At a Glance
- Tasks: Lead the CRM strategy to enhance customer engagement and loyalty at The Body Shop UK.
- Company: Join a leading beauty brand committed to sustainability and customer connection.
- Benefits: Competitive salary, career growth opportunities, and a vibrant work culture.
- Other info: Be part of a collaborative team driving innovation and customer-centric strategies.
- Why this job: Shape the future of customer experiences in a dynamic retail environment.
- Qualifications: Proven CRM leadership experience and strong analytical skills required.
The predicted salary is between 59576 - 70089 £ per year.
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.
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.
Omnichannel Customer Experience
- 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.
Qualifications
- 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.
Talent Drivers
- Collaborative Skills
- Commerciality
- Collaborative skills, commerciality and a strong drive for talent development are essential attributes for success in this role.
Head of CRM employer: The Bodyshop
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 career advancement, particularly in the dynamic field of CRM and customer engagement. Located in a thriving retail environment, employees benefit from a unique blend of creativity and purpose, driving meaningful change while enhancing customer experiences across both digital and physical platforms.
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 initiatives and think about how your experience aligns with their goals. This will help you stand out and show that you're genuinely interested in the role.
✨Tip Number 3
Practice your pitch! Be ready to explain how your skills can drive customer retention and loyalty. Highlight specific examples from your past roles where you've successfully implemented CRM strategies that boosted commercial performance.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive and engaged with our brand. So, go ahead and submit your application today!
We think you need these skills to ace Head of CRM
Some tips for your application 🫡
Tailor Your CV:Make sure your CV speaks directly to the Head of CRM role. Highlight your experience in CRM strategies, customer engagement, and any leadership roles you've held. We want to see how your background aligns with our vision!
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 you can drive customer loyalty at The Body Shop. Be sure to mention specific achievements that demonstrate your skills.
Showcase Your Data Skills:Since this role involves a lot of data-driven decision-making, make sure to highlight your analytical skills. Share examples of how you've used data to improve customer experiences or drive revenue growth in previous roles.
Apply Through Our Website:We encourage you to apply through our website for a smoother application process. It helps us keep track of your application and ensures you don’t miss out on any important updates from us!
How to prepare for a job interview at The Bodyshop
✨Know Your CRM Inside Out
Before the interview, dive deep into The Body Shop's current CRM strategies and loyalty programmes. Familiarise yourself with their customer engagement initiatives and think about how you can enhance them. Being able to discuss specific examples will show your genuine interest and expertise.
✨Showcase Your Leadership Style
As a Head of CRM, you'll need to lead a team and influence stakeholders. Prepare to share your leadership experiences, focusing on how you've developed high-performing teams and fostered collaboration. Use examples that highlight your ability to drive change and maintain focus during transitions.
✨Data-Driven Decision Making
This role requires a strong analytical mindset. Be ready to discuss how you've used data and insights to inform your CRM strategies in the past. Bring examples of how you've improved customer lifetime value or retention through targeted campaigns, showcasing your ability to translate data into actionable strategies.
✨Emphasise Omnichannel Experience
The Body Shop values seamless customer journeys across digital and physical channels. Prepare to talk about your experience in creating integrated campaigns that connect these touchpoints. Highlight any successful projects where you enhanced customer engagement and conversion rates through omnichannel strategies.
