Head of CRM & Program Lidl Plus (W/M)

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Date: 16 Apr 2026

Location: CHATENAY-MALABRY, FR

Company: Lidl

Summary

The Head of CRM & Lidl Plus Program position is now open at our Headquarter in Châtenay-Malabry (France) within the Customer Relations division.

If you are looking to join Arnaud Girard’s team, we look forward to receiving your application.

What you'll do

Role Overview

Within the Customer Relations division, you will lead and energize a team of 9 experts structured into two operational units. Within the Customer Relations division, your mission will be to coordinate and energize a team of 9 experts. You will work alongside the Customer Insights & Experience and Centralized Customer Service departments to drive the improvement of a 360° Customer Relationship strategy. 

Key Responsibilities

  • Strategic Alignment: Align CRM & Loyalty strategies with market specificities and competition (customer centricity, new customer acquisition, sales maximization, cost optimization, and customer service analysis).

  • Performance & Strategy: Drive the commercial strategy and performance of the Lidl Plus loyalty program, ensuring alignment with Marketing, Purchasing, Sales, Supply Chain, and Customer Insight teams.

  • Data Analysis: Conduct continuous analysis of customer and sales data across the end-to-end journey (onboarding, engagement, retention, interaction, and CLV).

  • Segmentation & Personalization: Develop advanced customer segmentation strategies and personalized engagement approaches.

  • Retention & Loyalty: Design and optimize long-term customer retention and loyalty frameworks.

  • Technical Optimization: Drive the technical evolution of the Lidl Plus app, proposing new features and managing national deployment.

  • Coordination: Serve as the primary point of contact for internal and international coordination on all CRM and loyalty-related topics.

 

Scope of Authority

  • CRM Design: Implementation of CRM systems and exploitation of customer behavior data.

  • Program Development: Continuous development and scaling of the Lidl Plus loyalty program.

  • Targeting: Development of personalization measures and precision customer targeting.

  • Customer Lifecycle: Establish loyalty concepts focused on satisfaction, long-term retention, and brand loyalty.

  • Reactivation: Strategic implementation of reactivation mechanisms (adjusting customer journeys, shopping lists, etc.).

  • Campaign Management: Execute segmented promotional campaigns within Lidl Plus (delivering inspiring, emotional, and motivating content).

 

Key Performance Indicators (KPIs)

  • Lidl Plus Metrics: Monitoring of key figures (Revenue share, Active Customers reach, etc.).

  • Budget Management: Oversight of CRM & Loyalty costs (Personnel and Material/Tech expenses).

  • Performance Targets: Definition and achievement of annual qualitative and quantitative objectives.

What you'll need

Specific Requirements

  • Language Skills: Proficiency in English is mandatory. Proficiency in German is highly preferred.

  • Leadership Experience: Proven track record in senior management roles within Customer Relationship Management (CRM) and data analysis.

  • Digital Expertise: Strong command of the digital environment to enhance CRM and build a proactive, end-to-end customer service.

  • CRM Systems & Processes: In-depth knowledge of CRM ecosystems (data collection, storage, analysis, data leveraging, segmentation, and personalization).

  • Digital Communication: Mastery of digital marketing channels (SEO, SEM, Social Media, E-mailing).

  • Retail & Marketing Knowledge: Comprehensive understanding of online and offline sales processes, digital marketing, retail trends, and loyalty program implementation.

What you'll receive

Employment Conditions

  • Contract Type: Full-time Permanent Position (not a temporary mission).

  • Official Start Date: August 2026.

Training Program

To ensure a thorough understanding of our global challenges, a 4-month training journey is scheduled:

  • 1 month of training at our Corporate Office in France.

  • 3 months of international training (United Kingdom, Germany, Spain).

All employees currently in an FE4 position, as well as those in an FE5 position who received a 'Yes / Potential exist' rating during the 2026 Talent Management Process, are eligible to apply for this role.