Head of Retention & CRM

About Dunnes Stores

Dunnes Stores stands as Ireland’s foremost grocery, home, and fashion retailer, serving over 1.6 million loyal customers on a weekly basis. With an 80-year legacy, the brand is synonymous with quality and value across food, home goods, and fashion sectors.

Role Overview

The Head of Retention & CRM plays a pivotal role in steering the customer lifecycle strategy, engagement efforts, and revenue enhancement for both Dunnes Stores and Buymie. This position leads the CRM channel, overseeing lifecycle marketing, loyalty messaging, and organic app promotions, ensuring alignment with broader trading and organizational priorities.

Key Responsibilities

• Devise and guide comprehensive CRM and retention strategies across Dunnes Stores and Buymie.
• Build lifecycle management frameworks including onboarding, customer activation, retention, frequency enhancement, and reactivation efforts.
• Ensure CRM campaigns contribute measurably to commercial objectives.
• Control CRM as a revenue channel spanning grocery, textiles, hospitality, and app-driven customer experiences.
• Elevate lifecycle marketing programs to boost repeat purchases, enhance customer frequency, and increase lifetime value.
• Integrate CRM activities within the commercial calendar, supporting promotional events, partnerships, and trading initiatives.
• Identify and develop innovative opportunities to improve business growth and customer engagement.
• Supervise VALUEclub and grocery email communications, including the final send approvals within CRM.
• Lead organic marketing efforts for the Dunnes Stores app, covering multiple product categories.
• Support VALUEclub project delivery in coordination with leadership and stakeholders.
• Expand CRM initiatives into new customer journeys and sectors through experimental and data-guided methods.
• Own and implement CRM strategies and executions for the Buymie app, managing lifecycle programs such as onboarding and reactivation.
• Handle the Iterable CRM platform contract and ensure its efficient and compliant utilization.
• Oversee CRM platforms' operations, contracts, service-level agreements, and troubleshoot issues when necessary.
• Guarantee data cleanliness, audience quality, and effective campaign execution.
• Utilize A/B testing and control group analyses to confirm attribution and support informed business decisions.
• Establish robust processes enabling growth across multiple business units.
• Collaborate extensively with teams including customer service, legal, privacy, trading, retail media, and broader commercial departments.
• Lead and facilitate CRM-focused meetings ensuring business-wide alignment.
• Serve as the primary organizational contact point for CRM functions.
• Manage and guide a team comprising the CRM Executive, CRM Administrator, and Customer Data Analyst, with coordination over the VALUEclub Voucher Manager.
• Monitor campaign delivery, audience targeting, and monthly performance reporting.
• Develop team expertise in lifecycle marketing tactics, testing methodologies, reporting techniques, and optimization skills.
• Oversee comprehensive monthly reporting on app performance and CRM outcomes.
• Measure critical metrics including revenue contributions, engagement rates, retention statistics, and other customer-centric data.
• Leverage analytical insights to identify new opportunities and shape future CRM priorities.

Success Metrics

• Generation of revenue through CRM and lifecycle channels.
• Progress in customer retention rates, shopping frequency, and overall customer lifetime value.
• Effective execution of impactful CRM projects beneficial to growth and customer experience.
• Scalable application of CRM across various business verticals and customer pathways.
• Strong stakeholder management and seamless cross-functional cooperation.

Qualifications and Experience

• Proven expertise in CRM, lifecycle marketing, retention, or customer engagement roles.
• Demonstrated ability to convert customer data and lifecycle interventions into profitable outcomes.
• Experience within retail, e-commerce, app-driven platforms, or complex customer-oriented settings.
• Excellent stakeholder management abilities across operational, legal, analytical, and commercial domains.
• Familiarity with CRM platforms, data segmentation, performance reporting, and testing methodologies.
• Data-informed and commercially driven decision-making approach.

Benefits

• Lead a key loyalty program for Ireland’s leading retailer.
• Shape the future of loyalty, personalized engagement, and retail media in Ireland.
• Opportunity to transform Ireland’s largest FMCG retail share into a sustainable revenue source that drives sales to Dunnes Stores.
• Comprehensive benefits including employee discounts.
• Professional growth and advancement opportunities.
• Work in a collaborative, innovative, and fast-paced environment.
• Engage in a customer-focused culture with significant impact potential.

Equal Opportunity

Dunnes Stores is committed to equal employment opportunities for all candidates.