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 to be. 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. 

As Senior CRM & Loyalty Manager, you will be responsible for the delivery of all CRM and loyalty activity globally, including the line management of the Retention team. Harnessing the capabilities of Braze and other key platforms, you will take charge of crafting and executing multi-channel communications that ensure every customer interaction is personalized and impactful, with a special focus on enhancing our loyalty program. This role reports into the Growth Director to drive the business forwards and opens doors to working across a range of marketing channels, delving deep into our customer database, and focusing on driving increased customer participation, value, and retention.

SB Values:

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

Your SB Journey:

What You’ll Be Doing

• Own and develop a comprehensive global communications strategy that spans multiple channels, including lifecycle, BAU, triggered, and transactional emails.  
• Lead the team in utilizing Braze and Dynamic Yield to deliver personalised experiences while enhancing repeat purchases and customer lifetime value, ultimately supporting customer retention and our business KPIs.
• Work closely with the customer data team to develop a clear segmentation strategy, identifying the key drivers of profitability, loyalty, and churn.
• Ensure email content, design and delivery are continuously optimised for maximum return.
• Work closely with other departments (Brand, Marketing, Customer analytics, Digital, Ecommerce and Trade) in order to deliver priority initiatives that meet business objectives.
• Lead the continued development of our loyalty program, with a focus on increasing customer participation, value, and retention and continually measure performance to drive optimisations across global markets.
• Work with stakeholders across multiple teams, to agree and deliver on promotional plans for our loyalty program & other key customer segments (e.g., events, discounts, product promotions, sampling campaigns etc), targeted at specific customer cohorts.
• Manage and become the expert in our Customer Engagement Platform, Braze. Ensure the technology is being used to it full capabilities and that we are continuously innovating our CRM strategies.

Analysis & Insight

• Lead reporting on all global CRM & Loyalty 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.
• Understand the customer data flows of our business, where the data is being sent & seek opportunities to optimise flows & working with our new CEP and technical teams to achieve this.

People Management

• Managing a team of six, 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

• 5+ years’ experience in similar CRM roles and have in-depth knowledge of CRM customer planning with a large customer base preferably in retail.
• Experience managing a team & working across global markets
• Confident challenging the status quo and backing up questions with data
• Proficient in Braze (or similar platforms), with experience in data handling and building multi-channel programs.
• Experience in owning and creating lifecycle campaigns, including automated triggers, or recurring programs.
• Strong understanding of data management, analysis, and reporting, both at a campaign and commercial level.
• Experience in planning and strategizing multi-channel marketing at a campaign and program level.
• Advanced excel & data analysis skills
• Excellent communication skills

The Extras

• Generous clothing allowance
• 60% off all Sweaty Betty merchandise
• 25 days holiday, plus 8 flexible bank holidays
• Sample sales
• 10 days work from anywhere policy
• Company bonus scheme
• Cycle to work scheme
• Health Cash Plan benefit with Medicash available to all Sweaty Betty UK Employees 
• Enhanced Family Leave policy
• Discounts at the best Studio Classes
• SB Flexible Working: we currently work flexibly between the office and home

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 Collective to be champions, allies and inclusive, always. Because when we say All, we mean it.