Head of CRM

Role Overview

As the CRM and Customer Experience Director at Vision Express, you will spearhead our strategic direction and the execution of an effective customer relationship management (CRM) strategy designed to enhance customer retention, expand our existing customer base, and achieve incremental profit growth year-over-year. You will be responsible for developing and implementing a robust email, SMS, and direct mail marketing strategy. Your leadership will encompass enhancing our Net Promoter Score (NPS) program and elevating our digital reputation metrics. This role requires you to ensure all initiatives are delivered on budget and on time, with a strong focus on process efficiency and demonstrable return on investment (ROI).

You will lead a dedicated team, nurturing talent and managing performance, while also acting as the GDPR expert for our marketing team. By fostering strategic collaboration across departments, you will enhance the overall customer experience at Vision Express.

Who are we? 

We are Vision Express - a leading optical retailer with over 550 stores across the UK and Ireland, dedicated to providing exceptional eye care and eyewear solutions. As part of the EssilorLuxottica family, we leverage global expertise to deliver unparalleled service with a portfolio that includes some of the world's most loved eyewear brands like Ray-Ban and Oakley. Join us and contribute to our mission of helping our customers to ‘See More and Be More.’

Who is the perfect candidate?

Strong commercial B2C experience, with at least multiple years in retail and CRM/data management.

Proven track record in customer experience and customer journey management, particularly in print and CRM mediums such as email and data analytics.

A natural leader with excellent project management, interpersonal, and team development skills. 

Strong verbal, written, and presentation communication abilities.

A results-driven individual motivated by customer service excellence, innovative strategic thinking, and the capacity to influence and inspire others.

Highly organized, with exceptional time management skills and a passion for personal learning and development.

Key Responsibilities:

Drive the strategic development and implementation of an efficient CRM strategy aimed at retaining and growing our customer base while achieving profit growth.

Lead the development of a comprehensive marketing capability utilizing email, SMS, and direct mail to generate incremental profit.

Oversee continuous improvement strategies for our NPS program and digital reputation metrics.

Ensure all activities meet budget constraints, are delivered on time, and demonstrate clear ROI.

Mentor and develop a talented marketing team, managing performance effectively.

Stay informed on GDPR regulations and lead the marketing team in compliance efforts.

Key Performance Indicators:

Eye test volume and effectiveness of CRM activities in driving customer lifetime value (CLV).

Performance of marketing initiatives supporting our customer proposition and service.

Monitoring customer reputation metrics, including NPS, Google, and Trust Pilot.

Effective budget management ensuring positive ROI on revenue and capital investments.

Fostering strong positive relationships with agencies and vendors.

Maintaining a motivated and well-trained team with a clear succession plan.

Manage a budget of approximately $4 million, with authorization for expenditures up to £10,000.

What We Offer: 

Competitive salary and performance-based bonuses.

Health benefits including private medical cover and a pension scheme.

Opportunities to engage with our community initiatives through the OneSight EssilorLuxottica Foundation.

Discounts for friends and family, and an employee assistance program for confidential support.

Generous annual leave and flexible health-related benefits.

Access to lifestyle benefits including gym discounts and travel insurance.

If you are excited about transforming customer relationships and enhancing the customer journey, we want to hear from you! Join Vision Express and play a pivotal role in our mission to help customers 'See More and Be More.'