Head of Membership

The Fragrance Shop; Manchester; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Flexible working scheme

15 work-from-home days a year

Onsite gym facilities

Staff discounts on fragrances

Job summary

The Fragrance Shop is seeking a commercially minded Head of Membership to lead MyTFS strategy, proposition and commercial performance. You will identify opportunities to increase customer value, define priorities and mobilise teams across Marketing, CRM, Digital, Retail and Finance.

You will shape acquisition, activation, engagement, retention and lifetime value, while developing the app as the digital home of membership and driving measurable growth in customer value.

Qualifications

• Experience building customer value through membership, loyalty or subscription
• Strong commercial and customer-growth experience
• Proven ability to scale customer propositions
• Strong understanding of customer lifetime value, retention, frequency and churn
• Experience using customer data and insight to drive decisions
• Strong digital and app understanding
• Cross-functional leadership and influencing skills
• Entrepreneurial mindset with test, learn and scale

Responsibilities

• Develop and deliver the long-term MyTFS strategy and annual growth plan
• Set clear objectives across acquisition, activation, engagement, frequency, retention, renewal and lifetime value
• Identify opportunities within the member base and translate insights into priorities
• Shape the end-to-end member experience across stores, web and app
• Establish a disciplined test-and-learn approach focused on measurable behavioural change
• Work with Finance, Trading and BI to measure incremental performance and ROI
• Lead cross-functional teams across Marketing, CRM, Brand, Digital, Retail and Technology

Job description

A bit about us: Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at www.thefragranceshop.co.uk. We are expanding and are looking for a Head of Membership to join the team and be part of a growing and vibrant brand.

Why you’ll love working here:

• Enjoy work-life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours.
• Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking
• No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time
• Generous staff discounts on a wide range of fabulous fragrances
• Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space

The Opportunity:

MyTFS is one of The Fragrance Shop’s most important customer and commercial assets, with a significant active member base and a substantial proportion of sales generated through members.

The next stage of growth is to evolve MyTFS beyond a predominantly discount-led proposition and build the UK’s leading fragrance membership community — increasing customer value, purchase frequency, retention and lifetime value while creating a genuine competitive advantage for The Fragrance Shop.

We are looking for a commercially minded, customer-led Head of Membership to lead that next phase.

The role:

The Head of Membership will lead the strategy, proposition and commercial performance of MyTFS.

This is a senior, cross-functional role responsible for identifying the biggest opportunities to grow and strengthen membership, translating customer insight and commercial opportunity into clear priorities and mobilising the wider business behind them.

The role will span membership acquisition, activation, frequency, retention, renewal, customer proposition, digital experience, member value, customer insight and commercial partnerships.

The core question: How do we make customers materially more valuable to TFS after becoming a MyTFS member, while making MyTFS increasingly valuable to them?

Key Responsibilities:

• Develop and deliver the long-term MyTFS strategy and annual growth plan.
• Set clear objectives across acquisition, activation, engagement, frequency, retention, renewal and lifetime value.
• Identify the biggest customer and commercial opportunities within the existing and future member base.
• Monitor customer behaviour, market trends and competitor propositions to continually evolve the strategy.

Membership Proposition

• Continually develop the MyTFS proposition to ensure it remains compelling, relevant and differentiated.
• Build reasons to join and remain a member beyond discount alone, including value, discovery, access, exclusives, experiences and rewards.
• Develop business cases for changes to pricing, benefits and membership mechanics, balancing customer value with commercial return.

Member Value & Commercial Performance

• Build a clear understanding of MyTFS economics, including member revenue, frequency, lifetime value, acquisition cost, gross margin and benefit investment.
• Increase the incremental value generated by an active MyTFS member.
• Identify opportunities to increase second purchase, repeat frequency and share of fragrance wallet.
• Work with Finance, Trading and BI to measure incremental performance and return on investment.

Member Experience

• Shape the end-to-end member experience across stores, web and app.
• Identify friction across joining, onboarding, shopping, accessing benefits, engagement and renewal.
• Develop the app as the digital home of membership, including member value, personalised benefits, access and experiences.
• Ensure the MyTFS proposition is consistently brought to life across customer touchpoints.
• Build a deep understanding of members, including behaviour, motivations, value, frequency and engagement.
• Develop meaningful member segments and identify the highest-value growth opportunities.
• Use insight to shape proposition, experience, communications and investment priorities.
• Establish a disciplined test-and-learn approach focused on measurable behavioural change.

Brand Partnerships & Member Experiences

• Work with Commercial and fragrance brands to develop differentiated member benefits.
• Identify opportunities around sampling, early launches, exclusives, gifts, masterclasses, events and experiences.
• Build MyTFS into an attractive platform for fragrance houses to engage high-value fragrance customers.
• Develop appropriate supplier-funded opportunities that strengthen member value.

Cross-Functional Leadership

• Act as the senior business lead for MyTFS.
• Bring together Marketing, CRM, Performance Marketing, Brand, Digital, Retail, Trading, Commercial, Finance, Technology and BI behind one membership strategy.
• Set clear priorities, briefs and measures of success, challenge performance and keep MyTFS central to customer and commercial planning.

Key Measures of Success:

• Incremental MyTFS contribution.
• Member purchase frequency and second-purchase rate.
• Active member growth, retention and renewal.
• Member lifetime value and incremental gross-margin £ per member.
• App and member engagement.
• Member satisfaction and perceived value.
• Supplier-funded member value and commercial contribution.

What you’ll bring:

• We are looking for someone who has built customer value through membership, subscription, loyalty or a related customer-growth proposition.
• Strong commercial and customer-growth experience.
• Proven experience developing and scaling customer propositions.
• Strong understanding of customer lifetime value, retention, frequency and churn.
• Experience using customer data and insight to drive decisions.
• Strong digital and app understanding.
• Strong cross-functional leadership and influencing skills.
• An entrepreneurial mindset and a bias towards test, learn and scale.
• Experience within retail, beauty, lifestyle, subscription, travel, hospitality, financial services or digital marketplaces would be highly relevant. Fragrance experience is useful but not essential.

What Success Looks Like:

Within three years, MyTFS should be recognised as the UK’s leading fragrance membership community.

Members should shop more frequently, remain customers for longer and increasingly see MyTFS as a reason to choose The Fragrance Shop over competitors.

The app should become the digital home of membership, fragrance brands should actively seek access to the MyTFS audience, and membership should deliver measurable increases in customer lifetime value and incremental gross-margin contribution.

The Fragrance Shop is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.