CRM Lead

The Role: We are looking for an experienced and commercially focused CRM Lead to lead CRM Activation across all of our brands and EU markets. Working closely with the Head of CRM, you will translate customer, behavioural and commercial insights into targeted, personalised and measurable customer experiences across the CRM eco-system. You will be responsible for driving customer engagement, retention, purchase frequency and lifetime value through effective campaign activation, segmentation and personalisation, balancing short term commercial performance with long-term customer value and driving incrementality.

Key Responsibilities: Campaign Planning, Activation and Optimisation Own and lead on the end-to-end campaign activation process across all CRM channels, brands / markets. Partner closely with Trade, Digital Marketing and Partner and Brand Marketing teams to translate commercial priorities, seasonal and brand moments and customer opportunities into effective CRM strategies and activation plans. Develop and optimise the CRM channel mix and strategy and ensure communications are co-ordinated.

Own campaign QA and governance and activation standards. Identify opportunities to increase the strength of personalisation and content relevancy. Collaborate with the relevant teams to expand and enrich customer data points to provide stronger signals for personalisation. Establish a culture of test, learn and optimise and implement structured A/B testing framework. Own CRM deliverability strategy, ensuring strong inbox placement and audience health.

Own all campaign performance reporting, balancing short-term commercial objectives with long-term customer value Use all insights to identify customer opportunities and recommendations to drive CRM KPIs. Continuously seek opportunities to drive AI enabled CRM optimisation and productivity, to reduce campaign and journey production time. Audience and Segmentation Lead on the development and advancement of audience segmentation.

Translate customer insight into actionable audience strategies. Identify data enrichment opportunities to expand segmentation capabilities. Work with the relevant teams to unify audience segmentation and activation across the eco-system. Customer Journey and Lifecycle Support the CRM team on scaling the development and activation of high-intent automated journeys and customer lifecycle journeys. Ensure automated journeys are appropriately triggered, sequenced and co-ordinated with campaigns.

Collaborate with the relevant teams to drive true omni-channel customer journeys across the eco-system. Team Management Manage, lead and coach a team of senior CRM executives, CRM executives and CRM assistants, to build a high performing, collaborative CRM activation team. Other Support Head of CRM on the migration and onboarding of a new CRM platform. Partner with data, technology and CRM platform teams to maximise the value of the CRM technology and unlock new capabilities.

Identify opportunities for new technology to accelerate CRM growth. Partner with the Frasers Plus team to develop and activate CRM strategies that drive member acquisition, retention and customer value. Act as the main contact for all Partner Marketing CRM activations. Proven experience in a senior CRM, customer lifecycle, customer engagement or retention role, responsible for setting strategy and delivering commercial results.

Experience working within a high-volume B2C retail and fashion environment is desirable Strong experience of end-to-end CRM campaign planning, activation and optimisation across multiple channels. Demonstrable experience in customer segmentation and audience strategy. Strong understanding and knowledge of CRM platforms. Experience leading, developing and motivating teams. Highly adaptable and commercially aware.

Excellent stakeholder management and strong communication skills, able to influence and present strategies to senior leaders and cross functional teams. Strong analytical and