Head of CRM & Loyalty, Fragrance

As the Head of CRM & Loyalty, you will be responsible for leading our global omnichannel CRM marketing communications to drive consumer engagement, loyalty, and revenue growth. You will drive customer retention and increase Customer Lifetime Value through data-driven communication strategies. Overseeing the email, SMS, direct mail and clienteling channels (plus new additions for specific markets), you will deliver best in class communications that engage our consumers.  

You will drive loyalty, evolving our loyalty program designed to elevate engagement, retention, and brand affinity. Influencing brand and markets to develop further opportunities.  

Reporting to the Consumer Marketing Director for Fragrance, you will be part of the Global Consumer Marketing team working across functions, and brands as well as understanding how these interact and work with the rest of the organisation. This role requires a strategic thinker with hands-on experience in CRM platforms, channels, and consumer segmentation, who can thrive in a dynamic, fast-paced environment. 

Managing a team of 4 you will have strong leadership skills to further nurture and grow the talented team and ensure their projects and roadmap aids future development. 

Lead global CRM strategy for Fragrance. 

Define and implement CRM strategy combining storytelling with personalised engagement across all channels. 

Deliver roadmap across acquisition, engagement, retention, reactivation, and loyalty.  

Own and evolve our loyalty/ membership programs to boost retention, advocacy, and CLTV. Partner with brand on annual gifting program, aligned to key moments, brand calendar and consumer lifestage.  

Develop clienteling strategy with brand, retail and markets.   

Define KPIs and build reporting to track CRM, loyalty, and CLTV. 

Monitor RFM for consumers across digital and store level; propose actions to optimise customer segmentation, drive engagement, and maximise retention.  

Oversee the BAU communications.

Regularly present insights, wins, and opportunities to senior leadership.  

Champion the use of zero- and first-party data to deliver personalised communications.  

Manage Puig CRM relationship to reflect niche fragrance needs in the corporate initiatives roadmap.  

Collaborate with Tech, Data, and Product to ensure seamless data capture, integration, and activation. 

Build a high-performing team with a test-and-learn culture.   

Lead CRM steer co ensuring all stakeholders are clear on goals and KPIs and updates are shared regularly on progress.