Responsible Lead the planning and execution of CRM and loyalty strategies that drive customer acquisition, engagement, retention, and lifetime value. Manage the end-to-end loyalty programme experience, including membership growth, tier benefits, rewards, and customer lifecycle initiatives. Develop customer segmentation strategies and oversee targeted, personalised campaigns across multiple channels. Monitor customer behaviour, loyalty performance, campaign effectiveness, and engagement metrics to identify opportunities for improvement. Ensure CRM platform functionality, customer data integrity, reporting accuracy, and governance compliance. Collaborate with Brand & Content and Events & Partnerships teams to integrate customer insights into marketing campaigns and activations. Manage CRM-related vendors, platform providers, and external partners to deliver agreed business outcomes. Drive customer research, feedback collection, and insight generation to inform marketing and commercial decisions. Oversee CRM budget utilisation, campaign investments, and ROI tracking. Provide leadership, coaching, and execution oversight for CRM executives and external partners supporting the division. Accountable Fully accountable for MyTOWN's CRM and loyalty strategy, ensuring alignment with business objectives and customer experience goals. Owns decision-making relating to customer segmentation, loyalty mechanics, customer engagement programmes, and CRM campaign priorities. Responsible for CRM investment prioritisation, budget allocation, and resource planning within the division. Owns customer acquisition, retention, engagement, membership growth, and loyalty performance outcomes against agreed KPIs. Accountable for setting direction, defining priorities, and establishing success measures for the CRM division. Contribute Provide customer insights, audience behaviour analysis, and campaign performance data to support Brand & Content planning and optimisation. Support Events & Partnerships with customer targeting recommendations, engagement mechanics, and post-event customer analysis. Share CRM best practices, loyalty trends, and customer journey insights across the Marketing team. Advise stakeholders on customer experience improvements, personalisation opportunities, and retention strategies. Collaborate with IKEA stakeholders to strengthen customer engagement, destination positioning, and commercial outcomes.