Head of CRM and Loyalty

6 months ago

London, United Kingdom Frasers Group Full time

Company Description

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

**Job Description**:

- Develop a visionary roadmap for CRM and Loyalty initiatives to achieve our business goals.
- Lead, inspire, and manage a team of 12 CRM experts and 6 membership/loyalty experts.
- Create and execute the overall strategy for the membership marketing program, encompassing both online and in-store experiences.
- Evangelise the importance of Membership at a leadership level to ensure cross-functional buy-in from across the business, fostering collaboration and support for the program's success.
- Launch the first ever Frasers Group membership programme across all owned brands, including a new app experience.
- Oversee team performance, providing guidance, mentorship, and support to achieve exceptional results.
- Collaborate with the Head of Digital Marketing & CRM to align CRM and loyalty strategies with broader marketing objectives.
- Utilize your extensive experience in CRM within the retail industry to design, implement, and optimize data-driven CRM strategies.
- Drive customer engagement and loyalty by creating and launching a ground-breaking membership program from scratch, making Frasers Group a leader in the market.
- Promote a data-driven approach to CRM & Loyalty and collaborate closely with the Data team and analytics agency to develop new, tailored ways to segment our customer base & incorporate personalisation into campaign.

**Qualifications**:

- Proven experience in a senior CRM role, preferably within the retail industry.
- Strong understanding and hands-on experience with CRM platforms and marketing automation tools (Salesforce, Emarsys, Braze, preferred).
- Demonstrated ability to lead and manage teams effectively.
- Advanced understanding of audience segmentation with a view of turning insights into action.
- Experience in developing and managing membership or loyalty programs, preferably within app experiences.
- Exceptional analytical skills with the ability to derive actionable insights from complex data sets.
- Highly numerate and analytical - with the ability to draw out insights and quickly develop plans to deliver on the opportunity that these present.

Additional Information

An opportunity like this at Frasers is for the fearless. The potential is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

- ** Think without limits** and take the team with you
- ** Own it** and back yourself
- ** Be relevant **to people, partners and the planet

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