Head of CRM - GB & Ireland

About the role

An exciting opportunity has arisen for a Head of CRM within the Commercial Excellence Team.

The Head of CRM will be responsible for developing and implementing the company’s CRM strategy to maximize customer acquisition, retention, and engagement. This role requires a strategic thinker with a deep understanding of CRM systems, data analysis, and customer lifecycle management. With a customer-centric approach, the Head of CRM will drive customer loyalty and business growth through innovative CRM practices. This position also involves developing and leading a high-performing and collaborative team.

Key Accountabilities

Strategic Leadership:

• Develop and execute a comprehensive CRM strategy aligned with the company’s business objectives.
• Lead the CRM team to deliver exceptional customer experiences and loyalty.
• Collaborate with cross-functional teams (Marketing, Sales, Customer Service, IT) to ensure seamless integration of CRM initiatives.
• Promote a customer-first mindset across the organisation to ensure every department understands the importance of customer satisfaction and loyalty.

CRM Management:

• Oversee the selection, implementation, and maintenance of CRM systems and tools to create a 360-degree view of the customer for personalised and targeted approaches.
• Ensure data integrity and accuracy within the CRM system.
• Continuously assess and optimise the CRM system to meet evolving business needs.
• Implement industry best practices for CRM management, including regular system audits, data cleaning, and user training.

Customer Insights and Analysis:

• Analyse customer data to identify trends, behaviours, and opportunities for personalised engagement.
• Develop and implement customer segmentation strategies to tailor marketing efforts.
• Utilize data-driven insights to inform decision-making and improve customer experiences.
• Examine data related to customer journey across channels.  Identify all sources of data mapping from point of capture to collection to use of data (targeted use / reporting)
• Analyse customer data entities and attributes captured during the Customer lifecycle, focusing on the prospect for customers and the digital selling handoffs.
• Pricing and promotion analysis, strategies, execution, and management.

Campaign & Data Management:

• Design, execute, and monitor targeted CRM campaigns to drive customer engagement and conversion.
• Measure the effectiveness of CRM campaigns and initiatives, and optimise based on performance metrics.
• Incorporate data protection and e-Privacy (electronic direct marketing and cookies) regulatory requirements (e.g., GDPR) and cybersecurity measures into CRM.
• Adherence to the requirements of the incoming EU AI Act, where applicable (including Risk model assessment).
• Ensure compliance and documentation with industry standards and best practices for data collection and control / handling, and data security.

Customer Lifecycle Management:

• Develop and implement strategies to enhance customer journey stages from acquisition to retention and loyalty.
• Create programs to improve customer onboarding, engagement, and advocacy.
• Identify and address potential churn risks with proactive retention strategies.
• Prioritise mobile optimisation, accessibility and responsiveness to cater for an increasingly mobile user base (internal Sales/Account teams as well as Customers).
• Ensure the UX for mobile devices is intuitive, accessible/inclusive and supports seamless, low-friction navigation paying particular attention to any process hand-offs to external / 3rd party sites/applications

Team Leadership and Development:

• Lead, mentor, and develop a high-performing CRM team.
• Foster a culture of continuous improvement and innovation within the team.
• Set clear goals and performance expectations, and provide regular feedback and coaching.

Best Practices in CRM Management and Business Engagement:

• Develop a customer feedback loop to continuously gather insights and improve CRM strategies.
• Regularly benchmark CRM performance against industry standards and competitors.
• Invest in ongoing training and development for the CRM team to stay updated with the latest CRM technologies and practices.
• Foster strong relationships with key stakeholders to ensure CRM initiatives are well-supported and aligned with business objectives.
• Encourage the use of predictive analytics to anticipate customer needs and behaviours, enhancing personalised marketing efforts.
• Implement robust data governance policies to ensure ethical use of customer data and compliance with all relevant regulations.
• Engage in regular reviews of CRM processes to identify and rectify inefficiencies, ensuring optimal performance.

About you

• ​Proven experience (5+ years) in CRM management or a similar role.
• Strong understanding of CRM systems (e.g., Salesforce, HubSpot) and data analysis tools.
• Relevant experience within an FMCG background with an emphasis on delivering against KPIs and driving profit through system optimisation and implementation.
• Excellent analytical, strategic thinking, and problem-solving skills.
• Demonstrated ability to lead and motivate a team.
• Exceptional communication and interpersonal skills.
• Experience in designing and executing successful CRM campaigns.
• Ability to work collaboratively in a fast-paced, dynamic environment.

• Full job description :
• Head_of_CRM_v2.docx