CRM Manager: Loyalty and Customer Journeys

Leonardo Royal Hotel London St Pauls; Park Central; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Special hotel rates

Vouchers for shops

Referral scheme

Wellbeing calendar

Training & progression

Job summary

Leonardo Royal Hotel London St Pauls in London is seeking a CRM Manager: Loyalty and Customer Journeys to design, execute, and optimise end-to-end member communications for our global loyalty programme.

You will own our CRM and marketing automation platforms, translating loyalty mechanics into data-driven journeys, and work with cross‑functional teams to boost engagement, retention and lifetime value while upholding GDPR standards.

Qualifications

• 5+ years in CRM, loyalty, or lifecycle marketing in hospitality, travel, retail or consumer-facing business.
• Strong customer journey design, segmentation, and marketing automation experience.
• Experience with Salesforce Marketing Cloud to build campaigns.
• Knowledge of GDPR/PECR and data hygiene.
• SQL or HTML/AMPscript for advanced Salesforce customization (desirable).

Responsibilities

• Design, build, and optimise automated loyalty lifecycle journeys.
• Own member communications across email, push, and SMS.
• Conduct A/B and multivariate tests to improve metrics.
• Collaborate with Loyalty Ops, Marketing, Revenue, and Partnerships.
• Develop dashboards to track CRM-attributed revenue and CLV.
• Act as CRM platform owner ensuring data quality and best practices.

Skills

CRM

Loyalty marketing

Lifecycle journeys

SFMC

SQL

AMPscript

Tableau/Power BI

GDPR/PECR

Data analysis

Stakeholder communication

Tools

Salesforce Marketing Cloud

Tableau

Power BI

Job description

Be Yourself – Be a Bold Team Player – Be LeonardoOnce you’re part of the team, you’re part of the Leonardo community of over 55 hotels across the UK & Ireland!Be Yourself – Be an Innovator – Be LeonardoWe’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.Key Responsibilities of the CRM Manager: Loyalty and Customer Journeys include: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 optimize 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 globallyIf you’re our ideal Customer Relationship Manager, you will:Proven experience (5+ years) in CRM, loyalty, or lifecycle marketing roles, preferably within hospitality, travel, retail or consumer-facing businessStrong understanding of customer journey design, segmentation, and marketing automationPrevious experience with CRM and Marketing emailsHands‑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)Some of the perks our CRM Manager: Loyalty and Customer Journeys could enjoy include:Special rates on Leonardo Hotel rooms across the UK & EuropeCompany-wide recognition scheme: you could earn vouchers to spend on a wide range of high street shopsTalent referral schemeThank You Week: from ice cream trucks to yoga classes and lots in between!Wellbeing CalendarOngoing job-related training programmes with clear paths for progressionWe’re committed to creating a workplace where every individual—regardless of background, identity, or lived experience—is welcomed, valued, and respected for who they are. Belonging means embracing our differences and ensuring everyone feels seen, heard, and empowered.Why come join us as a CRM Manager: Loyalty and Customer Journeys?We look after our colleagues just as well as we look after our guests. 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!