Head of Loyalty, Lifecycle & CRM

Quest Search & Selection are partnering with a high-growth beauty brand to appoint a Head of Loyalty, Lifecycle & CRM, a pivotal role responsible for shaping and owning the future of customer retention, loyalty and lifecycle marketing.

This is a rare opportunity for an ambitious CRM leader to join a fast-growing brand and build a world-class customer engagement function from the ground up. With a customer database of nearly 1 million customers and retention accounting for 83% of total business revenue, this is a highly visible role with significant commercial impact.

Reporting into the senior leadership team, you will take full ownership of the CRM and loyalty strategy, developing innovative ways to deepen customer relationships, increase lifetime value and create personalised experiences that drive long-term growth.

This is a role for someone who thrives in a growth environment — a hands-on strategic thinker who wants to make CRM their own, build best-in-class capabilities and have a genuine influence on the direction of the business.

Key Responsibilities:

• Own and define the overall CRM, lifecycle and loyalty strategy, aligning customer engagement activity with wider commercial goals.


• Develop and execute customer lifecycle programmes across acquisition, onboarding, retention, reactivation and loyalty.


• Drive customer segmentation, personalisation and data-led marketing initiatives to improve engagement and lifetime value.


• Lead the evolution of the brand’s loyalty proposition, identifying opportunities to increase customer advocacy and repeat purchase behaviour.


• Use customer insights and analytics to optimise journeys, campaigns and channel performance.


• Partner closely with Digital, Ecommerce, Marketing, Creative and Data teams to deliver seamless customer experiences.


• Own CRM channel performance across email, SMS, app/personalisation and emerging customer communication channels.


• Establish best practices, processes and measurement frameworks to continuously improve CRM effectiveness.


• Build relationships with external partners and technology platforms where required.


• Potentially build and develop a CRM team as the function evolves.

About You:

• Proven experience leading CRM, lifecycle marketing or loyalty strategies within a high-growth consumer, beauty, fashion, retail or DTC environment.


• Strong understanding of customer retention, segmentation, personalisation and customer lifetime value.


• Experience managing large customer databases and delivering measurable commercial growth through CRM.


• A strategic thinker who can translate customer data into actionable insights and business opportunities.


• Commercially minded with experience influencing senior stakeholders and owning significant revenue-driving initiatives.


• Comfortable operating in a fast-paced, entrepreneurial environment where you can build, test and innovate.


• A passionate CRM leader who wants autonomy, ownership and the opportunity to create something exceptional.

The Opportunity:

This is not a role to simply maintain existing CRM activity, it is an opportunity to build and define the future of customer engagement for a rapidly scaling beauty brand.

You will have the autonomy, visibility and resources to make CRM a true growth engine for the business.