Senior CRM & Loyalty Manager

Your Journey

At Sweaty Betty, we’re more than just a global activewear and lifestyle brand for women.

We’re also a community that believes fitness is a flip-the-switch trigger for becoming the woman you want. Leggings and sports bras won’t change the world on their own. But with a grab-my-hand, let’s-go-for-it-now spirit, the women who wear them can.

If you want to join us on the next chapter of our adventure, you’re in the right place. This is an exciting opportunity for a Senior CRM & Loyalty Manager to join us on our mission to empower women through fitness and beyond in a team whose focus is keeping customers at the heart of everything we do.

SB Values:

∙ We Really Care ∙ First, Best, Bravest ∙ Our Strength is in Each Other ∙ Stand Up, Speak Up, Shout Out

Your SB Journey:

Sweaty Betty is on an ambitious mission to skyrocket our global digital growth and this role, and team, is fundamental to our digital success. The Senior CRM & Loyalty Manager role will be perfect for an individual who loves diving into the data & the details and is passionate about customer journeys & communications. You will be part of the CRM team of 12 and report into the Head of CRM. We are creative, we want to test and learn, whilst always aiming to improve and drive increased performance from our customers across our global database.

Global Customer Communications Strategy & Planning

• Own the CRM communication strategy across multiple markets, that drives and delivers exceptional trading, growth, and improved retention & lifetime value of our customers.
• Lead & develop our global communications strategy to our amazing customers to support customer retention - multi step, multi-channel programmes that build customer engagement, lifetime value, share of wallet and support our business KPIs.
• Develop a clear segmentation strategy, identifying the key drivers of profitability, loyalty, and churn.
• Embed “Test, Learn & Optimise” into all activity - ensuring we are always building on our knowledge and driving performance with all campaigns.
• Lead the continued development of our loyalty program, built off the back of detailed customer analysis and continually measure performance to drive optimisations across global markets.
• Be responsible and contribute to improvements in repeat purchase and LTV across global markets.

Technology

• Discover & investigate new technology and new tools that can elevate the innovation in our comms and champion channel diversification.
• Develop an in-depth knowledge of our current technology & customer data flows, to be able to discover opportunities to optimise flows, to trouble shoot and solve difficult, sometimes technical problems, as well as to find efficiencies where possible. Work with our ESP / CDP and technical teams to achieve this.
• Source & integrate the data needed to create highly personalised communications and on boarding the other teams required to bring these to life.
• Manage and become the expert in our Customer Intelligence tool, Optimove. Ensure the technology is being used to it full capabilities and that we are continuously innovating our CRM strategies.

Analysis & Insight

• Regularly report on all global CRM marketing activity and share with the wider business. Review these results to create initiatives, optimise and continually improve returning performance.
• Champion our returning customers within the business & report against returning customer targets put in place.
• Work collaboratively with our Data Analyst on insights for our returning customers, lifetime value & frequency reports and campaign results.

People Management

• Managing a team of four & growing, in the delivery of our CRM & loyalty strategy and execution. Drive, inspire and motivate your team by providing clear developmental goals, positivity, and an unrivalled depth of knowledge.

Must Haves

• 6+ years’ experience in similar CRM roles and have in-depth knowledge of CRM customer planning with a large customer base preferably in retail
• A passion for making marketing communications as relevant to customers as possible, personalising content thoughtfully by utilising customer data
• Experience managing a team & working across global markets
• Strong team leadership skills
• Confident challenging the status quo and backing up questions with data
• Advanced experience using email service providers (e.g., Responsys), CDPs & database management platforms
• Experience with budget management
• Advanced excel & data analysis skills
• Excellent communication skills

The Extras

• Generous clothing allowance
• 50% off all Sweaty Betty merchandise
• 23 days holiday, with buy and sell holiday option
• Sample sales
• Company bonus scheme
• Cycle to work scheme
• Monthly Office Meeting
• Generous Company Maternity, Paternity and Adoption Pay and Childcare support
• Discounts at the best Studio Classes
• SB Flexible Working: we currently work flexibly between the office and home. Our focus remains keeping everyone safe and we will continue to review this in line with government guidance

Our D&I Commitment

Our mission is to empower all women.  This means doing more and working harder to make the long-lasting changes necessary to become an inclusive, diverse and actively anti-racist company. We care about our people, our community, our world.  And we want to stand up for what we believe in. 

We want to give our people a platform to use their voice. And actively listen and learn from what they have to say.  This involves focusing on learning, development and progression across the business.  Training our leaders, managers and teams about their rights under our equality, diversity and inclusion policy. And being clear on the responsibilities we hold to each other and our community. It also means being committed to equal employment opportunities. Ensuring we consider ALL applicants for jobs. And work harder to make our job advertising more inclusive. 

Ultimately, we’re working to create a culture and team that represents our customers, our community and our mission of empowerment. We want to celebrate our diversity and the power it gives our team and our business. 

We know we’re on a journey. And far from perfect. But we want to be a part of the solution to the problem. It might not be comfortable or straightforward. But if we weren’t up for doing the hard work and breaking the mould, we wouldn’t be Sweaty Betty.  We are committed to working across our business and with our Internal Diversity & Inclusion Squad to be champions, allies and inclusive, always. Because when we say All, we mean it.