Senior Loyalty & CRM Specialist EMEA

Who We Are

Kontoor Brands is a portfolio of three of the world’s most iconic lifestyle, outdoor and workwear brands:
Wrangler®, Lee® and Helly Hansen®. Kontoor Brands is a purpose‑led organization focused on leveraging its global platform, strategic sourcing model and best‑in‑class supply chain to drive brand growth and deliver long‑term value for its stakeholders.

Location:

Geneva // Switzerland

Join Kontoor Brands, home of three of the world's most iconic lifestyle, outdoor and workwear brands:
Wrangler®, Lee® and Helly Hansen®. We design high‑quality apparel that empowers self‑expression. Be part of our global community of more than 10,000 employees, fostering collaboration and innovation. Join us in our Geneva office and help shape the future with us.

As a Senior Loyalty & CRM Specialist EMEA you will lead the strategic development, optimisation and execution of loyalty and CRM programs for Lee & Wrangler in EMEA. You will enhance customer retention, grow customer lifetime value, increase engagement, and drive database growth through seamless, personalised experiences across customer touchpoints, including marketing, e‑Commerce and retail channels.

• Loyalty & CRM Strategy

  Define, execute and nurture a loyalty program that boosts retention, lifetime value, and advocacy; own the CRM roadmap across digital and physical (Direct to Consumer) touchpoints.

• Customer Data & Segmentation

  Manage the CDP for advanced personalization; create data‑driven segmentation; ensure GDPR compliance.

• Email & Direct Marketing (e.g. SMS)

  Design, deliver and oversee email campaigns, customer journeys and automated CRM workflows (welcome series, win‑back, rewards etc.); collaborate with brand and eCom teams for consistent omni‑channel messaging.

• Performance Analysis & Optimization

  Track CRM/loyalty KPIs, conduct A/B tests, optimise campaigns; present insights to stakeholders.

• Campaign Planning & Execution

  Develop and manage a comprehensive email marketing calendar, aligning with marketing, e‑commerce and seasonal campaigns.

• Automation & Journey Orchestration

  Develop, implement and optimise automated email workflows and customer journeys (welcome series, abandoned cart reminders, post‑purchase follow‑ups, win‑back campaigns, birthday/anniversary messages).

• List Management & Deliverability

  Manage email lists, including subscriber acquisition, segmentation and suppression. Monitor email deliverability rates, bounce rates and spam complaints, taking proactive measures to maintain list hygiene and sender reputation.

• SMS Programs – Strategy & Campaign Development

  Develop and implement a strategic SMS program for loyalty members and other opt‑in segments. Design and execute targeted SMS campaigns for promotions, exclusive offers, transactional updates (order status) and loyalty program notifications.

• Integration & Personalisation

  Integrate SMS campaigns with the CRM and CDP to leverage customer data for personalised messaging and audience segmentation. Explore and implement automated SMS flows as part of broader customer journeys (welcome SMS, loyalty point updates).

• Performance Monitoring (SMS)

  Track key SMS metrics such as delivery rates, open rates, click‑through rates and conversion rates, using insights to refine future campaigns.

• Loyalty Program Design & Management

  Lead the end‑to‑end development and ongoing management of the loyalty programs for Lee & Wrangler in EMEA. Define loyalty program tiers, rewards, benefits and redemption mechanisms that align with brand objectives and customer preferences. Continuously evaluate and refine the loyalty program structure to maximise member engagement, retention and advocacy.

• Member Engagement & Communication

  Develop targeted communications to loyalty members, including personalised offers, status updates and exclusive content. Strategise and execute campaigns to encourage loyalty member participation, point accumulation and reward redemption.

• Performance & ROI (Loyalty)

  Track and report on loyalty program KPIs, including member acquisition, retention rates, lifetime value, engagement metrics and return on investment. Analyse…