Head of CRM & Omni Media | London

Head of CRM & Omni Media | London

For over 35 years, Aesop has carefully cultivated an inspiring and inclusive environment in which our employees are supported and encouraged to thrive. As a global retail organisation, we offer professional development and advancement opportunities to complement career goals and aspirations.

Our approach to skin care involves meticulous attention to detail, using only the most efficacious ingredients to create formulations which stir the self and senses. The same meticulous approach is taken during our recruitment process, seeking out considered and inspired individuals with a wealth of perspectives who bring out the best in themselves and others.

We aim to strike the right balance between people, planet and profit, actively reducing our footprint on the planet that generously sustains us. So far, this journey has led us to become a certified B Corp. We are committed to building a more sustainable and inclusive society.

Role purpose

The Global Head of CRM & Omni media will be responsible for developing the Global CRM and Omni Media Strategy to ensure a seamless customer journey across the different touchpoints. This role will also be responsible for leading and developing Aesop’s first Loyalty program, to effectively build the customer lifetime value and improve across CRM metrics such as recruitment, retention, repeat rates. The strategy will entail clear investment guidelines that are tailored to specific category and Zone needs.

It requires strong stakeholder management and effective collaboration with cross-functional teams to ensure alignment, seamless integration, and the successful implementation of CRM and Loyalty programs, along with the media GTM transition.

Role responsibilities include, but not limited to –

CRM & Loyalty

• Responsible for the CRM Global strategy, and targeting setting Global, Zones and Market teams

• Build Aesop Loyalty program with close collaboration across the different stakeholders including Marketing, Business, online & offline teams

• Be the champion to drive CRM as top of agenda across all Market teams

• Identify data enrichment opportunities to enable more behaviourial and interest-based segmentation for triggered journeys

• Integration support – work cross functionally to ensure smooth CRM and data integration and in future, work with External Agencies/ Beauty Tech

• Instill & demonstrate strong data approach to segmentation, understanding the customer equation and priorities

• Build strong relationship and connection with Aesop customers through crafting effective triggers and campaigns and activations that drives customer engagement

• Reset

• Support Clientelling playbook with retail team and identify any group technology solution to support this initiative to avoid fragmentation

Omni Media

• Develop and define the omni media global frame (Paid/ owned/ earned)

• Define investment frame for DMI, Zone and markets by category dimension and define objectives

• Upskill Marketing/ Creative teams on platform requirements, best practices, always on creative needs to support the different media channels in different Zones

• Foster close working relationship between media and CRM to activated 1P data to drive

Innovation, Technology & Trends

• Strong understanding of current L’Oreal and Aesop CRM and loyalty technology stack to maximize program effectiveness

• Stay in step with trends and new formats, identify new opportunities and pilot markets and zones to garner quick learnings

• Reporting & Data

• CRM, Loyalty, Media reporting and distill key takeaways

• Tool deployment and adoption – reporting/ dashboards, cockpit, opera) (Shared responsibilities)

Key Deliverables

• CRM & Loyalty Global frame and strategy

• Data Activation & Acquisition across online and offline touchpoints

• Develop the Content Strategy that will drive the programs success (media, CRM & Loyalty)

• Deliver digital first  format that are relevant to the zones through collaboration  with Creative/ Marketing DMI teams to create

• Share and scale best practices across the markets

• Manage media partnership relationship to stay current with new formats and platform evolutions

• Foster and develop deep correlation between media and CRM teams to drive channel effectiveness

This is a full time position operating with a hybrid working pattern.

What we are looking for

• Open mindset and deep curiosity seeking to understand others, listen without judgement and act on diverse perspectives

• Commitment to fostering an inclusive and psychologically safe work environment

• Deep understanding of P&L investment to support investment frames for CRM & Media

• Strong project management & people management skills, to drive multiple workstreams and senior stakeholder management

• Strong presentation skills and demonstrate clear understanding of data and insights to drive decision-making

What’s on offer

We take a holistic approach to employment, promoting professional development, career growth, employee wellbeing initiatives and encouraging deep connections with the local community through the Aesop Foundation, volunteering and matched giving programs. Employee benefits include -

• Flexible, hybrid working pattern

• Generous product discount allowance and bi-annual complimentary product allocation

• Paid volunteering allowance for all employees

• Bonus opportunity based on personal, and business, performance

• Suite of options to aid development, including complimentary access to LinkedIn Learning, in-house Product and Core skills training and study support opportunities

• Access to employee assistance programmes, complimentary subscription to Headspace mindfulness app and summer hours options.

Aesop is committed to attracting, developing and retaining the very best people by offering a creative and inclusive workplace where talent is truly recognised and rewarded. We are committed to promoting inclusion for all with the belief that diversity, inclusion and belonging plays an important role in the success of our organisation. We actively encourage everyone to consider becoming a part of our journey.

#LI-Hybrid