crm manager in retail

Ralph Lauren Corporation is a global leader in the design, marketing and distribution of premium lifestyle products across apparel, accessories, home, fragrances, and hospitality. Its portfolio includes widely recognized consumer brands serving international markets.

• Lead the CRM strategy for Outlet communications, supporting commercial priorities, customer growth and brand engagement;
• Own the CRM approach for Emerging Markets across the Middle East and Latin America;
• Develop CRM plans supporting retention, reactivation, customer value creation and traffic-driving initiatives;
• Ensure owned-channel communications are relevant, personalised and aligned with business priorities;
• Expand owned channels through SMS and WhatsApp, including the introduction and scaling of Ralph Lauren's WhatsApp marketing program;
• Apply a customer-first approach to planning, segmentation and campaign decisions;
• Oversee CRM campaign plans across email and other owned channels;
• Partner with Marketing Planning to align CRM activity with wider business and revenue plans;
• Ensure campaigns are delivered on time, to a high standard and with clear commercial objectives;
• Collaborate with trading, ecommerce, creative, copy, Data Strategy and external CRM partners;
• Support the development of personalised experiences that drive engagement, traffic and conversion;
• Own CRM performance tracking for Outlet and Emerging Markets;
• Partner with Data Strategy and Marketing Planning on reporting, KPI oversight, forecasting and performance optimisation;
• Use customer data and campaign performance to inform recommendations;
• Identify opportunities to improve retention, engagement, traffic and customer value;
• Apply a test-and-learn mindset focused on continuous improvement;
• Manage, coach and develop four direct reports across Intern, Assistant and Coordinator levels;
• Clarify ownership, priorities, expectations and delivery standards across the team;
• Build team capability in CRM, analytics, planning and delivery;
• Foster a high-performing, collaborative and commercially focused team culture;
• Introduce fresh thinking to CRM planning, customer engagement and owned-channel execution;
• Identify opportunities to use technology, automation, personalisation and AI to improve CRM effectiveness and efficiency;
• Challenge existing ways of working to improve quality, speed, impact and customer relevance;
• Stay close to new CRM trends, tools and innovations.

• Strong CRM experience, ideally in a fast-paced retail, fashion, luxury or consumer-facing environment;
• Proven experience managing CRM programmes across owned channels;
• Strong understanding of customer segmentation, campaign planning and performance optimisation;
• Experience managing and coaching junior team members;
• Strong commercial awareness and ability to connect CRM activity to business performance, customer growth and revenue outcomes;
• Confidence working with data, reporting and insight to shape recommendations and improve campaign performance;
• Experience partnering with Marketing Planning, ecommerce, Retail, Data Strategy and external agencies;
• Strong leadership skills with the ability to manage, motivate and develop a small team;
• Strong project management skills and ability to manage multiple priorities at pace;
• Ability to operate in a changing environment and bring structure, clarity and momentum;
• Commercially focused, analytical and insight-led;
• Proactive, solutions-focused and confident challenging the status quo;
• Strong communication and stakeholder influence skills;
• Technical aptitude and strong attention to detail;
• Curiosity about CRM innovation, technology, automation and AI.

• No conditions specified