Senior CRM & Loyalty Manager - FTC - Sweaty Betty

As Senior CRM & Loyalty Manager, you will be responsible for the delivery of all CRM and loyalty activity globally, including the line management of the Retention team. Harnessing the capabilities of Braze and other key platforms, you will take charge of crafting and executing multi-channel communications that ensure every customer interaction is personalized and impactful, with a special focus on enhancing our loyalty program.

This role reports into the Growth Director to drive the business forwards and opens doors to working across a range of marketing channels, delving deep into our customer database, and focusing on driving increased customer participation, value, and retention.

• Own and develop a comprehensive global communications strategy that spans multiple channels, including lifecycle, BAU, triggered, and transactional emails.
• Lead the continued development of our loyalty program, with a focus on increasing customer participation, value, and retention and continually measure performance to drive optimisations across global markets.
• Own the customer marketing experience on the SB app, driving engagement, registration, monthly usage and understanding the positive impact on key business indicators including CLTV, frequency and AOV.
• Lead the team in utilizing Braze and Dynamic Yield to deliver personalised experiences while enhancing repeat purchases and customer lifetime value, ultimately supporting customer retention and our business KPIs.
• Work closely with the customer data team to develop a clear segmentation strategy, identifying the key drivers of profitability, loyalty, and churn.
• Ensure email content, design and delivery are continuously optimised for maximum return.
• Work closely with other departments (Brand, Marketing, Customer analytics, Digital, Ecommerce and Trade) in order to deliver priority initiatives that meet business objectives.
• Work with stakeholders across multiple teams, to agree and deliver on promotional plans for our loyalty program & other key customer segments (e.g., events, discounts, product promotions, sampling campaigns etc), targeted at specific customer cohorts.

• Lead reporting on all global CRM & Loyalty marketing activity and share with the wider business. Review these results to create initiatives, optimise and continually improve returning performance.
• Champion our returning customers within the business & report against returning customer targets put in place.
• Work collaboratively with our Data Analyst on insights for our returning customers, lifetime value & frequency reports and campaign results.
• Understand the customer data flows of our business, where the data is being sent & seek opportunities to optimise flows & working with our new CEP and technical teams to achieve this.

• Managing a team of six, in the delivery of our CRM & loyalty strategy and execution. Drive, inspire and motivate your team by providing clear developmental goals, positivity, and an unrivalled depth of knowledge.

• 5+ years' experience in similar CRM roles and have in-depth knowledge of CRM customer planning with a large customer base preferably in retail.
• Experience managing a team & working across global markets
• Confident challenging the status quo and backing up questions with data
• Proficient in Braze (or similar platforms), with experience in data handling and building multi-channel programs.
• Experience in owning and creating lifecycle campaigns, including automated triggers, or recurring programs.
• Strong understanding of data management, analysis, and reporting, both at a campaign and commercial level.
• Experience in planning and strategizing multi-channel marketing at a campaign and program level.
• Advanced excel & data analysis skills
• Excellent communication skills

We are working to create a culture and team that represents our mission of empowerment. We want to celebrate our diversity, embody inclusion and create an equitable business. This means doing more and working harder to make the long‑lasting changes necessary. We care about our people, our community and world.

We want to stand up for what we believe…