head of crm + loyalty

JR United Kingdom; London; On-site; GBP 60,000 - 100,000; Full time

Job summary

An established industry player is seeking a Head of CRM & Loyalty to spearhead transformative customer engagement initiatives. This pivotal role will drive the strategic development of CRM programs, ensuring continuous growth and enhancing customer loyalty. You will be responsible for managing the P&L of the Soul Club entity, focusing on delivering significant revenue and profitability. With a customer-first and data-driven approach, you will innovate and implement industry-leading strategies that foster lasting relationships. Join this dynamic team and contribute to a thriving customer experience that nourishes the soul.

Benefits

Competitive Annual Salary

Discretionary 20% Bonus

Pension Contribution

25 Days Holiday

Family-Friendly Policies

Retail Discounts

Hospitality Discounts

Leisure Discounts

Qualifications

• 7+ years experience in CRM & Loyalty with proven leadership.
• Strong experience in developing personalized communication at scale.

Responsibilities

• Lead strategic development of CRM and loyalty programs.
• Manage the Soul Club P&L for commercial returns.

Skills

CRM & Loyalty Management

Data-Driven Decision Making

Personalized Marketing

Commercial Acumen

Team Leadership

Customer Segmentation

Industry Knowledge

GDPR Awareness

Tools

Bloomreach (CDXP)

Moveable Ink

Job description

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At Wagamama, we’re an eating house for the soul. With over 165 UK restaurants and growing, our purpose is to nourish the world from bowl to soul. Inspired by fast-paced Japanese ramen bars since 1992, Wagamama celebrates Asian food brought to life.

We’re looking for an Head of CRM & Loyalty to join us on our journey of true nourishment.

Purpose

To lead and deliver our ambitious CRM and loyalty propositions, programs, and plans, aiming for at least 3% incremental LFL growth annually through a best-in-class program that creates a rich customer experience, fostering industry-leading customer loyalty and retention. This role will drive lifetime value and sustainable top-line and bottom-line growth for the business. You will be P&L accountable for the Soul Club entity, managing all levers to ensure the strongest commercial return.

Key Accountabilities

Strategic Development

• Own the strategic development of our CRM strategy & Soul Club, ensuring continuous membership growth, engagement, and improved marketing ROI through increasingly personalized offers and a best-in-class CRM program.
• Manage the Soul Club P&L and all elements that drive commercial return.
• Contribute significantly to revenue and EBITDA growth as the primary LFL contributor.
• Effectively report KPIs to measure the success of loyalty & CRM initiatives and customer & commercial performance, including incremental revenue and profit.

CRM & Loyalty Development Roadmap

• Define a 3-year prioritized CRM and loyalty roadmap, assessing commercial benefits (ease/scale), and lead the business requirements for CRM & loyalty platform, systems, and technology development, briefing into the technical/IT team for delivery.

CRM & Loyalty Platform Management

• Manage our platforms (CDXP, personalization, loyalty engine), ensuring effective setup and utilization across the business. Identify opportunities for system automation and optimization.

Customer Insight into Action

• Stay informed about industry trends and network with specialists to bring leading-edge insights and ideas for customer benefit, keeping Wagamama ahead in loyalty & CRM.
• Maintain good knowledge of competitor and industry-wide performance in loyalty & CRM.
• Manage customer segmentation and targeting strategies to optimize marketing campaigns.
• Collaborate across the business to align CRM strategies with broader objectives.

Team Leadership

• Lead a team of CRM & Loyalty specialists to drive continuous improvement in customer engagement and retention.

Key Requirements

• 7+ years experience in CRM & Loyalty.
• Proven experience leading, developing, and scaling CRM & Loyalty programs for customer and commercial benefit.
• Deep knowledge of Bloomreach (CDXP) and Moveable Ink (personalization platform).
• Strong experience in developing personalized communication and marketing at scale, including 1-1 strategies.
• Connected in the CRM & Loyalty industry, with knowledge of ML/AI is preferable.
• Customer-first, data-driven approach, with a desire to innovate and create industry-leading programs.
• Commercial acumen with understanding of levers for profitable, sustainable growth.
• Ability to measure ROI of loyalty programs in terms of incremental revenue and profitability.
• Strong partnership skills with technical and IT teams.
• Experience leading teams and collaborating across functions.
• Awareness of GDPR and data privacy best practices.

What’s in it for you

• A competitive annual salary.
• Discretionary 20% bonus opportunity per year.
• Pension contribution.
• 25 days holiday plus all bank holidays.
• Various discounts across retail, hospitality, and leisure.
• Family-friendly policies, including 26 weeks full pay and 13 weeks half pay for expectant or adopting parents.