Senior CRM Manager - Hospitality

This is an exceptional opportunity for you to shape the strategic direction of CRM across a diverse portfolio, treating customer data as a vital business asset.

What you'll do:

• Set the strategic direction for customer relationship management by establishing an operating model that treats customer data as a core business asset across all divisions.
• Oversee database governance, ensuring data quality, consent management, and privacy compliance are maintained to the highest standards throughout the organisation.
• Lead performance-driven CRM and direct marketing programmes by managing end-to-end life cycle campaigns across email, mobile app, loyalty schemes, digital channels, and offline touch points.
• Collaborate closely with various business units to define CRM priorities, shape campaign road maps, and ensure all initiatives support revenue generation, customer retention, and profitability objectives.
• Optimise mobile applications as key engagement and revenue channels by partnering with Digital Marketing and IT teams to enhance customer journeys, in-app marketing efforts, and loyalty programme integration.
• Identify and manage strategic partnerships and loyalty alliances that expand customer reach while delivering incremental commercial value to the group.
• Drive data-led decision-making by defining key performance indicators (KPIs), tracking return on investment (ROI), and providing clear insights and recommendations to senior leadership teams.
• Guide the evolution of CRM platforms including Customer Data Platforms (CDP) and marketing automation tools while managing external vendors effectively.
• Build scalable CRM capabilities by developing robust processes and best practices that can be adopted across the entire organisation.

What you bring:

• Bachelor’s degree in Marketing, Business Administration or related discipline is required; Master’s degree is preferred for those seeking further advancement.
• At least 10 year's experience in CRM, CDP, life cycle marketing or database marketing within hospitality, retail, lifestyle brands or multi-brand environments is essential.
• Demonstrated ability to drive enterprise-level CRM performance resulting in tangible commercial outcomes such as revenue growth or improved customer retention rates.
• Extensive experience managing customer databases with a focus on data quality assurance, governance protocols, consent management procedures and privacy compliance regulations.
• Proven success in leading large-scale direct marketing campaigns as well as life cycle programmes across multiple channels including email and mobile apps.
• Experience optimising mobile applications for enhanced customer engagement through seamless integration of loyalty features is highly desirable.
• Ability to partner effectively with senior business unit leaders—aligning CRM strategies with broader organisational objectives through persuasive communication skills.
• Expertise in using advanced CRM platforms (such as Microsoft Dynamics 365), marketing automation systems (e.g., Salesforce Marketing Cloud), analytic tools (Power BI or Tableau) is expected.
• Strong commercial awareness combined with an analytical mindset enables you to interpret complex data sets into actionable recommendations for continuous improvement.
• Experience guiding cross-functional teams or managing external vendors within matrix organisations adds further value.