2025 is set to revolutionise how we connect with our global members. As we migrate to a next-generation eCRM platform, we’re building on strong foundations to accelerate our move into cross-channel CRM and deeper personalisation, accelerating our move into hyper-personalised communications with over 2M members worldwide.
Our vision? A seamless, cross-channel CRM strategy that integrates email, WhatsApp, chat (including LINE), platform notifications and browser messaging. Blending AI-powered personalisation with human-led strategy, real-time automation and deep audience insights, this role will ensure every interaction is intelligent, relevant and locally adaptable across EMEA, APAC and the Americas. We use leading tech like Braze and Movable Ink to ensure every interaction is timely, relevant and hyper-personalised.

JOIN OUR TEAM AS DIRECTOR OF GLOBAL CRM!

We are looking for a Director of Global CRM to drive this transformation. This is a high-impact, senior leadership role responsible for shaping and executing a global eCRM strategy that maximises engagement, retention and lifetime value. You’ll own the end-to-end personalisation strategy, ensuring our marketing automation drives real business impact while overseeing the expansion into new digital channels like WhatsApp, LINE and other chat platforms, content cards and in-platform messaging.
You’ll manage a team of eCRM specialists, working closely with cross-functional teams to push the boundaries of data-driven eCRM. The role demands a visionary leader who loves to innovate but can also dive into the day-to-day details, ensuring seamless execution and continual optimisation.
As we evolve and expand our capabilities, this role is ideal for a leader with expertise in eCRM, cross-channel marketing, automation, and AI-driven personalisation. If you thrive in a fast-moving, technology-driven environment, this is your opportunity to play a key role in shaping the future of how we engage and delight our global members.
Are you ready to drive the next evolution in member engagement?

REQUIREMENTS

• Extensive experience in leading CRM and cross-channel marketing operations at scale, ideally in a global, multi-language environment.
• Strong technical knowledge of CRM platforms, personalisation tools (e.g., Movable Ink), automation tools, and data integration processes (e.g., Braze, Snowflake).
• Experience of implementing AI-driven personalisation and journeys is preferred
• Demonstrated ability to develop and execute cross-channel lifecycle marketing strategies.
• Exceptional leadership skills, with experience managing senior-level teams and driving collaboration across global regions.
• Analytical mindset with advanced skills in campaign performance analysis, reporting, and optimisation.
• Strong project management skills, with the ability to prioritise and balance multiple global initiatives in a fast-paced environment.

LOCATION

We are ideally seeking exceptional candidates based in London who are able to commute to the office at least 2 days a week.