Global CRM & Loyalty Leader — Loyalty 2.0 in London

Dr. Martens is more than a brand - it’s a global icon with over 60 years of attitude, heritage, and cultural impact. We’re a thriving, values‑driven business powered by diverse thinkers, bold doers, and people who bring their whole selves to work. If you’re ready to make your mark, you’re in the right place. At DM, our values guide everything we do: Be Yourself, Act Courageously, Show You Care. They’re not just words - they’re how we turn passion into progress.

WHERE YOU CONTRIBUTE

The Head of Global Customer Retention owns the strategy and execution of how we build lasting relationships with our customers, driving lifetime value, loyalty, and ongoing engagement across the global consumer base. This role defines and leads the global retention, CRM, and loyalty strategy, ensuring every interaction after first purchase strengthens affinity, deepens engagement, and encourages repeat behaviour. From lifecycle marketing to loyalty programmes and personalisation, the focus is on creating a seamless, relevant, and connected experience across all touchpoints. Working across global and market teams, this role establishes clear frameworks, capabilities, and programmes that reduce churn, increase repeat purchase, and drive advocacy. It acts as the owner of always-on retention, combining data, technology, and creativity to deliver meaningful, personalised customer experiences at scale. This role will own the next generation of Loyalty for DrM (Loyalty 2.0), rethinking the model through innovation to leapfrog the market and establish a clear, differentiated position by FY27.

Core Accountabilities

• Own global retention & loyalty strategy to drive customer lifetime value, repeat purchase, and long‑term engagement through clear frameworks, KPIs, and insight-led programmes.
• Lead CRM and lifecycle marketing across all channels, developing segmentation, automation, and personalisation capabilities to deliver relevant, end‑to‑end customer journeys.
• Evolve and deliver Loyalty 2.0, creating a distinctive, high-value programme that strengthens emotional connection, increases advocacy, and differentiates in the market.
• Enable global-to-local execution by defining frameworks, toolkits, and standards while empowering markets to localise effectively within clear guardrails.
• Own performance, insights, and cross-functional alignment, using data to optimise retention outcomes and partnering with Brand, Commercial, Tech, and Data teams to integrate seamlessly across the customer journey.

Key Skills & Capabilities

• Deep functional expertise across CRM & loyalty, including lifecycle marketing, segmentation, personalisation, marketing automation, and scaling programmes across global markets.
• Strong customer and commercial acumen, using behavioural insights, cohort analysis, and value drivers to inform strategy and optimise lifetime value.
• Proven leadership and stakeholder management, with success leading global teams and driving clarity, alignment, and execution in complex environments.
• Innovation-led and future focused, leveraging AI, automation, and advanced analytics to deliver next‑generation personalised experiences.
• Champion of continuous evolution and AI adoption, proactively advancing CRM and loyalty capabilities while embedding AI into decision-making and ways of working.

WHAT’S IN IT FOR YOU?

• Hybrid working
• Welcome free pair of Docs
• Share scheme
• 65% off all Docs
• 50% off Accessories
• Pension Scheme through Aviva
• Life Assurance
• 25 Days Annual Leave + Bank Holidays
• Private healthcare
• 2 paid volunteer days per year

READY TO FILL YOUR BOOTS?

If you’re excited to own your impact, shape the future of an iconic brand, and grow your career in a place that champions individuality - we’d love to hear from you.

Application closing date: 4th June 2026

At Dr. Martens, we are committed to creating an environment in which we can all be our best and bring our authentic selves to work. We encourage applications, regardless of race, colour, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, age, veteran status, or disability. Diverse and inclusive teams have a positive impact on our brand; helping us to speak authentically to our consumers. We strive to develop a business where our people can thrive and feel empowered to express themselves. Because we believe everyone should feel supported and included whatever their role in the Dr. Martens community.