At a Glance
- Tasks: Lead customer loyalty and retention strategies to enhance gifting experiences.
- Company: Join Virgin Experience Days, a leader in unique gifting experiences.
- Benefits: Enjoy 25 days holiday, flexible working, health plans, and more.
- Other info: Be part of a vibrant team with opportunities for personal and professional growth.
- Why this job: Transform customer engagement and drive repeat purchases in a dynamic environment.
- Qualifications: Experience in loyalty programmes and CRM strategies is essential.
The predicted salary is between 60000 - 80000 £ per year.
Location: Bourne End, Buckinghamshire, SL8 5YS (Hybrid – min. 2 days in office)
Reporting to: CCO
About the role
We’re looking for a commercially driven Head of Loyalty & Retention to lead the next phase of customer growth at Virgin Experience Days across the UK & US. This role goes beyond traditional CRM. You will own and evolve our existing paid membership programme, Memory Makers+, transforming it into a fully integrated ecosystem across CRM, app and gifting occasions. Your mission is to make our customers better gifters - driving repeat behaviour in a low-frequency category by embedding Virgin Experience Days into key life moments through membership, personalisation and timely reminders. You’ll play a critical role in shifting the business from reliance on paid channels to high-performing, owned, habit-forming engagement.
What you'll do:
- Memory Makers+ (Membership Ownership & Growth)
- Take full ownership of Memory Makers+, evolving the proposition to deliver clear, compelling value for customers
- Refine and communicate the positioning: helping customers become better, more thoughtful gifters
- Improve member acquisition, engagement, retention and profitability
- Ensure Memory Makers+ is fully integrated across CRM, app experience and gift reminder journeys
- Continuously test and optimise benefits (e.g. flexibility, exclusivity, convenience, inspiration)
- Gift Reminder & Occasion Strategy
- Own and scale a best-in-class gift reminder programme (birthdays, anniversaries, key occasions)
- Drive adoption of reminders through smart capture points across web, app and CRM
- Integrate reminders into Memory Makers+, enhancing the value of membership
- Optimise reminder timing, messaging and channels to maximise conversion and incremental revenue
- Build a clear proposition around “never miss a moment” gifting
- App Engagement & Habit Formation
- Lead the customer engagement strategy for our app, ensuring it becomes central to repeat behaviour
- Integrate membership benefits and reminders seamlessly into the app experience
- Drive habitual engagement through personalised content, prompts and gifting inspiration
- Partner with Product to prioritise features that increase frequency, retention and LTV
- CRM & Lifecycle Marketing
- Own the end-to-end CRM strategy across email, SMS, push and in-app messaging
- Build advanced segmentation and lifecycle journeys to increase relevance and conversion
- Shift channel mix toward owned channels, reducing reliance on paid search
- Deliver highly personalised, occasion-led communication strategies
- Data, Insight & Performance
- Use cohort analysis and behavioural data to identify opportunities to increase repeat rate and frequency
- Track performance across membership, reminders and CRM, linking activity to incremental revenue
- Build a robust test-and-learn culture across all retention initiatives
- Translate insight into clear commercial priorities and roadmap decisions
- Leadership & Cross-functional Influence
- Lead and develop the CRM/Loyalty function (direct and matrix teams)
- Work closely with Product, Tech, Brand, Performance Marketing and Analytics
- Influence senior stakeholders and secure investment in long-term retention and loyalty growth
What success looks like (Key Metrics)
You will be accountable for delivering measurable improvements across:
- Customer & Revenue Metrics
- Repeat Purchase Rate (%)
- Customer Lifetime Value (CLTV)
- Retention Rate (cohort-based)
- Purchase Frequency (orders per customer per year)
- Revenue from existing customers (%)
- Memory Makers+ (Membership)
- Membership penetration (% of customer base)
- Member acquisition rate & cost per acquisition
- Member retention / churn rate
- Member vs non-member repeat rate uplift
- Revenue & profitability of Memory Makers+
- Engagement with membership benefits
- Gift Reminder Performance
- Gift reminder adoption rate (% of customers setting reminders)
- Average number of reminders per customer
- Reminder-to-purchase conversion rate (CVR)
- Revenue driven by reminders
- Incremental uplift vs non-reminder cohorts
- App Performance
- Monthly Active Users (MAU) / Daily Active Users (DAU)
- App-driven revenue contribution (%)
- Repeat purchases via app
- Push notification engagement & conversion
- Membership and reminder engagement within app
- CRM Channel Effectiveness
