Varley is a contemporary fashion brand for the modern woman. Founded in 2015 by husband-and-wife Lara and Ben Mead, we are an international, family-run business headquartered between London, Los Angeles, and New York.
We create year-round collections designed to build an elevated wardrobe for how women live and move. From knitwear and outerwear to everyday staples and active pieces, our collections blend style, function, and versatility.
Varley exists to instil quiet confidence through meaningful connections that enhance everything women already are. As women’s lives evolve, so do we.
Our international family-run team is 85% female, making us proud to be a brand for women, by women. We are guided by two core beliefs: the pursuit of quality in everything we do and looking after one another.
At Varley, CRM is vital in driving growth and an essential part of how we build lasting relationships with our customers.
We are seeking an exceptional Head of CRM to define and lead our global CRM strategy across email, SMS, retail clienteling, direct mail and referral channels. This role will be responsible for driving customer acquisition, retention and lifetime value by delivering highly personalised customer experiences across every touchpoint.
Working cross-functionally with Brand, Ecommerce, Retail, Customer Service and Product teams, you will shape the future of CRM at Varley. You will build sophisticated segmentation strategies, elevate lifecycle marketing, expand direct mail and clienteling programmes, and create customer journeys that drive meaningful commercial impact.
This is a unique chance to develop a top-tier CRM function within an expanding international brand, turning CRM from a marketing tool into a strategic driver of customer growth.
You are a commercially astute CRM leader with a proven track record of delivering customer growth within a premium retail, fashion or lifestyle brand.
Highly analytical and customer centric, you combine strategic vision with hands on execution. You understand how to use customer insight, segmentation and personalisation to create exceptional experiences that strengthen loyalty and increase lifetime value.
You are equally comfortable influencing senior stakeholders, leading high-performing teams and collaborating across multiple functions. Above all, you are ambitious, curious and excited by the opportunity to shape the future of CRM within a high-growth global business.
CRM Strategy & Leadership
Define and deliver Varley's global CRM strategy, aligned to brand and commercial objectives.
Lead and develop a high-performing CRM team, creating a culture of ownership, innovation and continuous improvement.
Shape the future CRM operating model, capability roadmap and technology ecosystem.
Champion a customer first mindset across the organisation.
Customer Segmentation & Lifecycle Marketing
Develop sophisticated customer segmentation and personalisation strategies.
Create targeted approaches to improve acquisition, retention, repeat purchase and customer lifetime value.
Lead the evolution of automated lifecycle journeys across the customer lifecycle.
Use customer insight and behavioural data to drive relevance, engagement and conversion.
Clienteling, VIP & Direct Mail
Develop a differentiated CRM strategy for high-value and VIP customers.
Lead the evolution of retail and ecommerce clienteling programmes.
Expand and optimise direct mail as a key acquisition and retention channel.
Create premium customer experiences that strengthen loyalty and advocacy.
Campaign Excellence
Oversee the strategic planning and optimisation of CRM campaigns across all channels.
Establish best practice in targeting, frequency, testing and personalisation.
Ensure CRM activity is fully integrated into commercial, retail and brand planning calendars.
Drive a culture of continual testing, learning and optimisation.
Commercial Performance
Own CRM forecasting, budgeting and performance measurement.
Define and monitor KPIs that demonstrate commercial impact and customer value.
Translate customer and performance data into actionable business insights.
Present clear recommendations and opportunities to senior stakeholders.
Cross-Functional Partnership
Act as a strategic partner to Brand, Product, Ecommerce, Retail and Customer Service teams.
Ensure CRM supports wider business priorities whilst protecting the customer experience.
Represent the voice of the customer in strategic decision making.
Data & Governance
Own CRM data strategy, activation and governance.
Ensure compliance with GDPR and global data privacy regulations.
Drive greater value from customer data, technology and automation.
· Significant experience leading CRM strategy and teams within a premium retail, fashion, lifestyle or consumer brand.
· Proven success driving customer acquisition, retention and lifetime value through CRM.
· Expertise in segmentation, lifecycle marketing, automation and personalisation.
· Experience building VIP, loyalty and clienteling programmes.
· Strong commercial and financial acumen with experience managing budgets and forecasting.
· Excellent analytical skills and confidence working with customer and performance data.
· Experience managing CRM platforms, agency partners and marketing technology ecosystems.
· Outstanding stakeholder management, communication and leadership skills.
· Experience in premium apparel, omnichannel retail and the US market is advantageous.
· Customer focused
· Places the customer at the centre of every decision and champions exceptional experiences across all touchpoints.
· Commercially Driven
· Balances brand equity with commercial performance, identifying opportunities to drive profitable growth.
· Strategic thinker
· Translates business objectives into clear priorities, plans and long term CRM vision.
· Insight led
· Uses data and customer insight to make informed decisions and uncover opportunities.
· Influential leader
· Builds trusted relationships, inspires teams and brings stakeholders together around a shared vision.
Growth Mindset
Challenges convention, embraces innovation and continuously seeks better ways to serve customers and grow the business.
Execution Excellence
Combines strategic thinking with disciplined delivery, ensuring plans translate into meaningful results.
Within the first 12 months, the successful candidate will:
We promote diversity, inclusivity, and teamwork. Our successes and failures are shared as a team.
Growth comes from continuous improvement across every aspect of our business.
We encourage innovative thinking and challenge ourselves to achieve extraordinary outcomes.
We prioritise thoughtful analysis and informed decision making.
We protect and enhance the long-term value of our brand.
Our product is defined by quality, not price.
Our goal is to turn customers into passionate advocates.
We collaborate with partners who uphold the same standards we do.
We support the growth of those around us and build meaningful connections.
We prioritise ethical practices and sustainability.
Respect, empathy, and understanding shape how we work together.
Varley is a contemporary fashion brand for the modern woman. Founded in 2014 by husband-and-wife Lara and Ben Mead, we are an international, family-run business headquartered between London and Los Angeles.
Our year-round collections include knitwear, outerwear, and everyday staples, complemented by active pieces to create an elevated wardrobe for how you live and move. We are defined by the women who wear Varley and exist to instill quiet confidence through collections that enhance everything they already are. As women’s lives evolve, so do we.
What started as a company of two, has grown into a close-knit team of thinkers, creators, and innovators, taking care of our clothes, each other, and our community. We're guided by two core beliefs: the pursuit of quality in everything we do and looking after one another.
With over 160 employees across the UK and US, and over 1000 retail partners across the globe, we're proud of the amazing team and partnerships we've grown since our founding. We celebrate individuals and recognise the contribution that all our team members make. Initiative and creativity are encouraged, and we will do everything we can to bring out the best in people and watch them grow. As a result, the culture and community our team have built is unmatched. They are truly the driving force behind who Varley is today.
