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About the Role
Lead Broadcast communications strategy at Beauty Pie to maximise customer communication performance across US, UK, and Ireland markets using segmentation, personalisation, and testing to increase engagement, sessions, and revenue.
Responsibilities
- Lead the Broadcast communications strategy and contact plan across markets, aligning campaigns with commercial priorities, customer needs and trading activity.
- Develop targeted communication strategies using customer segmentation, behaviour and purchase history to improve relevance and performance.
- Develop promotional strategies for members and guests, identifying the right offers, audiences and communication approaches to drive acquisition, conversion, repeat purchase and member value.
- Oversee campaign planning for BAU communications, promotions, product launches and new market go-to-market activity.
- Ensure every campaign is connected to the right landing experience across web and app, working with Editorial, Creative Studio, E-commerce and Brand to deliver a consistent end-to-end customer experience.
- Experience developing and managing modular email design systems and reusable templates, balancing flexibility and personalisation with efficient campaign production, consistent brand execution and quality across markets.
- Oversee the performance of all Broadcast communications, identifying opportunities to improve engagement, sessions, conversion and revenue.
- Establish clear performance reporting and translate insights into actionable recommendations that improve future campaigns.
- Review the end-to-end campaign experience, from message and offer through to landing page and purchase, identifying and addressing barriers to conversion.
- Evaluate promotional performance across member and guest audiences, assessing commercial impact and identifying opportunities to improve offer effectiveness and profitability.
- Own the testing roadmap, developing clear hypotheses across segmentation, creative, messaging, offers, frequency, timing and channel mix.
- Ensure tests are properly evaluated, with clear learnings and recommendations to inform future strategy and quantify commercial impact where possible.
- Build a disciplined test-and-learn culture, scaling successful approaches across campaigns and markets.
- Work closely with Data and Analytics to strengthen customer segmentation, campaign reporting and performance measurement.
- Use customer and campaign data to understand differences in performance across segments, markets and channels, identifying opportunities for growth.
- Ensure decisions are grounded in evidence, with a clear understanding of what is driving results and where to focus next.
- Lead, coach and develop the CRM Manager and CRM Executive, setting clear priorities and maintaining high standards of planning, execution and analysis.
- Work cross-functionally with Trading, E-commerce, Brand and Data to align communications with wider business priorities and deliver a joined-up customer experience.
Requirements
- Significant experience in CRM, email marketing or customer engagement, ideally within D2C, retail or e-commerce.
- Proven ability to use customer communications to drive engagement, sessions, conversion and revenue.
- Experience developing targeted campaigns using customer behaviour and purchase data.
- Strong analytical skills, with experience developing testing roadmaps, evaluating results and translating insights into action.
- Understanding of how communications, landing pages and on-site experiences work together to influence performance.
- Experience with CRM platforms such as Iterable, Braze, Bloomreach or Klaviyo.
- Experience managing and developing team members, prioritising workloads and driving high-quality execution.
- Ability to influence cross-functional teams, challenge constructively and build strong working relationships.
Skills
- CRM
- Email Marketing
- Customer Engagement
- Segmentation
- Personalisation
- Testing
- Analytics
- Iterable
- Braze
- Bloomreach
- Klaviyo
- Leadership
- Stakeholder Management
Location
- Central London
Work Type
- Hybrid
Experience Level
- Senior
Benefits
- Free membership to Beauty Pie+
- Additional percentage off Beauty Pie products
- 25 days holiday
- Birthday off
- Flexible bank holidays
- Equal leave for all new parents
- Private Medical Insurance
- Menopause support
- $2,500 to spend on fertility journey after 2 years of service
- 10 therapy sessions through AXA PPP
- Access to mental health support through Spill
About the Company
- Beauty Pie is an inspirational, international and talented team.
Equal Opportunity
- The company will not unlawfully discriminate on grounds of gender, sexual orientation, marital or civil partner status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability or age, pregnancy or trade union membership.
- Please contact the Talent Acquisition team for any reasonable adjustments.