Job Description


Founded in 1856, Burberry today remains quintessentially British, with outerwear at its core. Digital luxury positioning and intensive focus on design innovation, quality and heritage icons ensure continued brand purity and relevance globally across genders and generations. Burberry believes that in order to be a great brand it must also be a great company and constantly leverages the energy of its compassionate and creative thinking culture to continually innovate and drive the brand forward. Headquartered in London, Burberry is a design, marketing and retail led business with a global reputation for innovative product design, digital marketing initiatives and dynamic retail strategies.


The Digital Customer Marketing Manager - Programmes is responsible for leading and implementing global customer centric strategies and CRM programmes across Burberry owned direct digital channels including, emails and messaging, and leading on platform and systems enhancement projects.

The role sits within Digital Marketing, under the Digital Customer Marketing team.
The Digital Customer Marketing Manager will report directly into the Senior Digital Marketing Manager and will manage the Digital Customer Marketing specialist and work closely with the rest of the Digital Customer marketing team on content and campaign strategy and execution.

They are passionate about CRM and digital channels and understand the complexities and nuances of customer centric activities and the importance of data and insight. They are naturally curious, always seeking out best practise examples, and love to break down barriers with new ways of doing things.

The Digital Customer Marketing Manager will have exposure to the broader digital products, creative, marketing, commerce and IT groups within Burberry, and gain a deep understanding of how Digital CRM impact wider marketing and business efforts.

You will be a confident communicator and be able to build working relationships well. Your attention to detail will be second to none, and it will help to ensure flawless execution of global and regional activities.


  • Responsible for implementing marketing automation and targeted programmes strategies through a tactical plan in partnership with digital product, creative, data & analytics, marketing and content teams.
  • Act as the guardian for their channel end to end.
  • Manage communication to customers through digital marketing channels, including emails, messaging, App, landing pages.
  • Ensure the database is segmented effectively for targeted marketing activities and the best targeting strategies are implemented across the owned direct digital marketing channels.
  • Implement, monitor and maximise customer centric strategies ensuring maximum profitability.
  • Lead on reporting and use of insights
  • Lead on testing strategies for all aspects of the digital marketing CRM to ensure the most effective approach for the business.
  • Provide requirements on the CRM platform set-up and operational configuration to drive technical development and changes.
  • Drive innovation and fresh thinking on how best to acquire and use customer data to deliver business and brand goals and use of technology.
  • Lead and motivate a team of Digital Marketing specialists.
  • Manage relationship between Burberry and third-party tools associated with executing, tracking or analysing CRM campaigns
  • Maintain awareness of key competitor developments and external best practice, adapting strategy where required.
  • Manage effective internal communication with stakeholders.


  • 4/5 year’s experience in marketing automation and innovation projects across digital channels with extensive email marketing experience.
  • Experience in Messaging channels, including SMS, Whatsapp, Wechat, Line and Kakao preferable.
  • Strong understanding of CRM and data
  • Ability to effectively manage multiple assignments across teams in a fast-paced, deadline-driven environment; exceptionally organized and detail-oriented.
  • Experience with SAP Marketing Cloud/Hybris Marketing (preferable) or other Digital Marketing platforms.
  • A strategic and analytical thinker that can interpret numbers and data into actionable insights and learnings
  • Strong background in
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