CRM Manager

Sunset Hospitality Group; Dubai; On-site; AED 180,000 - 240,000; Full time

Job summary

Sunset Hospitality Group in Dubai is seeking a talented CRM Manager to own the CRM strategy and execution across the group's brands. You will lead campaigns, segmentation, and guest retention using Salesforce Marketing Cloud, Journey Builder, and Automation Studio.

You will manage the CRM team, collaborate with Marketing, Operations, and Revenue, and drive revenue growth through data-driven lifecycle marketing and ROI-focused campaigns.

Qualifications

• Minimum 6 years in CRM, loyalty, or lifecycle marketing within hospitality or travel.
• Strong expertise in Salesforce CRM integrated with Marketing Cloud.
• Proven track record in targeting, retention, and revenue growth.

Responsibilities

• Define and own the Group CRM roadmap across brands.
• Design and oversee customer journeys with Journey Builder and Automation Studio.
• Develop segmentation and personalization strategies based on guest data.
• Own Salesforce Marketing Cloud and ensure data integrity across systems.
• Lead, mentor, and develop the CRM team and standards of delivery.
• Monitor performance and provide actionable insights to senior stakeholders.

Skills

CRM Strategy

Salesforce Marketing Cloud

Journey Builder

Automation Studio

Mobile Studio

Segmentation

Personalization

Lifecycle Marketing

Budget Management

Team Leadership

Tools

Salesforce Marketing Cloud

CRM Platforms

Job description

Sunset Hospitality Group (SHG) is a leading multinational lifestyle hospitality group, with a wide portfolio encompassing Hotels & Resorts, Restaurants, Beach Clubs, Nightclubs, Fitness Centers, and more. SHG operates over 112 properties in 26 countries with a commitment to deliver authentic and diverse hospitality experiences that bring people together, all around the world.

We are currently seeking a talented CRM Manager to join our dynamic team. You will own our CRM strategy and its execution across the Group's brands, combining technical depth with commercial thinking. Leveraging Salesforce Marketing Cloud for campaign orchestration, audience segmentation, and journey building, you will drive guest retention, engagement, and revenue growth — while leading the team and processes that deliver it.

Key Responsibilities

• CRM Strategy & Ownership: Define and own the Group CRM roadmap, aligning lifecycle marketing activity with commercial and revenue objectives across brands.
• Journey Creation & Automation: Design and oversee customer journeys using Journey Builder, Automation Studio, and triggered sends (SMS, WhatsApp, email).
• Segmentation & Personalization: Develop segmentation and personalization strategies based on guest behaviour, spend, and lifecycle stage.
• Platform Management & Optimization: Own Salesforce Marketing Cloud and its integration with wider systems, ensuring stability, data integrity, and continuous optimization.
• Team Leadership: Lead, develop, and mentor the CRM team, setting priorities and standards of delivery.
• Best Practices: Set the standard for industry-leading marketing practices to maximize engagement and ROI.
• Stakeholder Partnership: Partner with Marketing, Operations, and Revenue teams to translate CRM strategy into on-property execution, influencing across functions without direct authority.
• Training & Enablement: Build internal capability through workshops and hands-on training sessions on Marketing Cloud.
• Reporting & Insights: Monitor performance and deliver actionable insight to senior stakeholders to drive decision-making.
• Budget Management: Own the CRM budget and Super Messages consumption, keeping campaigns cost-effective, with weekly and monthly reporting.
• Performance Analysis: Analyze journey and campaign effectiveness, running A/B testing to refine strategy and improve engagement.
• Governance & Compliance: Ensure guest data handling complies with applicable data protection regulations across the Group's markets.

Who We're Looking For

• Minimum 6 years' experience in CRM, loyalty, or lifecycle marketing, with experience in hospitality, travel, or consumer brands.
• Strong working knowledge of Salesforce CRM and its integration with Marketing Cloud.
• Marketing Cloud expertise: proficient in Journey Builder, Automation Studio, Mobile Studio (SMS/WhatsApp), and email marketing.
• Proven capability in lifecycle marketing and personalization across email, app, and digital channels.
• Experience owning and managing campaign budgets.
• A data-driven approach to decision making, with strong analytical and reporting skills.
• Experience leading or mentoring a team.
• Ability to influence cross-functionally and communicate clearly with senior stakeholders.
• Highly meticulous attention to detail, ensuring campaigns run smoothly without a hitch.
• Strong problem-solving and technical troubleshooting skills.