CRM Manager

Shiseido; City of Westminster; On-site; GBP 65,000 - 95,000; Full time

Job summary

Shiseido UK & Ireland seeks a CRM leader to drive an audience-driven CRM strategy across direct channels and strategic Key Accounts, aiming to maximise engagement, retention and revenue. You will oversee the customer database, data integrity and GDPR compliance while collaborating with EMEA to align campaigns with premium brand positioning.

You will plan multi-channel campaigns (email, SMS, loyalty), design lifecycle journeys, and lead personalisation at scale.

Qualifications

• CRM experience within premium/luxury beauty, fashion or lifestyle brands.
• Hands-on experience with leading CRM platforms (Salesforce preferred).
• Strong understanding of customer segmentation, lifecycle marketing and retention strategies.
• Understanding of GDPR and UK data protection regulations.

Responsibilities

• Develop and implement the audience-driven UKI CRM strategy across own channels and strategic Key Accounts.
• Manage the customer database with data integrity, segmentation and GDPR compliance.
• Lead data acquisition and enrichment initiatives with EMEA and wider UK business.
• Plan multi-channel campaigns (email, SMS, loyalty) for revenue growth on own channels and support omni-channel key accounts.
• Design and manage customer journeys across lifecycle: acquisition, onboarding, retention, reactivation and win-back.
• Collaborate with Brand, Commercial, Omni-Channel Activation, Digital and E-commerce teams for cohesive communication.
• Align communications with brand tone, visual identity and premium positioning.
• Monitor CRM KPIs (open rates, conversion, CLV, churn) and report insights to UKI/EMEA/Global teams.
• Lead personalisation and automation initiatives to deliver tailored experiences at scale.
• Manage agency relationships with EMEA ensuring briefs, reporting and optimization.
• Lead and develop the Email Deployment Executive within the central digital team.
• Stay abreast of CRM trends and innovations in beauty, luxury and retail.

Job description

• Develop and implement the audience driven UKI CRM strategy on own channels and strategic Key Accounts to maximise active customer engagement, retention, CLTV and revenue growth
• Manage and optimise the customer database, ensuring data integrity, segmentation, and GDPR compliance
• Lead data acquisition and enrichment initiatives onsite and in-store in collaboration with EMEA and wider UK business
• Plan and deliver targeted, multi-channel campaigns to deliver revenue growth and improved profit (email, SMS, loyalty) on own channels and support omni-channel team on strategic key accounts
• Design and manage customer journeys across the full lifecycle - acquisition, onboarding, retention, reactivation, and win-back for our direct channel and strategic key accounts
• Partner with Brand, Commercial, Omni-Channel Activation, Digital, and E-commerce teams to ensure cohesive customer communication and campaign alignment
• Collaborate with Global and EMEA teams to ensure communications reflect brand tone, visual identity, and premium positioning
• Monitor and analyse CRM performance, reporting on KPIs such as open rates, conversion, CLV, and churn on direct channel and strategic key accounts providing regular customer data insights to our UKI, EMEA and Global teams
• Lead personalisation and automation initiatives to deliver tailored customer experiences at scale.
• Manage and own agency relationships in collaboration with EMEA ensuring ways of working, briefing, reporting and campaign optimisation are adhered to.
• Lead, manage and develop the Email Deployment Executive within the central digital team
• Keep abreast of industry trends, CRM technology, and innovations in customer engagement within beauty, luxury, and retail., The CRM Manager will be responsible for developing and delivering the UKI customer-centric CRM strategy that drives loyalty, retention, and lifetime value. You will lead the planning, execution, and optimisation of CRM campaigns across email, SMS on direct and indirect channels, ensuring communications are personalised, data-driven, and aligned with NARS, Shiseido and Drunk Elephants premium positioning.
  Proven CRM experience within a premium/luxury beauty, fashion, or lifestyle brand.
• Strong understanding of customer segmentation, lifecycle marketing, and retention strategies
• Hands-on experience with leading CRM platforms (Salesforce preferred)
• Excellent analytical skills with the ability to interpret data and translate insights into action
• Strong project management, communication and organisational skills, with the ability to manage multiple campaigns and stakeholders simultaneously
• Creative mindset with a keen eye for detail and appreciation of premium brand aesthetics.
• Experience of managing at least one person directly or indirectly
• Understanding of GDPR and UK data protection regulations
• Strong communication skills, both written and verbal
• Exceptional attention to detail and highly organised, proactive, pragmatic with an analytical mindset
• Positive, collaborative, can-do attitude, passionate about customer data and customer experience
• Alignment with the group's "Trust8" working principles: Think Big, Take Risks, Hands on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success.
  Founded in 1872 in Japan, Shiseido is one of the top leading cosmetics companies in the world and aims to inspire a life of beauty and culture. Operating in about 120 countries with 45 000 employees and 70 nationalities, Shiseido offers a unique selection of skin care, makeup and fragrance resulting in over 1 trillion yen of net sales in 2017. Thanks to 146 years of heritage, Shiseido constantly creates high-quality, highly functional, safe and innovative cosmetics and develop brands deeply loved by people from all over the world.
• Shiseido UK & Ireland is currently the largest affiliate in the EMEA region with a diverse portfolio of 11 brands in the UK across all categories. Supporting our One Shiseido Mission, Beauty Innovations for a Better World, Shiseido UK & Ireland has committed to a vision which will be delivered through 4 strategic streams: 1. Create a great place to work in Beauty 2. Customer driven focus to meet and exceed expectations 3. Champion Omni-channel through a seamless offering across all customer touchpoints 4. Deliver sustainable growth and profitability of our brands Our first strength is make-up with our NARS brand. We are also growing fast in fragrance with brands such as Dolce & Gabbana, Issye Miyake and Narciso Rodriguez as well as winning market share in Skincare with Shiseido and the recently spectacular launch of Cle de Peau Beaute in Harrods. Drunk Elephant joins our portfolio in 2021 which supports our ambition and objective to be the Top5 Beauty Group in the UK. Our clients include high-street retailers such as Department Stores, drugstores & chains as well as online pure players and specialty stores. We also have 8 boutiques and 2 direct e-commerce websites.