Vice President, CRM & Loyalty - US Based | Healthcare Services | Executive Leadership LocationWashington DC area Hybrid working model with approximately two days per week in the office. A leading multi-site consumer healthcare organisation is seeking a Vice President, CRM & Loyalty to lead the next evolution of its customer engagement, retention, personalisation, and loyalty strategy. Reporting to the Chief Marketing Officer, you will be responsible for shaping and delivering a data-driven CRM and lifecycle marketing vision that strengthens customer relationships, increases retention, drives repeat visits and purchases, and maximises customer lifetime value. This is a strategic leadership role for a CRM and loyalty specialist who can build best-in-class engagement programmes, unlock the value of customer data, and identify innovative ways to personalise the customer experience. You will inherit a strong operational CRM function, allowing you to focus on strategy, innovation, optimisation, and long-term growth initiatives.
The Opportunity:
You will lead the development of customer retention and loyalty strategies across the entire customer lifecycle, creating more relevant, personalised experiences that drive measurable business outcomes. Working closely with Marketing, Technology, Data, Analytics and Operations leaders, you will help unlock new customer insights and data capabilities, enabling increasingly sophisticated segmentation, targeting and personalisation. A key aspect of the role will be evaluating, defining and potentially launching a future loyalty programme, helping to deepen customer engagement and long-term brand affinity.
Key Responsibilities:- Develop and execute the CRM, retention and loyalty strategy across the customer lifecycle.
- Create and optimise personalised customer journeys across email, SMS and other engagement channels.
- Build more sophisticated lifecycle and trigger-based communications programmes that improve customer engagement and retention.
- Partner with technology and data teams to maximise the use of customer data and personalisation capabilities.
- Evaluate and shape the future loyalty strategy, including the potential development and launch of a loyalty programme.
- Establish measurement frameworks and KPIs to drive continuous optimisation and performance improvement.
- Identify opportunities to improve customer frequency, retention, repeat purchasing behaviour and lifetime value.
- Champion testing, experimentation and innovation across CRM and customer engagement initiatives.
- Collaborate with senior stakeholders across Marketing, Technology, Analytics, Operations and Commercial functions.
- Lead, develop and mentor a high-performing team About YouYou will bring deep expertise in CRM, retention, loyalty and customer lifecycle marketing, with a track record of building strategies that deliver measurable commercial impact.
- You will need:
- Significant leadership experience within CRM, loyalty, lifecycle marketing, retention or customer engagement.
- Experience working within a large multi-site, consumer-facing organisation Marketing experience in healthcare, dental or adjacent sectors would be an advantage but is not essential
- Experience operating at VP level or leading large-scale CRM and customer engagement functions.
- Proven success developing customer retention strategies, rather than purely campaign execution programmes.
- Strong experience leveraging customer data, segmentation and personalisation to improve customer outcomes and business performance.
- Experience leading and developing small to medium CRM teams A strong understanding of omnichannel customer journeys and engagement programmes.
- A background driving customers from digital channels into physical locations.
- The ability to partner effectively with technology, analytics and data teams to unlock new capabilities and customer insights.
- Experience launching, managing or evolving loyalty programmes is highly desirable.
- Healthcare experience is beneficial but not essential. We are open to candidates from healthcare, retail, consumer services, hospitality, membership, subscription and other customer-centric environments.
This is an opportunity to shape the CRM and loyalty strategy for a large-scale, customer-centric organisation investing heavily in data, technology and personalisation. You will have the scope to define the roadmap, influence enterprise-wide growth initiatives, and create customer experiences that drive long-term engagement and loyalty.
Interested? Send your cv to Emma Jerome via the link provided or get in touch at emmajerome@puresearch.com
