CRM & Loyalty Lead

Support Office; Guildford; On-site; GBP 65,000 - 75,000; Full time

Job summary

BGL is seeking a CRM & Loyalty Lead to design and deploy loyalty programmes, customer journeys and communications that turn first visits into lasting relationships. You will own onboarding, renewals and win-back campaigns, shaping the experiences that drive repeat visits and advocacy across a diverse leisure portfolio.

You will collaborate with brand, proposition and insight teams, and work with tech partners to enhance data quality, segmentation and personalisation, leading a small CRM team to

Qualifications

• Experience in CRM, loyalty programmes and customer lifecycle strategies.
• Strong data segmentation and personalisation capabilities.

Responsibilities

• Own membership communications and lifecycle strategy across onboarding, renewals, loyalty initiatives and win-back activity.
• Develop and govern CRM capability with technology teams and partners to improve data quality and personalisation.
• Lead and mentor two CRM executives, establish best practices and drive continuous improvement.
• Turn customer insights into actionable programmes that increase retention and lifetime value.

Job description

About the roleGreat experiences don't end when a customer leaves a venue. As our CRM & Loyalty Lead, this role is responsible for creating the communications, loyalty programmes and customer journeys that keep people engaged, encourage repeat visits and build lasting connections with BGL.
This is an exciting opportunity to lead the retention and loyalty engine across one of the UK's most diverse leisure portfolios. From golfers and gym members to families, social players and adventure-seekers, the role will shape the experiences that turn first-time visitors into loyal customers and passionate advocates.
Ownership of our membership communications and lifecycle strategy sits at the heart of the role, overseeing everything from onboarding journeys and renewal campaigns to loyalty initiatives and win-back activity. Working closely with brand, proposition, commercial and insight teams, there is an opportunity to bring new products and experiences to market while creating compelling reasons for customers to return again and again.
Alongside customer engagement activity, the role will play a key part in developing BGL's CRM capability, working with technology teams and specialist partners to improve data quality, segmentation and personalisation. Using retention, churn and lifetime value insights, opportunities to strengthen customer relationships and drive long-term growth will be continually identified and delivered.
Leading and developing two CRM Executives, the role will help establish best practice, maintain high standards and create a culture of continuous improvement.
If building loyalty programmes, creating meaningful customer journeys and turning insight into action sounds exciting, we would love to hear from you.
Join us and help turn first visits into lasting habits, members into advocates, and great experiences into lifelong loyalty.