Head of CRM and Loyalty

By clicking Apply, you'll be taken to the Via website to complete your application. This doesn't guarantee you'll be matched to this specific role - Via reviews every application (AI first, then a human checks the fit) and shortlists the right candidates. Your profile also stays active for other relevant roles on the platform, and stays anonymous until you match. It takes just a few minutes. Salary: £100,000–£115,000 per year Bonus: Up to 30% Location: Milton Keynes Working arrangement: Hybrid – minimum 1 day per week in the office About the opportunity Via is partnering with a leading UK consumer brand looking for a Head of CRM, Loyalty & Digital Experience to lead its customer engagement, retention and digital strategy. You'll shape how customers interact with the brand across digital channels, using personalisation, loyalty programmes and data-driven innovation to increase engagement, order frequency and revenue. This is a senior leadership role with responsibility for strategy, commercial performance, digital innovation and developing high-performing teams. What you'll be doing

• Lead CRM, loyalty and digital experience strategies to improve customer retention, engagement and lifetime value
• Deliver personalised customer journeys across email, app, web, SMS and other channels
• Develop and optimise loyalty programmes, customer segmentation and marketing automation
• Own the digital experience roadmap, improving customer journeys and conversion rates
• Use customer insights, analytics and A/B testing to identify growth opportunities
• Drive innovation through AI, machine learning and personalisation technologies
• Partner with Marketing, IT, Digital and commercial teams to deliver strategic initiatives
• Manage CRM technology, external agencies and technology partners
• Build and lead multidisciplinary teams, setting clear objectives and performance targets
• Influence senior leadership and franchise stakeholders on customer experience priorities What we're looking for
• 10+ years of experience across CRM, loyalty, digital experience or customer engagement
• Proven leadership experience developing CRM and loyalty strategies
• Strong understanding of customer retention, lifecycle marketing and personalisation
• Experience managing omnichannel customer engagement across digital platforms
• Commercial focus with experience improving customer lifetime value, conversion and revenue
• Strong knowledge of CRM, loyalty and marketing automation technologies
• Experience using analytics, customer insights and experimentation to improve performance
• Proven ability to lead teams and influence senior stakeholders
• Experience collaborating with Marketing, Product, Technology and commercial teams
• Strong strategic thinking with a hands-on approach to delivery Experience within retail, eCommerce, hospitality, food delivery, travel or other consumer-facing businesses would be particularly relevant. Useful additional experience
• Large-scale consumer loyalty programmes
• Customer data platforms (CDPs)
• Mobile app engagement and retention
• AI-driven personalisation
• Conversion rate optimisation (CRO)
• Digital product strategy
• Franchise or multi-site businesses Why apply?
• £100,000–£115,000 salary plus up to 30% bonus
• Hybrid working – minimum 1 office day per week
• Pension and life insurance
• Medical and dental cover
• 25 days' holiday plus bank holidays
• Significant ownership of CRM, loyalty and digital strategy
• Opportunity to drive innovation within a major consumer brand