Global CRM Manager

Purpose of the Role 

You will own and lead the global CRM and Loyalty strategy across all European markets. Your primary mission is to drive sustainable Customer Lifetime Value, Retention, and Conversion by creating exceptional, personalized, and consistent customer experiences across all touchpoints (online, instore, and mobile). 

You will be responsible for defining the strategic roadmap, ensuring seamless execution across all channels, and building, coaching, and mentoring a high-performing CRM team. 

Key Responsibilities 

Strategy & Proposition Development 

• Global CRM & Loyalty Strategy: Define and execute the multi-market CRM strategy (communication & loyalty) covering the entire customer lifecycle (acquisition, retention, reactivation). 

• Loyalty Program Ownership: Translate customer insights, our developed digital north star and industry trends into relevant, compelling loyalty propositions that drive membership growth, engagement, frequency, and conversion. 

• Personalization and localization: Use Bloomreach Engage to personalize and localize and adapt CRM initiatives (campaigns, loyalty mechanics). 

Lifecycle & Campaign Execution 

• Lifecycle Management: Own key automated customer journeys (welcome, win-back, VIP, loyalty) and ensure they are personalized, timely, and impactful across all channels (online and in-store). 

• Multi-Channel Execution: Design and deliver sophisticated multitouch CRM campaigns (email, app, SMS, push, instore communications) that drive traffic and commercial results. 

• Data Health & Compliance: Manage segmentation, behavioral profiling, data quality, and database growth. Oversee compliance with data privacy regulations (e.g., GDPR) across all markets. 

Leadership, Insights & Optimization 

• Team Leadership: Lead, coach, and mentor the CRM/Loyalty team members (marketers, email specialists, data analysts), driving performance, effective workflows, and continuous improvement. 

• Reporting & Insights: Define and track core KPIs (LTV, Retention Rate, Frequency, Churn, AOV). Conduct rigorous A/B testing and campaign optimization, generating actionable insights for senior stakeholders. 

• Budget Ownership: Define, allocate, and monitor the CRM budget, ensuring a clear and measurable ROI for all initiatives. 

• Innovation: Continuously track new CRM technologies, customer behavior trends, and competitor activities to maintain Hunkemöller’s leadership in customer engagement. 

Requirements & Competencies 

• Experience: Minimum 7+ years of progressive experience in CRM and Loyalty, preferably within the premium retail, fashion, or e-commerce sector, including multi-market or global responsibility. 

• Team Leadership: Proven track record of successfully managing, coaching, and mentoring a team of direct reports. 

• Technical Proficiency: Deep understandi