CRM/Email & Loyalty Lead

We are seeking a highly motivated and experienced CRM/Email and Loyalty Lead to join our dynamic marketing team. This role involves managing customer relationship management (CRM) strategies, email marketing campaigns, and loyalty programs to enhance customer engagement, retention, and overall brand experience. The ideal candidate will be results-driven, with a strong understanding of CRM tools, data analysis, and customer-centric marketing.

Key Responsibilities:

• CRM Management: Develop and execute CRM strategies to enhance customer engagement, increase retention, and drive long-term loyalty. Segment and target customer groups based on behaviour, preferences, and demographics. Manage and optimize CRM software and platforms to ensure seamless integration with marketing activities. Monitor CRM database health and conduct regular clean-up to ensure data accuracy.
• Email Marketing: Create, manage, and execute email marketing campaigns, including promotional, transactional, and lifecycle emails. A/B test email content, subject lines, and send times to improve open rates, click-through rates, and conversions. Develop automated email workflows and drip campaigns to engage and nurture leads. Track performance metrics, analyse results, and optimize future campaigns based on data-driven insights.
• Loyalty Programs: Plan, implement, and oversee the company’s loyalty programs to increase customer retention and drive repeat business. Monitor and assess the success of loyalty initiatives, making recommendations for improvement. Coordinate with cross-functional teams to ensure loyalty initiatives align with overall marketing and business objectives.
• Reporting and Analysis: Regularly report on key metrics such as email performance, CRM KPIs, loyalty program growth, and customer lifetime value. Analyse customer behaviour, trends, and feedback to identify opportunities for campaign improvements. Use insights to continually optimize CRM and loyalty strategies for better results.
• Collaboration and Communication: Work closely with marketing, customer service, and product teams to ensure a cohesive customer experience across all touchpoints. Provide insights and recommendations to senior management on customer trends and CRM best practices.

Required Qualifications:

• 4+ years of experience in CRM, email marketing, or loyalty program management.
• Strong knowledge of CRM platforms (Shopify+, Salesforce, HubSpot, or similar), email marketing tools (Klaviyo, Voyado, etc.), and loyalty program software.
• Experience in data analysis, customer segmentation, and campaign performance tracking.
• Excellent written and verbal communication skills.
• Strong attention to detail and ability to manage multiple projects simultaneously.
• Creative mindset with a customer-first approach.

Preferred Qualifications:

• Experience in e-commerce, retail, or B2C industries.
• Familiarity with HTML and email design best practices.
• Knowledge of GDPR and email marketing compliance.
• Proficiency in Excel, Google Analytics, and/or other reporting tools.

Key Skills:

• CRM Platforms
• Email Marketing Strategy
• Loyalty Program Development
• Data Analysis and Reporting
• Customer Segmentation
• Automation and Workflows
• Campaign Optimization
• Cross-functional Collaboration

About us: Holiday purchase scheme, enhanced parental leave, cash plan for everyday healthcare expenses, flexible working, generous staff discount, training and learning development, season ticket loan, holiday loyalty scheme, Cycle2Work Scheme, dog-friendly office. Lyle & Scott is an Equal Opportunities Employer and treats all applications purely based on skills and experience.