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Head of Customer Analytics and CRM Data Strategy - EMEA

Head of Customer Analytics and CRM Data Strategy - EMEA

Posted 21 July by Blue Pelican
Easy Apply Ended

EMEA Head of Customer Analytics and CRM Data Strategy

** Luxury Fashion Retail Brand **

LOCATION -     Remote / Central London

SALARY -        £80k - £100k plus benefits and bonus

Leading a team of experts in customer analytics, data science and data strategy for CRM (email & SMS), this role reports into the Director of CRM & Data for the EMEA region. Someone who’s inspirational in their leadership style and a huge selling point for this opportunity.

An energetic and passionate character who loves what they do and their team. Plus they’re a super advocate for the culture and brand this is for. Describing the local EMEA and Global teams like a family, where there are huge amounts of support, collaboration and training opportunities.

A collaborative environment where achieving impressive things is becoming the norm. This Global fashion house is truly innovate in how data and insight helps drive decision making, creating new opportunities for customer engagement through innovations in AI and ML in digital channels.

Embracing an experimental mindset, introducing psychographic modelling to their programme and identifying new opportunities which help to further enrich their use of data and the customer experience.

This luxury brand is described as ‘close to a digital retailer’ in terms of its mechanics and pace, and have been heavily invested in a Data Science led CRM and personalisation strategy for a number of years.

They partner with one of the UK’s most advanced Data Agencies, leveraging and commercialising machine learning and AI solutions to improve and enrich decision making across the business, not just for marketing related topics.

You’ll be heading up CRM Data Strategy and Analytics for European (there are additional teams for APAC and North America also), harnessing insights and bringing them to the business, elevating this internally and driving CRM performance and strategy from the technology at play.

Your team is split into two work streams (Customer Insight and Data Management) responsible for the data flows and integrity, as well as analysis and modelling around CRM and customer behaviour.

The team currently uses Alteryx and SQL for all their data management work and analytics. Whilst your role will be hands-off from a technical point of view, you will need to be able to brief in models to your agency partner, and in turn embed those within the business. Leveraging your knowledge around analytics and tech stacks to strategically drive improved decision making around CRM.

Your team deliver regular weekly and monthly reporting around customer insight. Set customer KPI’s and you own the relationship with the external research agency who design your questionnaires which support these projects.

You will also deliver ad hoc analytics projects, working to answer broad business questions such as ‘where and when do we open new stores?’, where the team will deep dive into the databases to pull together data and insights, making recommendations to senior stakeholders.

Additionally, you will work closely with the aforementioned data agency, on more complex and advanced analytics projects. Ensuring AI is at the heart of automation for email marketing, deeper customer understanding comes from machine learning projects and so on.

Fundamentally you need to be the sort of character who is comfortable working with a business which moves at pace, and are confident in taking insights and recommendations around large-scale, complex commercial and customer centred decisions to senior leadership to gain buy in.

Able to align the use of data strategically with broader business requirements and strategies. You will work very closely with the Director of CRM & Data to ensure data is at the heart of customer journey planning, experience and performance, as well as facilitating the performance of the data management and targeting that informs this.

You will liaise with very senior level stakeholders, so it goes without saying that gravitas, credibility and confidence are key in owning the insights and data strategy as well as identifying opportunities for new projects and ways of leveraging their data assets.


  • Educated to degree level in a numerate or marketing related subject
  • Strategic thinker with the ability to understand the big picture, develop new ideas around how to use data to improve CRM, customer understanding and personalisation, as well as solving broad business problems
  • Proven advanced analytics and modelling skills, strong attention to detail, and an ability to use data and metrics to drive decision making
  • Excellent written, verbal, presentation skills with strong engagement and influencing skills, working with stakeholders across multiple departments (often non-technical)
  • Thought leader, with an interest in emerging data and marketing technologies for CRM
  • Highly commercial background with experience in the Retail, the Apparel or Luxury Industry is essential for this role
  • Proven ability to lead, inspire and grow teams
  • Experience in SQL or a fundamental understanding of relational databases for CRM purposes


If you think you’ve got what it takes, you can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Enrico Atkinson

Associate Consultant – Data

Blue Pelican

Every application will receive a response

Reference: 43440306

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