Head of CRM & Loyalty

Via; Milton Keynes; Hybrid; GBP 100,000 - 115,000; Full time

Benefits offered by this job

Pension

Life insurance

Medical cover

Dental cover

CRM ownership

Job summary

Via partners with a leading UK consumer brand to recruit a Head of CRM, Loyalty & Digital Experience. You will shape how customers interact across digital channels with personalisation, loyalty programmes and data-driven innovation to boost engagement, order frequency and revenue.

This senior leadership role covers strategy, commercial performance, digital innovation and building high-performing teams, with hybrid working and a strong emphasis on delivery across channels.

Qualifications

• 10+ years of experience across CRM, loyalty, digital experience or customer engagement.
• Proven leadership experience developing CRM and loyalty strategies.
• Strong understanding of customer retention, lifecycle marketing and personalisation.
• Experience managing omnichannel customer engagement across digital platforms.
• Commercial focus with experience improving customer lifetime value, conversion and revenue.
• Strong knowledge of CRM, loyalty and marketing automation technologies.
• Experience using analytics, customer insights and experimentation to improve performance.
• Proven ability to lead teams and influence senior stakeholders.
• Experience collaborating with Marketing, Product, Technology and commercial teams.
• Strong strategic thinking with a hands-on approach to delivery.

Responsibilities

• Lead CRM, loyalty and digital experience strategies to improve customer retention, engagement and lifetime value.
• Deliver personalised customer journeys across email, app, web, SMS and other channels.
• Develop and optimise loyalty programmes, customer segmentation and marketing automation.
• Own the digital experience roadmap, improving customer journeys and conversion rates.
• Use customer insights, analytics and A/B testing to identify growth opportunities.
• Drive innovation through AI, machine learning and personalisation technologies.
• Partner with Marketing, IT, Digital and commercial teams to deliver strategic initiatives.
• Manage CRM technology, external agencies and technology partners.
• Build and lead multidisciplinary teams, setting clear objectives and performance targets.
• Influence senior leadership and franchise stakeholders on customer experience priorities.

Skills

CRM strategy

Loyalty programs

Digital experience

Omnichannel

Leadership

Customer insights

A/B testing

Stakeholder influence

Team building

Commercial focus

Tools

CRM platforms

Job description

By clicking Apply, you'll be taken to the Via website to complete your application. This doesn't guarantee you'll be matched to this specific role - Via reviews every application (AI first, then a human checks the fit) and shortlists the right candidates. Your profile also stays active for other relevant roles on the platform, and stays anonymous until you match. It takes just a few minutes.

Salary: £100,000–£115,000 per year

Bonus: Up to 30%

Location: Milton Keynes

Working arrangement: Hybrid – minimum 1 day per week in the office

About the opportunity

Via is partnering with a leading UK consumer brand looking for a Head of CRM, Loyalty & Digital Experience to lead its customer engagement, retention and digital strategy.

You'll shape how customers interact with the brand across digital channels, using personalisation, loyalty programmes and data-driven innovation to increase engagement, order frequency and revenue.

This is a senior leadership role with responsibility for strategy, commercial performance, digital innovation and developing high-performing teams.

What you'll be doing

• Lead CRM, loyalty and digital experience strategies to improve customer retention, engagement and lifetime value
• Deliver personalised customer journeys across email, app, web, SMS and other channels
• Develop and optimise loyalty programmes, customer segmentation and marketing automation
• Own the digital experience roadmap, improving customer journeys and conversion rates
• Use customer insights, analytics and A/B testing to identify growth opportunities
• Drive innovation through AI, machine learning and personalisation technologies
• Partner with Marketing, IT, Digital and commercial teams to deliver strategic initiatives
• Manage CRM technology, external agencies and technology partners
• Build and lead multidisciplinary teams, setting clear objectives and performance targets
• Influence senior leadership and franchise stakeholders on customer experience priorities

What we're looking for

• 10+ years of experience across CRM, loyalty, digital experience or customer engagement
• Proven leadership experience developing CRM and loyalty strategies
• Strong understanding of customer retention, lifecycle marketing and personalisation
• Experience managing omnichannel customer engagement across digital platforms
• Commercial focus with experience improving customer lifetime value, conversion and revenue
• Strong knowledge of CRM, loyalty and marketing automation technologies
• Experience using analytics, customer insights and experimentation to improve performance
• Proven ability to lead teams and influence senior stakeholders
• Experience collaborating with Marketing, Product, Technology and commercial teams
• Strong strategic thinking with a hands‑on approach to delivery

Experience within retail, eCommerce, hospitality, food delivery, travel or other consumer-facing businesses would be particularly relevant.

Useful additional experience

• Mobile app engagement and retention
• Franchise or multi-site businesses

Why apply?

• £100,000–£115,000 salary plus up to 30% bonus
• Hybrid working – minimum 1 office day per week
• Pension and life insurance
• Medical and dental cover
• Significant ownership of CRM, loyalty and digital strategy
• Opportunity to drive innovation within a major consumer brand

If you're an experienced CRM and loyalty leader with a strong commercial mindset and a passion for improving digital customer experiences, we'd love to hear from you.