Varley
Head of CRM - London
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About Varley Clothing
Varley is a contemporary fashion brand for the modern woman. Founded in 2015 by husband-and-wife Lara and Ben Mead, we are an international, family-run business headquartered between London, Los Angeles, and New York.
We create year-round collections designed to build an elevated wardrobe for how women live and move. From knitwear and outerwear to everyday staples and active pieces, our collections blend style, function, and versatility.
Varley exists to instil quiet confidence through meaningful connections that enhance everything women already are. As women’s lives evolve, so do we.
Our international family-run team is 85% female, making us proud to be a brand for women, by women. We are guided by two core beliefs: the pursuit of quality in everything we do and looking after one another.
The Role
At Varley, CRM is vital in driving growth and an essential part of how we build lasting relationships with our customers.
We are seeking an exceptional Head of CRM to define and lead our global CRM strategy across email, SMS, retail clienteling, direct mail and referral channels. This role will be responsible for driving customer acquisition, retention and lifetime value by delivering highly personalised customer experiences across every touchpoint.
Working cross-functionally with Brand, Ecommerce, Retail, Customer Service and Product teams, you will shape the future of CRM at Varley. You will build sophisticated segmentation strategies, elevate lifecycle marketing, expand direct mail and clienteling programmes, and create customer journeys that drive meaningful commercial impact.
This is a unique chance to develop a top-tier CRM function within an expanding international brand, turning CRM from a marketing tool into a strategic driver of customer growth.
Candidate Profile
You are a commercially astute CRM leader with a proven track record of delivering customer growth within a premium retail, fashion or lifestyle brand.
Highly analytical and customer centric, you combine strategic vision with hands on execution. You understand how to use customer insight, segmentation and personalisation to create exceptional experiences that strengthen loyalty and increase lifetime value.
You are equally comfortable influencing senior stakeholders, leading high-performing teams and collaborating across multiple functions. Above all, you are ambitious, curious and excited by the opportunity to shape the future of CRM within a high-growth global business.
Key Responsibilities
CRM Strategy & Leadership
- Define and deliver Varley's global CRM strategy, aligned to brand and commercial objectives.
- Lead and develop a high-performing CRM team, creating a culture of ownership, innovation and continuous improvement.
- Shape the future CRM operating model, capability roadmap and technology ecosystem.
- Champion a customer first mindset across the organisation.
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Customer Segmentation & Lifecycle Marketing
- Develop sophisticated customer segmentation and personalisation strategies.
- Create targeted approaches to improve acquisition, retention, repeat purchase and customer lifetime value.
- Lead the evolution of automated lifecycle journeys across the customer lifecycle.
- Use customer insight and behavioural data to drive relevance, engagement and conversion.
Clienteling, VIP & Direct Mail
- Develop a differentiated CRM strategy for high-value and VIP customers.
- Lead the evolution of retail and ecommerce clienteling programmes.
- Expand and optimise direct mail as a key acquisition and retention channel.
- Create premium customer experiences that strengthen loyalty and advocacy.
Campaign Excellence
- Oversee the strategic planning and optimisation of CRM campaigns across all channels.
- Establish best practice in targeting, frequency, testing and personalisation.
- Ensure CRM activity is fully integrated into commercial, retail and brand planning calendars.
- Drive a culture of continual testing, learning and optimisation.
Commercial Performance
- Own CRM forecasting, budgeting and performance measurement.
- Define and monitor KPIs that demonstrate commercial impact and customer value.
- Translate customer and performance data into actionable business insights.
- Present clear recommendations and opportunities to senior stakeholders.
Cross-Functional Partnership
- Act as a strategic partner to Brand, Product, Ecommerce, Retail and Customer Service teams.
- Ensure CRM supports wider business priorities whilst protecting the customer experience.
- Represent the voice of the customer in strategic decision making.
Data & Governance
- Own CRM data strategy, activation and governance.
- Ensure compliance with GDPR and global data privacy regulations.
- Drive greater value from customer data, technology and automation.
Experience & Skills
- Significant experience leading CRM strategy and teams within a premium retail, fashion, lifestyle or consumer brand.
- Proven success driving customer acquisition, retention and lifetime value through CRM.
- Expertise in segmentation, lifecycle marketing, automation and personalisation.
- Experience building VIP, loyalty and clienteling programmes.
- Strong commercial and financial acumen with experience managing budgets and forecasting.
- Excellent analytical skills and confidence working with customer and performance data.
- Experience managing CRM platforms, agency partners and marketing technology ecosystems.
- Outstanding stakeholder management, communication and leadership skills.
- Experience in premium apparel, omnichannel retail and the US market is advantageous.
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Leadership Competencies
- Customer focused: Places the customer at the centre of every decision and champions exceptional experiences across all touchpoints.
- Commercially Driven: Balances brand equity with commercial performance, identifying opportunities to drive profitable growth.
- Strategic thinker: Translates business objectives into clear priorities, plans and long term CRM vision.
- Insight led: Uses data and customer insight to make informed decisions and uncover opportunities.
- Influential leader: Builds trusted relationships, inspires teams and brings stakeholders together around a shared vision.
Growth Mindset
Challenges convention, embraces innovation and continuously seeks better ways to serve customers and grow the business.
Execution Excellence
Combines strategic thinking with disciplined delivery, ensuring plans translate into meaningful results.
Success in Role
Within The First 12 Months, The Successful Candidate Will
- Deliver a step change in customer segmentation and personalisation.
- Improve retention, repeat purchase and customer lifetime value.
- Launch an enhanced VIP and clienteling strategy.
- Expand direct mail into a scalable growth channel.
- Strengthen lifecycle automation and customer journey performance.
- Establish CRM as a core commercial function driving measurable business growth.
Our Values
- We are the sum of many parts: We promote diversity, inclusivity, and teamwork. Our successes and failures are shared as a team.
- We pursue quality in everything we do: Growth comes from continuous improvement across every aspect of our business.
- We embrace possibility and push boundaries: We encourage innovative thinking and challenge ourselves to achieve extraordinary outcomes.
- Data-driven decisions and purposeful actions: We prioritise thoughtful analysis and informed decision making.
- Our brand is timeless and valuable: We protect and enhance the long-term value of our brand.
- We never compromise our product: Our product is defined by quality, not price.
- We respect and exceed customer expectations: Our goal is to turn customers into passionate advocates.
- We Choose Partners Who Reflect Our Values: We collaborate with partners who uphold the same standards we do.
- We Grow Our Brand By Empowering Others: We support the growth of those around us and build meaningful connections.
- Responsibility is at the core of everything we do: We prioritise ethical practices and sustainability.
- Kindness is our guiding principle: Respect, empathy, and understanding shape how we work together.
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