Customer Strategy & Analytics

Customer strategy & analytics

Responsibilities

Customer Strategy & Analytics (Portfolio-Wide)

• Own customer strategy and analytics across the portfolio, turning customer data into clear priorities and commercial decisions.

• Identify customer trends, opportunities, risks, and performance drivers across brands, segments, products, and channels.

• Translate customer insight into recommendations that improve retention, repeat purchase, and customer value.

Life-cycle Strategy

• Own the end-to-end customer lifecycle across brands, from acquisition and welcome through repeat purchase, replenishment, winback, and VIP.

• Identify lifecycle opportunities and friction points and translate them into initiatives that improve engagement, conversion, and retention.

• Own the CRM roadmap and define lifecycle audiences, contact strategies, and success measures based on customer insight and commercial priorities.

Campaign Strategy & Optimisation

• Translate customer, brand, and commercial priorities into campaign strategies with clear objectives, audiences, channel roles, and KPIs.

• Partner with CRM Operations and business/commercial teams to activate campaigns effectively across brands.

• Lead testing and optimisation across targeting, messaging, timing, personalisation, offers, and channels, applying learnings to future activity.

Measurement, Insight & Optimisation

• Establish a consistent approach to measuring customer, lifecycle, and campaign performance across brands.

• Analyse performance to understand what is working, what is not, and where action is needed.

• Maintain clear reporting on customer health, retention, repeat purchase, and customer value, ensuring learnings are shared and applied.

Cross-Functional Collaboration

• Partner across Brand, Ecommerce, Retail, Commercial, Digital, Data, Technology, and CRM Operations to align customer priorities and initiatives.

• Represent the customer perspective in business discussions, using evidence and insight to influence decisions.

• Communicate insights clearly and build alignment around shared customer outcomes.

Qualifications

• 3+ years experience in Customer Strategy and Analytics, CRM/ Loyalty Analytics, or a related field, ideally multi brand portfolio or retail environment is a plus.

• Strong customer and commercial analytical thinking, with the ability to turn data into clear insights, recommendations, and decisions.

• Strong understanding of customer lifecycle, segmentation, CRM strategy, retention, repeat purchase, and customer value.

• Good understanding of experimentation and test-and-learn approaches, from hypothesis and measurement through to interpreting results.

• Strong commercial judgement and ability to connect customer behaviour with wider business performance.

• Practical understanding of CRM activation, customer journeys, marketing automation, and multi-channel campaigns.

• Strong stakeholder management and influencing skills, with the ability to work effectively across brands and functions.

• Clear, curious, and structured communicator who can simplify complex information and turn insight into action; experience in retail, ecommerce, consumer, or multi-brand environments is an advantage.

• Comfortable working with customer data, reporting, and analytics tools; SQL, Looker, or similar tools are a plus.