CRM & Customer Lifecycle Manager

THIS ROLE IS A FIXED, 12-MONTH CONTRACT. 

JOB DESCRIPTION SUMMARY:

This role sets the CRM strategy and owns how we communicate with customers after their first purchase. You will design the lifecycle programmes for onboarding, retention, reactivation and loyalty, decide who gets which message and when, and measure whether it grows purchase frequency and customer lifetime value.

You will also manage the CRM & Marketing Coordinator, who writes and delivers the email, push and franchisee local store marketing content to your plan. You will work closely with Paid Media, Digital Experience, Data & Analytics, Commercial Finance and the Global Digital & Technology (D&T) team.

RESPONSIBILITIES:

CRM and lifecycle management

• Define and operate the CRM roadmap in alignment with the Global CRM Playbook.
• Design and run lifecycle programmes for onboarding, retention, reactivation and loyalty.
• Set the contact strategy, balancing commercial performance against customer experience and send frequency.
• Find and prioritise opportunities to raise purchase frequency, retention and lifetime value.

Segmentation and personalisation

• Build segmentation frameworks that go beyond RFM, using behavioural, transactional and engagement data.
• Define the audiences the CRM and Marketing Coordinator uses for each campaign.
• Drive personalisation across email, push notifications and other owned channels.
• Assess predictive and AI-driven segmentation where the data supports it, and bring a business case when it does.

Loyalty and retention

• Own the customer retention strategy and the win-back initiatives that support it.
• Drive member engagement and communications for the loyalty programme.
• Work with Commercial Finance teams on propositions and offers that raise customer value, and decide which offers feed into CRM activity.

Planning and governance

• Own the CRM marketing calendar and set the priorities the CRM and Marketing Coordinator works to.
• Keep CRM plans aligned with the Brand Team's priorities and calendars, and with commercial plans.
• Maintain the approved copy checklist and sign off the franchisee LSM template library.
• Set CRM governance standards and the measurement framework.

Data, platforms and consent

• Take responsibility for consent management across email, push and SMS, in line with UK GDPR and PECR.
• Make sure data flows into the CRM and LSM platforms correctly, working with the Global D&T team.
• Own platform configuration and the relationship with CRM, loyalty and marketing technology agencies and vendors, with the CRM and Marketing Coordinator as day-to-day contact for delivery.
• Raise data and platform issues with the Global D&T team and track them to resolution.

Performance and testing

• Set CRM KPIs and produce regular performance reporting.
• Analyse campaign, programme and segment performance, and act on what it shows.
• Decide what gets tested (creative, offers, timing, audiences, channels) and design the tests the CRM and Marketing Coordinator runs.
• Report CRM revenue contribution and incremental revenue to the Head of Digital.

Team leadership

• Manage and develop the CRM & Marketing Coordinator, setting priorities and reviewing their work.
• Agree with the Paid Media Manager how the CRM and Marketing Coordinator's time is shared, so agency deadlines do not crowd out the CRM calendar.
• Build a habit of testing, learning and continuous improvement in the team.

Key stakeholders

• Head of Digital
• CRM & Marketing Coordinator
• Paid Media Manager
• Global Digital & Technology (D&T) team
• Commercial & Trading teams
• Brand Team
• Data & Analytics Team
• Digital Experience Team
• Technology & Product teams
• CRM, loyalty and marketing technology agencies and vendors

Success measures

• CRM revenue contribution
• Customer retention rate
• Purchase frequency
• Customer lifetime value
• Loyalty programme engagement
• Automated programme performance
• Incremental revenue from CRM activity
• Testing and optimisation outcomes
• Consent and data flow issues identified and resolved

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