Head of Customer Value

Salary up to:
Competitive

We are seeking a dynamic and strategic Head of Customer Value to shape the future of our loyalty and CRM programmes, promotional approach and gift card portfolio.

Leading a team of Managers and Executives, the ideal candidate will have a strong record of designing successful customer propositions - using customer insight, strong creative vision and analytical rigour to deliver innovation which has a measurable impact on customer love and revenue growth.

Accountable for growing customer lifetime value, the Head of Customer Value will devise strategies to increase customer acquisition, engagement and retention.

NB:
At Nando’s we do everything through the lens of brand love – and so this role is not simply one of single-track commercial delivery. Moving brand metrics like Brand Love and Positive Buzz are critical to success, and so the successful candidate will be able to balance day‑time commercial delivery with the brand vision to build love over the longer term.

• Own the establishment and development of our customer value model.
• Work closely with our Data, Insight and Analytics colleagues to improve our ability to understand and monitor customer movements.
• Develop and implement a plan to continuously improve the sophistication of our ability to manage customer value.
• Communicate customer movements and opportunities to the leadership team.
• Context:
  We have four million active loyalty customers and an emailable base of six million customers, as well as approx. two million Nando’s accounts which are not signed into loyalty.

• Lead the development of customer cohort strategies, highlighting growth opportunities and devising strategies to fulfil them through loyalty, CRM and promotions.

• Accountable for the creation and optimisation of CRM plans to enhance customer acquisition, retention, reactivation and overall lifetime value – encouraging valuable behaviours across all our routes to market (eat‑in, collect/take‑away, delivery and grocery).

• Partner with data and analytics teams to devise a plan to build up what we know about our customers, and leverage insights for targeted campaigns and improved customer journeys.

• Manage customer segmentation, lifecycle campaigns, and personalised communications across digital channels (currently email and push).

• Lead our automation agenda – designing and delivering a programme of ever‑improving automated journeys.

• Develop our direct‑to‑customer communications capabilities further, to include other channels, e.g. Whats App.

• Set the strategy for evolving our loyalty programme, developing innovative concepts which delight our customers, strengthen relationships and increase LTV.

• Use strong commercial acumen to assess the impact of activity, monitor programme performance, track KPIs, and continuously refine benefits and rewards to maximise engagement with the programme and grow overall brand love.

• Collaborate across the customer team to deliver loyalty initiatives as part of the overall Customer Plan.

• Collaborate with Tech to prioritise and deliver the features and customer experiences we seek.

• Collaborate with Restaurant Operations teams to ensure seamless execution of loyalty activity in our restaurants.

• Connect with colleagues in other key Nando’s markets (South Africa, USA, Australia) to share best practice and advise on the development of their loyalty propositions.

• Lead the end‑to‑end promotion strategy, including exploring partnerships to support new customer acquisition, planning, stakeholder engagement, execution, and post‑campaign analysis.

• Balance commercial objectives with customer‑centric offers to drive incremental sales and profitability.

• We are not a heavily promotional brand, and so it is imperative that this role ensures that promotional activity remains aligned with our brand positioning and delivers measurable ROI. We’re looking to deliver a small number of promotions which support our strategic goals and long‑term brand health.

• Develop and manage the gift card portfolio, including physical and digital…