Description
D2C (Direct to Consumer Ecommerce) CRM & Merchandising Manager - Color Wow, Professional Products Division
Color Wow is seeking a commercially minded and creatively driven D2C CRM & Merchandising Manager to own how we convert, retain and grow the value of our D2C customers across CRM and the Color Wow storefront. Sitting at the intersection of customer lifecycle, e-commerce trading, content and digital experience, you will create seamless, premium and personalised journeys that strengthen brand affinity and deliver measurable growth in conversion, retention and Average Order Value.
A DAY IN THE LIFE
You will own the integrated CRM, retention and D2C merchandising strategy and calendar, from product launches, seasonal campaigns and exclusive bundles to automated lifecycle programmes and onsite content. You will turn brand priorities, consumer behaviour and trading opportunity into high-impact email, SMS and onsite experiences that make product discovery intuitive, inspiring and easy to shop.
You will ensure every consumer touchpoint is visually compelling, technically robust and optimised to perform. You will use insight, testing and emerging platform capabilities to continually improve the end-to-end customer journey from first visit through to purchase, repeat purchase and long-term loyalty.
• CRM, Retention & D2C Merchandising Strategy: Define and deliver an integrated CRM, retention and digital merchandising strategy that supports D2C revenue targets, NPD launches, key trading moments and wider brand priorities. Own how customer lifecycle, personalisation and onsite merchandising work together to improve conversion, repeat purchase, retention, AOV and customer value.
• Trading Calendar & Onsite Merchandising: Own the D2C merchandising calendar, curating product launches, seasonal edits, exclusive bundles, campaign landing pages and onsite navigation. Optimise product discovery, cross-sell and upsell opportunities to increase conversion rate and Average Order Value.
• CRM, Retention & Lifecycle Management: Own the CRM calendar and lifecycle strategy across email and SMS, balancing campaign activity with automated journeys to maximise incremental CRM revenue, repeat purchase, retention and customer lifetime value. Use customer cohorts, behavioural signals, purchase history and preference data to develop increasingly personalised journeys across acquisition, onboarding, replenishment, cross-sell, win-back and loyalty.
• Creative Storytelling & Digital Experience: Partner with Brand and Creative teams to translate campaign assets into premium digital experiences, including onsite banners, product-detail pages, CRM modules and personalised content. Protect a consistent brand expression while ensuring all activity is designed for digital performance.
• CRO, Testing & Customer Experience: Own the D2C CRO and test-and-learn roadmap across CRM and onsite journeys, identifying friction and opportunities from landing page through PDP, basket and checkout. Develop clear hypotheses and success criteria across merchandising, navigation, UI/UX, messaging, creative, segmentation and lifecycle journeys, rapidly scaling learnings that improve conversion, AOV, retention and customer experience.
• Performance Insight & Trading Action: Own performance analysis across CRM, onsite merchandising and the customer lifecycle, monitoring revenue, conversion, AOV, repeat purchase, retention, CRM contribution and customer value. Identify performance risks and growth opportunities and translate insight into immediate trading, merchandising, CRM and customer-journey actions. Build a clear understanding of customer cohorts and behaviours to inform future commercial planning.
• Platform Innovation & Capability Building: Act as a divisional champion for Salesforce Marketing Cloud and e-commerce platform capabilities. Explore emerging CRM, personalisation and conversational commerce opportunities—including channels such as WhatsApp—to elevate consumer experience and unlock growth.
• Data, Catalogue & Compliance Excellence: Maintain strong database hygiene to ensure accurate product catalogue information, stock visibility and visual execution onsite. Act as a divisional GDPR champion, working with Legal and the Data Protection Officer to support compliant consent, preference and consumer-data practices.
• Stakeholder Collaboration & Best Practice: Work closely with Brand, Operations and IT teams to deliver high-quality execution at pace. Build and share CRM and digital merchandising toolkits, creative inspiration and operational best practice with Zone and Global partners.
WHO YOU ARE
You’ll thrive in this role if you combine a strong commercial and creative instinct with a detailed understanding of CRM, e-commerce merchandising and consumer behaviour.
