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

Job Description

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 crossfunctional teams and agency partners, you�ll turn data into powerful insights, enhance our digital and offline performance, and influence decisionmaking across the marketing ecosystem. Your leadership will be pivotal in ensuring our customer engagement activity is measurable, effective, and always evolving.

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 insightled, customerfirst, 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 & AIDriven 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 AIdriven targeting and relevance.
• Ensuring personalisation activity is measurable and commercially effective across the full customer journey.
• Championing testandlearn 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 brandappropriate and commercially effective.
• Measuring the impact of loyalty activity across frequency, spend, and longterm 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 dropoffs, 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 testandlearn 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.

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 multichannel CRM journeys (email, app, SMS, onsite).
• Handson use of CRM platforms, customer data tools, and analytics suites.
• Experience partnering with data science or personalisation teams to apply predictive or AIdriven 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.

You might know us as a supermarket, technology company or even for our award-winning mobile network. Truth is, we�re all of those things, and much more. Our colleagues work with one goal in mind, helping to make every day a little better for our customers, colleagues and communities all over the world. No two customers are the same, neither are our colleagues.

At Tesco, we champion a balance that lets you thrive both in and out of work. Spend 60% of your week collaborating with colleagues at our office locations or local sites and the rest remotely. Whether you're just kicking off your career, juggling passions, or navigating big life events, we're here to support you. We always welcome a conversation about flexible working, so talk to us throughout your application about how we can support.

We're proud to be an accredited Disability Confident Leader, where everyone�s welcome. That�s why we commit to providing a fully inclusive and accessible recruitment process. If you need support with your application, click here for more information. And if you're interested in joining our team but don't tick every box, don't let that hold you back from applying.