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Global Head Of Loyalty

Date: Jan 8, 2021

Location: London, LND, GB, SE1 2JP

Company: The Body Shop International Limited

The Body Shop

When Anita Roddick founded The Body Shop in 1976, she had a vision. Business as a force for good – that’s us. Over 40 years later, we’re proud to be pioneering cruelty-free beauty every step of the way. We’re the original ethical beauty brand. We’ve got a thing for empowering people and enriching our planet. We’re all about keeping it real, in every way possible. Our activist roots remain a huge part of everything we do, from our iconic window posters to our vegetarian products to our infamous campaigns. We’re never afraid to stand up and speak the truth. We like to do things a little differently around here. 

The Body Shop, along with Aesop and Natura, is part of Natura & Co, a global, multi-channel and multi-brand cosmetics group that is committed to generating positive economic, social and environmental impact. Group owner Natura is Brazil's number one cosmetics manufacturer. Sustainable development has been the company's guiding principle since it was founded in 1969. In fact, this is an incredibly exciting time for The Body Shop. We’re fighting for what we believe in now more than ever. No holding back. Breaking the mould has always come naturally to us, and we need someone who’s not afraid to mix things up. 

Your role in a nutshell

The Global Head of Loyalty will report into the CRM Director and will be responsible for developing and deploying the Global Loyalty Strategy. In collaboration with Market teams, the role will be responsible for leading the Global Loyalty team to deliver and optimise the Love Your Body™ Club Loyalty Programme across all TBSI company markets. The Global Head of Loyalty will be responsible for delivering against the Loyalty OKR’s which will include delivery of overall Loyalty Programme revenue (~£200m globally) and increased customer participation, value and retention.

More about the role

  • Work with the CRM Director to develop the Global Loyalty Strategy focused on increasing revenue through the Loyalty programme. 
  • Lead LYBC proposition and promotional strategy across global markets to deliver improved customer participation, value and loyalty. 
  • Work with insight teams to create clear view of routes to value creation (customer spend levels, loyalty and advocacy) from the LYBC programme, and develop programmes to deliver on this insight.
  • Create and deliver targeted LYBC promotional plans based on insight, aligned to commercial objectives, and activated appropriately through global and local market teams, across all customer contact points (retail, ecommerce and The Body Shop At Home).
  • Work with the Global CRM Director and external agencies to review and enhance the proposition and functionality of the LYBC programme globally to improve its appeal and effectiveness in building a profitable and loyal customer base, and to ensure it remains an effective point of differentiation when compared with competitor programs.
  • Work with Ecommerce and Retail teams to develop the LYBC recruitment experience and optimise this to maximise reach and conversion. 
  • Lead the team in working with agency and internal teams to ensure all customer facing content and promotional marketing is optimised and delivers maximum performance.  
  • Plan and deliver the roll out of further instances of the LYBC Programme by market (both company and franchise) in conjunction with internal teams. Where required, establish a migration plan to ensure current customers are converted, lapsed customers are reactivated, and new customers are acquired through the programme.
  • Work with the IT function to specify and oversee the development of changes to the LYBC proposition/functionality.
  • Co-ordinate regular reviews of KPI’s with the Market and Global Teams to review and improve the effectiveness of the LYBC programme.


What we look for

  • Extensive experience defining and delivering loyalty programme strategy in a retail business, preferably across multiple international markets.
  • Experience of building and successfully launching new loyalty programme propositions.
  • Experience of leading and developing successful teams.
  • Project management skills (preferably gained through international experience).
  • Stakeholder management/networking (including with senior stakeholders / c-level).
  • Experience of working with IT and Product teams to define business requirements.
  • Experience of managing customer relationships in a retail environment both online and offline.


Want to join the team at The Body Shop? Then please apply today! As well as a competitive salary, here are just a few of the rewards that you can look forward to if you join us: a 5% non-contributory pension plan, 23 days holiday, 3 days a year to volunteer in the local community, 50% staff discount and access to product sample sales, access to Perks at Work, our online shopping channel with exclusive deals & discounts, as well as LOVE money to spend on your wellbeing and personal development. We have also implemented 'Work Wise' into our HQ - flexibility of 'in-office' hours, the ability to work remotely and a new meeting charter. Here at The Body Shop we've got your best interests at heart - it's our way of saying thank you!

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