CRM & Loyalty Manager

Malmaison Belfast; City Of London; Hybrid; GBP 80,000 - 100,000; Full time

Job summary

A leading hospitality group is seeking a CRM & Loyalty Manager to lead email marketing efforts and enhance loyalty engagement. This role involves developing customer-centric strategies and overseeing campaign performance. The ideal candidate has experience in B2C email marketing, strong analytical abilities, and proficiency in CRM tools. Join us to transform guest data into impactful marketing campaigns in a dynamic, hybrid environment.

Qualifications

• Proven experience managing B2C email marketing or CRM programs.
• Strong analytical skills in segmentation and lifecycle marketing.
• Excellent cross-functional collaboration and stakeholder management skills.

Responsibilities

• Define and develop the CRM & Loyalty strategy.
• Plan and send CRM campaigns end-to-end.
• Monitor and report on campaign performance.

Skills

Email marketing

Data analysis

Segmentation

Personalization

Stakeholder management

Tools

Dotdigital

Klaviyo

Salesforce Marketing Cloud

GA4

Looker Studio

Job description

CRM & Loyalty Manager – Malmaison & Hotel du Vin

Salary: Competitive Salary & Benefits

Location: Flexible on location – Hybrid, with occasional travel to properties

With 37 inspiring lifestyle hotels across the UK, Malmaison & Hotel du Vin offer unparalleled sophistication, tailored service, and authentic experiences. Each of our properties tells a unique story, combining timeless elegance with modern luxury.

We’re seeking a data-driven, customer-focused CRM & Loyalty Manager to take ownership and lead email marketing and loyalty engagement across both brands.

You’ll turn guest data into impactful campaigns, personalised, timely, and results-driven - like welcome series, birthday rewards, and tailored offers. Alongside this, you’ll also lead in shaping the CRM strategy and evolve our loyalty proposition to build lasting customer relationships.

Working closely with digital, brand, and commercial teams, you’ll ensure guests receive the right message at the right time.

What you'll be doing as CRM & Loyalty Manager:

• Autonomy and ownership in defining and developing the CRM & Loyalty strategy.
• Plan, build and send CRM campaigns end-to-end - including promotions, seasonal activity and triggered lifecycle journeys.
• Develop and manage automated programmes (i.e. welcome journeys, pre-arrival and post-stay).
• Use segmentation and personalisation to improve targeting and relevance.
• Partner with cross-functional teams to align CRM with campaign activity and revenue goals.
• Lead the development and delivery of our customer loyalty proposition
• Monitor, report and share insights on campaign performance (open rates, clicks, conversions).
• Monitor and oversee subscriber growth, engagement, deliverability, and data compliance (GDPR).
• Translate insight into action, identifying opportunities for testing, improvement and innovation.

What we’re looking for:

• Proven experience managing B2C email marketing or CRM programs, ideally in hospitality, travel, or retail.
• Proficient in using CRM systems such as Dotdigital, Klaviyo, Salesforce Marketing Cloud, or similar.
• Familiarity with loyalty programs is a strong advantage.
• Strong analytical skills with expertise in segmentation, lifecycle marketing, and personalisation.
• Comfortable using reporting tools like GA4, Looker Studio, or CRM dashboards.
• Skilled copywriter with the ability to maintain brand tone of voice.
• Organised, proactive, and collaborative with a test-and-learn approach.
• Solid understanding of guest loyalty and strategies to increase customer lifetime value.
• Strategic thinker focused on driving brand growth and revenue through innovative marketing.
• Excellent cross-functional collaboration and stakeholder management skills, with the ability and confidence to work independently.
• Detail-oriented with strong time management in fast-paced environments.