Position Summary
Leading the CRM function, you will be responsible for defining and executing a data-led, highly personalised CRM strategy across email, push, the site and SMS, with a strong focus on segmentation, targeting, customer activation, loyalty and retention
This role reports to the Marketing Director and manages a team of three. You will work in close partnership with key stakeholders across marketing, CX, data and technology to grow the brand, deliver a best-in-class, personalised customer experience, and maximise the lifetime value of our members
We are at an exciting stage of the brand and have a strong roadmap of CRM innovation ahead - including advanced personalisation, lifecycle optimisation and new channel development - making this a unique opportunity to shape the future of CRM at BrandAlley
Responsibilities
STRATEGY
* Lead the CRM team at BrandAlley, owning and executing the end-to-end CRM strategy across email, push and SMS, aligned to wider business and marketing objectives
* Partner with the Marketing Director to define and track clear CRM KPIs, with a strong focus on retention, engagement, incremental revenue and customer lifetime value
* Champion personalisation and targeting across all CRM communications, embedding a test-and-learn mindset to continually improve relevance and performance
* Own the customer lifecycle strategy, with particular focus on automated, behaviour-driven programmes (welcome, onboarding, abandoned browse/cart, post-purchase, re-engagement and lapsed)
EMAIL, PUSH & SMS SALES CALENDAR
* Own and evolve the email, push and SMS marketing calendars, ensuring strong alignment with trading, brand and wider marketing plans
* Develop robust processes for briefing, planning and execution, with clear audience definitions, targeting logic and personalisation requirements for each campaign
* Lead structured A/B and multivariate testing across creative, messaging, timing, frequency, channel mix and audience segments to optimise CRM performance
* Ensure SMS activity is strategic, compliant and value-adding, with clear use cases across lifecycle, service and sales communications
PERSONALISATION, TARGETING & CUSTOMER INSIGHT
* Build and execute a customer segmentation and targeting framework, leveraging behavioural, transactional and engagement data to drive highly relevant communications
* Set the global CRM activity plan and coordinate execution with internal stakeholders across brand, trading and retail teams
* Work closely with data and technical teams to enable dynamic content, real-time triggers and personalised journeys across all CRM channels
* Lead the development of a loyalty programme once retention foundations are in place, including business case, objectives, KPIs, go-to-market plan, launch and ongoing optimisation
TECHNICAL & DATA FOCUS
* Own relationships with the ESP, SMS platform, and other key CRM tools and partners
* Partner with senior marketing, tech, data, finance and commercial teams to evaluate, implement and optimise CRM platforms and tooling
* Work closely with technical and data teams to evolve database structure, segmentation models, cohorts and targeting logic, enabling more advanced personalisation at scale
REPORTING & PERFORMANCE
* Produce weekly, monthly and quarterly CRM performance dashboards, ensuring insights are clearly interpreted and actioned
* Deliver comprehensive post-campaign and post-journey analysis, assessing performance against KPIs and identifying opportunities for optimisation
* Act as the point of contact for all CRM, database and customer reporting queries, driving a data-led decision-making culture across the business
Key Skills and Experience
* 6+ years' experience managing large-scale CRM programmes across email and at least one additional channel (push and/or SMS)
* Proven experience working with large databases, advanced segmentation, cohorts and data-driven personalisation strategies
* Strong understanding of customer lifecycle marketing, automated journeys and behaviour-based targeting
* Deeply customer-centric, with a passion for delivering relevant, valuable and personalised experiences
* Experience working with a tier-1 ESP (preferably Attentive or similar) and SMS platforms
* Highly data-driven, with strong analytical skills and the ability to translate insight into action
* Excellent stakeholder management skills, with confidence presenting to and influencing senior leaders
* Outstanding execution skills, attention to detail and ability to thrive in a fast-paced, evolving environment
* Advanced Excel skills and experience with Google Analytics; strong understanding of digital marketing metrics and performance drivers
* A collaborative team player with strong people-management skills and comfort operating in ambiguity
Benefits
A modern, energetic, dynamic, and sociable office based in London's Shoreditch
The opportunity to work on some exciting brands supported by an inspiring and friendly team of people
Competitive salary
Hybrid working (3 days per week in our dog-friendly head office) Mon to Fri 9.00 to 5.30pm / 40 hours per week
33 days holiday (inc. bank holidays) - Additional 1 day for each completed calendar year
8% employer pension contribution
Life Assurance - 3 x your annual salary
Early Finish Fridays every week
Everyday Benefits - including Cycle to Work scheme, discounted Gym Memberships, Eyecare Vouchers and more
About Us
The members-only site, where everyone's invited...BrandAlley is the UK's leading off-price premium and luxury brand e-tailer. Our extensive range of world-class brands forms the ultimate one-stop-shop for the lover of designer pieces at exclusively low pricing. As a member, you can expect discounts of up to 80% off best-in-class brands such as Reiss, Hugo Boss, Le Creuset, Gucci and Prada.
We launch over 10 new flash sales daily, featuring a carefully curated selection of fashion, beauty, homeware and more. We work with our partners to ensure we only buy based on our customer's demands, reducing waste and maintaining our exceptional pricing.
With over nine million unique visitors to the website every month, and hundreds of trusted global brand partners, our mission is to deliver true value to our customers, through an innovative shopping experience and e-commerce platform.
We understand that privacy and the security of your personal information is extremely important. BrandAlley UK Ltd collects, processes, and ensures the security of all personal data that we gather in accordance with data protection laws.
BrandAlley UK Ltd are proud to be an equal opportunities employer who provide equal employment opportunity regardless of age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, and sexual orientation