head of crm + loyalty

wagamama; Greater London; On-site; GBP 60,000 - 100,000; Full time

Job summary

An established industry player is seeking a dynamic Head of CRM + Loyalty to spearhead innovative customer relationship strategies. This role involves leading a talented team to enhance customer engagement, loyalty, and retention while driving sustainable growth through data-driven initiatives. The ideal candidate will possess extensive experience in CRM management, a strong commercial acumen, and a passion for leveraging technology to optimize customer experiences. Join this vibrant restaurant chain and make a significant impact in a collaborative and rewarding environment.

Benefits

Competitive salary

Discretionary 20% annual bonus

Pension contribution

25 days holiday plus bank holidays

Discounts across retail, hospitality, and leisure

Family-friendly policies including parental leave benefits

Qualifications

• 7+ years experience in CRM & Loyalty management.
• Proven track record in scaling loyalty programs effectively.

Responsibilities

• Lead CRM strategy and manage the Soul Club P&L for revenue growth.
• Develop a 3-year roadmap for CRM and loyalty initiatives.

Skills

CRM & Loyalty Management

Leadership

Data-Driven Decision Making

Customer Segmentation

GDPR Knowledge

Education

Bachelor's Degree in Marketing or related field

Tools

Bloomreach (CDXP)

Moveable Ink

Job description

wagamama, Greater London, England, United Kingdom

Head of CRM + Loyalty

Wagamama, a vibrant restaurant chain inspired by Japanese ramen bars since 1992, is seeking a Head of CRM + Loyalty to join our team and lead our customer relationship management and loyalty initiatives.

Purpose

To spearhead and execute our CRM and loyalty strategies, aiming for at least 3% incremental LFL growth annually through a best-in-class program that enhances customer experience, loyalty, and retention, thereby driving sustainable top-line and bottom-line growth. You will be P&L accountable for the Soul Club entity, managing all levers to maximize commercial return.

Key Accountabilities

1. Strategic Development: Own the CRM strategy and Soul Club, ensuring membership growth, engagement, and improved marketing ROI via personalized offers and a top-tier CRM program. Manage the Soul Club P&L and contribute significantly to revenue and EBITDA growth as the primary LFL contributor. Report on KPIs measuring loyalty, CRM effectiveness, customer, and commercial performance.
2. CRM & Loyalty Development Roadmap: Define a 3-year prioritized CRM and loyalty roadmap, assess commercial benefits, and lead business requirements for platform, systems, and technology development, collaborating with the technical/IT team.
3. CRM & Loyalty Platform Management: Oversee management of platforms (e.g., CDXP, personalization, loyalty engine), ensuring effective setup and utilization, identifying automation and optimization opportunities.
4. Customer Insight into Action: Stay abreast of industry trends, network with specialists, and bring innovative insights to keep the brand ahead. Manage customer segmentation and targeting strategies to optimize campaigns. Collaborate across functions to align CRM strategies with broader business objectives.
5. Team Leadership: Lead a team of CRM & Loyalty specialists to improve customer engagement and retention continuously.

Minimum Requirements

• 7+ years experience in CRM & Loyalty
• Proven leadership in scaling CRM & loyalty programs for business benefit
• Deep knowledge of Bloomreach (CDXP) and Moveable Ink (personalization platform)
• Experience in developing personalized communication and marketing at scale, including ML/AI innovations
• Customer-first, data-driven approach with a desire to excel
• Strong commercial acumen and understanding of ROI measurement for loyalty programs
• Ability to collaborate effectively with technical and IT teams
• Leadership experience and collaborative working style
• Knowledge of GDPR and data privacy regulations

What’s in it for you

• Competitive salary
• Discretionary 20% annual bonus
• Pension contribution
• 25 days holiday plus bank holidays
• Discounts across retail, hospitality, and leisure
• Family-friendly policies including parental leave benefits

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing

Industries

• Marketing Services, Hospitality