CRM & Omnichannel Clienteling Manager

DeMellier Ltd; Greater London; On-site; GBP 90,000 - 130,000; Full time

Job summary

DeMellier Ltd, a London-based luxury brand, seeks a Senior CRM & Omnichannel Clienteling Manager to architect and scale the customer strategy across online and in-store touchpoints. You will own the global CRM vision, driving retention, personalization, and lifecycle value while preserving luxury DNA.

You will lead segmentation, campaigns, and partner cross-functionally with Marketing, Digital, E-commerce and Retail teams, with a focus on data governance and clienteling enablement.

Qualifications

• 8–10+ years of CRM, lifecycle marketing, or clienteling experience.
• Experience in luxury, premium or fashion/beauty brands.
• Hands-on knowledge of CRM platforms and marketing automation.
• Exposure to international markets and multi-store retail environments.
• Strong leadership and cross-functional collaboration.

Responsibilities

• Develop and own the global CRM and omnichannel clienteling strategy.
• Oversee segmentation, lifecycle management and personalisation.
• Lead CRM platform governance and data quality.
• Drive campaigns across email, SMS, in-app and clienteling tools.
• Manage and develop the CRM team and external partners.

Skills

CRM strategy

Omnichannel

Lifecycle marketing

Team leadership

Customer insights

Data privacy

CRM platforms

Stakeholder management

Education

Bachelor's degree in Marketing

Tools

CDP

Marketing automation tools

CRM platforms

Job description

We are a fast-growing luxury brand with a strong digital foundation and an ambitious retail expansion ahead. As we prepare to open physical stores alongside our e-commerce presence, we are seeking a Senior CRM & Omnichannel Clienteling Manager to build, lead, and scale a best-in-class customer strategy across all touchpoints. This role sits at the intersection of data, marketing, technology, and retail experience. You will own and lead the global CRM and clienteling vision: driving customer lifetime value, personalisation, and seamless journeys online and in-store, while preserving the brand's luxury DNA.

CRM & Customer Strategy

• Partner with the Head of Digital to develop, implement and manage the global CRM and omnichannel clienteling strategy across e-commerce and retail.
• Manage customer segmentation, lifecycle management, and personalisation frameworks.
• Use customer data to develop and implement a CRM retention strategy to drive acquisition, engagement, retention, and loyalty.
• Oversee CRM platform(s), ensuring scalability as the business grows.
• Drive the development and ongoing management of the RFM segmentation framework to identify key customer groups and inform more targeted CRM, retention, loyalty and clienteling activity.
• Own the CRM retention and loyalty roadmap, identifying the initiatives and customer levers required to improve repeat purchase, purchase frequency, retention, reactivation and customer lifetime value.
• Translate customer and CRM insight into clear strategic priorities, recommendations and measurable action plans for the wider business.

Campaigns & Customer Journeys

• Oversee the planning, execution, and optimisation of omnichannel CRM campaigns (email, SMS, in-app, clienteling tools) in partnership with the Head of Digital.
• Design and continuously optimise end-to-end customer journeys across digital and physical touchpoints
• Partner with Marketing, Digital, E-commerce, Merchandising and Retail teams to ensure consistent messaging and timing across channels.
• Drive & support the customer lifecycle strategy & propose new ideas to retain/reactive our customers

Omnichannel Clienteling & Retail Enablement

• Build and roll out in-store clienteling capabilities aligned with luxury service standards.
• Define tools, processes, and best practices to empower store teams with customer insights.
• Lead on implementation of CDP (customer data platform) and ensure seamless data flow between online and offline interactions (single customer view).
• Support global retail with CRM-driven activation, VIP engagement, and local clienteling strategies.
• Define and evolve the clienteling strategy, including VIP/customer tiering, client outreach, repeat purchase opportunities and measurement of clienteling effectiveness across stores.

Data, Analytics & Insights

• Define and own the CRM and customer KPI framework, establishing clear measures and targets across customer lifetime value, repeat purchase, purchase frequency, retention, reactivation, database growth, engagement and campaign performance.
• Identify the key drivers behind CRM and customer performance, and use these insights to recommend clear commercial actions and priorities.
• Be responsible for ensuring customer data governance, accuracy, quality, and enrichment.
• Be accountable for monitoring and communicating CRM and clienteling performance against agreed KPIs, ensuring insights are clearly understood by senior stakeholders and used to inform ongoing strategy.
• Leading & implementing a framework for continuous AB testing

Data Privacy & Compliance

• Responsible for ensuring full compliance with data privacy regulations (GDPR and relevant local laws).
• Work closely with Legal, e-commerce, IT, and external partners to maintain best-in-class data security and consent management.

Leadership & Collaboration

• Manage and develop the CRM team, including direct management of the CRM Specialist, setting clear priorities, standards and development objectives
• Act as a key cross-functional partner to Marketing, Retail, E-commerce and Digital & Data teams.
• Manage external agencies and technology partners as required.
• 8-10+ years of experience in CRM, lifecycle marketing, or clienteling within fast-paced, high-growth environments.
• Strong background in omnichannel CRM, campaign management, and customer journey design.
• Proven experience working with customer data, segmentation and personalization at scale.
• Hands-on knowledge of CRM platforms and marketing automation tools.
• Solid understanding of data privacy and customer consent frameworks.
• Experience supporting or launching in-store clienteling initiatives.
• Strategic mindset combined with strong execution skills.
• Ideally, experienced in luxury, premium, or fashion/beauty brands.
• Exposure to international markets and multi-store retail environments.
• Experience building teams or scaling CRM functions

DeMellier is a London-based brand that was founded with the vision of doing things differently: to design handbags that would make women feel empowered, made ethically and sustainably, while giving back to those who need it most. These principles guide everything we do. All our pieces are crafted ethically in Europe using the finest sustainably sourced materials. We champion equality, and for every piece sold, we fund vaccines and medical treatments aimed at saving the life of a child in need. So far, through our permanent charity initiative, 'A Bag, A Life', in partnership with SOS Children's Villages, we have funded over 2.5 million vaccines. Join us and be part of an award-winning, purpose-driven brand that fosters creativity, collaboration, and meaningful impact within the luxury industry.