Head of Loyalty

Solihull, West Midlands
Up to £50,000 per annum + benefits
28 Feb 2019
28 Mar 2019
B2C, Retail
Business Type
Brand / In-house
Senior Manager
Contract Type


Reporting to the Relationship Director, as Head of Retention/ Loyalty, you will be responsible for optimizing acquisition and in-life strategies as well as developing and delivering Gymshark’s loyalty proposition and programmes.

You’ll work closely with the Head of CRM to exploit and optimize our CRM capabilities to drive customer growth (including returning customers), engagement and lifetime value.   

 As part of the wider senior Marketing Team you will work collaboratively to deliver both long-term strategic objectives as well as delivering short-term trading goals.   You will lead a team of marketing professionals (from exec to manager) but your expertise and enthusiasm for in-depth customer and business insight will also see you work closely with our Events, Product, Trading, Brand, Tech, CE and Insight teams


  • Putting customer at the forefront of everything you do
  • Manage the in-life subscriber contact strategy, ensuring we have effective, targeted and timely communications across the entire customer lifecycle that drive subscriber engagement, loyalty and LTV
  • Develop robust loyalty propositions across the engaged customer base - including tracking/ reporting methodology as well as monitoring CRM industry innovations and best practice to continually enhance
  • Serve as the voice of the customer - work with the Head of CRM to lead the optimisation and delivery of the Customer CRM strategy plan, both promotional and operational messaging (across all territories) whilst also leveraging new technologies in order to drive retention, engagement and loyalty
  • Develop great knowledge of each CRM channel and understand how they interlink with each other in order to contribute to successful customer journeys.
  • Working closely with internal analysts/ Insight team to report, analyse and understand business & campaign performance and customer findings - identify trends/ key learnings to action to the business on a weekly basis
  • Connect across different areas of the business and understand how CRM can help add value and deliver overall business targets
  • Provide support and development of team (set clear goals, conduct regular review meetings, provide feedback, refine development plans, assess and so on)
  • Manage the implementation of surprise and delight initiatives/ loyalty programmes with a focus on sign up, conversion, member benefits, promotion fulfilment, program reporting, performance and evolution
  • Management of CRM loyalty budget
  • Ensure the fulfilment/extraction of campaign data meets GDPR/PECR regulations as well as applying data governance rules across customer campaign selections
  • Work closely with the wider Relationship team (Head of CRM, Analytics and App team) to contribute to the overall team objectives
  • Managing Relationship Director’s expectations
  • Management of all external CRM agencies/ 3rd parties


  • 5 years+ experience in a senior managerial position (Senior Manager, Head of, Director)
  • Extensive customer loyalty, data segmentation, lifecycle management and CRM experience
  • Understand the impact of customer targeting and segmentation and constantly keep the customer at the front of every campaign.
  • Extensive experience working with large data sets and possess superior analytical skills to track and manage performance and the application of segmentation, be comfortable interpreting data and translating that into customer campaigns including the analysis and reporting to all levels (including Directors and Chiefs) 
  • Experience working cross-channels (DM, SMS, TM, Email, Mobile Push vs In-App)
  • Management of 3rd party agencies
  • Budget management 
  • Commercially and business aware
  • You’re a ‘natural retailer’; obsessed with delivering your promise to customers
  • Have a proven track record as a commercial leader, who understands brand and customer (shopper)
  • Understand how to build team to maximise output in retention activity where a mix of skill / talent types is required
  • Are a ‘subjective’ thinker in terms of ideas, following your instinct, but you’ll be used to using internal/external data to underpin your ideas with confidence
  • You are independent, self-directed but able to work and lead a team of creative individuals (including effectively navigating and collaborate cross-functionally)
  • Have excellent interpersonal skills and the ability to persuasively sell ideas