Overview
Senior CRM Manager responsible for leading global omnichannel CRM marketing communications to drive consumer engagement, loyalty, and revenue growth. Drive customer retention and increase Customer Lifetime Value through data-driven communication strategies across email, SMS, direct mail and clienteling channels (plus market-specific additions).
Lead loyalty initiatives to elevate engagement, retention, and brand affinity, and collaborate with brand and markets to develop opportunities. Report to the Consumer Marketing Director for Fragrance as part of the Global Consumer Marketing team, working across functions and brands to understand interactions within the organisation. This role requires strategic thinking with hands-on experience in CRM platforms, channels, and consumer segmentation in a dynamic environment.
Manage a team of 4 with strong leadership to nurture and grow the team and ensure their projects and roadmap support future development.
What you’ll get to do
* Lead global CRM strategy for Fragrance and implement a strategy that blends storytelling with personalised engagement across all channels.
* Deliver a roadmap across acquisition, engagement, retention, reactivation, and loyalty.
* Own and evolve loyalty/membership programs to boost retention, advocacy, and CLTV; partner with brand on annual gifting programs aligned to key moments and consumer lifecycle.
* Develop clienteling strategy with brand, retail and markets.
* Define KPIs and build reporting to track CRM, loyalty, and CLTV.
* Monitor RFM across digital and store levels; propose actions to optimise segmentation, drive engagement, and maximise retention.
* Oversee BAU communications and regularly present insights, wins, and opportunities to senior leadership.
* Champion zero- and first-party data to deliver personalised communications.
* Manage Puig CRM relationship to reflect niche fragrance needs in the corporate initiatives roadmap.
* Collaborate with Tech, Data and Product to ensure seamless data capture, integration, and activation.
* Build a high-performing team with a test-and-learn culture.
* Lead CRM steerco ensuring all stakeholders are clear on goals and KPIs with regular progress updates.
Qualifications
* 5+ years experience in CRM, loyalty, or customer marketing, preferably in luxury fragrance, wellness or luxury.
* Success scaling data-driven CRM programs for retention and LTV.
* Led loyalty/membership programs with measurable impact.
* CRM expertise across DTC, eCommerce, and retail.
* Experience engaging with stakeholders across all levels.
* Strong grasp of 360 marketing communication planning.
* Experience in segmentation, lifecycle, A/B testing, and revenue attribution.
* Customer-first mindset with luxury sensibility; strategic, data-driven and action-oriented.
* Experience with CRM platforms (Bloomreach, Salesforce, Braze).
* Collaborative leader with excellent communication skills; ability to tailor CRM topics to different audiences.
* Effective cross-functional partner with Data & Insights, Brand, E-commerce and Markets.
We’d love to meet you if you have
* Strong leadership and collaboration skills with a track record of building high-performing teams.
We’d love to meet you if you have
A few things you’ll love about us
* An entrepreneurial, creative and welcoming work culture
* A range of learning and development opportunities
* An international company with plenty of opportunities to grow
* A competitive compensation & benefits package
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