CRM Lead at KFC

THE TEAM

Join our award-winning Marketing team – a driven group of over 50 passionate creatives spanning across Strategy & Innovation, Brand & Retail Management, Digital Growth, Food Quality, and more.

Together, we work to keep KFC at the centre of culture in the UK and Ireland, building on our iconic legacy while creating fresh, relevant experiences for both loyal fans and new customers, with a relentless focus on our world-famous finger lickin’ good chicken. Bold, creative, and deeply connected to what matters, our team thrives on pushing boundaries and driving growth.

ABOUT THE ROLE

We're looking to bring on-board a talented and ambitious CRM Specialist. We want someone who not only LOVES chicken but has a real passion for understanding customers, building deep relationships, and delivering measurable growth.

You’ll be the architect of our CRM strategy — driving lifecycle marketing, personalisation, segmentation, and tokenisation across all digital channels.

Your role will blend creative brand thinking with data-led precision to ensure every customer interaction is timely, relevant, and valuable. You’ll work cross-functionally with marketing, product, tech, and operations to champion the app, kiosk, and web experience, ensuring every touchpoint drives engagement, retention, and lifetime value.

You will also partner with our tech and operations teams to champion the app experience and elevating the guests’ end-to-end experience to be seamless and personalised.

And you will deliver this whilst maximising revenue and sustainable profit growth for the brand over time.

WHAT WILL YOU SPEND YOUR TIME DOING:

• Own the development and delivery of the end-to-end CRM strategy across the full customer lifecycle (onboarding, engagement, retention, and reactivation).
• Lead personalisation and segmentation programmes, applying data insights and AI tools to deliver relevant, high-impact communications.
• Develop and optimise customer journeys across app, web, kiosk, and email to support tokenisation and increase identifiable customer interactions.
• Partner with the Performance Marketing Lead to align acquisition and retention strategies for a seamless customer experience.
• Collaborate with product and UX teams to ensure customer journeys are intuitive, engaging, and conversion focussed.
• Manage and optimise loyalty initiatives, evolving them to deliver genuine value to customers while driving commercial outcomes.
• Oversee campaign execution across CRM platforms (e.g., Braze), ensuring timely, accurate, and brand-aligned delivery.
• Apply behavioural science principles to campaign design and testing to influence customer decision-making.
• Drive test-and-learn programmes, including A/B and multivariate testing, to continually improve performance.
• Produce clear, actionable reports on CRM activity, sharing insight with senior stakeholders to inform strategy.
• Maintain hygiene and accuracy of customer data, working with tech/data teams to ensure CRM systems are structured for growth.
• Manage agency relationships, ensuring output is strategically aligned and operationally efficient.
• This role sits at the intersection of brand, data, and customer insight—perfect for a marketer who thrives on both emotional storytelling and results-driven campaigns.

WHAT WE LOVE FROM YOU:

EXPERIENCE

• 4–6+ years’ experience in CRM, loyalty, or lifecycle marketing, ideally in a brand-led or multi-channel retail/QSR environment.
• Strong understanding of CRM platforms (Braze preferred) and campaign management workflows.
• Solid analytical skills, with the ability to interpret data and use it to guide decision-making.
• Understanding of behavioural science and customer psychology, with an ability to translate these into actionable CRM tactics.
• Data-literate, with experience in segmentation, personalisation, A/B testing, and performance tracking.
• Excellent copywriting instincts with a sharp eye for brand tone and emotional engagement.
• Highly collaborative with a strategic mindset. Comfortable working cross-functionally with creative, product, tech, and commercial teams.
• Commercially aware, understanding how to balance customer experience with profitability.
• Basic coding knowledge (HTML/CSS) – desirable for troubleshooting and collaborating with tech teams.
• Familiarity with design tools such as Photoshop or Canva – desirable for creating or adapting campaign assets.

ABOUT YOU

• This position combines creative thinking, strong commercial acumen, passion for food and data, and focused action to scale the next chapter of loyalty and lifecycle marketing at KFC.
• Proven track record in delivering CRM and lifecycle programmes that drive measurable uplift in retention, engagement, and lifetime value.
• Experience working in an agile environment, with a test-and-learn culture, and a demonstrated understanding of CRM KPIs as well as direct experience in A/B and multivariate testing.
• Hands-on experience managing complex, multi-channel customer journeys across app, web, kiosk, and email, using segmentation and personalisation at scale.
• Experience working with technology teams and a proven record of successfully collaborating to deliver new features, products, or customer experience improvements to market.
• Comfortable using behavioural science insights and customer psychology to influence campaign design and decision-making.
• Able to cut through jargon and speak fluent “consumer” while keeping our brand and menu vision at the heart of all CRM activity.
• Skilled at managing agencies, including briefing, challenging, and ensuring alignment with strategic goals.
• Proficient with CRM and marketing automation platforms (Braze preferred), analytics tools (e.g., Google Analytics 4), and relevant martech solutions.
• Highly collaborative, with strong relationship-building skills across creative, product, tech, and commercial functions.
• You are passionate about the customer and a CRM Lead today — but have the potential to grow into a Head of Digital Growth in the future.