CRM Manager

Maasmechelen Village; Maasmechelen; On-site; EUR 70,000 - 100,000; Full time

Benefits offered by this job

31 days annual leave

Birthday/marriage/moving leave

Village discounts

Employee referral bonus

Private medical and dental cover

Job summary

The Bicester Collection is seeking a CRM Manager to own first-party database strategy across Membership and Private Client Services. You will grow guest engagement to boost village performance by acquiring high-quality members and private clients, driving visits, spend and long-term loyalty through personalised engagement.

You will set strategic direction and data-led priorities, translating them into actions across Communications & Content, Partnerships & Experiences, Retail and Hospitality.

Qualifications

• Proven experience in CRM, loyalty, membership or guest engagement.
• Strategic and data-driven mindset with the ability to translate data dashboards and behavioural insight into recommendations.
• Strong understanding of customer journey mapping and personalised engagement or clienteling strategies.
• Experience managing and developing a team, with accountability and driving results through people.
• Ability to align and influence stakeholders across multiple functions in a complex environment.
• Decisive in ambiguous, priority-driven situations.
• Excellent communicator with strong organisational skills.
• Fluent in English; knowledge of Dutch and/or French is an advantage.

Responsibilities

• Lead and develop the Guest Engagement team (Membership & PCS Coordinator, PCS Manager) and drive KPIs for Membership & PCS.
• Define and deliver the Guest Engagement strategy, identifying growth opportunities across membership and private client segments.
• Expand the membership database through targeted recruitment initiatives and drive new-member growth as a core KPI.
• Coach the PCS Manager to prospect and acquire new private clients, embedding acquisition with retention and clienteling.
• Map and understand the guest customer journey, influencing next best actions to maximise relevance and spend.
• Analyse guest performance and behavioural data to identify loyalty drivers, churn risk and segment opportunities and translate into action plans.
• Own the Guest Engagement budget and set KPIs and objectives for Membership & PCS moments.
• Deliver yearly and quarterly tactical action plans.
• Drive alignment across all departments.
• Stay ahead of trends and market developments in loyalty, CRM and private client landscape.

Skills

CRM strategy

Loyalty programs

Data-driven decision making

Team leadership

Stakeholder management

Customer journey mapping

Communication

Fluent English

Dutch/French knowledge

Job description

About the role

As our CRM Manager, you will own MMV's first-party database strategy across Membership and Private Client Services. Your main objective is to grow the impact of our guest engagement programme on Village performance - acquiring new, high-quality members and private clients, encouraging them to visit and spend more, and building long-term loyalty through personalised engagement.

You will define a new way of engaging with guests by understanding where they are in the customer journey and influencing their next steps to maximise relevance. Through clienteling at scale, you will ensure guests receive real value in exchange for their spend and data - earning richer insight in return and enabling us to continuously optimise our strategy, build a genuine community, and positively impact customer lifetime value.

You will set the strategic direction and data-led priorities for the team, and ensure this translates into aligned action across Communications & Content, Partnerships & Experiences, Retail and Hospitality.

Key responsibilities

The key responsibilities of this role will include the following:

• Lead and develop the Guest Engagement team (Membership & PCS Coordinator, PCS Manager) and drive the relevant KPIs for Membership & PCS
• Define and deliver the Guest Engagement strategy, identifying and deepening growth opportunities across membership and private client segments
• Expand the membership database through targeted recruitment initiatives and drive new-member growth as a core KPI
• Guide and coach the PCS Manager to actively prospect and acquire new private clients, embedding acquisition alongside retention and clienteling as a core focus
• Map and understand the guest customer journey, identifying where members and private clients are and influencing their next best action to maximise relevance and spend
• Analyse guest performance and behavioural data to identify loyalty drivers, risk of churn and segment opportunities - and translate these into concrete strategic and tactical action plans
• Own the Guest Engagement budget and set KPIs and objectives for Membership & PCS moments
• Deliver yearly and quarterly tactical action plans
• Drive alignment across all different departments
• Stay ahead of trends and market developments relevant to loyalty, CRM and the private client landscape

About you

We are looking for an individual who can display the following experience and skills:

• Proven experience in CRM, loyalty, membership or guest engagement, ideally in a (luxury) retail or hospitality environment
• Strategic and data-driven mindset, with the ability to translate data dashboards and behavioural insight into clear recommendations and actions
• Strong understanding of customer journey mapping and personalised engagement or clienteling strategies
• Experience managing and developing a team, with the ability to build accountability and drive results through people
• Confident in aligning and influencing stakeholders across multiple functions in a complex, fast-moving environment
• Effective decision-maker who is comfortable with ambiguity and competing priorities
• Excellent communicator with strong organisational skills
• Fluent in English; knowledge of Dutch and/or French is an advantage

There's no one quite like us

The Bicester Collection are the worlds' leading luxury shopping destinations, and we are committed to creating magical and memorable experiences for our guests. Taking the name of the founding Village, The Bicester Collection distinguishes the 12 Villages in Europe, China and New York as one collection of destinations for our guests, our brand partners, our travel and tourism partners, our corporate and financial media, and our internal teams.

What we do for you

The key to our success is the quality and commitment of our people. In return for your dedication and hard work, you'll receive a generous salary and along with a competitive benefits package including 31 days annual leave, along with extra leave on your birthday and if you are getting married or moving, you will receive discounts throughout our villages, a very generous employee referral bonus, access to private medical and dental cover, along with many more benefits!

Come and live your story with us

The key to our success is the quality and commitment of our people. We are diverse in background, age, experience and leadership style. We believe that an inclusive workforce makes magic happen. We have huge ambition for what we can achieve together and we want to have fun!