Overview
Join to apply for the Head of CRM, Loyalty and Retail Media role at Dunnes Stores.
Dunnes Stores is Ireland’s leading grocery, home and fashion retailer, serving over 1.6 million loyal customers weekly. Dunnes Stores has an 80 year heritage of offering quality and better value, in food, home, and fashion. We are now seeking a senior leader to shape the future of customer engagement, driving loyalty, CRM, and the fast-emerging retail media business.
Role Overview
This is a new leadership role responsible for designing and executing a market-leading loyalty and customer relationship marketing (CRM) strategy, while also developing a professional scalable retail media business which we see as a high-value growth channel for Dunnes Stores and our FMCG supplier partners.
The successful candidate will own the full customer engagement life cycle, ensuring Dunnes Stores consistently recruits new customers to its loyalty membership programme, develops them into regular customers across all channels, and delivers better value, recognition, and personalised experiences to our customers to encourage loyalty.
Alongside building a best-in-class retail media proposition that reflects our leading brand position and targets our customers appropriately. The role is based full time in our Head Office in Dublin City Centre.
Key Responsibilities
Loyalty & CRM
* Lead the strategy development and optimisation of the Dunnes Stores loyalty membership program across Food, Home, Fashion, Hospitality and payment/gift cards and clearly communicate this to the organisation.
* Transform our loyalty scheme into a market-leading, digital-first proposition (including a world-class loyalty app, simplified enrolment, one-touch checkout, evolution of the scheme to create active tiers, cashback and subscription incentives, more reasons to swipe your app, gamification, and full integration with coffee/hospitality and third-party partner schemes). Work with the app development team to create an intuitive best-in-class loyalty app with high engagement.
* Increase the number of customers identifying themselves in all transactions (in-store and online) and drive measurable improvements in shopping frequency, average transaction value, and long-term retention.
* Leverage customer data and analytics to deliver better targeted, personalised offers and campaigns across app, email, digital, e-commerce and in-store channels. Develop campaigns to make customers feel more valued and informed about what’s available in our stores and online.
* Benchmark global best-in-class membership programs and bring innovation to the Irish market.
* Build deeper customer engagement through seasonal campaigns, 3rd party partnerships, and personalised member-only benefits.
* Build, manage and motivate a professional loyalty and customer relationship marketing team that better targets and retains customers.
* Manage the loyalty financial budget to utilise third-party supplier funding to reward customer loyalty and maximise return on loyalty/voucher spend.
* Develop active 3rd party partnerships and member referrals to bring new customers into the Dunnes Stores Value Club membership.
Retail Media
* Develop and launch a premium retail media strategy and network across in-store, online, app, and off-platform channels, maximising the new revenue streams for Dunnes Stores.
* Partner with suppliers and media companies to deliver effective, data-driven media opportunities that align with brand and commercial priorities. Manage these relationships.
* Develop an effective retail media team, organisational model, commercial structure, measurement framework, and technology stack to scale retail media cost-effectively.
* Work with performance marketing and insights teams to develop easy-to-use self-service media performance reports.
* Work with the commercial team to maximise FMCG brand investment in Dunnes Stores.
* Maximise the deployment of onsite and offsite digital retail media to maximise margin; use customer analytics to better target retail media at appropriate customers.
* Ensure retail media execution reflects the Dunnes Stores brand guidelines and values and is differentiated from competitors and aligned with our quality positioning.
* Establish strong KPI’s and ROI measurement, analytics, and transparent reporting for supplier partners.
* Build, inspire, and lead a high-calibre CRM, loyalty, and retail media team.
* Partner cross-functionally with Food Buying, Marketing, IT/Technology development, Data insights, and E-commerce to embed customer-first thinking into all decisions.
* Act as a thought leader, representing Dunnes Stores professionally with external media agencies, suppliers, and technology partners.
* Report to the Food Trading Director, while working closely with several Board-level stakeholders.
Key Skills & Experience
* Proven track record (10+ years) in senior loyalty, CRM, or customer marketing roles, ideally within retail, FMCG, or consumer services.
* Demonstrated a track record of success in transforming loyalty programs and delivering measurable commercial impact.
* Strong understanding of digital marketing, customer data platforms, personalisation, and CRM technology.
* Experience building or leading retail media businesses, digital media sales, or shopper marketing a distinct advantage.
* Commercially astute with strong P&L ownership experience.
* Ability to think strategically but also execute with pace.
* Exceptional leadership skills: building and developing high-performing multi-disciplinary teams.
* Strong external network and ability to manage senior supplier and partner relationships.
* Customer-focused, with the ability to translate data insights into meaningful propositions.
Personal Attributes
* Strategic yet hands-on operator, comfortable shaping new businesses from the ground up.
* Innovative and forward-thinking, with the confidence and experience to challenge convention. Ability to communicate clearly and effectively at all levels in the organisation.
* Analytical and results-driven with a focus on impact and measurable outcomes.
* Collaborative and influencing style, able to work across diverse internal and external stakeholders.
* Deep passion and energy for building customer loyalty, retail, and brand.
What We Offer
* Opportunity to lead one of the most strategically important loyalty schemes in Ireland’s leading retailer.
* Direct influence on shaping the future of loyalty, personalised customer engagement, and retail media in Ireland. An opportunity to convert the highest retailer share of FMCG branded sales in Ireland into a profitable sustainable income stream, that also can drive customers to Dunnes Stores and grows our sales.
* Comprehensive benefits package including our employee discount
* Opportunities for professional development and career progression
* A dynamic and collaborative work environment focused on innovation and growth
* A chance to work in a fast-moving, high-impact, and customer-obsessed culture.
If this sounds like the perfect job for you, please apply now and see what difference you could make!
Dunnes Stores is an equal opportunity employer
Seniority level
* Director
Employment type
* Full-time
Job function
* Marketing and Research
Industries
* Retail
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