Customer Lifecycle and Omnichannel Lead at Mandaley
About this role
The CRM, Loyalty & Omnichannel Manager is responsible for developing and executing customer-centric strategies that drive engagement, retention, and lifetime value across the Soft Goat and By Malina brands. This role sits at the intersection of marketing, e-commerce, retail, and data - ensuring a seamless and personalized customer experience across all touchpoints.
Reporting into the Sales Director B2C, you will own the end-to-end CRM ecosystem, lead the evolution of the loyalty program(s), and orchestrate omnichannel initiatives that unify online and offline journeys. By leveraging customer insights, segmentation, and automation, you will deliver targeted communications and experiences that strengthen brand affinity and commercial performance.
Responsibilities
- CRM Strategy & Execution (Across Both Brands)
- Define and implement CRM strategies across channels such as email, SMS, WhatsApp, and other owned channels
- Build customer journeys (acquisition, onboarding, retention, reactivation)
- Manage campaign planning, content personalization, and send-outs for commercial newsletters, automations, and transactional flows
- Ensure consistent yet brand-differentiated communication strategies
- Loyalty Program Management
- Own the design, optimization, and performance of loyalty programs across both brands
- Investigate and implement tiered rewards and engagement mechanics that drive repeat purchase and retention
- Monitor program KPIs and continuously improve member experience and value perception
- Omnichannel Experience
- Lead initiatives that connect e-commerce, retail stores, and customer service touchpoints
- Ensure a seamless customer journey (e.g., click & collect, returns, clienteling)
- Collaborate with marketing and B2C teams to align campaigns and customer experiences
- Customer Insights & Data
- Leverage CRM and analytics tools to segment customer profiles and generate actionable insights across B2C
- Track, analyze, and report on key KPIs (CLV, retention rate, churn, engagem