Customer Relations, Personalisation and Loyalty Manager - F and F Online

Join the F&F Online Marketing team as our Customer Relations, Personalisation & Loyalty Manager for Home & Clothing, where you’ll shape how we engage and build meaningful relationships with our customers across every touchpoint.

In this key role, you’ll lead the development, delivery, and continual optimisation of customer relationship strategies throughout the entire online and offline lifecycle. You’ll drive the performance of CRM, personalisation, and loyalty programmes - ensuring every communication supports our customer, trading, and commercial goals for the Home & Clothing business.

Working closely with cross‑functional teams and agency partners, you’ll turn data into powerful insights, enhance our digital and offline performance, and influence decision‑making across the marketing ecosystem. Your leadership will be pivotal in ensuring our customer engagement activity is measurable, effective, and always evolving.

You will be responsible for:

CRM Strategy & Customer Lifecycle Management

Defining the CRM and loyalty strategy hand in hand with central CRM and Loyalty team for Home & Clothing across acquisition, onboarding, engagement, conversion, and retention.
Working with CRM team to develop and optimise lifecycle programmes for different journeys across email, app, SMS, and onsite channels for different customer journeys.
Defining the role of CRM within the wider Home & Clothing trading plan, ensuring communications support commercial priorities.
Leading the briefing of CRM, lifecycle, and campaign activity into the Direct to Customer Comms team, ensuring briefs are insight‑led, customer‑first, and aligned to marketing trading and commercial priorities.
Highlighting CRM performance reviews, identifying what is driving incremental customer and commercial value sharing with the F&F online leadership

Personalisation & AI‑Driven Targeting

Partnering with the personalisation team to define the roadmap across email, app, onsite, and paid channels.
Partnering with Personalisation and Data Science teams to scale AI‑driven targeting and relevance.
Ensuring personalisation activity is measurable and commercially effective across the full customer journey.
Championing test‑and‑learn approaches to improve personalisation performance.

Loyalty, Clubcard & Customer Value

Working with Clubcard team to define the role of Clubcard within Home & Clothing, ensuring loyalty mechanics drive incremental value.
Collaborating with Loyalty teams to shape propositions, offers, and customer experiences.
Overseeing online and offline couponing, ensuring mechanics are brand‑appropriate and commercially effective.
Measuring the impact of loyalty activity across frequency, spend, and long‑term value.

CRM Tracking, Measurement & Analytics

Ensuring we have CRM tracking frameworks across email, app, SMS, and onsite touchpoints.
Ensuring accurate and consistent customer data capture across all CRM channels.
Supporting attribution, incrementality testing, and CRM effectiveness learning across all activity.

Customer Journey & Behavioural Insight

Analysing the customer journey from first interaction through to repeat purchase and loyalty.
Tracking and report on CRM KPIs across engagement, conversion, retention, and reactivation.
Measuring the contribution of CRM and personalisation within the wider Home & Clothing funnel.
Identifying drop‑offs, opportunities, and optimisation levers across CRM journeys.

Insights, Optimisation & Test and Learn

Translating complex CRM and customer data into clear, actionable recommendations.
Working with channel owners and agency partners to optimise CRM and personalisation campaigns.
Embedding a test‑and‑learn approach across CRM, personalisation, and loyalty activity.
Championing best practice in CRM measurement and effectiveness across Home & Clothing.

Stakeholder & Agency Management

Working hand in hand with the Direct to Customer comms, CRM, Personalisation and Clubcard Teams.
Partnering closely with Paid Media, Social, Brand, Trading, and Analytics teams to provide customer insight.

Presenting CRM performance insights, plans and recommendations to senior stakeholders.

You will need:

Operational skills relevant for this job:

Strong understanding of online and digital marketing measurement across paid and owned channels.
Expertise in digital tracking, tagging, and analytics tools (e.g. adobe analytics, UTMs).
Ability to analyse and interpret online performance data to inform decisions and improve outcomes.
Strong communication skills, with experience presenting insights and recommendations to stakeholders.
Ability to translate complex data into clear, actionable insight.

Experience relevant for this job:

Experience leading CRM, lifecycle, or customer engagement programmes in digital or omnichannel retail.
Proven ability to build and optimise multi‑channel CRM journeys (email, app, SMS, onsite).
Hands‑on use of CRM platforms, customer data tools, and analytics suites.
Experience partnering with data science or personalisation teams to apply predictive or AI‑driven targeting.
Strong capability in measuring CRM effectiveness, running tests, and interpreting customer behaviour.
Experience working with loyalty or rewards programmes, including offer and coupon mechanics.
Background collaborating with media, brand, trading, and analytics teams to align CRM with wider plans.
Ecommerce experience essential; fashion or home categories beneficial.

What's in it for you:

We’re all about the little helps. That’s why we make sure our Tesco colleague benefits package takes care of you – both in and out of work. Click Here to find out more!

Annual bonus scheme of up to 20% of base salary
Holiday starting at 25 days plus a personal day (plus Bank holidays)
Private medical insurance
26 weeks maternity and adoption leave (after 1 years’ service) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave
Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing

About us:

Our vision at Tesco is to become every customer's favourite way to shop, whether they are at home or out on the move. Our core purpose is 'Serving our customers, communities and planet a little better every day'. Serving means more than a transactional relationship with our customers. It means acting as a responsible and sustainable business for all stakeholders, for the communities we are part of and for the planet.

We are proud to have an inclusive culture at Tesco where everyone truly feels able to be themselves. At Tesco, we not only celebrate diversity, but recognise the value and opportunity it brings. We're committed to creating a workplace where differences are valued, and make sure that all colleagues are given the same opportunities. We're a big business with diverse working patterns and many business areas which means that we can find something that works for you. Everyone is welcome at Tesco.

We have recently announced that we will be moving towards a more blended working week – combining office and remote working. Our offices will continue to be where we connect, collaborate and innovate. Please talk to us to about how this can work for you.

NOTE: Should you be successful in your application, your offer will be subject to and conditional upon you providing your bank account details on your agreed start date.

We're proud to have been accredited Disability Confident Leader and we're committed to providing a fully inclusive and accessible recruitment process. For further information on the accessibility support we can offer, please visit https://www.tesco-careers.com/accessibility