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VP – Customer Retention
Maternity Cover
Posted on 10/3/2022
London, UK
Experience Level
Desired Skills
  • Demonstrable track record in a B2C digital-led customer marketing environment, managing a P&L and revenue targets
  • Strong understanding of the digital marketing ecosystem (in house marketing capabilities) and of customer behaviour economics, metrics and customer centric & brand marketing programs
  • Knowledgeable of the needs, wants and desires of the luxury customer, that influences their shopping behaviour
  • Experience leading and managing large performance & operational teams, and able to deal with the complexities of a growing & evolving organisation
  • Highly commercial and analytical mindset, coupled with the ability to understand the importance of consumer messaging and brand
  • A strategic thinker with the ability to 'think big' and challenge the status quo of what has gone before
  • An exceptional communicator and influencer, able to articulate a clear and compelling vision and strategy to the team and wider business
  • Ability to work cross functionally at all levels of the business
  • Demonstrate and champion the Farfetch cultural values
  • Strategic
  • Sets the global Retention Marketing Vision and Strategy, in alignment with the corporate strategy as set by the Executive Team
  • Work cross functionally with the Marketing Leads to design the Marketing, Brand & Customer strategy to deliver long term customer growth
  • Work with the Director of Consumer Product to define the product strategy required to support the Retention Marketing Organisation
  • Demonstrate strong input at the executive board level and support broader strategic decisions across the business
  • People
  • Develop and lead a growing, high performing team, which can adapt to organisational change, scale, and deal with the complexities of a rapidly growing business
  • Work across the Marketplaces to identify efficiencies and opportunities for further simplicity in our structures and processes
  • Work with the Chief Marketplace Officer and CMO to shape and define the Marketing organisation to ensure the structure is customer centric, fit for future growth and maximising our resources efficiently
  • Budget
  • Full ownership of the Retention Marketing SG&A P&L, planning, staffing, budgeting and expenses
  • Responsible for the Marketing Promotional budget, ensuring it is spent in a cost-efficient way to positive ROI and drive the desired customer behaviours to drive long term LTV
  • Performance
  • Deliver long term customer Loyalty by implementing strategies and tactics to drive increased repurchase rate, spend per customer and LTV
  • Deliver Customer Centric Marketing Initiatives including Farfetch Access, Market Segmentation, Audience Strategy, Content Optimisation, Marketing Calendar Planning and others
  • Contribute to the 'Path to Profitability' goals by delivering low-cost channel growth through the CRM channels, with best in class cross-channel customer programs across Web & AppBuild out the MArketplaces Loyalty capabilities including the strategic roll out of the future membership vision and what it means to be a 'member first' business. Work with the team to ensure future development and performance of the 5m+ Access Loyalty membership scheme
  • Manage the Marketing Trade team to identify trade opportunities, promo budget management, sale & promo strategy ensuring these are delivered in line with Finance and the Commercial team objectives to maximise Order Contribution. Develop the Onsite Marketing team within Trade Marketing to deliver meaningful results through content, placement and messaging optimization. Continue to build the Livestream marketing capability
  • Ensure best in class process, tooling and production mechanisms are in place in the Marketing Production Team (Onsite, CRM, Web & App) to deliver the Content Marketing strategy
  • Manage a best-in-class Customer Research function to support the Marketplace Senior leaders in understanding the needs & wants of the the luxury customer & insights required for the Marketing strategy
  • Manage the end to end Marketing Planning and Operations team, including Strategic & Operational Planning, Marketing Project Management and Media Solutions Operations function in order to deliver the Farfetch customer calendar, briefing process, customer campaigns and delivery of paid for campaigns in line with ad revenue targets

5,001-10,000 employees

Online luxury fashion retail platform
Company Overview
Farfetch's mission is to be the global platform for luxury fashion, connecting creators, curators and consumers.