Wagamama, Greater London, England, United Kingdom
Head of CRM + Loyalty
Wagamama, a vibrant restaurant chain inspired by Japanese ramen bars since 1992, is seeking a Head of CRM + Loyalty to join our team and lead our customer relationship management and loyalty initiatives.
Purpose
To spearhead and execute our CRM and loyalty strategies, aiming for at least 3% incremental LFL growth annually through a best-in-class program that enhances customer experience, loyalty, and retention, thereby driving sustainable top-line and bottom-line growth. You will be P&L accountable for the Soul Club entity, managing all levers to maximize commercial return.
Key Accountabilities
1. Strategic Development: Own the CRM strategy and Soul Club, ensuring membership growth, engagement, and improved marketing ROI via personalized offers and a top-tier CRM program. Manage the Soul Club P&L and contribute significantly to revenue and EBITDA growth as the primary LFL contributor. Report on KPIs measuring loyalty, CRM effectiveness, customer, and commercial performance.
2. CRM & Loyalty Development Roadmap: Define a 3-year prioritized CRM and loyalty roadmap, assess commercial benefits, and lead business requirements for platform, systems, and technology development, collaborating with the technical/IT team.
3. CRM & Loyalty Platform Management: Oversee management of platforms (e.g., CDXP, personalization, loyalty engine), ensuring effective setup and utilization, identifying automation and optimization opportunities.
4. Customer Insight into Action: Stay abreast of industry trends, network with specialists, and bring innovative insights to keep the brand ahead. Manage customer segmentation and targeting strategies to optimize campaigns. Collaborate across functions to align CRM strategies with broader business objectives.
5. Team Leadership: Lead a team of CRM & Loyalty specialists to improve customer engagement and retention continuously.
Minimum Requirements
* 7+ years experience in CRM & Loyalty
* Proven leadership in scaling CRM & loyalty programs for business benefit
* Deep knowledge of Bloomreach (CDXP) and Moveable Ink (personalization platform)
* Experience in developing personalized communication and marketing at scale, including ML/AI innovations
* Customer-first, data-driven approach with a desire to excel
* Strong commercial acumen and understanding of ROI measurement for loyalty programs
* Ability to collaborate effectively with technical and IT teams
* Leadership experience and collaborative working style
* Knowledge of GDPR and data privacy regulations
What’s in it for you
* Competitive salary
* Discretionary 20% annual bonus
* Pension contribution
* 25 days holiday plus bank holidays
* Discounts across retail, hospitality, and leisure
* Family-friendly policies including parental leave benefits
Seniority level
* Mid-Senior level
Employment type
* Full-time
Job function
* Marketing
Industries
* Marketing Services, Hospitality
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