At a Glance
- Tasks: Lead the CRM strategy to enhance customer engagement and loyalty at The Body Shop UK.
- Company: Join a renowned beauty brand committed to sustainability and customer satisfaction.
- Benefits: Competitive salary, career development opportunities, and a vibrant work culture.
- Other info: Collaborative team environment with opportunities for innovation and growth.
- Why this job: Shape the future of customer experiences and drive impactful change in a leading retail environment.
- Qualifications: Proven CRM leadership experience and strong analytical skills required.
The predicted salary is between 70000 - 90000 £ per year.
Your role in a nutshell The Head of CRM is a strategically critical leadership role responsible for defining and delivering The Body Shop UK's CRM and Loyalty strategy, ensuring customer engagement, retention and loyalty initiatives drive commercial performance, strengthen customer lifetime value and support long‑term business growth. Reporting to the UK Managing Director, this role will lead the transformation of CRM capabilities, uniting physical and digital customer journeys through smarter use of data, technology, automation and insight. The role will oversee all 1:1 customer communications across email, SMS, loyalty and direct marketing channels, while shaping future‑facing strategies that unlock personalisation at scale, operational efficiency and enhanced customer experiences. As a key member of the leadership team, the Head of CRM will own the CRM and Loyalty roadmap, align cross‑functional teams behind a customer‑first vision and ensure CRM remains a core driver of customer acquisition, retention, engagement and profitability.
More about the role Key Accountabilities CRM & Loyalty Strategy Define and own the UK CRM and Loyalty strategy, contact framework and customer engagement vision across all owned channels. Lead the evolution of CRM from product‑led communications to customer‑first lifecycle engagement, delivering relevant, personalised experiences throughout the customer journey. Develop and optimise customer contact strategies using data, technology, automation and segmentation to improve effectiveness, efficiency and customer lifetime value. Lead the strategic evolution of the loyalty programme, including future proposition development, platform enhancements and customer value exchange. Own the CRM and Loyalty roadmap, aligning Digital, eCommerce, Retail, IT, Data and agency partners behind a clear strategic plan.
Commercial Performance & Customer Growth Drive profitable growth in customer revenue, retention, frequency and lifetime value through highly targeted and insight‑led CRM activity. Own CRM input into annual planning, budgeting and forecasting processes, balancing short‑term trading performance with long‑term customer value creation. Lead CRM trading governance, translating weekly performance into clear optimisation priorities and commercial actions. Establish and evolve KPI frameworks that demonstrate CRM effectiveness across acquisition, retention, reactivation, loyalty participation and profitability. Deliver incremental sales growth through owned channels while improving customer engagement and channel efficiency. Create seamless omnichannel customer journeys that connect retail and digital experiences, increasing relevance, engagement and conversion. Partner closely with Marketing, Commercial, Retail, eCommerce and Digital teams to deliver integrated customer campaigns and lifecycle programmes. Champion customer insight, segmentation and personalisation to ensure communications are timely, relevant and commercially impactful. Drive test‑and‑learn methodologies that continuously improve customer experiences, engagement and performance.
Data, Technology & Capability Development Partner with Data and Technology teams to enhance targeting, customer journey orchestration, automation and measurement capabilities. Lead the adoption and optimisation of CRM technologies, marketing automation platforms and customer engagement tools. Develop a robust measurement and reporting framework that enables data‑led decision‑making and clear visibility of CRM contribution to business performance. Identify and implement new opportunities to improve customer understanding, predictive modelling and personalisation capabilities.
Leadership & Team Development Lead, coach and develop the CRM team, creating a high‑performing, collaborative and accountable function. Foster a culture of innovation, continuous improvement and customer‑centric thinking. Build strong relationships across the business, influencing senior stakeholders and driving alignment behind CRM priorities. Lead through change, ensuring teams remain focused, engaged and effective during periods of transformation.
What we look for Experience Required Significant CRM leadership experience with a proven track record of developing and delivering customer engagement strategies that drive retention, revenue growth and customer lifetime value. Experience leading CRM, loyalty and lifecycle marketing programmes across multiple channels including email, SMS and direct communications. Proven success managing CRM trading plans, customer contact strategies and performance frameworks in a fast‑paced commercial environment. Strong experience leading cross‑functional initiatives across Retail, Digital, eCommerce, Data, IT and agency partners. Demonstrable experience using customer insight, segmentation, testing and analytics to improve performance and inform strategic decisions. Proven ability to lead, coach and develop high‑performing teams.
