CRM Manager in City of Westminster

We are looking for a Senior CRM Manager to support TFG London who will be responsible for the strategic leadership and performance of the CRM function across all TFG brands. As a senior leader within the marketing organisation, the Senior CRM Manager will own the CRM vision and long-term strategy, ensuring CRM is a core growth engine for the business. The role will lead and develop a high-performing CRM team, embedding a customer-first approach, while partnering closely with senior stakeholders across the business.

Responsibilities

• Own and lead the CRM strategy across all brands, translating business and marketing objectives into a clear, multi-year CRM roadmap focused on retention, frequency and customer value.
• Act as the senior decision-maker for CRM, providing strategic direction, prioritisation, governance, and martech roadmap ownership across BAU campaigns and automation.
• Lead, mentor, and develop the CRM team, creating a high-performance culture with clear accountability, progression, and best-in-class delivery.
• Partner with the Group Head of CRM and Insights to shape and deliver the 5-year customer strategy, with clear KPIs and measurement frameworks.
• Operate as the senior CRM lead within the business, influencing wider marketing direction, customer strategy, and commercial decision-making.
• Accountable for the CRM budget, including investment planning, forecasting, optimisation, and management of key external CRM and technology partners.
• Identify and unlock new growth opportunities by working closely with Insights to deeply understand customer behaviour, value drivers, and emerging segments.
• Oversee the end-to-end planning and delivery of CRM activity, including BAU and automations, ensuring a lifecycle-led, customer-centric approach aligned to trading priorities, brand direction, and wider marketing initiatives.
• Set the standard for CRM performance measurement, ensuring robust, automated reporting and clear insight into performance vs targets.
• Take ownership of database health, retention, and long-term customer value, proactively managing churn, opt-in quality, engagement, and LTV growth.
• Champion an integrated, cross-channel lifecycle approach, working closely with Paid Media and other digital teams to deliver a consistent customer journey.
• Provide senior oversight of customer data governance, GDPR compliance, and best practice data usage across CRM.

Qualifications

• Senior CRM leader with significant experience owning and scaling CRM strategy within a retail environment, fashion experience a strong advantage.
• Proven experience leading, coaching, and developing high-performing CRM teams, embedding a culture of excellence and continuous improvement.
• Proven track record of delivering step-change improvements in customer retention, frequency, and value through lifecycle-led CRM programs.
• Extensive experience working with CDP/ESP/CRM platforms, Bloomreach experience a bonus.
• Deep expertise in customer segmentation, lifecycle design, and personalisation at scale.
• Highly strategic thinker with the ability to translate insight into clear plans, priorities, and commercial outcomes.
• Strong commercial acumen, with the ability to balance brand, customer experience, and revenue objectives.
• Data-driven and highly analytical, with hands-on experience using analytics tools (e.g. GA).
• Confident senior stakeholder manager, able to influence, challenge, and align teams at all levels of the organisation.
• High emotional intelligence with a collaborative, low-ego leadership style.
• Passionate about CRM, with a strong external view of industry trends and best practice.
• Comfortable operating in fast-paced, complex environments, managing ambiguity and competing priorities.

Benefits

• Employee Discount of up to 70%, as per the TFG Brands Discount Policy.
• Up to 28 days holiday entitlement per annum in addition to the usual public and bank holidays.
• Financial and Wellbeing assistance.
• Enhanced Maternity package.
• Virtual GP service - unlimited access 24/7.
• Plus much more!