Director of Customer Strategy and CRM

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. 

Job Purpose:

The Client Development Director is responsible for the development and implementation of the Customer strategy across regions, to ensure consistency across the different CE activities and drive a holistic approach across the client touchpoints. Additionally, this role is responsible for the development and execution of CRM strategies, including the coordination with email marketing, and client experiences & events

Responsibilities:

• Lead the development of the client strategy across CRM and Client Engagement.
• Drive execution and delivery of the client strategy including setting client KPIs and partnering on the planning of client activations to ensure the activation proposition and planned approach successfully achieves its target KPIs.
• Coordinate and orchestrate all cross functional stakeholders responsible for delivering customer facing touchpoints to ensure we create a coherent and consistent 360 experience.
• Manage Customer transaction data and Voice of the Customer information sources, leveraging these to identify Customer Experience improvements
• Define the global outreach strategy and calendar, including definition of client targets and creation of hit lists for visibility in store, leveraging Burberry customer segmentation and Customer Analytics models; ensure consistent approach across all Burberry offline and online channels; monitor performance and identify improvement opportunities to drive Revenue and Profit performance for Burberry
• Develop weekly/monthly/quarterly CRM reports to be shared with CEO/ExCo/Regions/Stores
• Develop and implement CA’s Clienteling culture training program and Team Managers coaching program in partner with the Retail Excellence team
• Own all Client tools and store clienteling processes; lead customer data technical improvement projects, incl. definition of business requirements, liaising with IT delivery teams on development and UAT testing
• Develop and implement Clienteling store tools to ensure we support our stores in delivering the client KPIs
• Drive Regional CE Teams to deliver and implement the global strategy across the different CE levers
• Build, in partnership with the different stakeholders, seasonal Client Engagement plans to be implemented across regions with the objective of increasing the business
• Build, in partnership with the different stakeholders, seasonal Client Engagement plans to be implemented across regions with the objective of increasing the business
• Work in close partnership with the Direct to Consumer team to develop orchestrated customer journeys across multiple touchpoints
• Partner with the Director of Client Experiences to develop client events and experiences in line with the objectives and aimed to support growth of client KPIs.
• Support the wholesale team across the regions to foster a clienteling culture across franchisee partners.
• Work closely with Merchandising and Marketing to ensure CE seasonal plans are in line with key product investments, marketing efforts and the product marketing plan.
• Ensure the strategy is omni-channel by partnering with the global e-commerce team and global customer service team.

Personal Profile:

• Strong experience in global customer strategy, CRM, or client development leadership roles within luxury or premium retail environments.
• Proven success in defining and executing clienteling and CRM strategies that elevate customer experience and drive retention, engagement, and long-term client loyalty.
• Deep understanding of luxury retail dynamics and the intersection between store experience and digital ecosystems, ensuring seamless customer journeys across channels.
• Experience implementing CRM and clienteling tools in retail environments, including training programs, adoption frameworks, and performance measurement across boutiques and regional markets.
• Track record of building customer segmentation and personalisation strategies to deliver differentiated experiences that reflect brand heritage, exclusivity, and service excellence.
• Strong collaboration with Retail, Merchandising, Digital, and Marketing teams to embed CRM strategies into daily retail operations and storytelling.
• Hands-on expertise with CRM and clienteling platforms (e.g., Salesforce, Adobe, or bespoke luxury solutions), with a focus on integrating data insights into front-line selling and service behaviors.
• Experience leading customer strategy development, aligning diverse market approaches under a cohesive brand vision while empowering local activation.
• Proven ability to translate customer insights into actionable commercial initiatives, balancing storytelling with data-driven rigor.
• Deep understanding of luxury service principles, clienteling KPIs, and sales associate enablement to foster meaningful client relationships.
• Strong stakeholder management and influencing skills, with experience partnering with senior leadership to shape customer-centric growth strategies.
• Cultural fluency across key luxury markets (e.g., EMEA, Americas, and Asia Pacific).

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