Senior Manager, CRM Orchestration

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Senior Manager, CRM Orchestration

Department: Customer Resources

City: London

Location: GB

INTRODUCTION

At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.

We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.

JOB PURPOSE

This is a pivotal role at the heart of Burberry's customer transformation. With the successful migration to Braze and the implementation of HighTouch, the foundations are in place. The next chapter is about evolving from channel-led execution to true customer orchestration, delivering connected, relevant and seamless experiences across CRM, and retail touchpoints.

As Senior Manager, CRM Orchestration, you will lead the evolution of our orchestration strategy across One-to-Many and One-to-One communications. Working closely with Customer Marketing, Martech, Data, Digital, Retail and the wider Customer team, you will shape how we engage customers in a way that is insight-led, intentional and distinctly Burberry.

Sitting at the intersection of strategy, technology and customer experience, this role calls for strong CRM expertise, a collaborative mindset and the ability to influence and inspire across a complex, global organisation.

RESPONSIBILITIES

Lead the evolution of how customer communications are orchestrated across campaigns, journeys and service communications

Drive the shift from channel-led execution to lifecycle-led thinking

Define orchestration principles across contact strategy, sequencing, prioritisation and channel roles

Create more connected experiences across One-to-Many, One-to-One, digital and retail touchpoints

Build a strong insight-led and experimentation culture, supported by clear performance frameworks and leadership reporting

Lead the design and optimisation of lifecycle journeys across acquisition, onboarding, engagement and retention

Shape scalable personalisation approaches for One-to-Many communications in partnership with Customer Marketing

Translate customer insights and behaviours into journey logic, segmentation and targeting strategies

Champion advanced and innovative use of Braze, HighTouch and the wider CRM ecosystem

Partner with Martech, Data and external partners to enhance audience activation, triggers and platform capabilities

Stay close to platform evolution, identifying opportunities to test, learn and scale new capabilities

Support the exploration of AI and Next Best Action initiatives within the future CRM roadmap

Cross-Functional Leadership & Influence

Act as a connector across Customer Marketing, Martech, Data, Digital, Creative and Retail teams

Align stakeholders around customer experience priorities, orchestration principles and ways of working

Influence at all levels, bringing clarity and momentum to complex or evolving initiatives

Ensure CRM orchestration enhances and connects with retail and clienteling experiences, not just digital channels

Help shape operating models that balance agility, governance and customer experience excellence

Team Leadership & Delivery Enablement

Lead, coach and develop a team of CRM specialists and strategists

Ensure strategic vision translates into clear, executable plans and high-quality delivery

Balance long-term transformation with day-to-day business priorities

Build team capability across orchestration, personalisation and platform expertise

PERSONAL PROFILE

Strong experience in CRM, lifecycle marketing or customer orchestration roles

A solid working knowledge of Braze, HighTouch or similar CRM and data activation platforms

Proven experience designing and evolving multi-channel customer journeys and personalisation strategies

Confidence operating across multiple stakeholders and functions in a global environment

Excellent communication and influencing skills, with the ability to bring teams together

Experience leading, coaching and developing high performing teams

A curious, pragmatic mindset with a passion for innovation and experimentation

A strong appreciation for brand, storytelling and customer experience, ideally within retail, fashion or luxury

Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.