schuh
CRM - Senior CRM & Loyalty Manager
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CRM - Senior CRM & Loyalty Manager
Senior CRM and Loyalty Manager
The Senior CRM and Loyalty Manager is responsible for recruiting and managing a team of campaign and loyalty specialists. As an expert in CRM, loyalty, and customer marketing, their remit includes leading, owning, and innovating the Loyalty programme, covering:
- Maintenance
- Innovations
- Projects
- Performance
- Reporting
- Analysis
Additionally, they will lead all customer journeys and mobile messaging, aiming to increase customer satisfaction and key KPIs, including:
- Revenue
- Profitability
- Frequency
- AOV (Average Order Value)
- APRU (Average Purchase Value)
- CLTV (Customer Lifetime Value)
Role Overview
This is a strategic role with an emphasis on delivery and mentorship. It is a high-profile position with significant visibility.
- Reports to: Head of CRM
- Team: CRM & Loyalty team within the Digital remit
- Works closely with:
- CRM Analytics team
- CRM Audience and Systems team
- Trade Email team
- Digital Marketing team
- Ecommerce team
- Retail
- Marketing
- Finance
Desirable Product Knowledge & Experience
- Strong experience with Salesforce (SFMC, Loyalty Management, and Service Cloud)
- Knowledge of loyalty schemes, campaign management, and customer lifecycle journey building
- Experience with testing, including multivariate testing (MTV)
- Project management, preferably with Jira & Confluence
- Data literate with a focus on analytics, reporting, and insight generation
- Refer a Friend schemes
- Experience with movable Ink / personalisation solutions
- Mobile Wallet marketing platform expertise
- Proficiency with Google Drive and Microsoft Office suites
- Understanding of MarTech stack, including platform integrations and data flow
Main Duties & Responsibilities
Work closely with the Senior CRM and Digital team to:
- Define and deliver CRM campaign and loyalty strategy
- Lead, mentor, and support the team on lifecycle stages and automated/triggered campaigns
Other core duties include:
- Developing and executing loyalty programme innovations
- Delivering CRM and loyalty-led personalisation across email, web, and stores
- Managing customer communications via email, mobile messaging, web, and in-store channels
- Defining economic models, tiers, rewards, benefits, and promotions for loyalty programmes
- Leading projects to increase profitability
- Overseeing daily CRM and loyalty campaigns and programme management
- Leading on positioning loyalty as a key identifier within an AI-driven purchase funnel, ensuring customer retention and retaining schuh as a destination, not just a transaction endpoint
- Defining, delivering, and quality-assuring CRM and Loyalty IT projects
- Troubleshooting and resolving issues as they arise
- Conducting MTV testing and implementing learnings
- Monitoring and reporting on performance and KPIs, sharing insights with wider teams
- Enhancing acquisition, retention, engagement, and value of loyalty customers
- Defining and acting on strategies that improve KPI performance
- Collaborating with the Email Trade team to align campaigns
- Aligning CRM and loyalty activity with the broader marketing calendar and business goals
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Additional responsibilities:
- Jointly managing and building relationships with CRM and loyalty third parties
- Leading the team to communicate and educate CX, retail, and other teams on CRM and loyalty strategies
- Monitoring industry innovations and competitor activities
- Ensuring all CRM communications align with the brand DNA
- Ensuring compliance with GDPR policies and staying updated on data legislation changes, collaborating with the DPO
- Compliance with Health & Safety policies and procedures
- Fashion and footwear industry knowledge (useful for alignment with Schuh’s sector)
Key Skills & Competencies
- Leadership
- Communication, clarity, and professional confidence
- Innovation and forward-thinking
- Technically adept with automation, planning, and project management
- Strong problem-solving skills
- Effective stakeholder management
- Confident public speaking and presentations to stakeholders at all levels
- Experience in Ecommerce and digital environments
- Omnichannel expertise across in-store and online
- Negotiation and contract management
- Predictive forecasting and KPI strategy
- Expertise in personalisation, multichannel projects, customer journeys, and segmentation
- Managing third parties
- Testing, QA, and data feeds management
- Knowledge of AI applications
- Collaborative and self-driven attitude
- Creative problem-solving within a results-driven commercial environment
- Decision-making and prioritisation skills
- Detail-orientated, accurate, and multitasking organisation
- Proficiency with Excel, MTV testing, and data visualisation
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Perks & Benefits
- Up to 40% product discount for you and your family
- Holiday entitlement: 29 days (increasing to 34 days after three years)
- Birthday off to celebrate
- Flexible working hours and contracts tailored to your needs
- Extensive perk platform offering hundreds of discounts
- Salary flexibility with early wage access options
- Employee Assistance Programme supporting wellbeing through resources, helplines, and Virtual GP services
- Comprehensive pension scheme for future security
- Opportunities for career development and progression within Store and Head Office
- Ability to join our company Purpose Groups
About Schuh
At schuh, we stand by our motto: **"The ‘Same but different’." We embrace diversity and inclusion, empowering our people to bring their authentic selves to work. Our commitment includes:
- Promoting fairness and equality for all colleagues and customers
- Providing reasonable adjustments to accommodate disabilities or health conditions (please inform the talent team)
- Encouraging an inclusive workplace culture that supports everyone
We strongly encourage equality and diversity throughout the recruitment process. For any questions or additional information, contact talent@schuh.co.uk. Our Talent Acquisition Team aims to review applications promptly.
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