The Role:
As the CRM & Loyalty Manager for Skechers & Dr. Martens, you’ll lead the strategy and execution of customer relationship management and loyalty initiatives to drive engagement, retention, and lifetime value. You’ll oversee the development of targeted campaigns, personalised customer experiences, and the continued growth of our loyalty program, ensuring every interaction strengthens our connection with our customers and drives commercial outcomes.
Your key responsibilities include but not limited to:CRM & Loyalty Program Management:
- Own the strategy, delivery, and growth of the Skechers loyalty program (Insider), including acquisition, engagement, and retention.
- Develop and optimise lifecycle marketing journeys, from welcome and onboarding sequences to re-engagement campaigns.
- Partner with key stakeholders to evolve program benefits, promotions, and engagement strategies.
- Ensure Privacy Act and SPAM Act compliance, safeguarding the brand through best-practice data governance.
- Ensure loyalty program communication is compelling, on-brand, and aligned with commercial priorities.
- Map and maintain a holistic contact strategy, identifying key lifecycle moments to deliver a best-in-class customer experience.
- Build campaign frameworks and content journeys that deepen customer relationships and drive purchasing behaviour.
- Manage end-to-end campaign delivery—briefing creative, building, scheduling, testing, deploying, and reporting—ensuring alignment with the brand calendar.
- Leverage insights to continuously optimise journeys and campaign performance.
- Leverage the Customer Data Platform (CDP) to build, manage, and refine audience segments for targeted and personalised campaigns.
- Implement A/B testing and other optimisation methods to refine targeting and messaging.
- Monitor campaign and loyalty program KPIs, producing regular reports with actionable insights to improve performance.
- Partner with martech, marketing, and data teams to enhance CRM capabilities, automation, and integration.
- Define requirements and brief IT and martech teams on new tracking, features, and enhancements to our CDP and CRM platforms to strengthen capabilities and deliver advanced personalisation.
- Oversee creative briefs and asset delivery to ensure brand alignment and timely execution.
- Plan annual CRM and loyalty priorities in line with business KPIs, while staying ahead of emerging trends and best practices.
- 5+ years’ experience in CRM, loyalty, or retention marketing, ideally in retail, fashion, or eCommerce.
- Proven track record of delivering measurable growth in customer engagement and retention.
- Experience managing loyalty programs, lifecycle marketing, and multi-channel campaigns.
- Strong data analysis skills with experience using CRM, ESP, and analytics platforms to interpret data and derive actionable insights.
- Excellent stakeholder management and communication skills.
- Ability to lead and motivate teams, with demonstrated experience collaborating cross-functionally to achieve common goals.
- Highly organised, detail-oriented, and comfortable managing multiple projects in a fast-paced environment.
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