Senior Loyalty & CRM Specialist EMEA

Job description

Who We Are: Kontoor Brands is a portfolio of three of the world’s most iconic lifestyle, outdoor and workwear brands: Wrangler®, Lee® and Helly Hansen®. Kontoor Brands is a purpose-led organization focused on leveraging its global platform, strategic sourcing model and best-in-class supply chain to drive brand growth and deliver long- term value for its stakeholders. Job Posting: Senior Loyalty & CRM Specialist EMEA Location: Geneva // Switzerland Join Kontoor Brands, home of three of the world's most iconic lifestyle, outdoor and workwear brands: Wrangler®, Lee® and Helly Hansen®. We design high-quality apparel that empowers self-expression. Be part of our global community of more than 10,000 employees, fostering collaboration and innovation. Join us in our Geneva office and help shape the future with us. What’s the scope? As a Senior Loyalty & CRM Specialist EMEA you will Lead the strategic development, optimization and execution of loyalty and CRM programs for Lee & Wrangler in EMEA. You will enhance customer retention, grow customer lifetime value, increase engagement, and drive database growth through seamless, personalized experiences across customer touchpoints, including marketing, eCommerce, and retail channels. As our Senior Loyalty & CRM Specialist EMEA, your key responsibilities include, but are not limited to: Loyalty & CRM Strategy: Define, execute and nurture a loyalty program that boosts retention, lifetime value, and advocacy; own the CRM roadmap across digital and physical (Direct to Consumer) touchpoints. Customer Data & Segmentation: Manage the CDP for advanced personalization; create data‑driven segmentation; ensure GDPR compliance. Email & Direct Marketing (e.g. SMS): Design, deliver and oversee email campaigns, customer journeys and automated CRM workflows (welcome series, win‑back, rewards etc.); collaborate with brand and eCom teams for consistent omni channel messaging. Performance Analysis & Optimization: Track CRM/loyalty KPIs, conduct A/B tests, optimize campaigns; present insights to stakeholders. EMAIL: Campaign Planning & Execution: Develop and manage a comprehensive email marketing calendar, aligning with marketing, e-commerce, and seasonal campaigns. Design, build, and deploy a variety of email campaigns, including promotional, informational, transactional (e.g., order confirmations, shipping updates), and lifecycle-triggered emails. Collaborate with creative teams (designers, copywriters) to produce visually compelling and on-brand email content that drives engagement and conversions. Implement A/B testing strategies for subject lines, content, calls-to-action (CTAs), send times, and design elements to continually optimize email performance. Automation & Journey Orchestration: Develop, implement, and optimize automated email workflows and customer journeys (e.g., welcome series, abandoned cart reminders, post-purchase follow-ups, win-back campaigns, birthday/anniversary messages). Ensure seamless integration of email marketing with other customer touchpoints and data sources to create a unified and personalized experience. List Management & Deliverability: Manage email lists, including subscriber acquisition, segmentation, and suppression. Monitor email deliverability rates, bounce rates, and spam complaints, taking proactive measures to maintain list hygiene and sender reputation. Stay up-to-date with email marketing best practices & compliance regulations (e.g., GDPR etc.), and industry trends. SMS Programs: Strategy & Campaign Development: Develop and implement a strategic SMS program for loyalty members and other opt-in segments. Design and execute targeted SMS campaigns for promotions, exclusive offers, transactional updates (e.g., order status), and loyalty program notifications. Ensure SMS messaging is concise, impactful, and compliant with relevant regulations (e.g., local telecommunication laws, marketing opt-in requirements). Integration & Personalization: Integrate SMS campaigns with the CRM and CDP to leverage customer data for personalized messaging and audience segmentation. Explore and implement automated SMS flows as part of broader customer journeys (e.g., welcome SMS, loyalty point updates). Performance Monitoring: Track key SMS metrics such as delivery rates, open rates, click-through rates, and conversion rates, using insights to refine future campaigns. Loyalty: Program Design & Management: Lead the end-to-end development and ongoing management of the loyalty programs for Lee & Wrangler in EMEA. Define loyalty program tiers, rewards, benefits, and redemption mechanisms that align with brand objectives and customer preferences. Continuously evaluate and refine the loyalty program structure to maximize member engagement, retention, and advocacy. Member Engagement & Communication: Develop targeted communications to loyalty members, including personalized offers, status updates, and exclusive content. Strategize and execute