Position Summary
The CRM, Loyalty and Customer Engagement Manager owns EYSS's customer engagement strategy, Eu Rewards loyalty programme and CRM technology ecosystem. The role drives customer acquisition, engagement, retention, repeat purchase and customer lifetime value by translating business objectives into data-led lifecycle strategies, loyalty propositions and automated customer journeys across retail, e-commerce and digital channels.
The incumbent acts as the business owner for Salesforce Loyalty Cloud, Salesforce Marketing Cloud and related CRM technologies, working closely with Retail, E-Commerce, IT, Customer Service, Finance and external partners to deliver seamless customer experiences, personalised engagement, programme governance and measurable loyalty-led growth.
Key Responsibilities
1. CRM, Lifecycle and Customer Engagement Strategy
- Develop and implement customer lifecycle strategies across acquisition, onboarding, engagement, retention, reactivation and loyalty.
- Use segmentation, contact strategy and omnichannel journey design to improve repeat purchase, member engagement, customer lifetime value and churn reduction.
- Collaborate with Retail and E-Commerce teams to ensure consistent customer experiences across store, online and digital touchpoints.
2. Loyalty Programme Ownership
- Own the Eu Rewards loyalty programme, including programme proposition, tier structure, rewards, member engagement mechanics, bonus point campaigns and performance monitoring.
- Ensure programme governance, operational controls, data integrity and loyalty liability coordination with Finance are properly managed.
- Identify opportunities to improve programme relevance, member value, participation and commercial contribution.
3. Salesforce, Martech and Platform Business Ownership
- Act as the business owner for Salesforce Loyalty Cloud, Salesforce Marketing Cloud and related CRM technologies.
- Manage business requirements, enhancement requests, solution design input, UAT, deployment readiness, defect assessment, platform optimisation and operational governance.
- Maintain a strong business understanding of how CRM, loyalty, ERP, POS, e-commerce, customer data, integrations, APIs and member identity platforms connect to support customer experience, reporting and business processes.
- Work with IT and implementation partners to ensure platform solutions are scalable, well-governed and aligned with EYSS's business needs.
4. Marketing Automation and Customer Journey Management
- Plan, implement and optimise Salesforce Marketing Cloud customer journeys across lifecycle automation, segmentation, triggered communications, email, SMS and personalised engagement.
- Use Journey Builder, Contact Builder, Data Extensions, Automation Studio and campaign performance insights to improve marketing relevance, operational efficiency and customer engagement effectiveness.
- Establish automation frameworks that support onboarding, nurture, retention, reactivation, replenishment and other customer lifecycle use cases.
5. Customer Analytics, Insights and Performance Optimisation
- Monitor customer, loyalty and campaign performance to identify growth opportunities and recommend data-driven initiatives.
- Track and interpret key customer metrics across membership growth, active member rate, retention, repeat purchase, CLV, churn, segmentation, cohort, RFM, loyalty participation and campaign effectiveness.
- Prepare insights and recommendations that support strategic decision-making, customer growth and continuous improvement.
6. CRM Partnership, Stakeholder and Vendor Management
- Develop and manage CRM partnership marketing initiatives that strengthen member acquisition, customer value propositions and engagement.
- Coordinate external partner campaigns, loyalty collaborations, joint promotions and ROI evaluation.
- Manage CRM, loyalty and martech vendors, including Salesforce partners, agencies, consultants and system implementors.
- Facilitate requirements prioritisation, review solution approaches, support issue resolution and RCA, and ensure contracted outcomes are delivered.
Qualifications and Experience
- Degree in Marketing, Business, Information Systems, Digital Marketing or a related discipline.
- Minimum 5 years of experience in CRM, loyalty, customer engagement, marketing operations or martech.
- Hands-on Salesforce Marketing Cloud experience is required; exposure to Salesforce Loyalty Cloud or enterprise loyalty platforms is strongly preferred.
- Experience in customer lifecycle marketing, marketing automation, loyalty programme management, segmentation and campaign optimisation.
- Experience working with system implementors, technology vendors and cross-functional project teams.
- Retail, healthcare, wellness, FMCG, consumer membership or omnichannel business experience is preferred.
