Head of CRM & CX, Vivobarefoot
Sustainable footwear brand
Open for applications
Sustainable footwear brand
101-200 employees
Open for applications
101-200 employees
Company mission
To reconnect people into the natural world and their natural potential, and become a regenerative business.
Role
Who you are
- 8+ years’ experience in CRM / customer lifecycle marketing, in D2C e-commerce or retail brand
- Are a strategic and empathetic leader with proven experience across CRM, Customer Experience and Loyalty
- Have led global or multi-market CRM for a digital-first consumer brand – ideally in DTC, retail, wellness, or lifestyle sectors
- Are fluent in data, but never lose sight of the human on the other end of the email/chat/order
- Understand how to implement and scale omnichannel personalisation, loyalty and community connection in high-growth environments
- Experienced in building scalable, modular customer journey systems across multi-brand/multi-market structures
- Revel in analytical data only to translate insight into action and inspire all levels of stakeholders
- Know how to lead and inspire teams through change – with humility, integrity, and a sense of humour
- Are excited by Vivobarefoot’s mission and want your work to contribute to something bigger than commerce
What the job involves
- We’re looking for a Head of CRM & CX to lead the charge in creating meaningful, long-term customer value through connected experiences – from personalised, data-led CRM and loyalty programs to a world-class, in-house customer service operation
- We’re looking for a strategic, values-driven Head of CRM & CX to help us deepen our relationships with our global community
- You’ll lead the charge in creating meaningful, long-term customer value through connected experiences – from personalised, data-led CRM and loyalty programs, to best-in-class customer experience
- This is a senior leadership role that blends commercial rigour with human empathy
- You’ll inspire a multi-disciplinary team across CRM, Loyalty and CX – building systems, journeys and connections that deliver measurable impact and reflect our mission to reconnect people with nature, starting with feet
- Define and deliver the global customer strategy that integrates CRM, Loyalty, Customer and Experience into one seamless customer journey – grounded in data, driven by empathy
- Champion a customer-first culture across the organisation, influencing senior stakeholders to prioritise long-term relationships over short-term transactions
- Set and own performance KPIs for retention, engagement, and customer lifetime value (CLTV)
- Oversee global CRM strategies that nurture loyalty, increase repeat purchase rates and grow CLTV across all markets
- Drive personalisation at scale through automation, smart segmentation and data-led customer journeys (email, SMS, on site and beyond)
- Own the CRM tech stack, engaging with in-house tech and analytics stakeholders to deliver customer data centralisation and onboard Customer Data Platform partners
- Serve as the company’s internal CRM system & customer data expert, communicating & delivering technical requirements for CRM features, data integrations, and platform enhancements
- Own the global loyalty programme strategy and execution, creating rewarding, authentic ways for customers to engage and re-engage with the brand
- Work with the Loyalty specialist to continuously improve programme design using community feedback, behavioural data, and cross-functional internal requests. Customer Experience (CX) Strategy
- Oversee the CX specialist to map, monitor and optimise the end-to-end customer journey – from discovery through to purchase, delivery and post-purchase care
- Identify pain points and opportunities to surprise, delight, and retain customers, turning CX insights into impactful actions across the business
- Liaise with key stakeholders in CRM, CS, eCommerce and Market Research to ensure a seamless customer journey is delivered end-to-end
- Work closely with Brand, Product, Ecomm, Tech, Creative, and Marketing leads to ensure a unified, high-impact customer experience across all touchpoints
- Align CRM and CX strategies with annual business strategies, monthly product launches, on-going brand storytelling, and ad-hoc partnerships
- Inspire, mentor and develop a growing team across CRM and CX – building a culture of creativity, resilience, curiosity and care
- Foster psychological safety, ownership, and a strong sense of purpose in everything the team does
- Own and manage budgets across CRM, CX and Loyalty functions, including right-sizing of contracts and renewals
- Lead relationships with key CRM and CX vendors and tech partners, exploring innovation opportunities that ladder up into the business growth trajectory
- Advocate and align on internal team resourcing requirements, to future proof the success of CRM and CX functions
Our take
VivoBarefoot is a footwear brand that focuses on creating sustainable and minimalist shoes. The company was founded in 2003 by Galahad and Asher Clark, members of the Clark's shoe-making family, with the vision of making shoes that allow feet to move naturally.
VivoBarefoot's philosophy is based on the idea that the human foot is designed to be strong and mobile, and that traditional footwear often restricts foot movement, leading to various foot problems. Its shoes are lightweight, flexible, and are designed to have the ability to mimic the feeling of being barefoot while still providing protection and support.
Committed to reducing its environmental impact, VivoBarefoot prioritises using eco-friendly materials such as recycled plastic bottles, natural and recycled rubber, and sustainably sourced leather. In addition to sustainability, VivoBarefoot is involved in social and educational projects, and supports initiatives that promote barefoot walking, foot health, and overall well-being.
Freddie
Company Specialist at Welcome to the Jungle
Insights
8% employee growth in 12 months
Company
Funding (2 rounds)
Mar 2018
$0.5m
GRANT
Apr 2016
$1.8m
SEED
Total funding: $2.3m
Company HQ
Barbican, London, UK
Leadership
Galahad Clark
(Co-Founder & CEO)Previously co-founded United Nude and Worn Again.
Asher Clark
(Co-Founder & CDO)Graduated from London College of Fashion with a BA in Product Design. Previously worked as the Head of Design at Terra Plana.
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