CRM Manager: Loyalty and Customer Journeys

Leonardo Hotels; United Kingdom; Remote; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Special hotel room rates across UK/欧洲

Vouchers program

Referral scheme

Wellbeing calendar

Ongoing training programmes

Job summary

Leonardo Hotels in the United Kingdom is seeking a CRM Manager for Loyalty and Customer Journeys. You will design, execute, and optimise end-to-end member communications for our global loyalty programme, owning CRM platforms and data-driven journeys across email, push, and SMS at scale.

You’ll partner with Loyalty Operations, Marketing, Revenue and Partnerships to transform insights into action, drive engagement, and grow lifetime value.

Qualifications

• 5+ years in CRM, loyalty, or lifecycle marketing, preferably in hospitality.
• Strong customer journey design, segmentation and automation skills.
• Hands-on with marketing emails and CRM platforms.
• Experience with Salesforce Marketing Cloud recommended.
• Excellent communication; ability to translate tech to non-technical stakeholders.
• Experience building dashboards in Tableau/Power BI or Salesforce.
• Knowledge of GDPR and PECR compliance.
• SQL or HTML/AMPscript knowledge is desirable.

Responsibilities

• Design, build, and optimise automated loyalty lifecycle journeys.
• Own member communications across email, push, and SMS channels.
• Design and run A/B and multivariate tests to improve open rates, CTR, and conversions.
• Collaborate with Loyalty Operations, Marketing, Revenue and Partnerships.
• Develop reports and dashboards for stakeholders and leadership.
• Maintain data hygiene and CRM best practices.
• Support evolution and global scalability of the loyalty program.

Skills

CRM strategy

Loyalty marketing

Lifecycle marketing

Customer journey design

Segmentation

Marketing automation

Communication skills

Dashboards (BI)

Data analysis

Stakeholder management

Tools

Salesforce Marketing Cloud

Tableau

Power BI

SQL/AMPscript

Job description

## CRM Manager: Loyalty and Customer JourneysApply: UK Head Office: Full time: Posted Today: JR106277Be Yourself – Be a Bold Team Player – Be Leonardo Once 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 Leonardo** 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. **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 globally**If 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 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)Some of the perks our CRM Manager: Loyalty and Customer Journeys could enjoy include:* Special rates on Leonardo Hotel rooms across the UK & Europe* Company-wide recognition scheme: you could earn vouchers to spend on a wide range of high street shops* Talent referral scheme* Thank You Week: from ice cream trucks to yoga classes and lots in between!* Wellbeing Calendar* Ongoing 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!