data-driven decision maker with strong analytical and problem-solving capabilities
5. Strong technical expertise in email, SMS, WhatsApp, and direct mail channels
6. Experience managing CRM P&L and revenue targets
7. Experience working in Retail / luxury industry preferred
8. Proven communication skills with ability to influence and present to all levels of the organisation whilst being adaptable and resilient to navigate changing priorities
9. Strong business acumen with customer-centric approach, whilst being Adaptable and resilient with ability to navigate changing priorities
10. Demonstrated success in managing, motivating and developing high-performing teams through strong leadership and coaching
11. Experience with AI-driven personalization and customer segmentation strategies
12. Strong background in retail/luxury industry preferred
13. Track record of managing multiple stakeholders and third-party vendors
14. Experience working in a fast-paced environment, managing large customer databases and omni-channel CRM communication planning
15. Collaborative team player with experience in hybrid/remote working environments
16. Proactive self-starter with attention to detail and quality standards