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About the Role
The UK CRM Manager will own the end-to-end CRM process, from customer understanding and lifecycle strategy through campaign execution and performance reporting. This role involves hands-on work across data, digital, and print channels, collaborating with EMEA and international teams. You will be a key contributor to how the UK business understands, retains, and grows its customer base.
Responsibilities
- Develop and execute the UK CRM strategy, ensuring local plans align with the EMEA blueprint while reflecting the specific nuances of the UK consumer.
- Build and maintain comprehensive UK customer personas, blending transactional data with qualitative insight.
- Identify high-value and at-risk segments by analyzing behavioral triggers, product affinities, and seasonal shopping patterns.
- Monitor customer health and sentiment by integrating NPS, reviews, and service feedback into the CRM strategy.
- Track competitor and market activity; propose appropriate responses to maintain L’Occitane’s competitive position.
- Design and optimize end-to-end customer lifecycle programs, with a focus on automated and triggered e-CRM that drives retention, frequency, and lifetime value.
- Plan and execute all UK CRM activity across digital and direct mail channels, managing the full process from briefing through to analysis.
- Manage CRM promotions end-to-end, including discount tracking and redemption performance.
- Work with international teams and external agencies on data plans, targeting, and segmentation.
- Provide stores with training and guidance on local CRM tools and programs.
- Conduct competitive monitoring of CRM communications and marketing emails.
- Build and maintain CRM performance dashboards in Power BI, giving the business real-time visibility into customer metrics and campaign results.
- Translate data into clear, actionable recommendations.
- Forecast CRM-driven sales and product performance to support stock planning and budget alignment.
- Manage CRM budget and P&L tracking; report on activity results and incorporate learnings into future planning.
- Contribute to the identification of basic optimization opportunities, such as improvements in timing, audience targeting, content accuracy, or email setup.
- Continuously conduct competitive monitoring across different channels and levers.
Requirements
- CRM or direct marketing experience, with solid exposure to both digital and data-driven campaign management.
- Experience building and executing customer-first programs.
- Strong working knowledge of CRM reporting and segmentation.
- Familiarity with customer lifecycle journeys, e-CRM automation, and segmentation best practices.
- Comfortable working with budgets, forecasts, and P&L; able to connect CRM activity to business outcomes.
- Strong analytical capabilities to translate complex data into meaningful consumer insights and apply them effectively at a local level.
- Experience working cross-functionally and with external agencies.
- Experience managing or mentoring junior colleagues is an advantage.
- Comfortable working with multiple stakeholders (marketing, digital, creative, local markets) across different countries.
- You work well with local and international teams and build relationships easily across functions.
Skills
- Power BI or equivalent BI tools
- Salesforce Marketing Cloud, Adobe Campaign, Braze, or similar tools
Location
- UK
Work Type
- Hybrid working for Office based staff– 3 days in the office
- Work from Anywhere Policy – up to 4 weeks a year
Experience Level
- Managing a CRM Manager
Benefits
- Discretionary Company Bonus scheme
- Contribution Pension Scheme
- Holiday Allowance – above statutory
- Flexible Bank Holidays
- Enhanced Maternity (20 weeks full pay) and Paternity leave (12 weeks full pay) after 1 year
- Volunteering 1 Day
- Half day leave for Birthday
- One day’s holiday for Newly Weds
- Discount Scheme
- Product allocation
- Company benefits platform
- Cycle to work scheme through Reward Gateway
- Travel Loan through Reward Gateway
- Subsidised health & wellbeing plan
- Long service awards
About the Company
- L’Occitane en Provence is an equal opportunities employer.
- We continuously foster a more diverse and inclusive workplace and organizational culture.
- We are committed to building an environment that is free from discrimination and harassment, where everyone feels respected, valued, and able to grow.
- We seek positive-minded individuals who embody our core behaviours — Trust, Curiosity, Excellence, Impact — and who share our commitment to sustainability.
Equal Opportunity
- We welcome applications from people of all genders, ages, sexual orientations, ethnicities, background, religions, beliefs, ability statuses, and all other dimensions of diversity.
- If you believe your profile is a good match for this position, we invite you to apply even if you don’t fulfil every single listed qualification.