Customer Relations, Personalisation and Loyalty Manager - F and F Online

Join the F&F Online Marketing team as our Customer Relations, Personalisation & Loyalty Manager for Home & Clothing, where you’ll shape how we engage and build meaningful relationships with our customers across every touchpoint.

In this key role, you’ll lead the development, delivery, and continual optimisation of customer relationship strategies throughout the entire online and offline lifecycle. You’ll drive the performance of CRM, personalisation, and loyalty programmes - ensuring every communication supports our customer, trading, and commercial goals for the Home & Clothing business.

Working closely with cross‑functional teams and agency partners, you’ll turn data into powerful insights, enhance our digital and offline performance, and influence decision‑making across the marketing ecosystem. Your leadership will be pivotal in ensuring our customer engagement activity is measurable, effective, and always evolving.

• Defining the CRM and loyalty strategy hand in hand with central CRM and Loyalty team for Home & Clothing across acquisition, onboarding, engagement, conversion, and retention.
• Working with CRM team to develop and optimise lifecycle programmes for different journeys across email, app, SMS, and onsite channels for different customer journeys.
• Defining the role of CRM within the wider Home & Clothing trading plan, ensuring communications support commercial priorities.
• Leading the briefing of CRM, lifecycle, and campaign activity into the Direct to Customer Comms team, ensuring briefs are insight‑led, customer‑first, and aligned to marketing trading and commercial priorities.
• Highlighting CRM performance reviews, identifying what is driving incremental customer and commercial value sharing with the F&F online leadership

• Partnering with the personalisation team to define the roadmap across email, app, onsite, and paid channels.
• Partnering with Personalisation and Data Science teams to scale AI‑driven targeting and relevance.
• Ensuring personalisation activity is measurable and commercially effective across the full customer journey.
• Championing test‑and‑learn approaches to improve personalisation performance.

• Working with Clubcard team to define the role of Clubcard within Home & Clothing, ensuring loyalty mechanics drive incremental value.
• Collaborating with Loyalty teams to shape propositions, offers, and customer experiences.
• Overseeing online and offline couponing, ensuring mechanics are brand‑appropriate and commercially effective.
• Measuring the impact of loyalty activity across frequency, spend, and long‑term value.

• Ensuring we have CRM tracking frameworks across email, app, SMS, and onsite touchpoints.
• Ensuring accurate and consistent customer data capture across all CRM channels.
• Supporting attribution, incrementality testing, and CRM effectiveness learning across all activity.

• Analysing the customer journey from first interaction through to repeat purchase and loyalty.
• Tracking and report on CRM KPIs across engagement, conversion, retention, and reactivation.
• Measuring the contribution of CRM and personalisation within the wider Home & Clothing funnel.
• Identifying drop‑offs, opportunities, and optimisation levers across CRM journeys.

• Translating complex CRM and customer data into clear, actionable recommendations.
• Working with channel owners and agency partners to optimise CRM and personalisation campaigns.
• Embedding a test‑and‑learn approach across CRM, personalisation, and loyalty activity.
• Championing best practice in CRM measurement and effectiveness across Home & Clothing.

• Working hand in hand with the Direct to Customer comms, CRM, Personalisation and Clubcard Teams.
• Partnering closely with Paid Media, Social, Brand, Trading, and Analytics teams to provide customer insight.
• Presenting CRM performance insights, plans and recommendations to senior stakeholders.

• Strong understanding of online and…