CRM Manager

Overview

Dunhill is a distinguished British luxury menswear and accessories house known for refined tailoring, leather goods and contemporary gentleman’s lifestyle products. As part of a major luxury group, the brand combines artisanal craftsmanship and modern luxury retailing with global wholesale and digital channels. The employer offers an international, design-led environment that balances heritage and innovation across product, retail and marketing teams.

Role & Responsibilities

• Define and execute a data-driven CRM strategy that strengthens client acquisition, retention and lifetime value across Japan and regional markets.
• Design and manage end-to-end lifecycle marketing programs including welcome flows, VIP programs, reactivation, and post-purchase journeys.
• Oversee campaign planning, segmentation, personalization and execution across owned channels (email, SMS, app notifications) in collaboration with creative and e‑commerce teams.
• Establish and track KPIs (LTV, retention, open/click rates, conversion) and produce actionable performance reports to inform budget and prioritization.
• Run A/B tests and iterative optimization to increase engagement and conversion while maintaining brand tone and luxury standards.
• Manage CRM data hygiene, audience segmentation rules and integration requirements with commerce, POS and analytics platforms.
• Coordinate with merchandising, visual merchandising and store teams to align clienteling and in-store communications with CRM initiatives.
• Line-manage or liaise with external agencies and vendors to execute campaigns, localization and technical integrations.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications or related discipline (or equivalent experience).
• Proven experience in CRM or retention marketing within premium or luxury retail (recommended 3–6 years).
• Demonstrable experience delivering lifecycle programs and measurable improvements in retention and customer value.
• Strong analytical capability with experience interpreting campaign metrics and producing executive-level insights.
• Excellent stakeholder management and cross-functional collaboration skills, including experience working with retail and e‑commerce teams.
• High standards of written and verbal communication with sensitivity to luxury brand tone and client segmentation.

Skills

Experience

Mid-level to senior experience in CRM or retention marketing, ideally within luxury retail or premium consumer brands, with a track record of building lifecycle programs and improving retention and customer lifetime value.

Education

Bachelor’s degree in Marketing, Business, Communications or equivalent professional experience.

Culture

Dunhill cultivates a culture that marries traditional craftsmanship with contemporary retail and digital practices. Teams operate in an international, collaborative environment where attention to detail, brand guardianship and client-centricity are paramount.