Head of CRM

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.

• 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.
• 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.

• 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.

• 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.

• 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.

• 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…