UK Director of B2C CRM – (Employee Engagement & eCommerce APP)

Department: Retail

Employment Type: Full Time

Location: London

Compensation: £110,000 - £125,000 / year

Reward Gateway, part of Edenred, is a global leader in benefits and employee engagement. We help businesses attract, engage, and retain top talent through strategic reward, recognition, and well-being solutions.

Guided by our shared missions—‘Making the World a Better Place to Work’ and ‘Enriching Connections, For Good’—we’re committed to transforming workplaces and improving people’s daily lives.

Our team embodies entrepreneurial spirit, innovation, and respect. We push boundaries, speak up, and stay human, fostering a culture where imagination thrives.

Your Role in our Mission

The Director of B2C CRM will lead the strategy, development, and optimisation of Reward Gateway’s user marketing programmes to drive engagement, retention, and e-commerce revenue. This role will own the B2C customer lifecycle, working in close partnership with Merchant, Product, and Retail Media teams to deliver personalised, data-driven journeys that maximise customer lifetime value and support commercial objectives.

You'll be responsible for growing our UK £1.2bn B2C User sales and supporting the growth of £8m+ media sales revenue, maximising usage with the employee engagement APP with priority focus on growing engagement and sales in the Discounts eCommerce module.

Leading a marketing automation team and wider marketing personnel, you'll maximise our Braze platform, to drive user sales volume and the delivery of merchant media & marketing plans.

You will be our B2C & Braze marketing champion and lead and develop a best-in-class team leveraging all the channels and capabilities in Braze planning and delivering end-to-end customer lifetime value strategies, eCommerce sales and merchant media plans.

This position will be a vital contributor to the UK Exco leadership team and an integral part of the larger global group B2C & Merchant organization.

What’s In It For Me?

A chance to be part of an extremely well established, stable and high growth ‘Unicorn’ SaaS company with over 50 benefits in our employee benefits package, including:

• A flexible holiday plan of up to 40 days per year
• £400 a year Wellbeing Allowance
• Private Medical Insurance
• Allowance for professional development books, E-books, and podcasts
• Contributory pension scheme
• Employee, friends and family discounts across 1200+ retail, hospitality and lifestyle brands

Flexible, Hybrid Working:

Collaboration, connection as a team, and strong internal relationships are part of the “RG Magic” that makes our culture thrive. Our Retail team works from our Dean Street office two days per week.

What You’ll be Doing:

• Lead CRM strategy: Build and execute lifecycle marketing plans (acquisition to win-back) that maximise user engagement, retention, and revenue.
• Drive performance: Own user conversion and engagement funnel metrics; develop test-and-learn frameworks and A/B testing processes.
• Campaign excellence: Plan and optimise multi-channel campaigns (email, push, in-app, web) and deliver our Discounts promotions calendar through Braze.
• Merchant collaboration: Partner with Merchant and Retail Media teams to design and deliver marketing campaigns that grow merchant sales and media revenue.
• Partner & agency management: Select and manage agencies as appropriate across Braze operations, strategy and wider creative and campaign development, and align with your team.
• Team leadership: Lead, mentor, and develop a high-performing CRM and automation team; champion Braze best practices and innovation.
• Data & insights: Partner with analytics teams to track KPIs, report on performance, and continually improve through actionable insights.
• Budget ownership: Manage the B2C CRM budget efficiently and contribute to annual and multi-year planning.
• Stakeholder influence: Represent B2C CRM performance at UK ExCo level and collaborate globally within the Edenred Group.
• Lead the way as our expert and visionary on industry trends and guidelines.

Experience and Skills You Need in this Role:

• Proven senior leadership in B2C CRM, lifecycle, or eCommerce marketing.
• Strong track record of driving engagement and revenue growth through data-led CRM strategies.
• Hands-on experience with Braze and marketing automation platforms.
• Expertise in digital marketing, A/B testing, and campaign optimisation.
• Collaborative leadership style, with experience managing cross-functional teams.
• Experience in retail media or monetising CRM channels desirable; knowledge of employee engagement or cashback/discount platforms a plus.

The Interview Process:

• Screening call with a member of the Talent Acquisition Team
• First stage interview with Chief Merchant Strategy Officer
• Take home assessment
• Final stage interview with Regional Managing Director & Chief Merchant Strategy Officer