Loyalty & CRM Director - Europe

About the role

Reporting to the VP Ecommerce Europe, this role leads the evolution of Levi's RedTab loyalty programme and customer engagement across Europe. You will define and scale CRM and lifecycle capabilities, driving customer lifetime value, retention, and brand connection across digital and retail touchpoints.Sitting within the Ecommerce organisation, you will play a key role in shaping how Levi's builds direct, meaningful relationships with consumers across the region. RedTab Loyalty Strategy & Programme Evolution Define and lead the strategy and roadmap for the RedTab loyalty programme, positioning it as a core driver of engagement, retention, and EU ecommerce growth Evolve RedTab beyond transactional rewards to deliver differentiated, brand-led experiences Drive member acquisition, engagement, and repeat spend through clear value propositions Embed RedTab across ecommerce, retail, and omnichannel journeys Partner cross-functionally to leverage RedTab across key trade moments CRM & Lifecycle Marketing Own the end-to-end CRM and lifecycle strategy across owned channels (email, app, SMS, push) Design lifecycle frameworks driving acquisition, conversion, retention, and reactivation Lead segmentation, personalisation, and channel strategy Develop testing and optimisation strategies Customer Data & Personalisation Define strategy for customer data, identity, and first-party data growth Enhance CDP capabilities and segmentation through cross-functional collaboration Translate customer insights into actionable strategies Champion a data-driven, privacy-first approach Clienteling & Omnichannel Engagement Develop a European clienteling strategy Enable retail teams with customer data and tools Ensure CRM and RedTab integration across channels Analytics, Performance & Measurement Define KPIs including membership growth, retention, CLV and revenue contribution Build performance frameworks and dashboards Drive continuous optimisation Leadership & Cross-Functional Collaboration Lead and develop CRM and loyalty teams Partner across Ecommerce, Marketing, Retail, Analytics, and Technology Influence senior leadership on customer strategy Drive cross-functional readiness for campaigns About You Deep experience in CRM, loyalty, or customer strategy within large, complex retail or consumer organisations Proven track record of defining and scaling loyalty programmes across multiple markets, delivering measurable commercial impact Deep expertise in lifecycle marketing and customer engagement across owned channels Strong understanding of customer data, segmentation, and CRM/marketing technology ecosystems Experience operating in omnichannel environments, connecting digital and retail customer journeys Highly analytical, with the ability to translate data and insight into clear strategic direction Demonstrated leadership experience, with a track record of influencing senior stakeholders and driving cross-functional alignment across international teams Experience leading and developing teams, building capability and setting direction across CRM and loyalty functions This is a hybrid position based at our London, Great Marlborough Street office . You will be expected to be in the office three days per week, though time in the office may vary depending on business needs. The expected starting salary range for this role is £81,500 - £108,700 per year . The amount an employee will earn within the salary range will be based on factors such as relevant education, qualifications, performance and our needs. Salary ranges may vary by location and currency. Levi Strauss & Co. (LS&Co.) offers a total rewards package that includes base pay, paid leave, product discounts, and more designed to help you and your family stay healthy, meet your financial goals, and balance the demands of your work and personal life. Available benefits and incentive compensation vary depending upon the specifics of the role; details relating to a specific role will be made available upon request. Read more about our benefits here . LS&Co. is an affirmative action and equal employment opportunity employer. We welcome and value people from diverse cultures, backgrounds, and experiences to make LS&Co. a collective success. #LI-Hybrid LOCATION London, United Kingdom FULL TIME/PART TIME Full time Current LS&Co Employees, apply via your Workday account.