Senior Loyalty & CRM Specialist EMEA

About the role

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 enco