CRM and Loyalty Manager

Hand Picked Hotels; Greater London; On-site; GBP 70,000 - 90,000; Full time

Benefits offered by this job

Competitive salary package

Pension and life assurance

Employee Assistance Program

Sickness Scheme

25 days holiday + 8 bank holidays

Training & development programs

Loyalty awards

Discount platform

Diversity & Inclusion

Job summary

Hand Picked Hotels is seeking a CRM and Loyalty Manager on an interim 1-year contract. Based at our London corporate office, you will own the CRM and email programme from strategy through delivery, automation and reporting, driving value across our luxury hotels.

You will lead segmentation, personalisation and lifecycle journeys, working hands-on in Bloomreach Engagement and collaborating with brand, revenue and hotel teams to align campaigns with commercial goals.

Qualifications

• Minimum 5 years CRM, lifecycle marketing or loyalty with BAU ownership.
• Experience in premium hospitality, travel or luxury brands.
• Hands-on with sophisticated CRM/automation platforms; Bloomreach preferred.
• Strong copywriting, design eye and attention to detail.
• Proficient in analytics, reporting and testing (GA4/UTM).

Responsibilities

• Own the CRM communications strategy, calendar and delivery plan.
• Plan, brief, create, build and deliver BAU email campaigns.
• Ensure CRM communications reflect elevated hospitality and drive revenue.
• Develop segmentation, personalisation and lifecycle journeys.
• Create audiences, campaigns, automations and tests in the CRM platform.
• Own CRM reporting and analysis of campaigns and lifecycle performance.
• Review current CRM activity and prioritise improvements by value.
• Identify data, integration and automation barriers affecting CRM.
• Support Hand Picked Hotels membership and loyalty proposition.
• Collaborate with Digital, Brand, Revenue and hotel teams.
• Explore AI-enabled tools to improve CRM effectiveness.

Skills

CRM

Lifecycle marketing

Loyalty programs

Email campaigns

Personalisation

A/B testing

Analytics

Copywriting

Design eye

Bloomreach Engagement

HTML/CSS (basics)

AI tools

Excel

Google Analytics 4

Tools

Bloomreach Engagement

Google Analytics 4

Job description

We are looking for an experienced CRM and Loyalty Manager to join Hand Picked Hotels on an interim 1 year contract. This is a high-impact opportunity to take ownership of our CRM programme, strengthen the quality and automation of our customer communications, and improve commercial performance across our collection of individual hotels.

Based at our corporate office in London Bridge, with occasional travel to our hotels, you will combine strategic thinking with hands‑on delivery. You will help us create communications that inspire guests, bring our hotels and experiences to life, encourage repeat visits and build long-term value.

Hand Picked Hotels

Hand Picked Hotels was founded in 2001 by owner and Chairman, Julia Hands MBE, and today remains a family‑owned group with 21 unique luxury country houses and coastal retreats, each hand‑picked for their individuality. Architecturally distinctive and quintessentially British, every hotel enjoys an extraordinary location from Scotland to the Channel Islands, with views spanning countryside, beaches and woodland.

Dedicated to creating unique and enchanting stays, curated personalised service runs through the heart of every hotel. While each property is individual, all share our values of family, individuality, community and care, together with a commitment to aiming higher and delighting guests with memorable experiences.

Hand Picked Hotels is committed to protecting the environment for a sustainable future, and all our hotels have received Green Tourism accreditation in recognition of progress in reducing energy use and waste, supporting biodiversity and sourcing responsibly.

About the role:

This is a hands‑on role combining strategic ownership with day‑to‑day delivery. You will be responsible for our CRM and email programme from strategy, planning and campaign development through to execution, automation, reporting and optimisation.

We are looking for someone who understands that effective CRM in premium and luxury hospitality must do more than drive an immediate booking. Our communications should be desire, tell the stories of our individual hotels and experiences, strengthen guest relationships and create long-term value, while delivering commercial performance.

• Own the CRM communications strategy, campaign calendar and delivery plan, aligned to commercial priorities, customer needs and the Hand Picked Hotels brand.
• Plan, brief, create, build and deliver BAU email campaigns, working with internal and external partners as required.
• Own the quality of CRM communications, ensuring copy, imagery, design, proposition and targeting work together to reflect an elevated hospitality experience as well as deliver commercial objectives.
• Develop segmentation and personalisation strategies that use customer insight to improve relevance, engagement, repeat visits and customer lifetime value.
• Develop, build and optimize automated lifecycle journeys, including opportunities such as welcome/database growth, booking abandonment, pre‑arrival, post‑stay/rebooking, lapsed guests, high‑value guests, cross‑property behaviour and member/loyalty journeys.
• Work hands‑on within the CRM platform to create audiences, campaigns, automations and tests, continually improving performance through a test‑and‑learn approach.
• Own CRM reporting and analysis, providing clear visibility of campaign and lifecycle performance, bookings, revenue, conversion, engagement, repeat behaviour, customer value, and turn insight into action.
• Review current CRM activity, customer journeys, database use, customer data and platform capability, and prioritise improvements according to commercial value, customer impact and delivery effort.
• Identify and resolve, or clearly prioritise< data, integration, identity, configuration and automation barriers where they materially affect CRM performance or measurement.
• Own CRM activity supporting the Hand Picked Hotels membership and loyalty proposition and contribute to its ongoing development.
• Manage the relationship with our CRM provider and other relevant agencies or technology partners, ensuring the platform is used effectively and external support delivers value.
• Work closely with Digital, Brand, Revenue and hotel teams to align CRM activity with wider campaigns, availability, guest propositions and business priorities.
• Identify relevant new channels, technologies and AI-enabled ways of working that can improve CRM effectiveness, creativity or productivity, applying appropriate judgement and quality control.

About you:

• A minimum of 5 years CRM, lifecycle marketing or loyalty experience, with demonstrable ownership of a BAU email and CRM programme.
• Strong experience in premium or luxury hospitality, travel or an elevated lifestyle brand, with an understand of how CRM and build brand desire and tell compelling stories as well as drive revenue.
• Strong copywriting and editorial judgement, an excellent eye for design and a high level of attention to detail.
• Hands‑on experience using a sophisticated CRM or marketing automation platform; Bloomreach Engagement experience is strongly preferred.
• Demonstratable experience building and optimising automated lifecycle journeys, segmentation, personalisation and A/B testing.
• Strong commercial and analytical capability, with experience using CRM reporting and tools such as Google Analytics 4 and UTM tracking to understand performance and identify opportunities.
• Strong customer data and database management skills, with the ability to interrogate data quality and work effectively with technical or integration partners.
• Confident and adept in the use of AI tools to support CRM planning, content development, analysis and productivity, with strong judgement and quality control.
• Advanced Excel skills; good knowledge of HTML and CSS would be advantageous.
• A confident stakeholder manager who is comfortable working hands‑on across strategy, creative, development, execution, analysis and optimisation.

What’s in it for you:

• A competitive salary package discussed at interview stage.
• Company pension and life assurance scheme.
• Employee Assistance Program to support you with whatever life throws at you.
• Company Sickness Scheme Benefit.
• 28 days holiday per year including Bank Holidays, which will increase with length of service to a maximum of 33 days per year including Bank Holidays based on length on contract.
• Forward career progression, with access to our In House and external training programs, including apprenticeships and other recognised hospitality industry courses which are all supported by our learning and development team.
• Annual loyalty awards (like afternoon teas and overnight stays)
• Online retail discount platform offering thousands of savings with high street retailers and restaurants as well as a health and well-being platform.
• Opportunity to make lifelong friendships and be part of a team that celebrates Diversity and Inclusion.