Customer Engagement & Loyalty Lead

Customer Engagement & Loyalty Lead

Job Type: Perm
Salary: DOE
Location: Hybrid/WFH
Consultant: Mags Rendle

The Organisation:

The Digital Recruitment Company is partnering with a leading multi-site consumer brand operating across the UK & Ireland. This is a large-scale, fast-paced organisation recognised for its strong culture, award-winning marketing team and ongoing investment in digital transformation.

The business continues to innovate across digital, product, and customer experience, creating new opportunities to drive deeper personalisation, loyalty, and long-term customer value. You will be joining a forward-thinking brand that encourages creativity, collaboration and high performance, with genuine opportunities for progression.

The Role:

Our client is looking to hire a talented and ambitious CRM Lead to own and deliver the brand’s lifecycle and retention strategy across all digital channels.

This is a key hire within the marketing team, responsible for shaping and executing the CRM vision, driving personalisation, segmentation, and customer journey optimisation across app, web, kiosk, and email.

You’ll be the architect of the CRM strategy - driving lifecycle marketing, personalisation, segmentation, and tokenisation across all digital channels.

Your role will blend creative brand thinking with data-led precision to ensure every customer interaction is timely, relevant, and valuable. You’ll work cross-functionally with marketing, product, tech, and operations to champion the app, kiosk, and web experience, ensuring every touchpoint drives engagement, retention, and lifetime value.

You will also partner with our tech and operations teams to champion the app experience and elevating the guests’ end-to-end experience to be seamless and personalised.

And you will deliver this whilst maximising revenue and sustainable profit growth for the brand over time.

Purpose of the Role

To lead the customer relationship and loyalty strategy across all owned digital channels; app, web, kiosk and email - driving retention, engagement, and lifetime value. This role sits at the intersection of brand, data and digital experience, ensuring that every interaction deepens customer connection and commercial performance.

What you’ll do

• Define and deliver the end-to-end CRM, loyalty, and digital customer experience strategy across the UK & Ireland - spanning onboarding, engagement, retention, and reactivation.
• Lead customer lifecycle marketing, personalisation, and segmentation programmes, applying data insights, AI tools, and behavioural science to deliver relevant, high-impact communications that drive frequency and loyalty.
• Evolve and manage the company’s Rewards Arcade and future loyalty propositions, ensuring they deliver measurable value for customers and the brand while driving incremental revenue and engagement.
• Champion digital customer experience across app, kiosk, web, and email, partnering with Product, UX, and Tech to ensure journeys are seamless, emotionally resonant, and conversion-focused.
• Develop and optimise customer journeys to support tokenisation and increase identifiable customer interactions, using insights to remove friction and enhance satisfaction.
• Partner with the Performance Marketing Lead to connect acquisition and retention strategies for a unified, insight-led customer journey.
• Collaborate cross-functionally with Product, Tech, and Operations to embed CRM and loyalty within the wider digital ecosystem - from menu design to ordering and fulfilment.
• Lead a test-and-learn culture across lifecycle, loyalty, and digital CX - including experimentation in personalisation, offers, and messaging, through A/B and multivariate testing.
• Oversee campaign delivery across CRM platforms (e.g., Braze), ensuring timely, accurate, and brand-aligned execution with a strong focus on data hygiene and compliance.
• Use customer insight and data activation to design and deploy interventions that deepen engagement, increase visit frequency, and maximise lifetime value.
• Produce clear, actionable reporting on CRM, loyalty, and CX performance, translating results into strategy and sharing insights with senior stakeholders.
• Manage and mentor a cross-functional team and agency partners, building a culture of curiosity, accountability, and commercial impact; ensure output is strategically aligned and operationally efficient.
• Represent CRM, loyalty, and digital CX at leadership forums - owning customer metrics, ROI, retention KPIs, and the role’s integration across marketing and digital functions.
• This role sits at the intersection of brand, data, and customer insight - ideal for a marketing leader who blends emotional storytelling with commercial rigour to create experiences customers love and return for.
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What we are looking for:

