Senior Digital CRM Loyalty Manager

Wingstop UK; City of Westminster; On-site; GBP 65,000 - 85,000; Full time

Job summary

A leading UK food brand is looking for a CRM & Loyalty Senior Manager to drive customer retention and engagement through effective CRM strategies. You will own the end-to-end CRM strategy, develop customer lifecycle journeys, and manage loyalty programmes that elevate customer lifetime value. The ideal candidate should have over 5 years of relevant experience and a strong understanding of data analysis. This position offers an opportunity to shape the brand's customer relationships while being part of a dynamic, growth-oriented environment.

Qualifications

• 5+ years' experience in CRM, loyalty or retention marketing.
• Proven experience owning and scaling CRM programmes.
• Strong understanding of customer data, segmentation and lifecycle marketing.

Responsibilities

• Own the end-to-end CRM strategy across multiple channels.
• Develop customer lifecycle journeys for various segments.
• Analyze customer data to identify trends and performance.

Skills

CRM strategy

Customer retention

Data analysis

Segmentation

Tools

Datahawks

Braze

Job description

The CRM & Loyalty Senior Manager will own and evolve Wingstop UK + Ireland CRM and loyalty strategy, driving customer retention, frequency, and lifetime value and therefore make meaningful contribution to LFL / SSS core growth through data-led, culturally relevant engagement. This role is responsible for building meaningful, personalised relationships with our customers - turning casual fans into loyal Wingstop regulars - while supporting Wingstop's ambition to be a youth-relevant, flavour-led brand, rooted in real people, real culture, influenced bottom up, connected to community creating memorable moments and shared experiences., CRM Strategy & Execution

CRM Strategy & Execution

• Own the end-to-end CRM strategy across email, what's app (+ other new channels).
• Develop customer lifecycle journeys (acquisition, onboarding, repeat, reactivation, lapsed).
• Lead segmentation and targeting strategies using behavioural, transactional and preference data.
• Ensure CRM activity supports key trading moments, campaigns and product launches.

Loyalty Programme Management

• Own and develop Wingstop's loyalty programme, driving engagement, frequency and reward redemption taking best practice from WRI.
• Develop loyalty mechanics that deliver the brand promise and are distinctively Wingstop as well as strong CLTV and ultimately commercial value as one of the top 3 SSS / LFL sales drivers year in year out
• Use data insights to test, learn and evolve rewards, tiers and incentives.

Customer Insights & Analytics

• Analyse customer data to identify trends, opportunities and performance drivers.
• Track and report on CRM and loyalty KPIs including retention, repeat rate, LTV, engagement and ROI.
• Use insights to inform personalisation, targeting and future roadmap decisions.

Campaign & Channel Management

• Plan and deliver CRM support for brand campaigns, partnerships and cultural moments.
• Collaborate with brand, social, digital and partnerships teams to ensure joined-up customer experiences.
• Manage campaign calendars to balance trading priorities with long-term relationship building.

Cross-Functional Collaboration

• Work with cross functional teams across brand, marketing, tech/IT, Ops to deliver a seamless online offline experience that is both easy and exciting for fans and leads the way for creating wow for the connected customer of today and tomorrow
• Partner with agencies and CRM platforms to deliver best-in-class execution.
• Act as the internal CRM and loyalty subject-matter expert.

Qualifications

• 5+ years' experience in CRM, loyalty or retention marketing (QSR, retail, hospitality, e-commerce or consumer brands).
• Proven experience owning and scaling CRM programmes.
• Strong understanding of customer data, segmentation and lifecycle marketing.
• Experience working with CRM platforms (e.g. Datahawks, Acteol, Braze, Bloomreach, moveable ink or similar).
• Commercial mindset with a track record of driving measurable impact.
• Comfortable working in fast-paced, growth-oriented environments.

Desirable

• Experience with app-based loyalty programmes.
• Familiarity with youth-focused or culturally driven brands.
• Knowledge of food, hospitality or lifestyle sectors.

Key Behaviours & Mindset

• Customer-obsessed with a strong understanding of youth behaviour and habits.
• Commercial astute - converting customer led insight into commercial outcomes with strong PROI
• Data-driven but creatively minded - able to balance insight with cultural relevance.
• Hands-on and proactive, comfortable rolling up sleeves as well as setting strategy.
• Collaborative, confident communicator who can influence across teams.
• Curious, test-and-learn mentality with a focus on continuous improvement.

Commitment to Diversity and Inclusion

We celebrate individuality and are dedicated to fostering a diverse and inclusive workplace. As an equal-opportunity employer, we are committed to creating a supportive environment for all. If you require any adjustments during the recruitment process to perform at your best, please let us know-we're here to assist you.

At Wingstop, we are not just in the chicken business, we are in the flavour business. Our focus is on developing exceptional experiences and memorable moments for both our customers and our team. We have been recognised for our commitment to excellence earning accolades such as (Sunday Times Best Place to Work 2024 + 2025, the UK's Number 1 QSR Brand 2025 and Deliveroo's Number 1 Dish in 2025). But our mission remains simple: BRING THE FLAVOUR and our brand purpose is a powerful north star for creating distinctive CRM + loyalty programmes: To become youths flavour destination grounded in grassroots authenticity, creating shared experiences. Wingstop is one of the fastest-growing QSR brands globally, built on flavour, culture and fandom. This role offers the chance to shape how millions of customers experience the brand - not just through food, but through meaningful, data-driven relationships.