Head of Customer Value

Salary up to: Competitive

Nando’s is on a journey of Changing Lives Together, creating lasting happiness for our people, our customers, and the communities we work in. Originally started in Johannesburg, South Africa, we pride ourselves on creating memorable experiences for everyone involved in Nando’s: from our employees, communities, founders, and suppliers, but most importantly, our customers.

Overall Purpose of the role 

We are seeking a dynamic and strategic Head of Customer Value to shape the future of our loyalty and CRM programmes, promotional approach and gift card portfolio. 

Leading a team of Managers and Executives, the ideal candidate will have a strong record of designing successful customer propositions - using customer insight, strong creative vision and analytical rigour to deliver innovation which has a measurable impact on customer love and revenue growth.  

Accountable for growing customer lifetime value, the Head of Customer Value will devise strategies to increase customer acquisition, engagement and retention. 

NB: At Nando’s we do everything through the lens of brand love – and so this role is not simply one of single-track commercial delivery.  Moving brand metrics like Brand Love and Positive Buzz are critical to success, and so the successful candidate will be able to balance day-to-day commercial delivery with the brand vision to build love over the longer term. 

A day in the life...

Customer Value model 

• Own the establishment and development of our customer value model.  
• Work closely with our Data, Insight and Analytics colleagues to improve our ability to understand and monitor customer movements. 
• Develop and implement a plan to continuously improve the sophistication of our ability to manage customer value. 
• Communicate customer movements and opportunities to the leadership team. 
• Context: We have four million active loyalty customers and an emailable base of six million customers, as well as approx. two million Nando’s accounts which are not signed into loyalty. 

CRM & Customer Engagement 

• Lead the development of customer cohort strategies, highlighting growth opportunities and devising strategies to fulfil them through loyalty, CRM and promotions. 

• Accountable for the creation and optimisation of CRM plans to enhance customer acquisition, retention, reactivation and overall lifetime value – encouraging valuable behaviours across all our routes to market (eat-in, collect/take-away, delivery and grocery). 

• Partner with data and analytics teams to devise a plan to build up what we know about our customers, and leverage insights for targeted campaigns and improved customer journeys. 

• Manage customer segmentation, lifecycle campaigns, and personalised communications across digital channels (currently email and push). 

• Lead our automation agenda – designing and delivering a programme of ever-improving automated journeys. 

• Develop our direct-to-customer communications capabilities further, to include other channels, e.g WhatsApp. 

Loyalty Programme 

• Set the strategy for evolving our loyalty programme, developing innovative concepts which delight our customers, strengthen relationships and increase LTV. 

• Use strong commercial acumen to assess the impact of activity, monitor programme performance, track KPIs, and continuously refine benefits and rewards to maximise engagement with the programme and grow overall brand love. 

• Collaborate across the customer team to deliver loyalty initiatives as part of the overall Customer Plan. 

• Collaborate with Tech to prioritise and deliver the features and customers experiences we seek. 

• Collaborate with Restaurant Operations teams to ensure seamless execution of loyalty activity in our restaurants. 

• Connect with colleagues in other key Nando’s markets (South Africa, USA, Australia) to share best practice and advise on the development of their loyalty propositions.  

Promotion Strategy 

• Lead the end-to-end promotion strategy, including exploring partnerships to support new customer acquisition, planning, stakeholder engagement, execution, and post-campaign analysis. 

• Balance commercial objectives with customer-centric offers to drive incremental sales and profitability. 

• We are not a heavily promotional brand, and so it is imperative that this role ensures that promotional activity remains aligned with our brand positioning and delivers measurable ROI.  We’re looking to deliver a small number of promotions which support our strategic goals and long term brand health.  

Gift Cards 

• Develop and manage the gift card portfolio, including physical and digital formats. 

• Keep the business healthy, driving customer acquisition and incremental visits – rather than investing heavily in marketing campaigns.  More commercial common sense maintenance, than material business growth. 

• Oversee operational processes to ensure smooth issuance, redemption, and reporting. 

Hot skills required...

• 8-10 years of proven experience in Proposition Development, Customer Value Management, CRM, Loyalty, or Marketing Strategy roles. 

• Innovative and proactive in seeking opportunities. 

• Strong understanding of customer lifecycle management, segmentation, and personalisation. 

• Analytical mindset with ability to interpret data and translate insights into actionable strategies. 

• Excellent leadership, communication, and stakeholder management skills. 

• Experience with CRM platforms, loyalty management systems, and digital marketing tools. 

• Commercial acumen with a track record of delivering measurable business results. 

• Appreciation of Brand.  Ability to balance brand love with commercial outcome, the long with the short term. 

• To actively demonstrate and encourage the Nando’s values of Pride, Passion, Courage, Integrity and Family spirit in all that you do

With a side of....

• Managing material budgets 

• Strong, all-round experience of creating commercially accountable marketing strategies and plans 

• Proven track record of building successful cross-functional relationships to drive business impact 

• Stakeholder management and partnering – working with people from all disciplines at all levels, to bring out the best in all 

• Experience of growing and developing people to create a high-performing team. Inspires and influences those around them. Demonstrates and encourages a high learning culture within their team, and can progress the careers of others  

• Owning a marketing campaign programme and being accountable for driving growth  

• Devising effective, impactful plans, combining creative flair with a strong aptitude for numbers and comfort with audience insights and data 

• Demonstrating results and making evidence-based decisions 

• Setting stretching targets and measuring performance.   

Extra Hot Benefits...

• Company bonus
• 25 days holiday + bank holidays
• Free Nando’s when you're working (and 40% discount when you're not)
• Annual team trips, AKA a free holiday
• Reward membership scheme and access to great discounts
• Four-week sabbatical every five years you’ve been with us
• Private healthcare

This is a hybrid role based in our Central Support offices in Putney 3+ days a week.