CRM & Loyalty Manager

Ready to Lead Customer Engagement for an Heritage Retailer?

Are you an ambitious CRM or Retention Specialist eager to own a high-impact, end-to-end customer strategy? Robert Dyas-a heritage retail brand with a modern omnichannel vision and part of the Theo Paphitis Retail Group-is seeking a high-energy CRM & Loyalty Manager to transform customer lifetime value from our Head Office in Wimbledon.

If you bring 3+ years of experience in retail or consumer facing business, a sharp analytical focus, and a passion for personalised storytelling, this is your opportunity to step up, innovate our loyalty ecosystem, and drive game-changing commercial growth.

About the Role

This is an exciting, hands-on role with full strategic ownership. You won't just analyse data-you’ll turn insight into action across every touchpoint, leading projects from initial spark and commercial planning through to automated campaign creation, execution, and continuous optimisation.

Working in a collaborative, team-oriented office environment in Wimbledon alongside the Head of Marketing, Commercial Director, and cross-functional teams (Trading, eCommerce, Retail, Insights), you will lead the planning and delivery of all customer email communications and maximise the lifetime value of our loyalty proposition.

Key Responsibilities

• End-to-End Campaign Creation: Design, segment, copywrite, and deploy engaging broadcast, lifecycle, and triggered multi-channel campaigns.
• Roadmap & Planning: Translate strategic direction into actionable annual, monthly, and weekly CRM and loyalty plans aligned with our marketing calendar.
• Loyalty Innovation & Growth: Expand member recruitment and engagement across web, app, and our vibrant network of 92 UK stores.
• Personalised Customer Journeys: Build dynamic automated workflows and smart segmentation to maximise retention, repeat purchases, and lifetime value.
• Platform Management: Own the day-to-day operation and expansion of our CRM platform (e.g., Ometria) and manage key agency and supplier relationships.
• Performance & Insights: Track weekly/monthly commercial metrics (incremental sales, margin, retention), turning data into actionable insights and continuous optimisations.

What We Would Like to See in You

• 3+ years’ hands-on experience in CRM, Loyalty, Retention, or Lifecycle Marketing within a retail or consumer-facing business.
• Proven track record in campaign creation, automated customer journeys, segmentation, and personalisation.
• Experience working with customer loyalty programs and driving member engagement/recruitment.
• Proficiency with customer data and communication platforms (ideally Ometria or similar).
• Strong commercial and analytical skills with the ability to turn transactional data into customer growth strategies.
• A creative mindset with compelling copywriting skills and a proactive, test-and-learn attitude.

Why Robert Dyas?

• Competitive Benefits: 26 days annual leave (+ bank holidays), bonus incentives, pension scheme, and life assurance.
• Generous Colleague Discount: Outstanding discounts across all Theo Paphitis Retail Group brands (Robert Dyas, Ryman, Boux Avenue, London Graphic Centre).
• Culture & Development: Collaborative Wimbledon office, regular sample sales, social events, wellness programmes, and continuous learning and development opportunities.

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