Head of CRM - London - Varley

Description

Job Description

The Role

We are seeking an experienced Head of CRM to lead the global strategy and optimisation of email, SMS, retail clienteling, direct mail, and referral channels across all markets. This role is responsible for driving both customer acquisition and customer lifetime value.

Reporting directly to the Commercial Managing Director and partnering closely with our brand, content, retail, commercial, and customer service teams, the primary objective is to achieve our commercial targets by elevating the customer experience across every touchpoint. This will be delivered by ensuring all communications are closely aligned, consistent, and optimised for timing, relevance, and reach.

The successful candidate will lead a small but growing CRM team, overseeing platform management, campaign execution, performance analysis, insight presentation, and the identification of new strategies, technologies, and opportunities to drive business growth.

This is a hands-on, data-driven, and highly cross-functional role that requires a deep understanding of our customers, product collections, and brand. As our use of discounts and clearance activity is strategically limited, audience segmentation and content personalisation will be the primary levers of growth.

Responsibilities

Strategy & Team Leadership:

• Set Varley's global CRM strategy across all channels, aligned with brand and commercial objectives.
• Define CRM principles, priorities and ways of working to ensure consistent scalability across all markets.
• Line-manage and support the CRM Manager, providing clear direction, prioritisation and decision-making support.
• Plan the growth of CRM capability and team resourcing in line with business and retail expansion.
• Own the CRM tech stack and partner ecosystem, acting as senior owner of platforms, relationships, budgets and high-level decisions.

Campaign Deployment & Optimisation:

• Set the CRM approach to brand-led campaigns, ensuring the right audiences, timing and phased rollout across email, SMS, direct mail and clienteling.
• Set the principles that guide segmentation, suppression, frequency and personalisation across campaigns, ensuring communications remain relevant and customer-first.
• Establish a test-and-learn approach to campaign optimisation, ensuring performance is reviewed and learnings inform future planning.
• Oversee the direct mail channel in the US and UK, including the deployment of spend, revenue attribution, ROI and CPA analytics.

Customer Lifecycle & Journeys Automation:

• Set the strategic direction for automated customer journeys, identifying opportunities to improve engagement, retention and loyalty over time.
• Define and prioritise the automated journeys CRM should focus on, based on customer behaviour, intent and potential impact.
• Set clear standards for the quality, relevance and consistency of automated lifecycle communications, ensuring they evolve over time to support long-term customer relationships.

Commercial Performance & Reporting:

• Define how CRM success is measured, including KPIs and clear principles for reviewing and interpreting performance.
• Review CRM performance at a strategic level, using data insight to inform priorities, optimisation opportunities and future investment.
• Own CRM forecasting at a channel and initiative level, providing informed projections to support commercial planning.
• Ensure CRM performance and insights are clearly communicated to senior stakeholders, providing transparency on impact and opportunity.

Retail Support & Clienteling:

• Set the approach for how CRM supports retail, ensuring store-related customer communications are thoughtfully integrated into the wider marketing strategy.
• Ensure clienteling is supported through clear CRM principles, best practices and tools, working with Retail to drive adoption and confidence at the store level.
• Oversee CRM support for key retail moments, such as store openings and activations, ensuring clear alignment and prioritisation.

Cross-functional Collaboration:

• Work closely with Brand, Product, Ecommerce, Customer Service and Retail as a senior, diplomatic partner, aligning CRM priorities with wider business initiatives and supporting teams to achieve their objectives while protecting brand and customer experience.
• Ensure clear communication and visibility of CRM plans and initiatives across the business, particularly around key moments such as category launches and store openings.

Data Strategy & Governance:

• Manage the collection, storage, quality, and activation of customer data within GDPR and international data privacy guidelines.

Experience & skills

• Significant experience leading global CRM programmes and managing teams.
• Experience owning CRM technology and partner ecosystems, including platforms, third-party relationships and budgets.
• Strong commercial awareness, able to balance performance objectives with brand integrity and long-term customer value.
• Confident working with data and reporting to interpret performance and inform decision-making.
• Proactive, self-motivated, and comfortable operating at both a strategic and hands-on level within a fast-growing, evolving organisation.
• Excellent communication and stakeholder management skills, with the judgement and diplomacy to navigate complex cross-functional environments.
• Experience with premium apparel brands, the US market and retail stores is preferred.

Company Values

WE ARE THE SUM OF MANY PARTS

We may have two founders, but we are the sum of many parts. The journey is just as important as the destination. We look after one another. We promote diversity and inclusivity as central parts of the culture we are building. We are less when we don't include everyone. Our successes and our failures we make as a team not as individuals.

WE PURSUE QUALITY IN EVERYTHING WE DO.

We should chase perfection in everything we do. Growth is a result of improvements to every aspect of what we do, not just reliant on an individual or department. We grow together.

WE EMBRACE POSSIBILITY AND PUSH BOUNDARIES:

We believe that there are no limits to what we can achieve. We encourage innovative thinking, pushing boundaries, and embracing new possibilities. We constantly challenge ourselves to think beyond the ordinary and create extraordinary outcomes.

DATA-DRIVEN DECISIONS AND PURPOSEFUL ACTIONS:

We base our decisions and actions on data and reason, not on hope. We prioritize and justify our choices through thoughtful analysis. We think before we act, understanding the impact of our actions.

OUR BRAND IS TIMELESS AND VALUABLE:

Our brand is our most valuable asset, and we treat it with the utmost respect. We recognize that our brand will outlive us and strive to enhance its value through everything we do. We prioritize long-term growth over short-term gains, ensuring the longevity of our brand's reputation.

WE NEVER COMPROMISE OUR PRODUCT.

We believe the best form of marketing is to make better product. Let word of mouth be the most powerful marketing channel. Constantly improve, however marginal a gain. Our product is defined by the quality not price.

WE RESPECT AND EXCEED CUSTOMER EXPECTATIONS:

We deeply appreciate and value those who choose to consume our brand. We consistently strive to surpass their expectations in every interaction. Our goal is to transform customers into passionate advocates who enthusiastically share their positive experiences with others.

WE CHOOSE PARTNERS WHO REFLECT OUR VALUES:

We view our suppliers, service providers, and stockists as partners, not mere business relationships. We carefully select partners who align with our values and standards. We understand that the company we keep reflects our brand's integrity and reputation.

WE GROW OUR BRAND BY EMPOWERING OTHERS:

We understand that the way we present information is just as crucial as the information itself. We focus not only on what we do but also on how our actions positively impact others. We aim to empower and support those around us, fostering growth and creating meaningful connections.

RESPONSIBILITY IS AT THE CORE OF EVERYTHING WE DO:

We believe that responsibility is as fundamental as the fit of a garment. We prioritize ethical practices and sustainability in all aspects of our business. We are accountable for our actions and strive to make a positive impact on our environment and communities.

KINDNESS IS OUR GUIDING PRINCIPLE:

We prioritize treating others with respect, empathy, and understanding. We believe that kindness creates a positive work environment and fosters strong relationships with our team members, partners, and customers.