About the Job
Reporting to the VP Global Loyalty, this role leads the evolution of Levi's® RedTab loyalty programme and customer engagement strategy across Europe. You will own the European loyalty and CRM strategy, operating plan and performance agenda, defining how Levi's grows and engages its member base across a diverse portfolio of European markets.
European Loyalty & CRM Strategy
- Own the European loyalty and CRM strategy, operating plan and performance priorities within the global RedTab framework
- Translate global programme direction into regional plans based on European consumer needs, market maturity and commercial opportunities
- Establish clear plans to grow active membership, engagement, retention, purchase frequency and customer lifetime value
- Prioritise investment and resources across markets, customer journeys and audience segments
- Represent European priorities within the global RedTab strategy and roadmap
RedTab Programme Evolution
- Lead the growth and ongoing evolution of RedTab across Europe
- Bring the global RedTab proposition to life in ways that are relevant to European consumers
- Embed RedTab across key brand, product and commercial moments
- Lead European launches and pilots of new benefits, experiences and capabilities
- Balance global consistency with the needs of individual European markets
CRM & Lifecycle Marketing
- Own the European CRM and lifecycle strategy across owned channels including email, app, SMS and push
- Lead customer journeys across acquisition, onboarding, conversion, retention and reactivation
- Define segmentation, personalisation, contact and channel strategy across Europe
- Oversee the regional CRM calendar and align activity with brand, product and commercial priorities
- Develop a strong test-and-learn approach to improve engagement, conversion and incremental revenue
Member Experience & Digital Capabilities
- Define the European member experience across stores, ecommerce, app, customer service and owned channels
- Partner with Digital Product and Technology teams to prioritise required loyalty and CRM capabilities
- Lead European readiness, adoption and execution of new loyalty and CRM capabilities
Omnichannel Engagement, Data & Personalisation
- Partner with Retail teams to improve member identification, enrolment, benefit awareness and stylist engagement
- Lead the European approach to clienteling and member recognition
- Improve the quality and use of first‑party customer data
- Partner with Analytics teams to develop actionable segmentation, customer insights and performance measurement
- Ensure loyalty and CRM experiences are connected across digital and retail touchpoints
Performance & Financial Management
- Own European loyalty and CRM targets, budget management and performance reviews
- Define and track KPIs including active membership, identified sales, retention, customer lifetime value, incremental revenue and profitability
- Develop performance frameworks and reporting to support strategic decision‑making
- Drive continuous optimisation through data, insight and test-and-learn methodologies
- Lead European readiness, adoption and execution of new loyalty and CRM capabilities
- Ensure loyalty and CRM experiences are connected across digital and retail touchpoints
Leadership & Cross‑Functional Collaboration
- Lead and develop the European Loyalty & CRM team
- Set clear priorities, accountabilities and operating rhythms across the function
- Partner across Ecommerce, Marketing, Retail, Commercial, Finance, Analytics, Digital Product and Technology teams
- Influence senior European and global stakeholders and align teams behind shared priorities
- Drive cross‑functional readiness and execution for key programme launches and initiatives
- Ensure loyalty and CRM experiences are connected across digital and retail touchpoints
About You
- 10+ years of experience in loyalty, CRM, lifecycle marketing or customer engagement within large, complex retail or consumer organisations
- Experience operating at Director level or leading work of comparable scale and complexity
- Proven track record of driving measurable growth through loyalty and CRM programmes in a multi‑market consumer or retail business
- Deep expertise in lifecycle marketing, segmentation, personalisation and owned‑channel engagement strategies
- Strong understanding of loyalty economics, customer lifetime value and incrementality
- Experience leading omnichannel programmes across ecommerce and retail environ
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Director, Loyalty & CRM - Europe employer: levistraussandco
At Levi Strauss & Co., we pride ourselves on being an inclusive and dynamic employer that values individuality and fosters a supportive work environment. As a Visual Merchandise Responsible in our vibrant Regent Street location, you'll enjoy competitive pay, generous employee discounts, and access to ongoing training and career growth opportunities, all while being part of a purpose-driven team that celebrates diversity and community engagement.
