Robert Dyas
CRM and Loyalty Manager
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Ready to Lead Customer Engagement for an Heritage Retailer?
Are you an ambitious CRM or Retention Specialist eager to own a high-impact, end-to-end customer strategy? Robert Dyas—a heritage retail brand with a modern omnichannel vision and part of the Theo Paphitis Retail Group—is seeking a high-energy CRM & Loyalty Manager to transform customer lifetime value from our Head Office in Wimbledon.
If you bring 3+ years of experience in retail or consumer facing business, a sharp analytical focus, and a passion for personalised storytelling, this is your opportunity to step up, innovate our loyalty ecosystem, and drive game-changing commercial growth.
About the Role
This is an exciting, hands-on role with full strategic ownership. You won't just analyse data—you’ll turn insight into action across every touchpoint, leading projects from initial spark and commercial planning through to automated campaign creation, execution, and continuous optimisation.
Working in a collaborative, team-oriented office environment in Wimbledon alongside the Head of Marketing, Commercial Director, and cross-functional teams (Trading, eCommerce, Retail, Insights), you will lead the planning and delivery of all customer email communications and maximise the lifetime value of our loyalty proposition.
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Key Responsibilities
- End-to-End Campaign Creation: Design, segment, copywrite, and deploy engaging broadcast, lifecycle, and triggered multi-channel campaigns.
- Roadmap & Planning: Translate strategic direction into actionable annual, monthly, and weekly CRM and loyalty plans aligned with our marketing calendar.
- Loyalty Innovation & Growth: Expand member recruitment and engagement across web, app, and our vibrant network of 92 UK stores.
- Personalised Customer Journeys: Build dynamic automated workflows and smart segmentation to maximise retention, repeat purchases, and lifetime value.
- Platform Management: Own the day-to-day operation and expansion of our CRM platform (e.g., Ometria) and manage key agency and supplier relationships.
- Performance & Insights: Track weekly/monthly commercial metrics (incremental sales, margin, retention), turning data into actionable insights and continuous optimisations.
What We Would Like to See in You
- 3+ years’ hands-on experience in CRM, Loyalty, Retention, or Lifecycle Marketing within a retail or consumer-facing business.
- Proven track record in campaign creation, automated customer journeys, segmentation, and personalisation.
- Experience working with customer loyalty programs and driving member engagement/recruitment.
- Proficiency with customer data and communication platforms (ideally Ometria or similar).
- Strong commercial and analytical skills with the ability to turn transactional data into customer growth strategies.
- A creative mindset with compelling copywriting skills and a proactive, test-and-learn attitude.
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Why Robert Dyas?
- Competitive Benefits: 26 days annual leave (+ bank holidays), bonus incentives, pension scheme, and life assurance.
- Generous Colleague Discount: Outstanding discounts across all Theo Paphitis Retail Group brands (Robert Dyas, Ryman, Boux Avenue, London Graphic Centre).
- Culture & Development: Collaborative Wimbledon office, regular sample sales, social events, wellness programmes, and continuous learning and development opportunities.
Ready to shape the future of loyalty at Robert Dyas? Apply today and let’s grow together!
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