CRM Manager

Leonardo Hotels; City Of London; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Wellbeing webinars

Training & progression

Job summary

Leonardo Hotels is seeking a CRM Manager to own loyalty and customer journeys, designing data-driven member communications across email, push and SMS. You will translate loyalty mechanics into scalable journeys, optimise campaigns, and drive engagement, retention and lifetime value.

You will lead the CRM platform and collaborate with Loyalty Operations, Marketing, Revenue and Partnerships to activate program rules and promotions, while monitoring performance with dashboards and reports.

Qualifications

• 5+ years in CRM, loyalty or lifecycle marketing roles in hospitality, travel, retail or consumer-facing business.
• Proven experience designing end-to-end customer journeys and lifecycle campaigns.
• Strong analytical skills and ability to turn insights into action.

Responsibilities

• Design, build and optimise automated loyalty lifecycle journeys (onboarding, engagement, tier progression, retention, win-back).
• Own the execution of member communications across email, push and SMS with timely, personalised messaging.
• Conduct A/B and multivariate testing to improve open rates, CTRs and conversions.
• Collaborate with Loyalty Operations, Marketing, Revenue, and Partnerships to activate program rules, tiers and promotions.
• Establish and monitor CRM performance metrics and dashboards to inform optimisation.
• Act as platform owner for CRM tools (e.g. Salesforce Marketing Cloud) ensuring data hygiene and best practice.
• Develop regular and ad-hoc reports translating campaign data into insights for stakeholders.

Skills

CRM strategy

Loyalty programs

Lifecycle marketing

Data analysis

AB testing

Marketing automation

Communication

Tools

Salesforce Marketing Cloud

Tableau

Power BI

SQL

AMPscript

Job description

We're seeking a CRM Manager: Loyalty and Customer Journeys to design, execute, and optimise end-to-end member communications for our global loyalty programme. In this role, you'll translate loyalty mechanics, rewards, and offers into compelling, data-driven customer journeys that drive engagement, retention, and lifetime value. As the owner of our CRM and marketing automation platforms, you'll ensure the right message reaches the right member at the right time, at scale. Working closely with Loyalty Operations, Marketing, Revenue, and Partnerships teams, you'll bridge strategy and execution - turning insight into action and bringing the loyalty experience to life.

• Design, build, and continuously optimise automated loyalty lifecycle journeys, including onboarding, engagement, tier progression, retention, and win-back communications.
• Own the execution of member communications across email, push, and SMS channels, ensuring messaging is timely, personalised, and aligned with brand standards.
• Design and execute A/B and multivariate testing to optimise open rates, CTRs, and conversion within lifecycle journeys.
• Partner closely with the Loyalty Program Operations Manager to activate program rules, tiers, rewards, and promotions through effective CRM journeys.
• Establish and monitor key CRM performance metrics, analysing engagement, conversion, churn, and behavioural trends to inform ongoing optimisation.
• Conduct A/B testing and experimentation to improve campaign performance and member response over time.
• Act as the primary platform owner and subject-matter expert for CRM and marketing automation tools (e.g. Salesforce Marketing Cloud), ensuring data hygiene and technical best practice.
• Collaborate with Marketing, Revenue Management, and Partnership teams to support co-branded promotions, local experiences, and targeted member offers.
• Develop regular and ad-hoc reports and dashboards for stakeholders, translating campaign data into clear insights and recommendations.
• Contribute to the overall evolution and scalability of the loyalty program as it grows globally
  Proven experience (5+ years) in CRM, loyalty, or lifecycle marketing roles, preferably within hospitality, travel, retail or consumer-facing business
• Strong understanding of customer journey design, segmentation, and marketing automation
• Previous experience with CRM and Marketing emails
• Hands-on experience using CRM platforms (Salesforce Marketing Cloud) to build and manage campaigns and journeys.
• Have excellent communication skills, with the ability to articulate complex technical concepts to non-technical stakeholders and business requirements to technical teams.
• Proactive, detail-oriented, and comfortable operating in a fast-paced, evolving environment.
• Ability to build and maintain performance dashboards (e.g., in Tableau, Power BI, or Salesforce) to track and report on CRM-attributed revenue and CLV (Customer Lifetime Value).
• Sound knowledge of GDPR and PECR regulations to ensure all marketing activities are compliant and customer centric.
• Knowledge of SQL or HTML/AMPscript for advanced Salesforce customization (desirable)
  We look after our colleagues just as well as we look after our guests. Whether you join the NYX team, a Limited Edition or a Leonardo Hotel, you're part of the Leonardo Hotels community of over 55 hotels across the UK & Ireland. Our regular Learning Bites, "Come Join Us Guest Care" training and Wellbeing webinars all help your progress with us. With support on tap, top-notch practical training and clear progression you'll be on track for a brilliant future in Hospitality!