CRM & Loyalty Manager

CRM & Loyalty Manager

This role can be based at either our Livingston Head Office or our Central London Head Office

However, we do aim to be as flexible as possible and there is potential for this to be a remote role with travel.

About the role

We’re excited to offer a fantastic opportunity to join schuh’s CRM team as our new CRM & Loyalty Manager.

This newly created role supports the continued development and optimisation of schuh’s CRM strategy and our successful loyalty programme, THE SCHUH CLUB. Reporting to the Senior CRM & Loyalty Manager, you’ll play a key part in shaping the future of how we connect with our customers.

As CRM & Loyalty Manager, you’ll collaborate closely with teams across CRM, digital marketing, CX, retail, and IT to align CRM and loyalty initiatives with wider business goals. Your focus will be on delivering best-in-class customer experiences through engaging campaigns, customer journeys, digital and in-store projects, training and more.

We’re looking for someone with 3+ years of experience in CRM and/or loyalty programmes, with hands-on knowledge of Salesforce marketing tools, Movable Ink, and personalisation strategies. You’ll be a positive, proactive team player who enjoys getting stuck in as much as thinking strategically. We are looking for a self-starter ready to grow their skills and make an impact in a fast-paced, customer-focused business.

MAIN DUTIES & RESPONSIBILITIES:

• Own the end-to-end delivery of CRM and loyalty lifecycle journey campaigns from strategy and ideation through to briefing, testing, building, and execution
• Drive the development and application of personalisation, including leading the use of Movable Ink and overseeing messaging and personalisation across loyalty touchpoints on the website
• Develop and expand on the technical knowledge of CRM & Loyalty tools (including Salesforce Marketing Cloud, Salesforce Loyalty Management and Movable Ink)
• Periodically refresh CRM and loyalty creative to ensure relevance and alignment with brand and campaign objectives
• Align CRM and loyalty activity with the wider marketing calendar and business goals
• Lead multivariate testing (MVT) planning and implementation across CRM and loyalty campaigns to drive performance improvements
• Support campaign, loyalty, and project reporting, including performance metrics, learnings, and optimisations
• Manage campaign and technical documentation and ensure it is up-to-date and accessible
• Lead CRM communications to the wider business, with a focus on aligning with Retail and CX teams
• Contribute to CRM reporting using Google Analytics (GA) and internal reporting systems
• Troubleshoot and resolve CRM and loyalty-related issues across platforms and campaigns
• Jointly manage relationships with external CRM and loyalty partners, platforms, and agencies
• Stay informed on industry trends, innovations, and competitor activity
• Work collaboratively with the wider CRM team to deliver key KPIs, including revenue, gross profit, loyalty adoption and retention, purchase frequency, lifetime value (LTV), and average order value (AOV)
• Share and present performance insights and knowledge to promote the impact of CRM and loyalty across the wider business
• Support customer research initiatives and contribute to market expansion strategies as required

The right candidate will be:

• Both strategic and hands-on, comfortable switching between planning and execution
• Enthusiastic to learn and keen to get stuck in
• Positive and solution-focused, seeks workarounds when challenges arise
• Confident in generating and sharing new ideas
• A strong team player who is also a proactive self-starter
• Data-driven, with experience in customer and performance analytics
• Detail-oriented, with a methodical approach to testing and optimisation
• A clear and confident communicator, able to work collaboratively across teams
• Organised and capable of managing multiple projects and priorities
• Comfortable presenting to stakeholders at various levels
• Eager to grow their technical CRM and loyalty knowledge
• Creative in their problem-solving and campaign thinking
• Willing to travel regularly

Essential

• 3+ years experience in CRM and/ or loyalty
• Experience with Salesforce Marketing Cloud or other ESP (email service provider)
• Experience in CRM and email marketing
• Experience with CRM journey building and testing
• Experience with CRM analytics and reporting
• Experience with segmentation strategies
• Experience in email personalisation tools and logic, such as Movable Ink

Desirable

• A degree in a relevant discipline
• Working knowledge of HTML and AMP script
• Loyalty programme experience
• Experience with businesses associated with a youthful target audience and or a retail organisation

About the perks/benefits

• Up to 40% product discount for you and your loved ones
• Up to 34 days holiday (including bank holidays)
• PLUS your birthday off to celebrate you
• Flexible working hours and hybrid working options
• Perk platform for hundreds of discounts
• Manage, save and access your wages as you earn them to get paid your way
• Employee assistance programme to support your wellbeing through resources, helplines and Virtual GP services
• A pension scheme to help you save for the future
• Development and progression opportunities across stores and Head Office
• A paid volunteering day and opportunities to be a part of our company Purpose Groups

About schuh

At schuh we are the ‘Same but different’.

By embracing diversity and promoting inclusivity, we aim to empower our people to be fiercely and unapologetically themselves.

This means you will support our commitment to diversity, equality and inclusion, and ensure that colleagues and customers from all backgrounds, beliefs and communities are treated fairly.

We are committed to providing reasonable adjustments to support disabilities or health conditions. Please let our talent team know of any adjustments needed during the hiring process.

Our Talent Acquisition Team will work as quickly as possible to review your application. In the meantime, if you have any questions or would like any additional information at all, please contact [email protected]