Strategic CRM Activation Lead

FRASERS GROUP; Greater London; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Frasers Champion

Retail Reconnect

Fearless 1200

Frasers Fit

Retail Trust

Job summary

Frasers Group is seeking a senior CRM Lead to drive activation across brands and EU markets, translating customer insights into targeted, personalised experiences and optimising lifecycle journeys.

You will balance short-term commercial results with long-term customer value while leading a team of CRM professionals and collaborating with Trade, Digital Marketing and Brand teams to maximise data-driven growth.

Qualifications

• Proven experience in a senior CRM, customer lifecycle, or retention role.
• Experience in a high-volume B2C retail and fashion environment is desirable.
• Strong experience in end-to-end CRM campaign planning, activation and optimisation across multiple channels.
• Excellent stakeholder management and leadership of teams.

Responsibilities

• Lead end-to-end CRM campaign activation across channels and brands.
• Partner with Trade, Digital Marketing and Brand Marketing to translate priorities into CRM strategies and activation plans.
• Develop and optimise the CRM channel mix and ensure communications are co-ordinated.
• Own campaign QA and governance and activation standards.
• Identify opportunities to increase personalisation and content relevancy.
• Collaborate with data/tech teams to enrich data points for stronger personalization.
• Establish a test, learn and optimise culture with a structured A/B testing framework.
• Own CRM deliverability strategy and audience health.
• Own all campaign performance reporting and balance short-term and long-term value.
• Drive AI-enabled CRM optimisation to reduce production time.

Skills

CRM Leadership

Customer Lifecycle

Customer Engagement

Customer Retention

Audience Segmentation

CRM Platforms

Team Leadership

Stakeholder Management

Data-Driven Decision Making

Retail/Fashion Experience

Job description

Frasers Group is seeking a senior CRM Lead to drive activation across brands and EU markets, translating customer insights into targeted, personalised experiences and optimising lifecycle journeys.

You will balance short-term commercial results with long-term customer value while leading a team of CRM professionals and collaborating with Trade, Digital Marketing and Brand teams to maximise data-driven growth.