Head of Loyalty

Customer Marketing London, United Kingdom


The role:

We are looking for a Head of Loyalty Marketing to create and execute the long term strategy for customer loyalty. The candidate will be responsible for identifying and measuring the key retention metrics and creating strategies to increase frequency and optimise CPRO and LTV. The role will be responsible for embedding ‘customer’ led metrics and targets into the business and working cross-functionally to ensure these are supported. The candidate will work closely with technology, engineering, international, Private Client, UX, product design, analytics, and wider marketing department to roll out loyalty initiatives. The candidate will be responsible for the team that manages Farfetch’s Loyalty Program, expanding the rollout and feature set of the program. They will be passionate about the customer experience, have a strong commercial mindset, with a good understanding of customer data and ability to use customer analytics to develop and optimise engagement strategies. The candidate will manage the marketing team’s promotions budget.

What you’ll do:

Loyalty & Retention Strategy

  • Lead, design and deploy the global Customer Loyalty Marketing Strategy with the purpose of increasing loyalty, retention, segment migration, and LTV
  • Own & manage of the Global Loyalty and Promotional budget and understand the customer financials to build cost-effective programs. Work closely with the Marketplace Trading and Strategy team on the promotional strategy & calendar
  • Drive high-value customer acquisition by identifying new sources of data to enrich the Farfetch Customer database
  • Work with the Loyalty Product & Engineering leads to define the long term technology roadmap and product requirements drive loyalty (e.g. including Farfetch Access enhancements and promotional capabilities etc)
  • Work with Operations, Customer Excellence and Customer Research to identify the key moments of the customer experience which impact Loyalty and Retention and develop programs around these moments (e.g. pre and post-purchase experience)
  • Build and lead a passionate and high performing team

Loyalty Marketing

  • Work with the Loyalty Manager and their team on the execution and further development of the “Farfetch Access” Loyalty Proposition in order to build a revolutionary Loyalty Program which delivers on Farfetch’s retention goals, using a test and learn approach
  • Work with the Private Client team to improve tier retention and support the growth of this key customer segment & the CRM team to develop specific communications for this tier
  • Work with the Loyalty Manager and Performance Marketing Partnerships team to develop a pipeline of relevant target audiences to introduce to the Loyalty Program and identify & acquire new high net worth individuals
  • Grow the Customer Referral program to increase the referral rate of the existing customer base & acquire high-value customers

Customer Data & Reporting

  • Work with the customer behaviour analytics and data science teams to understand the levers which drive customer loyalty across the customer lifecycle from lead to loyal customer. Develop customer-led metrics, targets & reporting to monitor and optimise these levers and champion these metrics across the business
  • Work with the Finance and customer behaviour Analytics teams on LTV modelling, forecasting, and monitoring

Who you are:

  • Significant experience in a customer marketing/ analytical/ strategic role with a focus on customer experience & loyalty and demonstrates previous loyalty experience & P&L ownership
  • Outstanding analytical skills with strong attention to detail
  • Ability to balance tactical & executional activities with longer-term big picture & strategic thinking
  • Experience working with product and engineering teams to shape and define the technology roadmap required to support the team & business goals
  • Excellent communication skills and confidence presenting to and working with senior team members
  • Experience managing and developing a team
  • Education: Degree with quantitative component or relevant work experience
  • Good understanding of the luxury fashion industry