CRM & Loyalty Manager

Malmaison Belfast; London; Hybrid; GBP 40,000 - 60,000; Full time

Job summary

Malmaison & Hotel du Vin are seeking a CRM & Loyalty Manager to lead email marketing and loyalty engagement efforts. This hybrid role involves analyzing guest data to create impactful campaigns, developing loyalty propositions, and guiding strategy through insights. Ideal candidates will have robust experience in email marketing, CRM platforms, and a data-driven approach to enhance customer relationships.

Qualifications

• Experience managing email marketing or CRM programmes in a B2C environment.
• Data-driven mindset with strong grasp of segmentation and lifecycle marketing.
• Proficient in reporting platforms and maintaining brand tone.

Responsibilities

• Plan, build, and send CRM campaigns using various tools.
• Develop automated programs for customer engagement.
• Track and report campaign performance metrics and insights.

Skills

Email marketing

CRM programmes

Segmentation

Lifecycle marketing

Personalisation

Copywriting

Data-driven analysis

Tools

Dotdigital

Klaviyo

Salesforce Marketing Cloud

GA4

Looker Studio

Job description

Job Title: 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 looking for a data-led and customer-focused CRM & Loyalty Manager to own email marketing and loyalty engagement across Malmaison and Hotel du Vin.

This role is all about turning guest data into action — creating campaigns that feel personal, timely and drive measurable value. You'll work with the wider digital, brand and commercial teams to ensure guests receive the right message at the right time, whether that’s a welcome series, birthday reward or timely offer based on past stays.

You’ll also help evolve our loyalty proposition, including supporting our work with the Global Hotel Alliance (GHA), and take the lead on CRM reporting and insight to guide strategy and shape how we build long-term customer relationships.

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

• Plan, build and send CRM campaigns using the existing email platform — including promotions, seasonal activity and triggered lifecycle journeys.
• Develop and manage automated programmes such as welcome journeys, pre-arrival comms and post-stay engagement.
• Track and report campaign performance across open rates, click-through and conversion, sharing learnings across the team.
• Use segmentation and personalisation to improve targeting and relevance.
• Partner with the digital, brand and commercial teams to align CRM with campaign activity and revenue goals.
• Support the development and delivery of our customer loyalty proposition, including working with GHA where required.
• Monitor subscriber growth, engagement and data health, ensuring GDPR compliance.
• Translate performance insight into action, identifying opportunities for testing, improvement and innovation.

What we’re looking for:

• Experience managing email marketing or CRM programmes in a B2C environment, ideally hospitality, travel or retail.
• Hands-on experience using platforms like Dotdigital, Klaviyo, Salesforce Marketing Cloud or a similar ESP.
• Experience working with or supporting GHA or other loyalty frameworks is a strong plus.
• Data-driven mindset with a strong grasp of segmentation, lifecycle marketing and personalisation.
• Proficient in reporting platforms such as GA4, Looker Studio or CRM dashboards.
• Skilled at copywriting and confident in maintaining tone of voice.
• Proactive, organised and collaborative, with a test-and-learn mindset.
• A clear understanding of how to build guest loyalty and drive customer lifetime value.
• Strategic and results-oriented with a passion for driving brand growth and revenue through innovative marketing tactics.
• Ability to work collaboratively with various departments and stakeholders, fostering strong relationships internally and externally.
• Strong organisational skills and attention to detail, with the ability to meet deadlines in a fast-paced environment.

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