The Estee Lauder Companies Aveda CRM & Loyalty Manager in London, United Kingdom

Aveda CRM & Loyalty Manager

Brand: Aveda


  • Manage the ideation, development and implementation of Aveda GRM (Guest Relationship Management) strategy to maximise customer engagement, retention and revenue.

  • Manage the development and deployment of all CRM initiatives to drive personalised, engaging guest experiences.

  • Manage the Aveda ‘Pure Privilege’ (PP) Loyalty Programme in the UK along with driving the new Loyalty App in stores, online and in salons.

  • Establishes and maintains excellent relationships with cross-functional teams (Online, Sales, Retail, Salons, Customer Services and US Pure Privilege Team).



  • Formulate CRM strategies that are geared towards improving our KPIs and optimising ROI on all campaigns.

  • Devise retention strategies to retain all new and existing customers across all channels.

  • Ensure complete understanding of CRM strategy across all levels of business, via regular communication, including Brand Conferences, CRM presentations, inter-department meetings.

  • Develop bespoke GRM programmes for department stores, Aveda Experience Centres and the flagship Aveda salon in partnership with the Retail Marketing contact.


  • Issue weekly Capture Rate and League Table Reports. Work with National Retail Experience Manager & Sales and Education Managers to set and proactively manage Capture Rate, retail experience tracking and other targets.

  • Issue monthly CRM KPI Metric Reports. Be responsible for the improvement of key metrics such as Capture Rate, 1X Buyer Rate and Retention Rate.

  • Complete analysis of all campaigns using corporate reporting tools to analyse performance / ROI. Clearly summarise and communicate results and findings in monthly reports to optimise future campaigns.

  • Use database analytics to track customer behaviour and engagement and develop communication strategies to maximize annual spend and retention and reduce 1 x buyer rate.

  • Use smartFocus to draw insight into Aveda UK database: cross channel purchase patterns, geographical analysis, SKU purchasing preference, etc.


  • Develop and manage annual UK GRM budget, including the forecasting & allocation of samples / travel sizes to support GRM campaigns.

  • Use smartFocus to create appropriate segments of customers for targeting and analysis.

  • Create and provide accurate customer lists. Ensure database is clean and contains expected customer records for appropriate campaigns. Act as central point of contact to ensure accurate data is used and Aveda remains in accordance with the General Data Protection Regulation.

  • Manage the complete direct marketing process (direct mail & email): design and production & printer/email agency briefing and coordination.

  • Manage Mailing House to ensure data is provided securely, received and mailings are processed correctly and on time.


  • Train all Retail Advisors and flagship salon front of house on how to better capture customer details and prepare effective material to support the training in compliance with the GDPR.

  • Work with Sales and Training departments to achieve a minimum capture rate of 75%. Produce and distribute Customer Capture Reports to stores/management on a timely basis to help them monitor progress.

  • Present at quarterly Counter Manager Meetings on the importance of GRM and the commercial opportunity of retaining consumers and maintain focus, identify training needs and address concerns / issues

  • Maintain focus on CRM at brand level by driving awareness of CRM KPIs, consumer behaviours and results.

  • Manage UNiDAYS partnership in Experience Centres.


  • Management & execution of the Pure Privilege Loyalty Programme including the collation of enrolment numbers, sales results and penetration of PP within salon network.

  • Develop Pure Privilege annual strategy based on previous year results and member growth and retention.

  • Manage the Pure Privilege Loyalty iPad App ensuring optimisation and ROI and reinforce mutual benefits of PP to both stores/salons/online and guests alike.

  • Produce monthly reports on performance by store and salons to distribute to Sales Teams. Also send out monthly newsletter of upcoming promotions and activity to stores and salons.

  • Point of contact for communication with US global team including regular updates on emails to PP database.

  • Regular communication to the field and training to Retail and Salon Sales Teams on how to sell PP to guests and how to use the new App.

  • Distribution and production of in store / salon collateral material for use in PP campaigns (adapted from global artwork) – sent out for every focus period.

  • As and when required, carry out field visits to ensure that the Pure Privilege Programme and Loyalty iPad App is used to maximum effect.

  • Work closely with Member Services Team based in Kites Croft and Social Media Manager on all member queries/complaints.


  • Strong CRM experience with proven success in researching and delivering programmes and implementing effective direct marketing communication.

  • Familiarity with related data analysis techniques.

  • Analytical, service-oriented (internal customers), communicative, proactive, focused and pragmatic with a quality approach.

  • Analytical and strategic thinker (makes quick, fact-based decisions)

  • Intellectual horsepower (highly analytical & strategic)

  • Strong relationship management and interpersonal skills (high EQ)

  • Complex problem-solving (create options, then converge)

  • Innovative and creative thinking (need fresh thinking)

  • Comfortable with public speaking and presentations

  • Ability to own tasks and deliver results with minimal supervision

  • Experience in beauty industry.


  • Advanced skills in MS Excel (Pivot Tables, VLookup, etc.)

  • Experienced performing analytics, segmentation, and data mining using SQL, SAS or similar package

Closing date for applications: Wednesday 23rd January 2019

Job: Marketing

Primary Location: Europe, Middle East, Africa-GB-ENG-London

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 190521