This role is open for applications until 13.04.2026

The Role: B2B Customer Retention and Loyalty Lead

Reporting to: Digital Commerce Manager

Role purpose:

• Drive the B2B customer retention and loyalty strategy within the local market.
• Reduce churn, increase customer lifetime value and strengthen long-term customer relationships.

Core Strategic Responsibilities

• Retention & Loyalty Strategy Execution
  • Execute and localize the group-level retention and loyalty strategy, ensuring alignment with market dynamics.
  • Adapt programs and tactics to address local customer behaviour and business objectives.
• Loyalty Program Leadership
  • Lead rollout and optimization of loyalty initiatives, ensuring fit with local needs, technical requirements and KBIs.
  • Continuously evaluate program effectiveness and recommend improvements.
• Customer Communication & Journey management
  • Own the design and execution of retention-focused communication strategies across channels (email, SMS, direct messaging).
  • Optimize customer lifecycle journey to drive engagement and repeat business.
  • Ensure all communications meet brand, legal and compliance standards.
• Data-driven Performance Management
  • Own and manage retention and loyalty key metrics, translating data into actionable insights.
  • Monitor performance metrics to identify risks, opportunities and growth levers.
• Experimentation & Optimization
  • Implement a test-and-learn framework to refine communication journeys and retention tactics.
  • Partner with IT and cross-functional teams to drive continuous improvement.
• Business case & Investment Strategy
  • Develop local business cases to justify retention and loyalty investments.
  • Demonstrate and communicate long-term ROI and commercial impact.
• Trade Investments
• Ensure the trade investment strategy brings synergistic impact of digital ordering channels on commercial strategy, business growth and value creation with the customers of CCH.
• Track and monitor digital trade investment levels based on Group BP guidance (DME & TPM allocation omnichannel) . Measure ROI, evaluate performance, and identify best practices to scale.
• Implement routines with Promo, Commercial Policy and overall commercial excellence key stakeholders to ensure full commercial alignment
• Trade Marketing omnichannel integration
  • Implement routines with relevant key stakeholder in Trade Marketing ensuring omnichannel activation
  • Coordinate activities, calendar, content and joint goals with trade marketing SPOC to ensure effectiveness communication plans and activities
• OPEX management
• Evaluating central OPEX forecast provided by group based on multi-channel strategy, ensuring local budget (WhatsApp, Viber, SMS)
• Regularly monitoring spent & ROI
• Master Data
• Ensure customer master data - email & phone, accuracy and implement hygiene routines alongside local data steward to maintain high quality of reachable customer base digitally 

 Ideal for role:

• Direct, relevant experience of managing digital marketing programs with a focus on retention and loyalty campaigns across channels
• Experience with a marketing tech stack (marketing cloud, heat mapping, A/B Testing etc.)
• Experience with customer targeting, test and learn programs
• Track record of delivering commercial results and is data/number literate to interpret the data and draw out actionable insights to deliver retention targets
• Good written and spoken communication skills - experience of writing clear, insightful marketing briefs that deliver results
• Experience working with internal or external marketing agencies
• Excellent influencing and communication skills to manage internal stakeholders and cross functional support teams
• Good initiative, resilient and delivery orientated - gets things done on time and in a well-organised fashion
• Thinks customer first and can represent the voice of the customer.
• Able to balance both the longer-term development of the business and the inevitable short-term tactical requirements.
• Works effectively with others, building productive, collaborative relationships across functions and with third parties.