Elite Associates
Head of CRM
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Head of CRM
CRM Leader (Commercial & Digital Marketing)
A fast-growing fashion brand is seeking an experienced Customer Relationship Management (CRM) Leader to shape and drive its customer engagement strategy. This role will oversee the development of a high-performing CRM function, leveraging data, creativity, and technology to deliver exceptional customer experiences across multiple touchpoints.
The successful candidate will collaborate closely with senior leaders in Ecommerce, Digital, Marketing, and Brand to create a customer-first CRM roadmap that enhances business growth, strengthens customer loyalty, and maximises customer lifetime value.
About the Role
- Ownership of CRM strategy: Define and deliver a long-term CRM vision aligned with business goals, ensuring it supports commercial and marketing ambitions.
- Customer lifecycle management: Lead strategic planning for customer acquisition, retention, and repeat purchase, creating targeted communications at every stage.
- Personalisation & segmentation: Develop data-driven strategies to deliver hyper-personalised customer journeys through tailored segmentation and messaging.
- Campaign execution: Plan and execute campaigns across email, SMS, mobile app, and loyalty programmes, optimising engagement across all channels.
- Automation & efficiency: Improve customer journeys with automation technology, ensuring impactful interactions from first purchase to long-term loyalty.
- Performance insight & decision-making: Monitor CRM reporting, interpreting data to refine strategies and identify growth opportunities. Present findings to senior stakeholders.
- Database & audience health: Oversee database optimisation, strategies to grow engaged audiences and reduce customer churn.
- Cross-functional collaboration: Ensure CRM activities align with product launches, marketing campaigns, and key trading periods by working with technical, digital, and commercial teams.
- Loyalty & app engagement: Drive the evolution of the brand’s loyalty programme and mobile app engagement strategy.
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Key Responsibilities
- Develop and execute a data-driven CRM strategy that enhances customer acquisition, retention, and lifetime value.
- Lead segmentation strategies to maximise engagement and conversion rates.
- Manage automated customer journeys to improve retention and uplift.
- Ensure CRM activities align with cross-functional goals, including product launches and key events.
- Monitor and optimise CRM platform performance, reducing customer churn while expanding engaged audiences.
- Work closely with technical teams (where relevnant) and ensure technical feasibility for CRM implementations.
- Drive continual innovation in customer experience, leveraging technologies, creativity, and analytics.
- Communicate CRM performance insights to senior leadership, influencing strategic decisions.
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What We’re Looking For
- Proven leadership experience in CRM within fashion, retail or consumer-focused industries.
- Deep knowledge of customer lifecycle marketing, retention strategies, and CRM best practices.
- Experience with leading CRM, ESP (Email Service Provider), and CDP (Customer Data Platform) technologies; Ometria proficiency highly desirable.
- Hands-on HTML and technical collaboration experience for CRM/enhancements.
- Commercially minded with strong analytical skills, confident in using data to drive impact.
- Project management expertise with a track record of effective stakeholder engagement.
- Ability to thrive in a fast-paced, agile environment where priorities evolve rapidly.
- Passion for customer experience, digital marketing, and the fashion industry.
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