Senior CRM Manager

Every exceptional customer moment starts with our people. At TFG London, we believe that it’s our team who bring our house of brands to life. All our colleagues across Hobbs, Phase Eight, Whistles, and Inside Story play a vital role in our success story and that story is only getting more exciting!

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.

What you’ll do:

• 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.

Who you’ll be:

• 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.

What's in it for you?

• 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!

If you want to join us and create moments that matter, we’d love to hear from you.