Share this Job

Director, CRM

Date: 27-Jun-2022

Location: New York, NY, US, 10013

Company: The Body Shop International Limited


How and when a business interacts with its customers is the eternal debate and top agenda item for any organisation. Add into the mix an omnichannel-environment and a business that is known as much for its activism and campaigning on world issues such as environment, sustainability and equality as it is for its amazing (iconic) products and you have a uniquely multi-faceted set of moving pieces.


The Head of CRM will bring those pieces (and people) together to deliver incremental revenue, profit and ROI FOR The Body Shop in North America whilst providing inspirational leadership and direction in all things CRM.

The role

We need an industry expert. This role is about taking us further and faster on the journey we have already started and doing it the very best way possible. So we need someone who has been there and done it and has developed Omnichannel CRM strategies that stand-out as beacons of best practice – then we want you to make them even better. For us.


With our highly ambitious vision to change the world for a better place as part of our Force for Good and B-Corporation commitment we need to attract and retain a LOT of customers, and we need to have laser focus on lifetime value growth if we are to achieve our market revenue targets.


This role will focus on developing and deploying an omnichannel strategy that is focused on improving customer satisfaction as well as optimising existing CRM trade and targeted offer activity and the development of new programmes.

Whilst delivery is key, this is also about sharing your knowledge and experience to develop a team of experts. Based in either New York or Toronto and reporting into the Global CRM Director based in London (UK) you will lead and coach a team of two CRM specialists. As a team you will be responsible for the overarching NA CRM strategy including segmentation, communications and the optimisation plan.

Your involvement in defining the CRM activities in the CRM calendar will require you to collaborate with Customer Marketing and Loyalty teams along with the joint delivery of the campaign schedule – all designed to achieve commercial and customer KPIs.


This is a super busy and influential role with many aspects requiring an experienced CRM professional – to help identify the perfect leader for this important role we will expect evidence of:

Key Areas of Accountability

Scaled Omnichannel Environment  - experience coupled with an entrepreneurial mindset with demonstrable stakeholder relationship building skills. You’ll have operated in multiple geographical markets and will be adept at navigating different cultures as a result.

Highly Commercial – the delivery of incremental revenue leading to impressive profit will feature very heavily in your career as will evidence of steering your teams to deliver exceptional commercial results and ROI.

Inspirational Leadership – you’ll be a strong motivator used to leading from the front. Not averse to getting involved you’ll share your hands-on expertise and show your team how it needs to be done as an aid to developing their skills.

Data Driven and Numerate – Your outstanding analytical skills will be strongly evident and you’ll be able to provide numerous examples of where your interpretation and analysis has provided highly valuable insight.

Campaign Development – expert knowledge of CRM campaign development, including communications and data brief writing, creative and data agency briefing and management will be a strong skillset, with a particular expertise in email CRM activities.

With a culture of continuous improvement underpinning how we operate across The Body Shop, systems migrations are always on the horizon. To support this, you’ll have in-depth knowledge and hands-on experience of ESPs, customer data migration and how tech stacks come together across the digital disciplines.

Retailing: It goes without saying that to succeed in this role we need experience within omni-channel retail. You’ll have worked in a multichannel retail business and will understand the nuances of our unique sector.

Purposeful: Alignment with what drives us is an important factor and you will need a strong connection with our purpose and will be a positive (and welcomed) addition to our down to earth but customer obsessed team.

What else do we look for

A blend of specific behaviours and soft skills complete the person spec for this particular role as follows:

  • Proactivity and responsiveness to changing trading patterns will be essential
  • As you would expect your passion for putting the customer at the heart of all marketing activities will be front of mind at all times.
  • You’ll be entrepreneurial, creative, innovative with the ability to see the bigger picture
  • Analytical and commercial to tackle the broad demands of the role.
  • Finally – as the perfect ‘glacage sur le gateau’ you will be fluent in French – desirable but not essential

And in return

* a 6% contributory pension plan,

* 23 days holiday plus bank holidays - time to refresh and recharge

* Group bonus scheme

* 3 additional days a year to volunteer in the local community to support the causes you feel most passionate about

* LOVE money to spend on YOUR wellbeing - pamper yourself on us. Every year.

* 50% staff discount and access to product sample sales

* Access to Perks at Work, our online shopping channel with exclusive deals & discounts

* AND - we have also implemented 'Work Wise' into our HQ - flexibility of 'in-office' hours, the ability to work remotely and a new meeting charter.


If you are excited by all that - you might just be the sort of person we need to help us make the impactful change the world needs within a business that invented the culture of ‘joyful collective' and everything that means and stands for.

We have something special to offer and we’re looking for someone special to help us to do that. Show us how you can contribute to the next step in the evolution of The Body Shop.


We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, colour, national origin, sex, gender, gender expression, sexual orientation, age, marital status, veteran status, or disability status. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.


Nearest Major Market: Manhattan
Nearest Secondary Market: New York City

Job Segment: Retail Sales, eCommerce, Retail, Sales