Marketing CRM Manager

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.

JOB PURPOSE

Burberry is looking for a passionate, data-driven, and strategic CRM Marketing Manager to lead our customer engagement efforts and shape the future of our CRM strategy. You will play a pivotal role in our digital transformation by leading the migration to new marketing platforms, building and optimising customer journeys, and driving initiatives that increase retention, engagement, and lifetime value. This role is both strategic and hands-on, working cross-functionally with teams across Marketing, Digital, Clienteling, and Technology to deliver exceptional customer experiences at scale.

RESPONSIBILITIES

Platform Migration & Change Management

• Lead the seamless migration to new CRM and marketing platforms, ensuring minimal business disruption and revenue continuity.
• Collaborate with IT, Digital Product, Clienteling, and other stakeholders to define business requirements, project timelines, and execution plans.
• Champion best practices and new features to maximise the ROI of the new platform and drive operational efficiency.
• Oversee training, documentation, and change management processes to support adoption across teams.

CRM Strategy, Execution & Customer Journey Optimisation

• Design and implement scalable, automated, and personalised customer journeys across lifecycle stages and channels.
• Leverage data insights, segmentation, and behavioural triggers to drive meaningful engagement and retention.
• Optimise lifecycle marketing programs through A/B testing and performance analytics.
• Partner with the Campaign Marketing Manager to ensure CRM efforts align with broader campaign and brand strategy.
• Collaborate with creative teams to ensure CRM content is consistent with brand voice and design guidelines.

Performance Measurement & Reporting

• Define KPIs for CRM programs and oversee end-to-end campaign reporting.
• Analyse campaign performance and customer data to inform optimisation and future planning.
• Share reports and actionable insights with team and stakeholders.

Contact Acquisition & Database Growth

• Develop and execute acquisition strategies in collaboration with Clienteling, Digital, and Regional Marketing teams.
• Identify new lead generation opportunities across online and offline touchpoints.
• Ensure compliance with data privacy regulations (e.g., GDPR, CCPA) and best practices in contact management.

Team Leadership & Collaboration

• Directly manage and develop a CRM Coordinator, fostering a culture of innovation, collaboration, and performance.
• Act as a key member of the Customer Marketing leadership group, influencing strategy and advocating for the voice of the customer.

PERSONAL PROFILE

• 4–5 years of hands-on experience with CRM tools and marketing automation platforms (preferably Braze).
• Strong understanding of lifecycle marketing, retention strategies, segmentation, and customer analytics.
• Excellent project management, stakeholder communication, and leadership skills.
• Comfortable balancing strategic vision with hands-on execution.
• Analytical mindset with the ability to translate insights into action.
• Experience managing teams and mentoring junior staff.
• Background in retail, fashion, or luxury is a plus

MEASURES OF SUCCESS

FOOTER

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: United Kingdom || Not Applicable || London || MARKETING || DIGITAL MARKETING || n/a ||