Overview


CRM Manager, EMEA CIX – London, United Kingdom

Position Overview

Ref #
W180620

State/Region
London

Department
Data Analytics

Location
United Kingdom

City
London

COMPANY DESCRIPTION

Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren’s reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company’s brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world’s most widely recognized families of consumer brands.

At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.

POSITION OVERVIEW

Reporting to the Senior CRM Manager, this role will lead the CRM and owned-channel marketing strategy for Outlet, one of the most significant areas of the Ralph Lauren EMEA business, as well as Emerging Markets across the Middle East and Latin America. 

This is a hands-on leadership role for an experienced CRM Manager who can balance strategic thinking with strong delivery. The successful candidate will be responsible for driving customer engagement, retention, traffic and customer value through effective CRM planning, personalised communications and performance-led optimisation. 

The role requires someone commercially minded, confident managing people, comfortable working at pace, and motivated by innovation, technology and the opportunity to challenge existing ways of working. 

ESSENTIAL DUTIES & RESPONSIBILITIES

CRM strategy and business ownership 

  • Lead the CRM strategy for Outlet communications, ensuring activity supports commercial priorities, customer growth and brand engagement. 
  • Own the CRM approach for Emerging Markets across the Middle East and Latin America, adapting activity to market needs, customer opportunities and channel & database growth. 
  • Develop CRM plans that support retention, reactivation, customer value creation and traffic-driving initiatives. 
  • Ensure owned-channel communications are relevant, personalised and aligned to business priorities. 
  • Accelerate owned-channel expansion through SMS and WhatsApp, driving subscriber growth, customer engagement and commercial performance across existing and new markets, including the introduction and scaling of Ralph Lauren’s WhatsApp marketing program. 
  • Bring a customer-first lens to planning, segmentation and campaign decision-making. 

Campaign planning and delivery 

  • Oversee CRM campaign plans across email and other owned channels. 
  • Partner with Marketing Planning to align CRM activity with wider business and revenue plans. 
  • Ensure team are delivering campaigns on time, to a high standard and with clear commercial objectives. 
  • Work closely with cross-functional teams including trading, ecommerce, creative, copy, Data Strategy and external CRM partners. 
  • Support the development of high-impact, personalised experiences that drive engagement, traffic and conversion. 

Performance, reporting and optimisation 

  • Own CRM performance tracking for Outlet and Emerging Markets, ensuring clear visibility of KPIs and campaign effectiveness. 
  • Partner with Data Strategy and Marketing Planning teams on reporting, KPI oversight, forecasting and performance optimisation. 
  • Use insight, customer data and campaign performance to inform future recommendations. 
  • Identify opportunities to improve retention, engagement, traffic and customer value. 
  • Bring a test-and-learn mindset to CRM activity, with a focus on continuous improvement. 

Team leadership and development 

  • Manage, coach and develop four direct reports across Intern, Assistant and Coordinator levels. 
  • Create clarity of ownership across the team, ensuring priorities, expectations and delivery standards are well understood. 
  • Build capability within the team, helping direct reports develop their CRM, analytical, planning and delivery skills. 
  • Foster a high-performing, collaborative and commercially focused team culture. 

Innovation and change 

  • Bring fresh thinking to CRM planning, customer engagement and owned-channel execution. 
  • Identify opportunities to use technology, automation, personalisation and AI to improve CRM effectiveness and efficiency. 
  • Challenge existing ways of working where there is an opportunity to improve quality, speed, impact or customer relevance. 
  • Stay close to new CRM trends, tools and innovations. 

EXPERIENCE, SKILLS & KNOWLEDGE

Essential experience 

  • Strong CRM experience, ideally gained within a fast-paced retail, fashion, luxury or consumer-facing environment. 
  • Proven experience managing CRM programmes across owned channels, with a strong understanding of customer segmentation, campaign planning and performance optimisation. 
  • Experience managing and coaching junior team members. 
  • Strong commercial awareness, with the ability to connect CRM activity to business performance, customer growth and revenue outcomes. 
  • Confident working with data, reporting and insight to shape recommendations and improve campaign performance. 
  • Experience partnering with cross-functional teams including Marketing Planning, ecommerce, Retail, Data Strategy and external agencies. 

 

Skills and behaviours 

  • Strong leadership skills, with the ability to manage, motivate and develop a small team. 
  • Highly organised, with strong project management skills and the ability to manage multiple priorities at pace. 
  • Comfortable operating in a changing environment and helping bring structure, clarity and momentum. 
  • Commercially focused, analytical and insight-led. 
  • Proactive, solutions-focused and confident challenging the status quo. 
  • Strong communicator, able to influence stakeholders and bring teams together around shared priorities. 
  • Technically savvy with good attention to detail. 
  • Curious about CRM innovation, technology, automation and AI, with a desire to push the function forward. 

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