Role purpose

Own the business vision, strategy and roadmap for CRM and loyalty programme. Translate customer needs and commercial priorities into a coordinated plan for member acquisition, activation, engagement and retention across the brand portfolio.

Key responsibilities

• Develop the CRM and loyalty strategy, annual roadmap and prioritised backlog, aligning initiatives with business objectives and delivery capacity.

• Define member propositions, benefits, lifecycle journeys and personalisation opportunities with brand, retail and digital stakeholders.

• Identify and evaluate potential loyalty partnerships, defining their customer value, commercial rationale and operating requirements.

• Translate business priorities into clear briefs, requirements and acceptance criteria for campaign, creative, analytics and technology teams.

• Establish programme KPIs with the Data Analyst and lead performance reviews, turning findings into investment and optimisation decisions.

• Assess the commercial implications of proposed benefits, promotions and enhancements with relevant finance and business owners.

• Lead stakeholder alignment, resolve competing priorities and support consistent programme execution across markets.

• Develop programme governance and playbooks, and prepare Valiram counterparts to take ownership of strategy and planning.

Experience and capabilities

• 10+ years of progressive experience in CRM, loyalty or customer growth leadership.

• Proven delivery of large-scale loyalty programmes or transformation initiatives with measurable commercial results.

• Strong understanding of customer lifecycle management, segmentation, personalisation and loyalty economics.

• Experience leading cross-functional and regional stakeholders, ideally within retail, luxury or a multi-brand business.

• Ability to influence senior executives and translate strategic priorities into practical delivery plans

Success measures

On-time campaign delivery; first-time-right execution; adherence to approvals and contact policies; effective issue resolution; campaign improvement through testing; and successful transfer of operating processes

CRM & Loyalty Strategy Product Manager