crm manager in retail

The White Company is a retail company focused on customer lifecycle and loyalty communications across digital and offline channels. It develops personalised, data-led customer journeys, loyalty programmes and campaigns designed to improve retention, increase customer lifetime value and strengthen brand loyalty.

• Define and own the lifecycle CRM strategy across Email, Push and SMS, using Direct Mail where it supports customer and commercial objectives;
• Own lifecycle and loyalty activity, including automated journeys, VIP communications, sampling, inserts and loyalty-led offline campaigns;
• Lead The Club and the wider loyalty proposition to drive engagement, retention and membership growth;
• Prioritise lifecycle and automation projects based on commercial value, customer insight and technical feasibility;
• Define the promotional strategy for lifecycle and loyalty activity, including offer structure, eligibility and timing;
• Develop campaign and journey briefs with objectives, audiences, KPIs and measurement frameworks;
• Approve lifecycle campaign calendars, audience targeting and creative briefs in line with wider CRM and trading plans;
• Lead the use of customer and behavioural data for audience selection, segmentation, control groups and targeting logic;
• Work closely with the CRM Team to deliver and optimise automated journeys and campaigns across channels;
• Define and own lifecycle-led offline CRM activity, including Direct Mail, sampling and parcel inserts, from targeting and briefing through to performance review;
• Define and oversee the lifecycle and loyalty testing roadmap, including A/B and multivariate testing;
• Monitor and review programme performance, identify optimisation opportunities and share insights with senior stakeholders;
• Use customer, behavioural, channel and lifecycle insights to refine data selections, targeting, journey design and communication strategy;
• Line manage and develop junior members of the CRM team, ensuring strong delivery, clear prioritisation and ongoing development.

• Strong CRM experience focused on lifecycle, loyalty or retention marketing;
• Experience managing multi-channel CRM programmes across Email, SMS and/or Push;
• Experience developing and optimising automated customer journeys using audience and journey logic;
• Strong understanding of customer and marketing data in a CRM environment;
• Experience with audience selection, segmentation and targeting criteria;
• Experience working with loyalty programmes or VIP customer strategies;
• Strong understanding of customer lifecycle frameworks, customer data, segmentation and retention strategies;
• Ability to define and review targeting logic, control groups and test structures to measure incrementality;
• Confidence analysing campaign and journey performance to drive optimisation;
• Ability to prioritise initiatives by commercial impact and feasibility;
• Strong briefing and planning skills with the ability to align multiple stakeholders;
• Commercially minded, with a focus on customer lifetime value and retention;
• Strategic, collaborative, proactive and solution-oriented;
• Nice to have: Direct Mail experience.

• Up to 50% discount and access to regular Sample Sales;
• 25 Days of holiday, rising to 28 with length of service;
• Opportunity to buy up to 5 additional holiday days;
• Enrolment in Group Personal Pension schemes upon joining;
• Discretionary bonus scheme subject to policy eligibility;
• Access to the Wagestream Money Management app;
• Structured support from the in-house Learning and Development Hub;
• Salary Sacrifice scheme for Electric vehicles, subject to grade and policy eligibility;
• Private Healthcare based on contract duration;
• Life Assurance;
• Discounted White City House Tenants Membership;
• Daily fruit basket, tea and coffee;
• Social and Christmas events throughout the year;
• Seasonal Sample Sales;
• One volunteer day with a charity of choice;
• Working from home is available on Mondays and Fridays;
• The office is close to transport links, including Shepherds Bush, White City and Wood Lane stations.