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For Companies At a Glance
- Tasks: Lead global CRM strategy and drive consumer engagement for luxury fragrance.
- Company: Join Puig, a creative and entrepreneurial international company.
- Benefits: Competitive salary, learning opportunities, and a welcoming work culture.
- Why this job: Make a real impact in luxury marketing while growing your career.
- Qualifications: 10 years in CRM with expertise in luxury fragrance and data-driven strategies.
- Other info: Collaborative environment with strong leadership and growth potential.
The predicted salary is between 48000 - 72000 £ per year.
Overview
You will be responsible for leading our global omnichannel CRM marketing communications to drive consumer engagement, loyalty, and revenue growth. You will drive customer retention and increase Customer Lifetime Value through data-driven communication strategies. Overseeing the email, SMS, direct mail and clienteling channels (plus new additions for specific markets), you will deliver best in class communications that engage our consumers. You will drive loyalty, evolving our loyalty program designed to elevate engagement, retention, and brand affinity. Influencing brand and markets to develop further opportunities.
Role and Team
Reporting to the Consumer Marketing Director for Fragrance, you will be part of the Global Consumer Marketing team working across functions and brands as well as understanding how these interact and work with the rest of the organisation. This role requires a strategic thinker with hands-on experience in CRM platforms, channels, and consumer segmentation, who can thrive in a dynamic, fast-paced environment. Managing a team of 4 you will have strong leadership skills to nurture and grow the talented team and ensure their projects and roadmap aids future development.
The Opportunity
- Lead global CRM strategy for Fragrance.
- Define and implement CRM strategy combining storytelling with personalised engagement across all channels.
- Deliver roadmap across acquisition, engagement, retention, reactivation, and loyalty.
- Own and evolve our loyalty/membership programs to boost retention, advocacy, and CLTV.
- Partner with brand on annual gifting program, aligned to key moments, brand calendar and consumer lifecycle.
- Develop clienteling strategy with brand, retail and markets.
- Define KPIs and build reporting to track CRM, loyalty, and CLTV.
- Monitor RFM for consumers across digital and store level; propose actions to optimise customer segmentation, drive engagement, and maximise retention.
- Oversee the BAU communications.
- Regularly present insights, wins, and opportunities to senior leadership.
- Champion the use of zero- and first-party data to deliver personalised communications.
- Manage Puig CRM relationship to reflect niche fragrance needs in the corporate initiatives roadmap.
- Collaborate with Tech, Data, and Product to ensure seamless data capture, integration, and activation.
- Build a high-performing team with a test-and-learn culture.
- Lead CRM steer co ensuring all stakeholders are clear on goals and KPIs and updates are shared regularly on progress.
What we’d love to meet you if you have
- 10 years experience in CRM, loyalty, or customer marketing, preferably in luxury fragrance, wellness or luxury.
- Success scaling data-driven CRM programs for retention and LTV.
- Led loyalty/ membership programs with measurable impact.
- CRM expertise across DTC, eCommerce, and retail.
- Experience engaging with stakeholders across all levels.
- Strong grasp of 360 marketing communication planning.
- Expertise in segmentation, lifecycle, A/B testing, and revenue attribution.
- Customer first mindset with luxury sensibility.
- Strategic, data driven and action-oriented.
- Experience with CRM platforms (Bloomreach, Salesforce, Braze).
- Collaborative leader with excellent communication skills.
- Ability to communicate on multiple CRM related topics, adapting the language to the audience.
- Effective cross-functional partner with Data & Insights, Brand, Ecommerce team, Markets.
A few things you’ll love about us
- An entrepreneurial, creative and welcoming work culture.
- A range of learning and development opportunities.
- An international company with plenty of opportunities to grow.
- A competitive compensation & benefits package.
Head of CRM & Loyalty, Fragrance employer: PUIG
Contact Detail:
PUIG Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Head of CRM & Loyalty, Fragrance
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, or even reach out on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Show off your skills! When you get the chance to meet potential employers, be ready to discuss your experience with CRM platforms and data-driven strategies. Bring examples of your past successes to the table – it’ll make you stand out!
✨Tip Number 3
Don’t just apply – engage! When you find a role that excites you, apply through our website and follow up with a friendly email. Express your enthusiasm for the position and mention how your skills align with their needs.
✨Tip Number 4
Prepare for interviews by researching the company’s CRM strategies and recent campaigns. Be ready to discuss how you can contribute to their goals, especially in driving consumer engagement and loyalty. Show them you’re the perfect fit!
We think you need these skills to ace Head of CRM & Loyalty, Fragrance
Some tips for your application 🫡
Tailor Your CV: Make sure your CV reflects the skills and experiences that align with the Head of CRM & Loyalty role. Highlight your experience in CRM, loyalty programmes, and data-driven strategies to show us you’re the perfect fit!
Craft a Compelling Cover Letter: Your cover letter is your chance to shine! Use it to tell us why you're passionate about CRM and how your background in luxury marketing makes you the ideal candidate for this position.
Showcase Your Leadership Skills: Since you'll be managing a team, it's crucial to demonstrate your leadership abilities. Share examples of how you've nurtured talent and driven successful projects in your previous roles.
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you don’t miss out on any important updates from our team!
How to prepare for a job interview at PUIG
✨Know Your CRM Inside Out
Make sure you’re well-versed in the latest CRM platforms and strategies, especially those relevant to luxury brands. Be ready to discuss your hands-on experience with tools like Bloomreach or Salesforce, and how you've used data-driven strategies to boost customer retention and lifetime value.
✨Showcase Your Leadership Skills
As a candidate for a leadership role, it’s crucial to demonstrate your ability to nurture and grow a team. Prepare examples of how you've successfully managed teams in the past, focusing on how you fostered a collaborative environment and drove projects forward.
✨Understand the Brand's Vision
Research Puig and their fragrance lines thoroughly. Be prepared to discuss how your vision aligns with theirs, particularly in terms of consumer engagement and loyalty strategies. Showing that you understand their brand ethos will set you apart.
✨Prepare for Data-Driven Discussions
Since this role heavily relies on data, be ready to talk about your experience with customer segmentation, A/B testing, and revenue attribution. Bring specific examples of how you've used data to inform your marketing strategies and drive results.