• CRM and D2C expert: You bring proven experience in CRM, customer lifecycle management, digital visual merchandising, e-commerce trading and/or online user experience, and understand how these disciplines work together to create valuable customer journeys.
• Commercially and data driven: You are confident using conversion, engagement, retention, basket size, AOV and ROI data to evaluate performance, uncover opportunities and make informed decisions.
• Creatively sharp and brand minded: You have a strong eye for premium digital storytelling and understand how to turn brand equity, product innovation and creative assets into engaging, shoppable experiences.
• Customer-first and journey focused: You understand segmentation, behavioural triggers, preference data and omni-channel customer journeys. You can translate a complex trading calendar into clear, prioritised communications and digital execution plans.
• Testing and optimisation oriented: You are naturally curious and experienced in structured test-and-learn programmes, using both quantitative data and qualitative judgement to improve user experience and commercial performance.
• Platform and technology confident: You are comfortable working with CRM and e-commerce technologies, ideally including Salesforce Marketing Cloud, and are excited by the potential of personalisation, automation and conversational commerce.
• Detail-driven and operationally strong: You take pride in immaculate execution, from copy, creative and product information to stock visibility, data hygiene and campaign set-up. You can manage multiple priorities in a fast-moving retail environment.
• First-party data and acquisition minded: You understand the value of a high-quality, permissioned customer database and have experience developing CRM acquisition, lead-generation, data-capture and customer-enrichment initiatives. You know how to create meaningful consumer value exchanges that encourage customers to opt in and stay engaged.
• Collaborative and influential: You build trusted partnerships across creative, marketing, commercial, insights, operations, technical and legal teams, clearly communicating priorities and bringing stakeholders with you.
• Compliance conscious: You have a sound working knowledge of consent, preference management and data protection requirements, and recognise their importance in building trusted, long-term consumer relationships.
WHAT WE OFFER
Our industry-leading award-winning benefits package shows how much we value our people. We know they're at the heart of L'Oréal's success, so we offer a fair and competitive package to help you thrive. Enjoy perks like money-saving offers, free mortgage advice, share options and an enhanced pension plan. Love our brands? You'll get up to 60% off iconic names like YSL, CeraVe, Armani, Kiehl's and Garnier! Because health matters, we offer private medical and dental insurance, discounted gym memberships, and onsite mental health support. We also provide enhanced family leave for all and up to 4 weeks of paid fertility leave, so you can prioritise what matters most. Learning is in our DNA at L'Oréal. We'll help you master your role, build skills, and access top-notch leadership programs and monthly expert talks. And there's lots more too!
WHO WE ARE
L’Oréal is present in 150 markets on five continents. For more than a century, L’Oréal has devoted itself solely to ‘Create beauty that moves the world’; it is now the industry world leader with €29 billion consolidated sales. Together, we solve complex challenges at scale, while making sure we stay committed to making the world a more inclusive and a better place for everyone and our planet. Experience the excitement of agility to shape the future of beauty; where diversity and purpose come together to create meaningful impact.
In the Professional Products Division, our mission is to be the partner of choice for the professional hair industry. Inspiring stylists and creating desirability amongst consumers with meaningful brands. We’re the founding Division for the L’Oréal group, with a rich history over 110 years. The 8-brand portfolio includes the likes of L’Oréal Professionnel, Kérastase, Redken and Matrix, and the division is universally known for exclusively supplying salons and other professional customers with the most advanced technologies in hair and beauty products.
HOW WE RECRUIT
At L’Oréal, we take pride in creating a diverse, equitable and inclusive environment where everyone is welcome and their contributions are valued. When we recruit, hire, train, promote or engage in any other employment practice, we are committed to being an inclusive employer regardless of race, religion, gender identity, sexual orientation, national origin, age, socioeconomic status, medical condition or disability, or any other protected status. When we look for talent, we welcome difference—different backgrounds, experiences, personalities and perspectives. The beauty we find in our differences gives us the freedom to go beyond. That’s the beauty of L’Oréal.