campaigns to encourage loyalty member participation, point accumulation, and reward redemption. Performance & ROI: Track and report on loyalty program KPIs, including member acquisition, retention rates, lifetime value, engagement metrics, and return on investment (ROI). Analyze loyalty data to identify trends, opportunities, and areas for improvement. CRM (Customer Relationship Management): CRM Roadmap Ownership: Own and evolve the CRM roadmap, identifying new opportunities to enhance customer relationships and drive lifetime value. Champion the strategic use of CRM across marketing, e-commerce, and retail channels to ensure a unified customer view and consistent interactions. Customer Lifecycle Management: Develop and implement strategies for managing customers across their entire lifecycle, from acquisition and onboarding to retention, growth, and potential win-back. Identify key moments in the customer journey where CRM interventions can maximize engagement and value. Cross-functional Collaboration: Serve as the central point of contact for CRM initiatives, fostering strong collaboration with marketing, e-commerce, retail, sales, and customer service teams to ensure alignment and consistency in customer interactions. Provide guidance and support to other departments on CRM best practices and system utilization. CDP (Customer Data Platform): Data Integration & Management: Act as the primary owner and expert for the Customer Data Platform (CDP) for the Region of EMEA. Oversee the ingestion and integration of customer data from various sources (e.g., e-commerce platform, POS, website, mobile app, CRM) into the CDP, ensuring data accuracy, consistency, and completeness. Develop and maintain a robust data governance framework for customer data within the CDP, ensuring compliance with data privacy regulations (e.g., GDPR) and internal policies. Advanced Segmentation & Personalization: Leverage the CDP's capabilities to create highly granular and dynamic customer segments based on demographics, behavior, purchase history, preferences, and engagement levels. Utilize CDP insights to drive advanced personalization across all marketing channels, including email, SMS, website, and retail experiences. Data Activation & Orchestration: Activate customer data segments and profiles from the CDP to power targeted marketing campaigns and personalized experiences across various platforms (e.g., ESP, SMS platform, ad platforms). Collaborate with IT and data engineering teams to optimize data flows and ensure the CDP is fully utilized for strategic initiatives. Skills for Success: 5+ years of experience in CRM, loyalty marketing, or customer retention within e commerce or retail environments. Expertise in CRM platforms, loyalty programs, and Customer Data Platforms (e.g., Salesforce Marketing Cloud, BlueConic). Strong analytical and segmentation skills, capable of translating data into targeted, personalized campaigns. Excellent project‑management abilities, with a proven track record of leading initiatives from strategy to execution. Experience managing within cross‑functional digital and retail teams, ensuring alignment and delivery across stakeholders. Fluent in English (written & verbal), any other European language is an advantage. Strong communication skills & presentation skills. Highly motivated and great Team player. We offer: We value trust and transparency and focus on collaboration and teamwork. We live by our clear Purpose, Mission & Values where we strive for continuous innovation & cutting-edge sustainable technology. We offer competitive benefits, perks and personal development opportunities; Attractive salary package; Discount on our brands; Lee® & Wrangler®. Casual Denim dress code in the office and outside of work; Multi-cultural, diverse and inclusive workforce where we foster many different nationalities; Employee resource groups focusing on diversity, sustainability, wellbeing and social activities; Development opportunities in a growth-driven environment; Benefits of a global company. Why Kontoor Brands? At Kontoor, we offer a comprehensive benefit package to fit your lifestyle. Our benefits are crafted with the same care as our products. When our employees are healthy, secure, and well, they bring their best selves to work. Kontoor Brands supports you with a competitive benefits program that provides choice and flexibility to meet your and your family’s needs – now and in the future. We offer resources to support your physical, emotional, social, and financial wellbeing, plus benefits like discounts on our apparel. Kontoor Brands also provides four weeks of Paid Parental Leave to eligible employees who are new parents, Flexible Fridays, and Tuition Reimbursement. We are proud to offer a workplace culture centered on equitable opportunities and a sense of belonging for all team members. Here we have a global workforce of high-performing teams that both unlocks our individual uniqueness and harnesses our collaborative talents.