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Role: Global Director of CRM – Fashion & Lifestyle
: Central London
Salary: £80,000 to £85,000
Benefits: Circa 10% bonus, pension, healthcare, life assurance
Term: 12 month maternity cover to start asap.

What would connect a fashion conscious, but price sensitive UK shopper to a billionaire sheik in the UAE region, who doesn’t bat an eyelid at dropping £1m in a single shopping session?

The answer is soon to be – “the global brand loyalty rewards programme you’re going to be devising!”

You see, this isn’t just a baby-sitting position. There are in fact some massive deliverables to meet over the coming year. Much of which is a mix of either worksteams just kicking off, or stuff which needs the strategy devised and delivered for.

You’ll be joining the Global team for an iconic international fashion brand. Taking ownership of the global vision and strategy for customer marketing, loyalty and CRM.

The set up is, the Global team devise the big picture thinking and strategy, connecting things back to the brand and business objectives. Then translates this into a roadmap for regional teams, who in turn put it into action, and operational CRM delivery.

A couple of the programmes you’ll be handling include:

  • Creation of a brand loyalty programme from scratch. It’s the first of its kind for the brand, and needs to successfully appeal and connect with an incredibly diverse customer base. Not just considering regional challenges, but also value, volume and frequency. As the difference between their value focused volume customers and high net worth customers is huge.
  • Define their customer segmentation strategy – work is under way on the models behind this. But the strategy needs creating, as does the modelling roadmap for what to roll out, when and to what regions
  • Customer journey identification and creation – across channels, including retail and online, including the implementation of a new CDP
  • Personalisation strategy for customer communications. Including oversight of the martech tools and future vision for personalisation capabilities through best use of customer data.

You’ll be leading a small team made up of CRM experts and an analyst. In addition will be specialist 3rd party support in the form of a data science and CRM agency who are absolutely top in their field. Who have been working with the business to drive really pioneering thinking in the use of data, modelling and AI in CRM and customer marketing.

To be successful in achieving the necessary outcomes, you need to know how to win though influencing.

With much of the execution done by the regional teams, a ‘partnering’ mentality works really well. Bringing them onboard with the vision and strategies, demonstrating how they tie back to business objectives. Running proof of concepts with them to showcase financial, brand and consumer impacts, leading to full roll outs.

This is an incredible opportunity to join a brand who are breaking new ground through the adoption and embracing of AI, ML and psychographic modelling, to create a truly cutting edge customer marketing programme. With you responsible for all the big picture vision and thinking brought to life by the regional teams.


  • Got to have some experience or exposure to working in CRM/Customer Marketing in the fashion/fashion retail space or closely related industries
  • Management Consulting experience highly advantageous, or experience from a loyalty consultancy (e.g. Dunnhumby/Nectar)
  • Experience in creation / defining the strategy and mechanics for a loyalty programme
  • Partnering/influencing mentality. Really effective with packaging up and selling in ideas and strategies to senior leadership
  • Previous team leadership experience
  • Strong CRM/Customer Marketing/Data Driven marketing predigree
  • Content creation experience will be highly advantageous


Want to Apply? Here’s how:

You can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Colin Doree
Head of Recruitment, Marketing, Digital & Data
Blue Pelican
01892 507122


Every application will receive a response.

To learn more about this role, please apply or contact Colin directly on

How to apply

If this position is of interest please send us your CV here, or you can call Colin Doree direct on to discuss this and other vacancies that may suit.

Colin Doree