Head of CRM

The Body Shop

When Anita Roddick founded The Body Shop in 1976, she had a vision. Business as a force for good – that’s us. Over 40 years later, we’re proud to be pioneering cruelty-free beauty every step of the way. We’re the original ethical beauty brand. We’ve got a thing for empowering people and enriching our planet. We’re all about keeping it real, in every way possible. Our activist roots remain a huge part of everything we do, from our iconic window posters to our vegetarian products to our infamous campaigns. We’re never afraid to stand up and speak the truth. We like to do things a little differently around here. 

The Body Shop is committed to generating positive economic, social and environmental impact. We’re fighting for what we believe in now more than ever. No holding back. Breaking the mould has always come naturally to us, and we need someone who’s not afraid to mix things up. 

Your role in a nutshell

The Head of CRM is a strategically critical leadership role responsible for defining and delivering The Body Shop UK's CRM and Loyalty strategy, ensuring customer engagement, retention and loyalty initiatives drive commercial performance, strengthen customer lifetime value and support long-term business growth.

Reporting to the UK Managing Director, this role will lead the transformation of CRM capabilities, uniting physical and digital customer journeys through smarter use of data, technology, automation and insight. The role will oversee all 1:1 customer communications across email, SMS, loyalty and direct marketing channels, while shaping future-facing strategies that unlock personalisation at scale, operational efficiency and enhanced customer experiences.

As a key member of the leadership team, the Head of CRM will own the CRM and Loyalty roadmap, align cross-functional teams behind a customer-first vision and ensure CRM remains a core driver of customer acquisition, retention, engagement and profitability.

More about the role

Key Accountabilities

CRM & Loyalty Strategy

• Define and own the UK CRM and Loyalty strategy, contact framework and customer engagement vision across all owned channels.


• Lead the evolution of CRM from product-led communications to customer-first lifecycle engagement, delivering relevant, personalised experiences throughout the customer journey.


• Develop and optimise customer contact strategies using data, technology, automation and segmentation to improve effectiveness, efficiency and customer lifetime value.


• Lead the strategic evolution of the loyalty programme, including future proposition development, platform enhancements and customer value exchange.


• Own the CRM and Loyalty roadmap, aligning Digital, eCommerce, Retail, IT, Data and agency partners behind a clear strategic plan.

Commercial Performance & Customer Growth

• Drive profitable growth in customer revenue, retention, frequency and lifetime value through highly targeted and insight-led CRM activity.


• Own CRM input into annual planning, budgeting and forecasting processes, balancing short-term trading performance with long-term customer value creation.


• Lead CRM trading governance, translating weekly performance into clear optimisation priorities and commercial actions.


• Establish and evolve KPI frameworks that demonstrate CRM effectiveness across acquisition, retention, reactivation, loyalty participation and profitability.


• Deliver incremental sales growth through owned channels while improving customer engagement and channel efficiency.

Omnichannel Customer Experience

• Create seamless omnichannel customer journeys that connect retail and digital experiences, increasing relevance, engagement and conversion.


• Partner closely with Marketing, Commercial, Retail, eCommerce and Digital teams to deliver integrated customer campaigns and lifecycle programmes.


• Champion customer insight, segmentation and personalisation to ensure communications are timely, relevant and commercially impactful.


• Drive test-and-learn methodologies that continuously improve customer experiences, engagement and performance.

Data, Technology & Capability Development

• Partner with Data and Technology teams to enhance targeting, customer journey orchestration, automation and measurement capabilities.


• Lead the adoption and optimisation of CRM technologies, marketing automation platforms and customer engagement tools.


• Develop a robust measurement and reporting framework that enables data-led decision-making and clear visibility of CRM contribution to business performance.


• Identify and implement new opportunities to improve customer understanding, predictive modelling and personalisation capabilities.

Leadership & Team Development

• Lead, coach and develop the CRM team, creating a high-performing, collaborative and accountable function.


• Foster a culture of innovation, continuous improvement and customer-centric thinking.


• Build strong relationships across the business, influencing senior stakeholders and driving alignment behind CRM priorities.


• Lead through change, ensuring teams remain focused, engaged and effective during periods of transformation.

What we look for

Experience Required

Essential

• Significant CRM leadership experience with a proven track record of developing and delivering customer engagement strategies that drive retention, revenue growth and customer lifetime value.


• Experience leading CRM, loyalty and lifecycle marketing programmes across multiple channels including email, SMS and direct communications.


• Proven success managing CRM trading plans, customer contact strategies and performance frameworks in a fast-paced commercial environment.


• Strong experience leading cross-functional initiatives across Retail, Digital, eCommerce, Data, IT and agency partners.


• Demonstrable experience using customer insight, segmentation, testing and analytics to improve performance and inform strategic decisions.


• Proven ability to lead, coach and develop high-performing teams.

Capabilities Required

• Strong strategic thinking with the ability to translate customer, market and commercial insight into a clear CRM and Loyalty vision.


• Highly commercial with a deep understanding of how CRM drives revenue growth, retention, customer lifetime value and profitability.


• Excellent leadership and stakeholder management skills with the ability to influence at Executive and Board level.


• Strong analytical capability and confidence using data, performance reporting and testing to drive decision-making.


• Deep understanding of customer segmentation, lifecycle marketing, personalisation and omnichannel customer engagement.


• Ability to operate effectively at both strategic and hands-on levels, balancing long-term planning with short-term trading priorities.


• Clear communication skills, collaborative mindset and strong execution focus.

It Would Be Great If You Also Have

• Experience within retail, beauty, health or other fast-paced consumer environments.


• Experience connecting online and in-store customer journeys to improve engagement and conversion.


• Understanding of predictive analytics, personalisation models and advanced segmentation methodologies.


• Experience building new CRM capabilities and embedding test-and-learn frameworks.


• A calm, resilient leadership style with the ability to make clear decisions in changing environments.

Success Measures

• Delivery of a clear, commercially effective CRM and Loyalty strategy that supports business growth and customer value creation.


• Improvement in new customer acquisition, customer retention, repeat purchase frequency and loyalty programme participation.


• Growth in CRM-driven revenue, engagement, conversion and channel efficiency metrics.


• Successful delivery of the CRM and Loyalty roadmap, including strategic initiatives.


• Increased use of customer insight, personalisation and automation to improve customer experiences and business performance.


• Strong cross-functional collaboration and alignment behind customer growth priorities.


• A high-performing CRM function with clear accountability, strong engagement and the capability to deliver at pace.

Talent Drivers