CRM Manager

New York, United States
09 May 2022
21 Jun 2022

At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.

We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.


Based in NY, the Client Experience/CRM manager will focus on defining the omni channel CRM strategy for the Americas with the Head of Client Engagement. A focus on owning and driving client retention, this role will focus on the analysis of our client segmentation and performance, identifying opportunities and driving value proposition to significantly grow our top client tier. Initiating and leading performance improvement projects and delivering actionable 360 client insights. A brand in transition with ambitious growth targets, this role is at the heart of driving our performance.

He/ she will own the retention of our client database and the development of our top client tier. He/she will engage cross functional stakeholders, with our central teams and regionally, to develop strategic roadmaps to deliver desired commercial results in line with budget. We are entering a phase of significant development and enhancement of our capabilities: it is an exciting time for a proven CRM professional to shape and accelerate our success.


• Lead the development of the omni channel Client and CRM strategy
• Develop and improve performance of multiple in-store CRM programmes, delivering CRM insights, growing the client database and owning key Digital CRM projects.
• Lead the Client segmentation and subsequent KPIs review
• Contribute to the Client Loyalty proposition re-positioning through deep Client insight
• Work closely with key stores and all regions on action plans to drive retention of database and growth of top clients
• Propose initiatives to drive client retention

• Define and drive the in-store CRM targets in alignment with Burberry's strategic objectives
• Manage CRM programmes and campaigns' performance (regionally) reporting and recommend action plans to relevant stakeholders
• Oversee updates of CRM Tableau dashboards used to monitor Client & CRM KPIs
• Lead a wide range of ad hoc exploratory analysis to develop a deep understanding on client purchasing behaviours and CRM performance
• Compile, analyse and leverage performance data to both identify optimization within the current business and new opportunity for growth
• Identify key opportunities where client analytics can influence and impact CRM activities across channels

• Working closely with Headquarters and Regional teams to plan, manage the Global calendar and the execution of in-store CRM campaigns
• Drive outreach efficiency, performance and ensure ongoing optimisation of audience target selection
• Working closely with other retail-oriented departments, ensure relevant communications and execution plans are being cascaded to retail teams
• Work across Teams (Digital, Marketing, Customer Service) to coordinate omni channels campaigns

• Working closely with the Digital team, define business requirements and ensure the suite of tools are best in class to empower retail teams in delivering a seamless customer-centric experience
• Project manage the retail embedding of CRM tools, ensure consistency
• Define and communicate regional needs for roadmap of digital and IT requirements for CRM
• Be the guardian of Burberry's segmentation models and support the continuous evolution of the CRM programmes


• A data-driven, creative and customer-centric CRM Manager
• Great ability to understand business requirements and translate them into solutions
• Self-motivated, pro-active and able to work under pressure
• Taking a pragmatic approach to work, working at speed and focusing on meeting deadlines and delivering commercial benefits
• Enjoying innovative solutions and working at a fast-paced environment
• Being able to simplify complex theory and insights into practical solutions


Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.

Posting Notes: USA || New York (US-NY) || New York || COMMERCIAL RESOURCES || AMERICAS - CLIENT AND CRM || n/a ||

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