CRM Manager - UK & Ireland

The UK CRM Manager will own the end-to-end CRM process – from customer understanding and lifecycle strategy through to campaign execution and performance reporting. You will work hands-on across data, digital, and print channels, collaborating closely with EMEA and international teams. Managing a CRM Manager, you will be a key contributor to how the UK business understands, retains, and grows its customer base.

What Will You Do?

Strategy & Customer Understanding

• Develop and execute the UK CRM strategy, ensuring local plans align with the EMEA blueprint while reflecting the specific nuances of the UK consumer.

• Build and maintain comprehensive UK customer personas, blending transactional data with qualitative insight to understand not just what customers buy, but why – and how they engage with the brand across touchpoints.

• Identify high-value and at-risk segments by analyzing behavioral triggers, product affinities, and seasonal shopping patterns.

• Monitor customer health and sentiment by integrating NPS, reviews, and service feedback into the CRM strategy to address friction points in the journey.

• Track competitor and market activity; propose appropriate responses to maintain L’Occitane’s competitive position.

Lifecycle, Campaign & Execution

• Design and optimize end-to-end customer lifecycle programs, with a focus on automated and triggered e-CRM that drives retention, frequency, and lifetime value.

• Plan and execute all UK CRM activity across digital and direct mail channels – including catalogues, postcards, and targeted mailings – managing the full process from briefing through to analysis.

• Manage CRM promotions end-to-end, including discount tracking and redemption performance.

• Work with international teams and external agencies on data plans, targeting, and segmentation.

• Provide stores with training and guidance on local CRM tools and programs

• Conduct competitive monitoring of CRM communications and marketing emails

Reporting & Monitoring

• Build and maintain CRM performance dashboards in Power BI, giving the business real-time visibility into customer metrics and campaign results.

• Translate data into clear, actionable recommendations – going beyond “what happened” to advise on what to do next.

• Forecast CRM-driven sales and product performance to support stock planning and budget alignment.

• Manage CRM budget and P&L tracking; report on activity results and incorporate learnings into future planning.

• Contribute to the identification of basic optimization opportunities, such as improvements in timing, audience targeting, content accuracy, or email setup

• Continuously conduct competitive monitoring across different channels and levers

The Perfect Candidate:

• CRM or direct marketing, with solid exposure to both digital and data-driven campaign management.

• A genuine curiosity about consumer behaviors, with experience building and executing customer first programs.

• They should view campaigns through a customer lens to ensure we’re consistently delivering the right message to the right audience.

• Strong working knowledge of CRM reporting and segmentation; experience with Power BI or equivalent BI tools is a plus.

• Familiarity with customer lifecycle journeys, e-CRM automation, and segmentation best practices.

• Comfortable working with budgets, forecasts, and P&L; able to connect CRM activity to business outcomes.

• The candidate needs to be strong analytically — capable of taking complex data, translating it into meaningful consumer insights, and applying those insights effectively at a local level.

• Experience working cross-functionally and with external agencies; some experience managing or mentoring junior colleagues is an advantage.

• Familiarity with platforms such as Salesforce Marketing Cloud, Adobe Campaign, Braze, or similar tools

• You’re as comfortable pulling a report as you are briefing an agency or training a store team. • You work well with local and international teams and build relationships easily across functions.

• Curious and proactive, with a desire to continuously improve CRM

• Comfortable working with multiple stakeholders (marketing, digital, creative, local markets) across different countries

What We Offer You!*

• Discretionary Company Bonus scheme

• Contribution Pension Scheme

• Holiday Allowance – above statutory

• Flexible Bank Holidays

• Enhanced Maternity (20 weeks full pay) and Paternity leave (12 weeks full pay) after 1 year

• Hybrid working for Office based staff– 3 days in the office

• Work from Anywhere Policy – up to 4 weeks a year

• Volunteering 1 Day

• Half day leave for Birthday

• One day’s holiday for Newly Weds

• Discount Scheme

• Product allocation

• Company benefits platform

• Cycle to work scheme through Reward Gateway

• Travel Loan through Reward Gateway

• Subsidised health & wellbeing plan

• Long service awards

*Please note some eligibility criteria may apply

Our Diversity, Equity & Inclusion Engagements:

L’Occitane en Provence is an equal opportunities employer. One way we act on this is by continuously fostering a more diverse and inclusive workplace and organizational culture. We are committed to building an environment that is free from discrimination and harassment, where everyone feels respected, valued, and able to grow. We seek positive-minded individuals who embody our core behaviours — Trust, Curiosity, Excellence, Impact — and who share our commitment to sustainability.

We welcome applications from people of all genders, ages, sexual orientations, ethnicities, background, religions, beliefs, ability statuses, and all other dimensions of diversity.

If you believe your profile is a good match for this position, we invite you to apply even if you don’t fulfil every single listed qualification.