Are you a visionary leader ready to redefine the global consumer journey for a leading fashion brand
As the Head of Global Consumer Experience & Insights, you will define and elevate how our consumers experience the Charles & Keith brand across every touchpoint, both online and offline, on a global scale. Sitting at the critical intersection of CRM, consumer insights, brand experience, and omnichannel engagement, this executive role will lead the development of a deeply consumer-centric ecosystem that drives engagement, loyalty, and long-term value worldwide.
You will champion innovative thinking, transforming complex data and global insights into meaningful, memorable experiences—from highly personalized CRM journeys to immersive pop-ups and exclusive retail collaborations. This is a unique opportunity to shape the future of consumer engagement for a rapidly expanding global fashion powerhouse.
KEY RESPONSIBILITIES:
Omnichannel Consumer Experience Strategy
- Lead the Global Vision: Architect and execute the overarching consumer experience strategy to ensure a seamless, rewarding, and premium brand experience from digital platforms to physical environments worldwide.
- Ensure Global Consistency: Maintain unwavering brand consistency across all consumer-facing channels, regardless of market or medium.
- Drive Continuous Improvement: Proactively identify opportunities to enhance the global consumer journey, driving deeper engagement, higher conversion rates, and lasting loyalty.
CRM & Loyalty Programs
- Master the Lifecycle: Develop and execute sophisticated CRM and loyalty program strategies designed to drive acquisition, engagement, retention, and maximize customer lifetime value on a global scale.
- Precision Targeting: Design advanced consumer segmentation models to identify key target groups and deliver highly personalized, targeted communications across diverse international markets.
- Innovate Loyalty: Develop and manage comprehensive loyalty programs, defining compelling value propositions, tier structures, rewards, and engaging mechanics that resonate globally.
- Execute Multi-Channel Campaigns: Orchestrate impactful CRM campaigns across all channels (social media, business messaging, app, email, SMS etc.) to nurture relationships and reward our most loyal global customers.
- Re-engage and Win Back: Implement strategic customer win-back campaigns and initiatives to effectively re-engage inactive segments.
- Data-Driven Personalization: Utilize deep consumer segmentation and data insights to tailor loyalty program communications and offers, ensuring maximum relevance and impact.
- Iterate and Improve: Leverage continuous consumer feedback and insights to identify areas for improvement and implement necessary changes swiftly and effectively.
Consumer & Competitor Insights
- Global Market Intelligence: Conduct rigorous competitor and market analysis to identify strategic opportunities for differentiation and accelerated growth in key global markets.
- Understand the Consumer: Analyze complex consumer behavior, preferences, personas, and purchase patterns utilizing advanced CRM and data analytics tools.
- Anticipate Trends: Identify emerging trends, opportunities, and challenges to continuously enhance consumer segmentation and targeting strategies globally.
Data Analytics
- Establish the Framework: Build robust measurement frameworks to meticulously track performance across all global touchpoints. Understand which channels drive incremental business impact.
- Measure Success: Track and report on critical metrics, including ROAS, brand & conversion KPIs, consumer acquisition cost, retention rates, lifetime value.
- Monitor Loyalty ROI: Closely monitor key loyalty program metrics, such as active member acquisition rate, redemption rate, program engagement, Net Promoter Score (NPS), and overall Loyalty ROI.
- Translate Data to Action: Transform complex data insights into clear, actionable strategic recommendations for the broader executive team.
Team Leadership
- Inspire Excellence: Lead, inspire, and develop a high-performing team, building their capabilities in advanced data analytics, consumer insights, and omnichannel experience design.
- Foster Innovation: Cultivate a dynamic culture of innovation, continuous learning, and deeply consumer-centric thinking within the team and across the organization.
WHAT WE ARE LOOKING FOR:
- Extensive Experience: Minimum of 10 years of progressive leadership experience in CRM, consumer experience, loyalty programs, or consumer insights, ideally within the global fashion, retail, or ecommerce industries.
- Proven Track Record: Demonstrated success in managing complex CRM systems and large-scale loyalty programs on an international level.
- Deep Expertise: Strong, comprehensive understanding of the consumer lifecycle, advanced CRM principles, and modern loyalty program mechanics.
- Technical Proficiency: High proficiency in leading CRM platforms, marketing automation tools, and advanced data analytics.
- Analytical Mastery: Solid analytical skills with the proven ability to derive actionable insights from complex consumer data and apply them strategically to CRM and loyalty initiatives.
- Segmentation Strategy: Extensive experience in sophisticated consumer segmentation, targeted marketing campaigns, and loyalty marketing execution.
- Results-Oriented: A strong, results-oriented mindset with a relentless focus on driving consumer engagement, satisfaction, and measurable ROI
- Compliance Knowledge: Deep knowledge of global privacy regulations (e.g., GDPR, PDPA) and best practices related to CRM, consumer data management, and loyalty program administration.
