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Senior CRM & Loyalty Manager
Senior CRM and Loyalty Manager
About the Role
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, this role encompasses leadership in loyalty program proposition development, including maintenance, innovation, projects, performance reporting, and analysis. Additionally, the holder will lead all customer journeys and mobile messaging to enhance customer satisfaction and drive key KPIs such as revenue, profitability, frequency, AOV, APRU, and CLTV.
This is a strategic role with an emphasis on delivery, mentoring, and high-profile visibility.
Reports to: Head of CRM Team: CRM & Loyalty team within Digital Remit Key Collaborators: CRM Analytics team, CRM Audience and Systems team, Trade Email team, Digital Marketing team, E-commerce team, Retail, Marketing, and Finance.
Desirable Product Knowledge & Experience
Experience and proficiency in:
- Strong Salesforce knowledge (SFMC, Loyalty Management, Service Cloud)
- Loyalty schemes and campaign management
- Customer lifecycle journey building
- Testing (multivariate testing - MTV)
- Project management (Jira & Confluence)
- Data literacy & analytics, interpretation of reporting & insights
- Refer a Friend Schemes
- Personalisation platforms (e.g., Movable Ink)
- Mobile Wallet marketing platforms
- Google Drive & Microsoft Office suites
Strong understanding of MarTech stack, including platform integrations & data flow.
Main Duties & Responsibilities
- Work with Senior CRM and Digital teams to define and deliver CRM campaign and loyalty strategy.
- Lead, mentor, and support the team to:
- Define CRM and loyalty lifecycle stages and deliver automated/triggered campaigns.
- Develop loyalty programmes and innovations.
- Drive personalisation across email, web, and in-store channels.
- Manage customer communications via multiple platforms (email, mobile messaging, web, and stores).
- Define loyalty economic models, including tiers, rewards, benefits, and promotions.
- Enhance profitability through CRM and loyalty-focused projects.
- Lead and 되면서 conduct upskillings on Loyalty CRM tools & technologies.
- Evaluate and improve AI-driven customer retention to ensure Schuh retains customers as a destination brand (not just transactional).
- Oversee CRM/Loyalty IT projects, including design, testing, and quality assurance.
- Troubleshoot issues as they arise.
- Implement and adjust MTV test activities and apply learnings.
- Monitor and report performance/KPIs, improving acquisition, retention, and CLTV.
- Define & execute CRM strategies enhancing customer engagement and value.
- Collaborate with email trade teams as SME (Subject Matter Expert) for campaigns intersecting with CRM and loyalty.
- Align CRM/loyalty initiatives with broader marketing and business goals.
- Manage relationships with loyalty & CRM third-party vendors.
- Educate CX, retail teams, and business stakeholders on CRM and loyalty strategies.
- Monitor industry trends and compete with rivals, while ensuring brand consistency.
- Champion GDPR compliance across CRM and loyalty activities.
- Maintain knowledge of data privacy and legislation updates while collaborating with the DPO/Datasafety team.
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- Additional contributions include:
- Assisting in customer research projects.
- Supporting market expansion strategies.
- Adhering to Schuh’s Health & Safety policies.
Other Skills & Competencies
Leadership & Collaboration:
- Proven mentoring and team leadership abilities.
- Strong stakeholder management skills.
- Ability to present confidently to all levels of leadership.
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Technical & Tactical:
- Hands-on experience with automation, cross-channel projects.
- Deep knowledge of customer journeys and lifecycle management.
- Expertise in multichannel strategy (e.g., omnichannel retail/experience).
- Understanding of data and data storytelling, including data visualization.
- AI knowledge and experience.
Courage & Proactivity:
- Self-starter attitude.
- Influential communication and networking.
- Creative thinker with commercial acumen.
- Detail-oriented with a clear sense of priority.
About the Perks & Benefits
- Up to 40% product discount for you and your loved ones.
- Flexible working hours/contracts to suit individual preferences.
- Up to 29 days annual holiday (including bank holidays) increasing to 34 days after three years of service.
- Your birthday off to celebrate you.
- Perk platform offering hundreds of job-related discounts.
- Early salary access through services like FlexCapital or similar.
- Employee Assistance Programme (EAP) for mental health and GP support.
- Pension scheme (Encouragement towards long-term savings).
- Development & progression opportunities at store and home office levels.
- Ability to join Company Purpose Groups for added growth.
About Schuh
At Schuh, we embrace diversity and promote inclusivity—empowering our team to play fierce while being themselves.
As an organisation, we prioritize Diversity, Equality and Inclusion, ensuring treatment of employees and customers regardless of background, beliefs, or personal characteristics.
Schuh is committed to supporting employees with disabilities or special health conditions via reasonable adjustments.
Reach out to talent@schuh.co.uk with any queries before applying. Your Talent Acquisition team will process applications promptly.
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