Capabilities Required Strong strategic thinking with the ability to translate customer, market and commercial insight into a clear CRM and Loyalty vision. Highly commercial with a deep understanding of how CRM drives revenue growth, retention, customer lifetime value and profitability. Excellent leadership and stakeholder management skills with the ability to influence at Executive and Board level. Strong analytical capability and confidence using data, performance reporting and testing to drive decision‑making. Deep understanding of customer segmentation, lifecycle marketing, personalisation and omnichannel customer engagement. Ability to operate effectively at both strategic and hands‑on levels, balancing long‑term planning with short‑term trading priorities. Clear communication skills, collaborative mindset and strong execution focus.
It Would Be Great If You Also Have Experience within retail, beauty, health or other fast‑paced consumer environments. Experience connecting online and in‑store customer journeys to improve engagement and conversion. Understanding of predictive analytics, personalisation models and advanced segmentation methodologies. Experience building new CRM capabilities and embedding test‑and‑learn frameworks. A calm, resilient leadership style with the ability to make clear decisions in changing environments.
Success Measures Delivery of a clear, commercially effective CRM and Loyalty strategy that supports business growth and customer value creation. Improvement in new customer acquisition, customer retention, repeat purchase frequency and loyalty programme participation. Growth in CRM‑driven revenue, engagement, conversion and channel efficiency metrics. Successful delivery of the CRM and Loyalty roadmap, including strategic initiatives. Increased use of customer insight, personalisation and automation to improve customer experiences and business performance. Strong cross‑functional collaboration and alignment behind customer growth priorities. A high‑performing CRM function with clear accountability, strong engagement and the capability to deliver at pace.
Head of CRM employer: The Body Shop
The Body Shop UK is an exceptional employer that champions a vibrant and inclusive work culture, fostering innovation and collaboration among its teams. With a strong focus on employee growth, the company offers numerous opportunities for professional development and leadership training, ensuring that every team member can thrive in their career. Located in a dynamic environment, employees benefit from a commitment to sustainability and ethical practices, making their work not only rewarding but also meaningful.
StudySmarter Expert Advice🤫
We think this is how you could land Head of CRM
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy about reaching 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
Prepare for interviews by researching the company and its CRM strategies. Understand their customer engagement approach and think of ways you can contribute to their goals. Tailor your responses to show how your experience aligns with their needs.
✨Tip Number 3
Practice makes perfect! Conduct mock interviews with friends or use online platforms to refine your answers. Focus on articulating your achievements in CRM and how they’ve driven customer loyalty and revenue growth.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, we love seeing candidates who are proactive and engaged with our brand. Show us what you've got!
We think you need these skills to ace Head of CRM
Some tips for your application 🫡
Show Your Passion for CRM:When you're writing your application, let your enthusiasm for CRM and customer engagement shine through. We want to see how you can bring that passion to The Body Shop and drive our CRM strategy forward!
Tailor Your Experience:Make sure to highlight your relevant experience in CRM leadership and customer engagement strategies. We’re looking for specific examples of how you've driven retention and revenue growth in previous roles, so don’t hold back!
Be Data-Driven:Since this role is all about using data to enhance customer experiences, include any examples of how you've used analytics to inform your strategies. Show us how you can turn insights into action – we love a good data story!
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’re considered for this exciting opportunity. Plus, it’s super easy!
How to prepare for a job interview at The Body Shop
✨Know Your CRM Inside Out
Before the interview, dive deep into The Body Shop UK's current CRM and Loyalty strategies. Familiarise yourself with their customer engagement initiatives and think about how you can enhance them. Be ready to discuss specific examples of how you've successfully driven customer retention and loyalty in your previous roles.
✨Showcase Your Data Savvy
Since this role heavily relies on data and technology, prepare to talk about your experience with data analytics and CRM technologies. Bring examples of how you've used data to inform strategic decisions and improve customer experiences. Highlight any tools or platforms you're proficient in that could benefit the company.
✨Demonstrate Leadership Skills
As a leadership position, it's crucial to showcase your ability to lead and develop teams. Prepare anecdotes that illustrate your coaching style and how you've fostered a high-performing culture in past roles. Be ready to discuss how you would align cross-functional teams behind a customer-first vision.
✨Prepare for Scenario Questions
Expect scenario-based questions that assess your problem-solving skills and strategic thinking. Think about challenges you've faced in CRM and how you overcame them. Be prepared to outline your thought process and the impact of your decisions on customer engagement and business growth.
