ME+EM Ltd
Head of CRM
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Head of CRM
Reporting to:
Growth Director
Location:
ME+EM, Head Office, White City Place, West London
Contract Type:
6 Month Contract, Full Time, 40 Hours Per Week
About Us:
ME+EM is one of the UK’s fastest-growing luxury fashion brands, with a strong global digital presence and stores across the UK, including London and Edinburgh, alongside concessions within Harrods and Selfridges. We are also continuing our exciting international expansion across the U.S, with new stores opening across key markets.
At ME+EM we are an entrepreneurial, creative, and passionate group of people. We work hard, are enthusiastic to learn and are not afraid to take risks. Everyone contributes to our success at all levels, and that precisely what makes being a member of the team so rewarding.
Our office and stores are always busy and fast-paced, but we work just as hard to make sure it’s fun, with social activities and biannual parties. We pride ourselves on being approachable, supportive, and welcoming and ensure that everyone’s hard work is rewarded. It takes all these things to build a strong, successful business and our door is always open to new talent ready to contribute to our growth and evolution.
About the Role
ME+EM has one of the most loyal customer bases in British fashion, with word of mouth our number one driver of brand awareness and our VIP customers representing 50% of revenue. We also have a significant opportunity to re-engage lapsed customers and encourage customers to shop across our different price tiers, where cross-tier purchasing delivers three times the lifetime value.
As Head of CRM, you will turn this opportunity into sustainable commercial growth by building a best-in-class retention, loyalty, and customer advocacy strategy. You will play a pivotal role in reducing our reliance on acquisition spend, deepening relationships with our most valuable customers, and creating more personalised, relevant experiences across every touchpoint.
This is a strategic, hands-on leadership role with responsibility for CRM strategy, technology, customer insight, and team development. You will lead the evolution of our CRM capabilities, strengthen our VIP and advocacy programme, and establish a more sophisticated approach to customer segmentation, lifecycle marketing, and omnichannel engagement.
Working closely with senior stakeholders across Brand, Product, Ecommerce, Retail, and Customer Experience, you will ensure customer insight informs commercial decisions and that every interaction strengthens the relationship between ME+EM and our customers.
Responsibilities
CRM Strategy & Commercial Growth
- Own and deliver the CRM strategy across retention, reactivation, loyalty, and customer lifecycle marketing, with clear commercial targets and measurable outcomes.
- Develop strategies to increase repeat purchase, customer lifetime value, and cross-tier shopping behaviour.
- Own the retention budget and forecasting, making data-led investment decisions to maximise return.
- Partner with Retail and Customer Experience to develop a compelling VIP and advocacy programme that drives loyalty, referrals, and repeat purchase.
- Champion the customer perspective across the business, influencing commercial decisions through actionable customer insight.
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CRM Technology & Channel Development
- Own the CRM technology stack and partner ecosystem, ensuring it supports the business as it scales, including CDP implementation and CRM automation platforms.
- Review and evolve ME+EM’s book strategy, building on its historical success while identifying opportunities for the future.
- Expand the CRM channel mix across email, SMS, and push notifications, ensuring communications are relevant, coordinated, and commercially effective.
- Lead CRM localisation strategies to support international growth, including French and German website launches and non-English language communications.
- Partner with Performance Marketing to align paid retention activity with CRM, creating a joined-up customer engagement strategy.
- Scale personalisation, dynamic content, and automated lifecycle journeys, including triggered communications and low-stock alerts.
Customer Analytics & Insight
- Own customer retention metrics across the business, including churn, reactivation, repeat purchase, and lifetime value by segment.
- Lead customer segmentation beyond traditional RFM models, incorporating behavioural, attitudinal, and cross-tier purchasing insights.
- Establish and lead a Voice of Customer programme, translating feedback into actionable improvements with clear visibility at senior leadership level.
- Partner with the Head of Product Insights to share customer behaviour, preferences, and feedback that inform product and trading decisions.
Retail & Omnichannel
- Define how CRM supports physical retail, including store openings, clienteling, and local customer activation.
- Equip store teams with relevant customer insight to strengthen local relationships and drive engagement.
- Map and optimise the omnichannel customer journey, creating a seamless experience across stores and digital channels.
- Work with the Retail and Customer Experience Director to develop and deliver a VIP strategy focused on attracting, retaining, and delighting our most valuable customers.
Team Leadership & Collaboration
- Lead, develop, and inspire the CRM team, building the capabilities and structure needed to support future growth.
- Manage external partners with commercial rigour, clear accountability, and a focus on performance.
- Build strong relationships across Brand, Product, Ecommerce, Retail, and Customer Service, driving progress through collaboration and influence.
- Work in close partnership with the Head of Product Insights, sharing customer retention data and behavioural insight to inform product strategy, while using category and market intelligence to strengthen CRM activity.
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Skills
- Proven experience in a senior CRM, Customer Retention, Loyalty, or Lifecycle Marketing leadership role, ideally within retail, ecommerce, fashion, or luxury.
- A strong track record of delivering commercial growth through customer retention, reactivation, loyalty, and lifecycle marketing.
- Experience developing VIP, customer advocacy, and referral programmes that drive measurable business results.
- Strong understanding of customer segmentation, behavioural analytics, personalisation, and customer lifetime value.
- Experience owning or evolving CRM technology platforms, CDPs, and marketing automation tools, with the ability to maximise their commercial impact.
- Demonstrable experience developing multichannel CRM strategies across email, SMS, push notifications, and paid retention.
- A strong commercial mindset, with experience managing budgets, forecasting performance, and measuring return on investment.
- Excellent analytical skills, with the ability to translate customer data and feedback into clear, actionable recommendations.
- Experience supporting omnichannel customer journeys and working closely with retail teams to connect digital and physical experiences.
- A confident and collaborative leader, comfortable influencing senior stakeholders and bringing teams together around shared commercial objectives.
- Strong communication and stakeholder management skills, with the ability to balance strategic thinking with hands-on delivery.
- Experience supporting international growth and localising customer communications across different markets would be advantageous.
Employee Benefits
- 33 days annual leave for full-time employees (25 days holiday + 8 bank holidays)
- A day off to celebrate your birthday.
- Pension Scheme
- Group Life Insurance
- Employee Assistance Programme (EAP)
- Length of Service Award
- Refer a Friend Scheme
- Staff uniform for retail employees
- Generous Staff and Friends and Family Discount
- Annual Volunteer Day
- Cycle to Work Scheme
- Tech Scheme
- Eye Care Vouchers
- Real Living Wage Employer
- Employee-led committees
- Social events and biannual parties
- Enhanced maternity and paternity package after 2 years of service.
ME+EM is an equal opportunities employer committed to fostering and preserving a culture of diversity, equality, and inclusion in our workforce. As an equal opportunities’ employer, we do not discriminate against applicants based on race, colour, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. We believe that diversity enriches our workforce and strengthens our organisation. Therefore, we encourage minorities, LGBTQ+ candidates, and individuals with disabilities to apply for opportunities within our company.
Please note, due to the large number of applications we receive, we can only reply to those that are successful to the next stage.
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