Role Overview
You'll lead the planning, development and execution of CRM activity across Email, SMS, DM, Web Push and other integrated channels. Acting as the bridge between Marketing, Online and Data teams, you'll translate broader consumer strategies into actionable CRM programmes, ensuring best-in-class execution and performance. The role includes ownership of reporting, optimisation and stakeholder communication, along with line management responsibility for one team member.
Key Responsibilities
CRM Strategy (30%)
* Translate consumer and business objectives into CRM channel strategies, including campaign goals, segmentation and messaging.
* Champion CRM thinking across Marketing, Online and Sales to ensure it sits at the heart of decision-making.
* Lead the CRM and ESP roadmap, managing end-to-end delivery through the CRM team.
Audience & Campaign Strategy (35%)
* Design and build omni-channel BAU and trigger campaigns using life cycle, behavioural and transactional signals.
* Define targeting strategies that improve acquisition, retention, frequency and loyalty performance.
* Continuously refine campaigns using test-and-learn, performance data and audience insight.
Content Build (15%)
* Translate briefs into email templates, ensuring alignment with brand guidelines.
* Oversee copy and creative integration to ensure consistency across channels.
Reporting & Optimisation (20%)
* Set campaign KPIs, deliver reporting and optimise activity to improve conversion and engagement.
* Work closely with analytics teams to understand cross-channel performance and business impact.
* Review automated journeys regularly to identify scalability and efficiency opportunities.
Leadership & Collaboration
* Build effective relationships across Brand, Digital, Data and Global teams.
* Line-manage one direct report responsible for CRM delivery for additional brand categories.
* Contribute to team capability development and continuous improvement.
Experience & Skills
Essential
* 5+ years in CRM/data-driven marketing, with expertise across the full life cycle (acquire, retain, grow).
* Proven track record delivering multi-channel CRM strategies in a fast-paced digital environment.
* Strong user knowledge of CRM/ESP platforms (eg, Braze, Adobe, IBM).
* Skilled in segmentation, personalisation, audience strategy and omni-channel journey design.
* Excellent data literacy - understanding of data models, data dictionaries and system architecture.
* Strong project management, prioritisation and stakeholder management skills.
* Experience building and optimising automated journeys and trigger campaigns.
* Confident managing KPIs, CRM metrics and performance analysis.
Desirable
* Experience in retail/luxury marketing.
* Understanding of HTML for email production.
* Experience with large-scale ESPs and loyalty programmes.
*Rates depend on experience and client requirements