Global Senior CRM Manager

Global Senior CRM Manager | London

For over 35 years, Aesop has carefully cultivated an inspiring and inclusive environment in which our employees are supported and encouraged to thrive. As a global retail organisation, we offer professional development and advancement opportunities to complement career goals and aspirations. 

Our approach to skin care involves meticulous attention to detail, using only the most efficacious ingredients to create formulations which stir the self and senses. The same meticulous approach is taken during our recruitment process, seeking out considered and inspired individuals with a wealth of perspectives who bring out the best in themselves and others.  

We aim to strike the right balance between people, planet and profit, actively reducing our footprint on the planet that generously sustains us. So far, this journey has led us to become a certified B Corp. We are committed to building a more sustainable and inclusive society.

Since 2023, Aesop has been part of the L'Oréal Groupe, founded in 1909 by Eugene Schueller and is home to 37 global brands including Kiehl’s, Lancôme, SkinCeuticals, Nyx, YSL and L'Oréal Paris; presenting wide-ranging opportunities for long-term career growth.

“A business doesn’t consist of walls or machines, but people, people, people.” – Eugene Schueller

Role purpose 

The Global Senior CRM Manager is the strategic orchestrator of our consumer engagement, responsible for operationalising the global vision set by the Head of CRM & Omni Media, who you would report into. The Global Senior CRM Manager acts as the bridge between high-level strategic framing and global market execution, ensuring our data narrative is consistent and impactful worldwide.

This role is designed for a high-energy, solution-orientated leader who thrives in a dynamic environment. While supporting the Head of CRM and Omni Media in developing the strategic frame, your primary mission is to track, enforce, and implement the aligned global strategy. You will line manage a CRM Manager to ensure high-quality operational output, maintaining a consistently positive approach that inspires the team to resolve problems and push new frontiers in luxury retail.

Role responsibilities include, but not limited to –  

Support Strategy Development & Drive Projects

• Strategic Support: Partner with the Head of CRM & Omni Media to co-develop the global strategic frame, providing the analytical insights necessary to shape the roadmap

• Key Project Lead: Act as the lead driver for high-priority global projects, ensuring they are delivered on time and align with the brand’s long-term objectives

• Operationalising the Vision: Take the strategy aligned by leadership and translate it into clear, actionable global implementation plans

• Pushing Boundaries: Lead forward-thinking innovation projects, proactively identifying untapped opportunities within the digital landscape to keep the brand ahead of the curve

Global Stakeholder Navigation & Enforcement

• Stakeholder Navigation: Support the Head of CRM in navigating senior stakeholders at DMI and Zone levels. Collaborate and align of all key stakeholders including creative, marketing, social, digital at DMI and Zone level. While the Head of role remains the primary POC for overarching strategy, you act as the lead for project-specific implementation and operational tracking

• Strategy Enforcement: Ensure that aligned global CRM frameworks are strictly followed across all markets, acting as the guardian of global consistency and Aesop’s elevated brand positioning

• Driving Impact and Influence: Proactively influence brand strategies by demonstrating the commercial value of CRM. You bridge the gap between "the logic" (data) and "the magic" (creative) by partnering with Marketing and Creative teams

The "Triple R" Implementation & CLV Tracking

• Operationalizing the 3Rs: Implement the global framework for Recruitment, Retention, and Reactivation. Ensure the "Triple R" metrics are tracked rigorously across all markets to identify growth opportunities

• CLV Enforcement: Establish and enforce CLV as the core performance metric, ensuring markets utilize deep-dive analytics to mitigate churn risks

• Segmentation Frameworks: Support the development of personalization frameworks, then lead the team in the global rollout and technical implementation

Design highly engaging CRM journeys to support campaigns, trigger journeys and always on stories which drive business impact

• Category-Led Execution: Orchestrate 360-degree strategic campaigns tailored by product category and specific business objectives (e.g., Skin Care launches vs. Gifting seasons)

• Omnichannel Lens: Ensure all campaigns are viewed through an Omnichannel Lens, prioritizing the seamless integration of Email and Mobile (SMS/Push/App) to reach the consumer wherever they are

Global Loyalty & Clienteling Implementation

• Loyalty Rollout: Lead the end-to-end implementation and rigorous follow-up of the Aesop Loyalty Program across markets, focusing on the operational mechanics that drive community engagement

• Clienteling Execution: Operationalize the Global Clienteling Framework, ensuring digital data is used effectively to elevate the human-to-human retail experience in-store

Leadership 

• Management of CRM Manager: Directly manage the Global CRM Manager, overseeing their development of Email, SMS, and Push content. Ensure tactical assets are high-quality, brand-consistent, and deployed efficiently

• Figma Briefing & Review: Oversee the briefing process, ensuring that wireframes and creative assets produced by the team meet the omnichannel "mobile-first" standard

• Positive Problem Solving: Approach every technical or strategic roadblock as a challenge to be solved with energy. Serve as a stabilizing and optimistic force for the team during periods of rapid change

Global Reporting & Actionable Insights

• Tracking & Dashboards: Partner with Data teams to manage and interpret global reporting tools. Focus on tracking compliance with the global strategy and providing actionable optimization insights to the Head of CRM

• Continuous Optimisation: Establish a cycle of constant testing and refinement, ensuring that operational data is fed back into the strategic development process

This is a full-time position operating with a hybrid working pattern.

What we are looking for 

• Open mindset and deep curiosity seeking to understand others, listen without judgement and act on diverse perspectives 

• Commitment to fostering an inclusive and psychologically safe work environment

• Significant experience in a Senior CRM role within a fast-paced luxury retail, beauty, or FMCG environment, with a proven track record of people management

• Implementation Mastery: A specialist in taking high-level concepts and "making them happen" in a complex, global matrix

• Analytical Rigor: Strong proficiency in analytics tools (Salesforce, Power BI, GA) to track and enforce performance KPIs

• Collaborative Influencer: Exceptional ability to support senior leadership while managing and influencing stakeholders at the Zone and Market levels

• Operational Design Literacy: Proficiency in Figma to provide direction and review tactical email/mobile assets

• Positive Mindset: A resilient, proactive, and positive professional who leads by example and thrives in the fast-paced DMI atmosphere.

What’s on offer 

We take a holistic approach to employment, promoting professional development, career growth, employee wellbeing initiatives and encouraging deep connections with the local community through the Aesop Foundation, volunteering and matched giving programs. Employee benefits include -

• Flexible, hybrid working pattern 

• Generous product discount allowance and bi-annual complimentary product allocation  

• Paid volunteering allowance for all employees 

• Bonus opportunity based on personal, and business, performance 

• Suite of options to aid development, including complimentary access to LinkedIn Learning, in-house Product and Core skills training and study support opportunities 

• Access to employee assistance programmes, complimentary subscription to Headspace mindfulness app and summer hours options. 

Aesop is committed to attracting, developing and retaining the very best people by offering a creative and inclusive workplace where talent is truly recognised and rewarded. We are committed to promoting inclusion for all with the belief that diversity, inclusion and belonging plays an important role in the success of our organisation. We actively encourage everyone to consider becoming a part of our journey. 

#LI-Hybrid