Loyalty & CRM Director

Loyalty & CRM Director

We’re Pret: proud makers of freshly made food, organic coffee, and big ideas. Across 750+ shops and 20+ countries, our teams are shaping the future of Pret through innovation, inclusion, great customer service and a shared passion for doing the right thing. We’re growing fast on our mission to be the employer of choice in hospitality, everywhere we operate – so this an exciting time to hop on board.

About the role

We’re looking for a commercially minded growth leader to accelerate performance across Pret’s digital customer channels. As Loyalty & CRM Director, you’ll report to the global Chief Marketing Officer. In this role, you’ll be accountable for growing active users, transactions, conversion, frequency, retention and lifetime value across loyalty, subscription, ordering and partner channels in multiple markets.

This role is focused on channel strategy, commercial performance and digital customer growth. You will set priorities, shape growth plans, lead trading and CRM performance, and ensure that customer and commercial insight translates into measurable results. You will work closely with Marketing, Technology & Data, Finance, Operations and Customer Services teams to bring these plans to life.

You understand the realities of Pret’s environment: high transaction volumes, operational complexity, franchise dynamics, high public visibility and the need for a seamless end‑to‑end customer experience across physical and digital touchpoints. This person will evolve our approach to understanding customers, strengthening channel performance and creating the conditions for repeat engagement at scale. Put directly, today we have 160,000 monthly active users on our digital channels; by the end of 2028, as a result of you and your team’s work, this will have grown to over 1 million active users, with 50 % of all transactions involving digital interactions.

Key responsibilities

• Own Pret’s digital channel growth agenda across loyalty, subscription, and CRM.
• Set growth plans to increase active users, transactions, conversion, frequency, retention and lifetime value.
• Lead channel trading and optimisation, improving customer journeys, funnel performance and repeat behaviour.
• Define and support the creation of a single customer view across all channels.
• Use data, insight and commercial analysis to identify opportunities, prioritise actions and track performance.
• Translate channel priorities into business requirements and partner with Technology to deliver growth‑enabling capabilities.
• Set clear objectives, routines and priorities so resources stay focused on the highest‑value growth opportunities.
• Directly manage a team focused on channel growth, digital trading and commercial analysis, with the potential to grow capability as the channels scale.
• Lead cross‑functional alignment across Marketing, Finance, Operations, Technology and Customer teams to deliver channel growth.
• Lead initiatives from opportunity through launch and optimisation, grounded in customer insight and commercial value.
• Partner with Technology, Data and Product teams, who own architecture and delivery, while this role owns growth strategy and commercial outcomes.
• Act as a trusted advisor to international markets and franchise partners, helping them grow customer channels in ways that align with Pret’s brand standards and commercial goals.

Experience and skills

Required

• Strong track record of growing customer channels across loyalty, subscription, CRM or similar propositions.
• Experience leading channel growth, trading or customer growth teams, with evidence of improving transactions, conversion and retention.
• Strong commercial and analytical skills, using customer and performance data to identify opportunities, shape business cases and improve channel performance.
• Hands‑on experience with CRM, customer engagement and lifecycle activity to drive acquisition, retention and repeat.
• Good understanding of digital acquisition levers, including SEO, GEO and broader growth drivers.
• Grounding in customer insight, experimentation and analytics tools to improve conversion, engagement and retention.
• Strategic and commercially minded, able to turn complex opportunities into clear priorities delivered through cross‑functional teams.
• Experience using AI‑enabled and data‑driven approaches to personalise experiences and unlock incremental growth.
• Experience with analytics, tagging frameworks and experimentation tools, with examples of improving conversion, engagement and retention.
• Strong stakeholder management and influencing skills at Director and C‑Suite level.
• Clear leadership style with the ability to build and develop high‑performing growth, trading and customer teams.
• Background in high‑volume transactional consumer environments, ideally retail, hospitality, QSR or franchise businesses.

Preferred

• Experience operating in multi‑market or franchise environments and adapting channel growth strategies to different customer and operational contexts.

About you

• Be kind, honest and generous: bring genuine warmth and your authentic self to work every day.
• Bring your passion: share our passion for food and exceptional customer service.
• Spread joy every day: small acts of kindness are a big part of what makes the Pret experience special.

We offer

• Competitive base salary, bonus 30 % target – 60 % max and potential membership of long‑term incentive scheme.
• Gold Card: when you’re in the office, your food and drinks are on us. And when you’re not, you can use your Gold Card to get up to 5 barista‑made drinks a day, and 50 % off everything else (food, snacks, bottled drinks – the lot).
• You’ll get 33 days of annual leave (including flexible Bank Holidays), increasing to 38 days the longer you’re with us.
• Free private medical cover, with the option to add family or partner at an additional cost.
• 4 % of your pension contribution matched by Pret, rises to 5 % after 5 years.
• Life assurance at 3 × annual salary.
• Loyalty award for 5, 10, 15, 20 years’ service.
• Flexible Benefits Platform packed with lifestyle discounts.
• Season ticket loans.
• Healthcare cash plan.
• Financial wellbeing provisions.
• Free mortgage services.
• Sabbatical after 3 years.
• Opportunities to support our charity, The Pret Foundation.