Head of Loyalty and Personalisation

Job Description

Unlocking magnetic value by creating and owning the Booker loyalty and personalisation strategy aligning to our wider Product and Customer strategy. The Head of Loyalty & Personalisation is responsible for developing and leading Booker’s loyalty, rewards, and customer personalisation strategy across all channels. This role ensures that Booker maximises customer engagement, strengthens long‑term loyalty, grows customer value, and delivers data‑driven, personalised experiences for retail, catering, and small‑business customers. You will leverage customer insights, digital capabilities, behavioural data, and advanced analytics to design propositions that differentiate Booker in a highly competitive wholesale market. The successful candidate will be able to influence across all levels of the business.

Based out of out Wellingborough or Watford you will have the opoprtunity for hybrid working.

• Own and evolve the overall loyalty and personalisation vision and roadmap for Booker, building a team to support our future ambitions/strategy.
• Lead the design of compelling loyalty proposition that will drive customer acquisition, retention, and growth across the Booker group.
• Build and scale personalised customer experiences powered by data, segmentation, and automated targeting.
• Partner with Data, Tech, Digital & Marketing, Trading, and Insight teams to embed real-time personalisation across digital platforms, marketing, sales team communication and personalised value
• Lead test and learn programmes to evolve rewards, incentives and targeted offers.
• Ensure that loyalty program delivers measurable commercial value, defining and tracking loyalty KPIs, participation metric, and impact of personalised value on sales and profit.
• Influence the Booker exec and wider business to land the new loyalty and personalisation strategy, championing a customer-centric, data-led culture within the business.
• Adhering to all Booker policies, storage and handover protocols and successfully completing all my training so that there are zero GSCOP breaches.
• The role holder may be asked to undertake other duties, as required, which are not necessarily specified. It may be amended from time to time within the scope and general level of responsibility attached to this role.
• Booker is committed to ensuring it is a place where everyone can feel welcome, and our Code of Business Conduct and Equal Opportunities policy’s sets out our expectations and commitment to this. All colleagues are expected to fully observe this.
• Taking care for the health and safety of yourself and others who may be affected by your actions and being responsible for ensuring all our operations are free from hazards and reported when identified.
• Lead your team, manage performance and progression, and support team development, ensuring effective succession plans are in place and maintained.
• Champion diversity and inclusion to ensure everyone feels welcome at Booker and motivating your team with clear expectations and providing recognition.

• Senior experience in loyalty strategy, CRM, or personalisation in retail, wholesale, or FMCG.
• Strong commercial mindset with a track record of delivering measurable value through data‑driven activity.
• Expertise in customer segmentation, behavioural analytics, and targeted communications.
• Experience leading cross-functional teams and influencing senior leaders.
• Ability to translate insights into strategic propositions and compelling customer experiences.
• Excellent stakeholder management, communication, and problem‑solving skills
• Customer‑obsessed and insight‑driven
• Commercially focused with strong analytical thinking
• Collaborative and influential
• Strategic mindset with hands‑on delivery capability
• Innovative, curious, and proactive

Booker is the UK's leading food & drink wholesaler. We are privileged to serve independent retailers, caterers and small businesses, from locations across the country. We operate over 190 cash and carry branches, eight distribution centres, five Best Food Logistics sites, as well as six support centre locations across the UK.

Diversity, equity and inclusion (DE&I) at Booker means that whoever you are and whatever your background, we always want you to feel represented and that you can be yourself at work. In short, we’re a place where Everyone’s Welcome.

We know life looks a little different for each of us. That’s why at Booker and Best, we always welcome conversations about flexible working. Some people are at the start of their careers, some want the freedom to do the things they love. Others are going through life-changing moments like becoming a carer, nearing retirement, adapting to parenthood, or something else. So, talk to us throughout your application about how we may be able to support you.

We’re proud that Booker is a Disability Confident Committed employer and we’re committed to providing a fully inclusive and accessible recruitment process. For further information on the accessibility support you can expect, please contact recruitment@bookergroup.com

Please note

We can only accept candidates over the age of 18 if the role requires working before 6:15 am or after 9:45 pm or involves working in areas such as the warehouse, beers, wines & spirits, and driving roles.

On the occasions where we have high volumes of applicants, some roles may close earlier than the advertised end date in order for us to manage all of the applicants appropriately. We will only be able to offer individual feedback to those candidates who attend an interview.

*Booker Group is part of Tesco plc, however, is operated separately from the core Tesco business and as such the benefits offered will be different from those offered at Tesco*

For more information about us please visit www.bookergroupjobs.co.uk