As the CRM and Loyalty Manager, you will play a pivotal role in driving customer retention and repeat purchase rates. You will own and develop the CRM strategy across existing channels (brochures and email marketing), while also launching new initiatives such as a Loyalty/Membership programme and expanding into new channels like SMS, WhatsApp, and any others you believe will supercharge our growth. While customers may first discover Loaf through our gorgeous home accessories, your goal will be to ensure they continue to return for our expanding product range - and will think of us when the time comes to find their dream sofa.
The Job:
Email Marketing:
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Lead the development and execution of email marketing campaigns, including both broadcast and automated workflows, to engage customers and drive retention.
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Develop customer segmentation strategies to ensure personalised, timely, and relevant email communications across various touchpoints.
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Track and optimise email performance, improving key metrics such as open rates, CTR, and conversion rates to drive customer lifetime value.
Direct Mail:
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Collaborate closely with the creative team to influence the strategy and content of Loaf's brochures, ensuring they align with CRM goals and customer segmentation strategies.
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Develop strategies to personalise brochure content based on customer segments and purchasing behaviour to enhance their impact on retention and repeat purchases.
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Analyse the performance of direct mail campaigns, using customer data to refine targeting and content for maximum ROI.
Loyalty & Membership Programme:
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Working together with the CCMO and Head of Performance Marketing, design and implement a Loyalty/Membership programme to drive customer engagement, retention, and lifetime value.
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Define programme benefits and rewards that align with customer needs and Loaf's business objectives.
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Monitor programme performance, analyse customer behaviour, and make data-driven decisions to optimise its success.
Channel Expansion:
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Lead the strategy and execution for new CRM channels such as SMS and WhatsApp, ensuring these integrate seamlessly with our existing CRM efforts.
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Experiment with and evaluate other emerging CRM channels to find new ways of reaching and engaging with our customers.
Data-Driven Marketing:
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Collaborate with the data team to leverage customer insights and analytics to inform the CRM strategy, including the use of customer surveys.
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Use customer data to refine segmentation, lifecycle marketing, and retention tactics.
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Regularly report on the effectiveness of CRM and loyalty campaigns, identifying opportunities for improvement.
Collaboration & Leadership:
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Work closely with cross-functional teams, including Marketing, E-commerce, Creative, and Data, to ensure CRM and Loyalty initiatives are aligned with broader business goals.
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Oversee external platforms and technology partners as needed to support the execution of CRM and Loyalty campaigns.
What we're looking for
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Proven experience in CRM management, ideally within a retail or e-commerce environment.
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Strong knowledge of email marketing platforms and CRM tools. Experience with Ometria is a plus.
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Experience with SMS/WhatsApp marketing.
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Track record of successfully developing and executing retention-focused strategies.
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Experience launching or managing Loyalty/Membership programmes.
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Data-driven with the ability to interpret customer insights and campaign performance.
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Excellent communication and project management skills.
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Passionate about creating outstanding customer experiences and growing customer lifetime value.
What we offer
Benefits include:
● 25 days holiday plus bank holidays, increasing by 1 day each year for 3 years
● Enhanced family leave policy
● Staff discount and friends and family
● Healthcare Cash Plan
● EAP Programme
● Other discounts for shopping
● Cycle to Work Scheme
● Half a day for Christmas shopping
● Death in service - 4 times annual salary
What's it like working at Loaf?
We are a forward-thinking, friendly bunch committed to building a fabulous company with brilliant people. The customer is at the heart of everything we do and we are always striving for better, more efficient ways to deliver to the highest standard.
As a business, we are working really hard to be inclusive. No matter what identity or background, we want everyone to feel welcome in a place where we can all be ourselves.
We would love you to join us on our journey.
Please note that due to a high number of applications we are currently receiving we are
unfortunately not able to provide individual feedback to every candidate at this stage of the process. If your application is successful, one of our Loafers will reach out to you.