Senior Manager, CRM Orchestration
Department: Customer Resources
City: London
Location: GB
INTRODUCTION
JOB PURPOSE
This is a pivotal role at the heart of Burberry’s customer transformation. With the successful migration to Braze and the implementation of HighTouch, the foundations are in place. The next chapter is about evolving from channel-led execution to true customer orchestration, delivering connected, relevant and seamless experiences across CRM, Burberry.com and retail touchpoints.
As Senior Manager, CRM Orchestration, you will lead the evolution of our orchestration strategy across One-to-Many and One-to-One communications. Working closely with Customer Marketing, Martech, Data, Digital, Retail and the wider Customer team, you will shape how we engage customers in a way that is insight-led, intentional and distinctly Burberry.
Sitting at the intersection of strategy, technology and customer experience, this role calls for strong CRM expertise, a collaborative mindset and the ability to influence and inspire across a complex, global organisation.
RESPONSIBILITIES
Lead the evolution of how customer communications are orchestrated across campaigns, journeys and service communications
Drivethe shift from channel-led execution to lifecycle-led thinking
Define orchestration principles across contact strategy, sequencing, prioritisation and channel roles
Create more connected experiences across One-to-Many, One-to-One, digital and retail touchpoints
Build a strong insight-led and experimentation culture, supported by clear performance frameworks and leadership reporting
Lead the design and optimisation of lifecycle journeys across acquisition, onboarding, engagement and retention
Shape scalable personalisation approaches for One-to-Many communications in partnership with Customer Marketing
Translate customer insights and behaviours into journey logic, segmentation and targeting strategies
Champion advanced and innovative use of Braze, HighTouch and the wider CRM ecosystem
Partner with Martech, Data and external partners to enhance audience activation, triggers and platform capabilities
Stay close to platform evolution, identifying opportunities to test, learn and scale new capabilities
Support the exploration of AI and Next Best Action initiatives within the future CRM roadmap
Cross-Functional Leadership & Influence
Act asa connector across Customer Marketing, Martech, Data, Digital, Creative and Retail teams
Align stakeholders aroundcustomer experience priorities, orchestration principles and ways of working
Influenceat all levels, bringing clarity and momentum to complex or evolving initiatives
Ensure CRM orchestration enhances and connects with retail and clienteling experiences, not just digital channels
Help shape operating models that balance agility, governance and customer experience excellence
Team Leadership & Delivery Enablement
Lead, coach and develop a team of CRM specialists and strategists
Ensure strategic vision translates into clear, executable plans and high-quality delivery
Balance long-term transformation with day-to-day business priorities
Build team capability across orchestration, personalisation and platform expertise
PERSONAL PROFILE
Strong experience in CRM, lifecycle marketing or customer orchestration roles
A solid working knowledge of Braze, HighTouch or similar CRM and data activation platforms
Proven experience designing and evolving multi-channel customer journeys and personalisation strategies
Confidence operating across multiple stakeholders and functions in a global environment
Excellent communication and influencing skills, with the ability to bring teams together
Experience leading, coaching and developing high-performing teams
A curious, pragmatic mindset with a passion for innovation and experimentation
A strong appreciation for brand, storytelling and customer experience, ideally within retail, fashion or luxury
Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.
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