CRM (Customer Relations Manager) And Loyalty Manager at Clicks Group

Introduction

• The CRM & Loyalty Manager is responsible for developing and executing Sorbet’s customer relationship and loyalty strategy across all brands. The role focuses on strengthening guest relationships, increasing retention, driving visit frequency and growing customer lifetime value through data-driven marketing and personalised communication.
• This role owns the CRM ecosystem, customer database, loyalty programme, and direct communication channels to ensure Sorbet delivers relevant, timely and engaging experiences to guests across the customer lifecycle

Job description

KEY TASKS AND RESPONSIBILITIES

• CRM Strategy & Customer Lifecycle
• Develop and implement the CRM strategy across all Sorbet brands.
• Design and manage the customer lifecycle journey from acquisition to retention and  reactivation.
• Use customer data and insights to drive personalised and targeted communications.
• Identify opportunities to increase visit frequency, basket size and guest lifetime value.
• Implement lifecycle campaigns including welcome journeys, retention campaigns, reactivation and anniversary communications.

Loyalty Programme Management

• Manage and optimise the Sorbet loyalty programme to drive guest engagement and retention.
• Develop loyalty strategies that reward frequency, spend and brand advocacy.
• Analyse loyalty performance and continuously evolve the programme to increase member participation and revenue contribution.
• Integrate loyalty initiatives into promotional campaigns and in-store experiences.
• Drive growth in loyalty membership and active participation

CRM Campaign Management

• Plan and execute CRM campaigns across direct communication channels including email, SMS, WhatsApp and app notifications.
• Ensure communications are personalised, relevant and aligned to brand campaigns and commercial priorities.
• Develop segmentation strategies to deliver targeted messaging across different guest groups.
• Continuously optimise campaign performance through testing, analysis and learning.

Customer Data & Insights

• Manage and maintain the customer database ensuring data accuracy and integrity.
• Analyse customer behaviour, spend patterns and engagement to generate actionable insights.
• Develop customer segmentation models to support targeted marketing.
• Provide regular reporting on CRM performance, campaign results and customer trends.
• Translate insights into recommendations that improve guest engagement and business performance.

Guest Retention & Revenue Growth

• Develop strategies to increase guest retention and reduce customer churn.
• Identify opportunities to drive repeat visits and increased spend through CRM initiatives.
• Partner with brand teams to ensure CRM supports promotional campaigns and business objectives.
• Use CRM insights to inform marketing strategy and guest experience improvements.

CRM Platform & Technology Management

• Manage CRM and marketing automation platforms.
• Work with internal teams and external partners to optimise CRM technology and capabilities.
• Ensure integration with booking systems, loyalty platforms and customer data systems.

KEY COMPETENCIES:

• Strong analytical and data interpretation skills.
• Customer-centric mindset.
• Strategic thinking with strong execution capability.
• Ability to translate data into actionable insights.
• Strong project management skills.
• Excellent communication and stakeholder management.
• High attention to detail.
• Results oriented and accountable.
• Ability to work collaboratively across teams.

Minimum requirements

EDUCATION AND EXPERIENCE:

• Bachelor’s degree in Marketing, Business or a related field.
• 4–6 years experience in CRM, loyalty or customer lifecycle marketing.
• Experience managing CRM platforms and marketing automation tools.
• Strong experience in customer segmentation and data-driven marketing.
• Experience managing loyalty programmes will be advantageous.
• Proven ability to drive retention, engagement and customer value

Apply by: 26 March 2026