Role Overview:

We are looking for a senior CRM and Customer Loyalty leader to build and drive the organisation's customer growth agenda. The role will be responsible for creating a differentiated customer engagement ecosystem that strengthens relationships, increases repeat behaviour and maximises customer lifetime value.

The individual will own the CRM and loyalty charter end-to-end, combining customer insights, technology, data, personalisation and lifecycle marketing to deliver measurable business growth.

Key Accountabilities:

Customer Strategy & Lifecycle:

- Develop and own the overall CRM and customer lifecycle strategy across acquisition, onboarding, engagement, retention and advocacy.

- Identify opportunities to improve customer frequency, engagement and long-term value.

- Build relevant and personalised experiences across key customer touchpoints.

Loyalty & Engagement:

- Conceptualise, develop and continuously enhance the loyalty proposition.

- Drive member acquisition, activation and sustained engagement.

- Develop initiatives that increase repeat transactions, customer affinity and advocacy.

CRM & Personalisation:

- Lead lifecycle communication across digital and direct channels, including app, email, SMS, WhatsApp and push notifications.

- Build sophisticated segmentation, targeting and automated customer journeys.

- Leverage first-party customer data to deliver increasingly personalised experiences.

Data, Technology & Martech:

- Partner closely with Technology, Analytics and Digital teams to strengthen CRM and Martech capabilities.

- Establish effective customer data, measurement and experimentation frameworks.

- Use analytics and customer insights to identify growth opportunities and optimise interventions.

Commercial Impact:

- Translate CRM and loyalty initiatives into measurable revenue and customer-growth outcomes.

- Develop strategies to increase retention, purchase frequency and customer lifetime value.

- Establish clear measurement frameworks for CRM-led business contribution.

Leadership & Stakeholder Management:

- Build, mentor and lead a high-performing CRM and Loyalty team.

- Work cross-functionally with Brand, Digital, Technology, Analytics and Operations teams.

- Drive alignment across multiple stakeholders and ensure effective execution of the CRM roadmap.

Key Success Parameters:

Performance will be measured through:

- Growth and quality of the loyalty base

- Member activation and engagement

- Customer retention and repeat behaviour

- Purchase frequency

- Customer lifetime value

- Revenue generated through CRM initiatives

- Personalisation and campaign effectiveness

- Customer advocacy and engagement

- Strength and capability of the CRM team

Ideal Background:

- 10 - 15 years of experience across CRM, Loyalty, Customer Growth, Lifecycle Marketing or related areas.

- Demonstrated experience in building or scaling customer loyalty programmes.

- Strong understanding of customer lifecycle management, segmentation, personalisation and marketing automation.

- Exposure to Martech, customer data platforms and analytics-led decision making.

- Strong commercial orientation with the ability to connect customer initiatives to business outcomes.

- Experience leading teams and influencing cross-functional stakeholders.

Leadership Mandate:

The successful candidate will be expected to establish CRM and Loyalty as a strategic growth lever by bringing together customer data, technology, personalisation and differentiated experiences to build stronger and more valuable long-term customer relationships.