Customer Loyalty & Membership Lead

AOFive Star Membership is how we turn great customer experiences into long‑term value for both our customers and our business. For a small annual membership, it brings together several benefits that our customers care about — exclusive discounts, free delivery, member pricing, free recycling, to mention just a few — giving our customers a compelling reason to choose AO again and again.

As our Membership Lead, you’ll own how the AOFive Star Membership proposition evolves, making sure membership doesn’t just feel great for customers, but attracts more people to join, giving customers the reason to shop with AO more often, increasing the value and longevity of our customer relationships. You’ll play a pivotal role in shaping the long‑term direction of the programme, developing high‑value commercial partnerships, and driving strategic growth that elevates membership as a core differentiator for AO.

This role is about defining what’s next for AOFive Star Membership, shaping how it delivers value for our customers, and embedding it at the heart of how we market, trade, and serve our customers. Working closely with Marketing, Commercial, Tech and Customer Service, you’ll ensure membership is fully integrated into the business and clearly delivers exceptional value for customers - positioning AOFive Star Membership as a standout reason to join, shop and stay with us, supported by strong external partnerships and a forward thinking commercial strategy.

Our people are our superpower, and we’re unstoppable when we’re together! We want your ideas to flow, and what better way to make that happen than being based onsite, 5 days a week, where our culture fuels creativity, collaboration and growth. If a £1 bet in the pub between two friends can become the UKs most trusted electrical retailer, imagine what else can be achieved when we’re together!

• Own and evolve the strategy and 3‑year roadmap for AO Membership to drive growth and profitability.
• Keep our proposition fresh and competitive - from tiers and benefits to rewards and perks.
• Use market research and member insights to spot opportunities for innovation.
• Build business cases for new ideas and track their impact on retention, frequency, and lifetime value.
• Identify, negotiate, and secure commercial partnerships that elevate the membership proposition and unlock new value streams for AO and our customers.

Delivery & Execution

• Lead the delivery of the roadmap, working with Product, UX, and Tech to create a seamless digital experience.
• Partner with Marketing and CRM to drive acquisition, engagement, and retention through multi‑channel campaigns.
• Work with Commercial teams to secure exclusive member‑only offers and benefits.
• Use data and analytics to measure success, optimise performance, and keep improving.

Leadership & Influence

• Be the voice of membership across AO - sharing the vision and results with senior leaders and teams.
• Align stakeholders and inspire a "member‑first" mindset throughout the business.
• Provide strong leadership and, as the programme grows, build a team to scale it even further.
• Operate confidently at senior levels, both internally and with external partners, shaping strategic conversations and driving high‑impact commercial outcomes

• Experience leading loyalty, membership, or subscription programmes at scale.
• A proven track record of driving growth in acquisition, engagement, and retention.
• Commercially savvy — confident building business cases and reporting on ROI and revenue impact.
• Data‑driven and comfortable turning insights into action.
• Brilliant at influencing and collaborating across teams.
• Customer‑first and dedicated to creating exceptional value.
• Strong communicator who can make complex ideas simple and engaging.
• Able to build, negotiate, and manage senior‑level commercial partnerships that significantly enhance customer value.
• Bring a higher‑level strategic perspective and fresh thinking that moves the membership proposition beyond business‑as‑usual delivery.

We’re big on appliances and electricals, REALLY big. Washing machines, fridge freezers and TVs? They’re our bread and…