- Owned channel revenue contribution (%)
- Email/SMS/Push conversion rates
- Engagement rates (open, click, active users)
- Unsubscribe / opt-out rates
- Efficiency & Growth
- Reduction in paid media dependency (esp. paid search)
- Cost per repeat purchase
- Incremental revenue driven by CRM, membership and reminders
What you'll need:
- Proven experience driving repeat behaviour in low-frequency, mid-AOV categories (ecommerce, retail, travel, gifting or similar)
- Strong track record owning and optimising membership or loyalty programmes
- Experience building trigger-based CRM programmes (e.g. reminders, lifecycle, behavioural triggers)
- Deep expertise in multi-channel CRM strategy and execution
- Strong commercial and analytical mindset, with experience in cohort analysis and segmentation
- Experience working closely with Product & Tech teams to deliver customer-facing features (e.g. app, personalisation, reminder capture)
- Ability to connect customer insight to tangible revenue outcomes
- Strong leadership and stakeholder management skills
Why this role matters
This is a pivotal role in transforming Virgin Experience Days from a one-off purchase business into a habit-driven, occasion-led brand. By connecting Memory Makers+, app engagement and gift reminders, you will help customers become better gifters, while unlocking significant repeat revenue and long-term customer value.
Perks to make work feel less ordinary:
- Time for you: 25 days holiday plus bank holidays, with the option to buy or sell up to 2 days each year
- Freedom to work your way: 2 days in-office (Tuesdays a mandatory in-office day), Flexi-working hours around our core 10-4, so your day works for you (8.5 hours per day)
- Wellbeing that works: Access to an award-winning employee assistance programme; Health Plan cover (plus family add-ons) with cash back for a variety of health & wellbeing costs; Cycle to Work and Electric Vehicle schemes (post probation).
- Future proofing you (and your finances): Company pension (5% you, 3% us) after 3 months; Discretionary bonus and life assurance after probation.
- Giving back & all the anti-ordinary extras: 2 volunteer days each year; Free breakfast when in the office; Personal re-loadable multi-choice gift card (topped up on your birthday, lifetime milestones and internal celebrations); Yearly £150 experience voucher; Discounts on experiences and across the Virgin Group; Refer a Friend bonus and generous team celebrations throughout the year.
About us
The home of anti-ordinary gifts. The best things in life aren’t things. It’s why we gift the way we do. We’re one of the world’s leading experience gift brands, making it easy to give the unexpected and deepen connections through anti-ordinary gifting. In the UK, you'll know us as Virgin Experience Days - one of the first brands to pioneer the premise that the best gifts can't be boxed, way back in 1988. We kicked things off with track days and flying experiences. Now we're home to more than 5,000 amazing experience gifts - from immersive theatre, to virtual reality, VIP stadium tours, Michelin-starred dining and more. Operating in the US as Virgin Gifts, we're proudly part of the Virgin family, working alongside the likes of Virgin Atlantic, Virgin Hotels, and Virgin Voyages to deliver extraordinary experiences everywhere.
Head of Loyalty & Retention employer: Virgin Experience days
At Virgin Experience Days, we pride ourselves on being an exceptional employer, offering a vibrant work culture that fosters creativity and collaboration in the picturesque setting of Bourne End, Buckinghamshire. With a strong focus on employee wellbeing, we provide generous benefits including flexible working hours, a comprehensive health plan, and opportunities for personal growth through our innovative loyalty programmes. Join us to be part of a transformative journey where your contributions will directly impact customer experiences and drive meaningful engagement.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Loyalty & Retention
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Virgin Experience days and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Virgin Experience days are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Virgin Experience days on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Virgin Experience days. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Loyalty & Retention
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Virgin Experience days. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Virgin Experience days:Show us that you’ve done your homework! In your application, briefly mention what you admire about Virgin Experience days’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Virgin Experience days
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Virgin Experience days will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Virgin Experience days, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