• 6+ years’ experience in CRM, loyalty, or customer engagement  -  ideally within QSR, retail, or app-led businesses.
• Proven track record in scaling CRM and loyalty programmes that drive measurable commercial outcomes and customer lifetime value.
• Deep understanding of CRM platforms (Braze preferred), campaign management workflows, and customer data architecture.
• Strong analytical and data-literate mindset, with experience in segmentation, personalisation, A/B testing, and performance tracking.
• Demonstrated ability to translate insight into action  -  turning customer data into meaningful, emotionally resonant digital experiences.
• Solid grounding in behavioural science, customer psychology, and UX principles, with the ability to apply them to CRM and loyalty tactics.
• Excellent communication and storytelling skills  -  capable of simplifying complexity and presenting commercial impact to senior stakeholders.
• Highly collaborative and cross-functional, experienced in partnering with creative, product, tech, data science, and commercial teams.
• Natural leader and mentor, able to inspire and influence across disciplines while building strong agency and internal relationships.
• Strong commercial acumen, understanding how to balance customer experience with profitability and brand consistency.
• Confident in copy and creative review, with instinct for tone, clarity, and emotional engagement that aligns to brand.
• Basic coding knowledge (HTML/CSS) – desirable for troubleshooting and collaborating with tech teams.
• Familiarity with design tools (e.g., Photoshop or Canva) – desirable for creating or adapting campaign assets.

Experience

• This position combines creative thinking, strong commercial acumen, passion for food and data, and focused action to scale the next chapter of loyalty and lifecycle marketing
• Proven track record in delivering CRM and lifecycle programmes that drive measurable uplift in retention, engagement, and lifetime value.
• Experience working in an agile environment, with a test-and-learn culture, and a demonstrated understanding of CRM KPIs as well as direct experience in A/B and multivariate testing.
• Hands-on experience managing complex, multi-channel customer journeys across app, web, kiosk, and email, using segmentation and personalisation at scale.
• Experience working with technology teams and a proven record of successfully collaborating to deliver new features, products, or customer experience improvements to market.
• Comfortable using behavioural science insights and customer psychology to influence campaign design and decision-making.
• Able to cut through jargon and speak fluent “consumer” while keeping our brand and menu vision at the heart of all CRM activity.
• Skilled at managing agencies, including briefing, challenging, and ensuring alignment with strategic goals.
• Proficient with CRM and marketing automation platforms (Braze preferred), analytics tools (e.g., Google Analytics 4), and relevant martech solutions.
• Highly collaborative, with strong relationship-building skills across creative, product, tech, and commercial functions.
• You are passionate about the customer and a CRM Lead today - but have the potential to grow into a Head of Digital Growth in the future.

This is a career much more than just fantastic earning potential. They reward achievement with amazing incentives and benefits, including:

• Flexible, hybrid working with our Restaurant Support Centre located in Woking, Surrey – a 24-minute train ride from London Waterloo. Depending on job requirement, travel across the UK & Ireland may be required.
• Generous pension with up to 11% company contribution.
• 1pm Finish every Friday
• Live Well Days - 5 days per year to disconnect from our day-to-day (in addition to 25 days annual leave and bank holidays).
• You can buy or sell up to 5 extra days of your core annual leave allowance each year.
• After 5 years’ service, annual holiday allowance increases to 30 days.
• Bonus – We work hard and do our best work to succeed together. When the company and individual goals are reached, you’ll be rewarded through our bonus scheme.
• Wellness– We want you to be your best self, so you’ll have access to lots of wellbeing initiatives and programmes, including Telus Health, and 1:1 Mental Health coaching sessions with our partner Sanctus.
• Private healthcare, including access to Digital GP, with the option to increase to include family cover.
• Flexible and Voluntary benefits including Dental Insurance, Health Screening and Gym Discounts.
• Insurances – All colleagues are covered by our life and income protection insurance which provides protection and peace of mind.
• Study Support may be available for job-related qualifications.
• Parental Leave – We offer enhanced paid leave and flexible return to work options for those important times.
• Colleague Discount – You’ll received a 25% discount.

What’s in it for you:

• Whoever you are and wherever you’re from, this is a place where you can bring your authentic self to work.
• Their promise is simple: every person who applies for a role here—regardless of age, background, ethnicity, gender, ability, religion, or sexual orientation—will have an equal opportunity. They don’t just welcome applications; They actively encourage individuals from underrepresented groups across all industries to apply.
• If you’d like any additional support during the application process, have a disability or condition that may affect your performance, or have any other requirements, just let then know. We’re here to help you be your real self.
• If you’re ready to be part of their community, now’s the time to apply.
• Worried you aren’t ticking all the boxes?  Don’t - we’d still love to hear from you

The Digital Recruitment Company is an Employment Business for interim, contract and temporary recruitment and acts as an Employment Agency in relation to permanent vacancies.

To apply for this role please contact us at:

Mags Rendle

0203 640 2133

mags@digitalrecruitmentcompany.com

www.digitalrecruitmentcompany.com