CRM Orchestration Coordinator

INTRODUCTION

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.

Journey Strategy & Delivery

• Support the design, build and launch of multi‑channel customer journeys, triggered flows and lifecycle touchpoints.
• Contribute to the evolution of personalisation across journeys and one‑to‑many communications (email and messaging).
• Balance customer needs, commercial priorities and regional nuances in planning.
• Partner with regions to gather localisation requirements to inform segmentation, variant creation and trigger logic.
• Work closely with Customer Marketing, Creative and Martech to ensure journeys launch with the right content, messaging and experience.
• Prepare clear briefs outlining logic, triggers, content needs and personalisation rules.
• Track timelines and dependencies to ensure smooth, timely delivery.

Acquisition & Early Lifecycle

• Coordinate CRM elements of acquisition and onboarding activities across digital, retail and regional touchpoints.
• Ensure acquisition capture points (sign‑up, retail data capture, owned surfaces) connect seamlessly into onboarding journeys.
• Collaborate with Marketing, Digital, Retail and Regional teams to enhance data flow and activation rates.
• Identify friction points and recommend improvements to drive conversion from sign‑up to engaged customer.

Channel Orchestration & Expansion

• Support orchestration across one‑to‑many and one‑to‑one communications to ensure cohesive, customer‑centric experiences.
• Align lifecycle, service‑led and campaign messaging across teams.
• Work with Data Science and CRM colleagues to define audience rules and segmentation.
• Assist with testing and rolling out new channels (e.g., WhatsApp, SMS, push, region‑specific platforms).
• Help plan and capture learnings from pilots.

Reporting & Optimisation

• Monitor journey and channel performance to identify risks and opportunities.
• Support reporting by providing behavioural insights and tracking performance trends.
• Recommend optimisations such as timing, content variants, trigger expansion and rule adjustments.
• Contribute to best‑practice frameworks, documentation and playbooks.

PERSONAL PROFILE

• Experience or strong interest in CRM, lifecycle strategy or marketing automation.
• Exposure to ESPs, CRM and data platforms—experience with Braze and HighTouch is a plus (willingness to learn is essential).
• Highly organised, detail‑oriented and comfortable managing multiple workstreams.
• Strong communicator who can work effectively with cross‑functional and global teams.
• Analytical mindset with curiosity to test, learn and improve; experience with tools like Looker is beneficial.
• A proactive, collaborative, can‑do attitude and eagerness to grow CRM expertise.