schuh
Senior CRM & Loyalty Manager
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Senior CRM & Loyalty Manager
Senior CRM and Loyalty Manager
Primary Responsibilities: A CRM and Loyalty Specialist leading a team of campaign and loyalty specialists, tasked with managing the Loyalty programme proposition—including maintenance, innovations, projects, performance, reporting, and analysis. Leads on all customer journeys and mobile messaging to increase customer satisfaction and drive key KPIs (e.g., revenue, profitability, frequency, AOV, APUU, and CLTV).
Strategic role with a focus on innovation, mentorship, and delivery. High visibility and profile within the organisation.
Reporting & Collaboration
- Reports to: Head of CRM
- Team: CRM & Loyalty team within Digital Remit
- Key Collaborations Count: Works closely with:
- CRM Analytics team
- CRM Audience and Systems team
- Trade Email team
- Digital Marketing team
- Ecommerce team
- Retail, Marketing, and Finance
Desirable Product Knowledge & Experience
Strong expertise required in:
- Salesforce – Experience with SFMC, Loyalty Management, and Service Cloud
- Loyalty schemes (structuring, benefits, engagement models)
- Campaign management (definition, multi-channel execution)
- Customer lifecycle journey building (automation, triggers, personalisation)
- Testing methodology – Multivariate testing (MTV)
- Project management with a track record of delivering results
- Data-driven and Analytics mastery – in-depth knowledge of reporting, insights, and trends
- Refer-a-Friend schemes and referral incentives
- Personalisation platforms (Movable Ink insights and execution)
- Mobile wallet marketing and loyalty integration (digital and physical)
- Familiarity with Google Drive and Microsoft Office Suites
- Project management tools – Jira & Confluence
- Understanding of MarTech stack (including platform integrations and data flow)
Key Duties & Responsibilities
Strategic & Leadership
- Partner with senior CRM and digital teams to define and deliver CRM and loyalty strategies.
- Lead and mentor a team focused on:
- Developing CRM and loyalty lifecycle stages (concept to execution).
- Delivering automated, triggered campaign innovations and insights.
- Growth and R&D of loyalty programmes (e.g., tier structures, rewards, promotions).
- Positively shape loyalty as a essential identity layer through AI-driven purchase funnels, retaining customers at every stage.
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CRM & Loyalty Campaigns
- Define full-funnel customer journeys via multi-channel delivery (email, mobile messaging, web, and in-store).
- Lead CRM and loyalty communication campaigns across all channels.
- Troubleshoot and optimise issues as they arise.
- Conduct MTV testing and implement actionable insights for KPI improvement.
Performance & Collaboration
- Monitor and report KPIs (acquisition, retention, engagement, value).
- Ensure test-and-learnPhilosophy (especially within Multivariate Testing (MTV)).
- Enhance loyalty strategy and investment to optimize revenue, average order value (AOV) and lifetime value (CLTV).
- Align with marketing calendars and broader business goals, including campaigns with Trade Email and CRM systems.
Third-Party & Compliance
- Manage third-party vendors, ensuring alignment of loyalty goals.
- Champion brand consistency across all CRM communications.
- Ensure adherence to the latest GDPR policies and collaborate with Data Protection Officers (DPO).
- Stay informed on data regulation trends and industry developments.
Customer & Industry Focus
- Contribute to customer research projects and market expansion strategies.
- Position loyalty insights as a differentiator in an AI-dominated environment.
- Present findings to stakeholders, incorporating fashion, loyalty, tech, and financial insights.
Competencies & Skills
Technical & Operational
- Leadership, facilitation, and people management
- CRM automation,技 میکسیس, and personalisation (AC.–Omnichannel experience and multi-tactics in both digital and physical environments)
- Project management expertise, including Jira and Confluence.
- **Cross-channel communication ability (email, mobile, in-store).
- Proficiency with testing, QA, data feeds, and AI-driven trends.
- Management of third-party vendors and compliance adherence.
- High numeracy, accuracy, and technical aptitude.
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Soft Skills
- Problem-solving, critical thinking, decision-making and ownership of outcomes
- Business-aligned strategy development and forecasting
- Commercial awareness and ability to negotiate
- Ability to build influence and relationships at all levels
- Data storytelling and contextualising data into actionable insights.
- Data visualisation, storytelling, and analysis skills.
- Confident presenter –forming impactful pitches for stakeholders
About the Perks
- Up to 40% product benefit for yourself and family members.
- Flexible 29-day holiday accrual increasing to 34 days after 3 years of service (including bank holidays).
- Birthday off as a yearly celebration.
- Flexible working arrangements, including chooys in scheduling.
- Access to a Perk platform with discount opportunities (e.g., dining, tech, fitness).
- Early wage access, allowing you to manage, save, and access pay-as-you-go.
- Employee assistance program, featuring virtual GP support, counsellors, and wellness resources.
- Pension scheme for long-term savings planning.
- Career development pathways across roles and teams in-store and office.
- Opportunities to participate in Purpose Groups, driving diversity and inclusion initiatives at Schuh.
About Schuh
Our Identity: We are the "Same but different" culture—a workplace that embodies diversity and inclusion while encouraging employees to "work fearlessly and uncompromisingly as themselves".
D&I Commitment:
- Fairness for all colleagues and customers, regardless of background, belief, or community.
- Reasonable adjustments powered to support disabilities and health conditions—please disclose requirements during recruitment.
Applications and Support: The Talent Acquisition team will review applications promptly. In the meantime, questions can be directed to talent@schuh.co.uk.
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