Director, Loyalty & CRM – Europe
Levi Strauss & Co. · London · £98,500–£130,700 (stated in the posting)
Calling all originals: At Levi Strauss & Co., you can be yourself and be part of something bigger. We're a company of people who like to forge our own path and leave the world better than we found it. Who believe that what makes us different makes us stronger. So add your voice. Make an impact. Find your fit and your future.
About the Job
Reporting to the VP Global Loyalty, this role leads the evolution of Levi's® RedTab loyalty programme and customer engagement strategy across Europe. You will own the European loyalty and CRM strategy, operating plan and performance agenda, defining how Levi's grows and engages its member base across a diverse portfolio of European markets.
Working within the global RedTab framework, you will bring the loyalty proposition to life in locally relevant ways, driving active member growth, engagement, retention, customer lifetime value and member-driven revenue across digital and retail touchpoints. You will lead the European Loyalty & CRM team and collaborate closely with Ecommerce, Marketing, Retail, Analytics, Digital Product and Technology teams to deliver meaningful consumer experiences and measurable commercial impact.
European Loyalty & CRM Strategy
- Own the European loyalty and CRM strategy, operating plan and performance priorities within the global RedTab framework
- Translate global programme direction into regional plans based on European consumer needs, market maturity and commercial opportunities
- Establish clear plans to grow active membership, engagement, retention, purchase frequency and customer lifetime value
- Prioritise investment and resources across markets, customer journeys and audience segments
- Represent European priorities within the global RedTab strategy and roadmap
RedTab Programme Evolution
- Lead the growth and ongoing evolution of RedTab across Europe
- Bring the global RedTab proposition to life in ways that are relevant to European consumers
- Embed RedTab across key brand, product and commercial moments
- Lead European launches and pilots of new benefits, experiences and capabilities
- Balance global consistency with the needs of individual European markets
CRM & Lifecycle Marketing
- Own the European CRM and lifecycle strategy across owned channels including email, app, SMS and push
- Lead customer journeys across acquisition, onboarding, conversion, retention and reactivation
- Define segmentation, personalisation, contact and channel strategy across Europe
- Oversee the regional CRM calendar and align activity with brand, product and commercial priorities
- Develop a strong test-and-learn approach to improve engagement, conversion and incremental revenue
Member Experience & Digital Capabilities
- Define the European member experience across stores, ecommerce, app, customer service and owned channels
- Partner with Digital Product and Technology teams to prioritise required loyalty and CRM capabilities
- Lead European readiness, adoption and execution of new loyalty and CRM capabilities
Omnichannel Engagement, Data & Personalisation
- Partner with Retail teams to improve member identification, enrolment, benefit awareness and stylist engagement
- Lead the European approach to clienteling and member recognition
- Improve the quality and use of first-party customer data
- Partner with Analytics teams to develop actionable segmentation, customer insights and performance measurement
- Ensure loyalty and CRM experiences are connected across digital and retail touchpoints
Performance & Financial Management
- Own European loyalty and CRM targets, budget management and performance reviews
- Define and track KPIs including active membership, identified sales, retention, customer lifetime value, incremental revenue and profitability
- Develop performance frameworks and reporting to support strategic decision-making
- Drive continuous optimisation through data, insight and test-and-learn methodologies
Leadership & Cross-Functional Collaboration
- Lead and develop the European Loyalty & CRM team
- Set clear priorities, accountabilities and operating rhythms across the function
- Partner across Ecommerce, Marketing, Retail, Commercial, Finance, Analytics, Digital Product and Technology teams
- Influence senior European and global stakeholders and align teams behind shared priorities
- Drive cross-functional readiness and execution for key programme launches and initiatives
About You
- 10+ years of experience in loyalty, CRM, lifecycle marketing or customer engagement within large, complex retail or consumer organisations
- Experience operating at Director level or leading work of comparable scale and complexity
- Proven track record of driving measurable growth through loyalty and CRM programmes in a multi-market consumer or retail business
- Deep expertise in lifecycle marketing, segmentation, personalisation and owned-channel engagement strategies
- Strong understanding of loyalty economics, customer lifetime value and incrementality
- Experience leading omnichannel programmes across ecommerce and retail environments
- Familiarity with CRM, CDP, loyalty and customer data platforms
- Strong commercial, analytical and communication skills, with the ability to translate insights into action
- Demonstrated leadership experience, influencing senior stakeholders and driving alignment across matrixed international organisations
- Experience leading and developing high-performing teams
- Experience working across European markets and navigating regional complexity
This is a hybrid position based at our London, Great Marlborough Street office. You will be expected to be in the office three days per week, though time in the office may vary depending on business needs.
The expected starting salary range for this role is £98,500 - £130,700 per year. The amount an employee will earn within the salary range will be based on factors such as relevant education, qualifications, performance and our needs. Salary ranges may vary by location and currency.
Levi Strauss & Co. (LS&Co.) offers a total rewards package that includes base pay, paid leave, product discounts, and more designed to help you and your family stay healthy, meet your financial goals, and balance the demands of your work and personal life. Available benefits and incentive compensation vary depending upon the specifics of the role; details relating to a specific role will be made available upon request. Read more about our benefits here.
LS&Co. is an affirmative action and equal employment opportunity employer. We welcome and value people from diverse cultures, backgrounds, and experiences to make LS&Co. a collective success.
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