Digital Performance & Crm Manager

Firmdale Hotels - Head Office; City of Westminster; On-site; GBP 60,000 - 90,000; Full time

Job summary

Firmdale Hotels is seeking a data-driven Digital Marketing Analyst to drive CRM, paid media, and SEO strategies across its London and New York properties. You will own data integrity, analyze large datasets, and collaborate with cross-functional teams to improve guest engagement and bookings.

The role focuses on turning insights into actionable campaigns, managing integrations (SevenRooms/OpenTable), and advancing GDPR-compliant data practices while shaping the brand’s digital experience.

Qualifications

• 5+ years' experience in digital marketing.
• Strong knowledge of GTM, GSC, Google Ads, and SEO.
• Experience with large datasets and deriving actionable insights.
• Familiar with SevenRooms/OpenTable integration.
• Data privacy and GDPR awareness.

Responsibilities

• Own CRM data integrity and governance with GDPR compliance.
• Grow database and optimize guest opt-ins and retention.
• Analyze audience and booking data to create segments.
• Coordinate with ops to integrate SevenRooms/OpenTable.
• Plan and optimize paid media campaigns across channels.
• Collaborate on SEO, GEO, and AI initiatives.
• Improve website experience and analytics tracking.
• Develop dashboards and report digital performance.

Skills

Digital marketing

Data analysis

Google GTM

GSC

Google Ads

SEO

GEO

AI in marketing

Stakeholder comms

Presentation skills

Tools

SevenRooms

OpenTable

GA4

TapClicks

Google Tag Manager

Job description

Reporting
to the Head of Marketing and working alongside the Marketing Manager, you will
play a key role in driving marketing performance across Firmdale Hotels' eleven properties in
London and New York. Using data-driven insights, you will help grow customer
acquisition and engagement across our hotels and restaurants through targeted
digital marketing campaigns.

You
will thrive on working with large datasets, uncovering the stories behind the
numbers and transforming them into actionable insights that drive performance.

You
will collaborate with teams across the business, from General Managers to
Revenue and IT, connecting data points and developing a strong understanding of
both our brand and our guests.

RESPONSIBILITIES

CRM & Email Marketing

• Own the data integrity and performance of the
  Firmdale Hotels CRM database, implementing best practices for governance,
  auditing and data cleansing in partnership with the Marketing Manager.
• Drive sustainable database growth across key
  customer touchpoints, identifying opportunities to enhance guest understanding
  while maintaining brand integrity and privacy standards.
• Analyse audience and booking data to identify
  seasonal trends, customer behaviours and revenue opportunities, creating
  targeted B2B and B2C audience segments.
• Partner with operational teams to optimise our
  integrations with wider group booking platforms (SevenRooms, OpenTable, Opera
  etc.) and leverage customer insights to increase opt-ins, engagement and
  retention.
• Oversee third-party CRM integrations, ensuring data
  flows seamlessly and systems operate effectively.
• Work closely with the Data Protection Officer (DPO)
  to ensure GDPR compliance and continuously improve data capture, management and
  retention processes.

Paid Digital Marketing

• Develop
  customer acquisition and retention strategies with individual performance
  metrics, analysis and campaign optimisation.
• Support our external agencies with the planning,
  management and optimisation of paid media campaigns, including PPC, Google
  Hotel Ads, social media (Meta) and emerging AI-driven advertising platforms.
• Monitor campaign performance, provide actionable
  insights and collaborate with agency partners to maximise return on investment.
• Deliver analysis and reporting on all paid media
  activity, identifying opportunities to improve targeting, engagement and
  conversion.

SEO, GEO & AI

• Collaborate with our SEO agency and wider marketing
  team to improve organic visibility, onsite SEO performance and Generative
  Engine Optimisation (GEO).
• Lead evaluation of emerging AI technologies,
  recommending and implementing initiatives that enhance brand visibility across
  AI search platforms and improve marketing intelligence capabilities.

Website & Digital Experience

• Work with the Marketing Manager to support the
  ongoing optimisation of website structure, user experience and conversion
  performance.
• Work with agency partners to refine analytics
  implementation and measurement frameworks.
• Develop and maintain tracking standards, including
  UTM governance and campaign attribution.
• Oversee website-related system updates and ensure
  digital platforms remain fit for purpose.

Strategy, Insights & Reporting

• Spearhead
  digital transformation initiatives seeking out new opportunities to develop and
  improve the digital marketing function.
• Monitor and report on digital performance across
  the brand and individual hotels, analysing traffic, engagement, database
  growth, leads and conversions.
• Develop and maintain a robust tracking strategy for
  all marketing campaigns and activations to ensure that we can measure
  performance across multiple channels (email, social, search, PR and website).
• Work closely with the revenue team to develop
  data-driven tactical strategies to increase bookings across the hotels at key
  times of the year and at key parts of the sales funnel
• Manage reporting dashboards and visualisation tools
  (GA4, TapClicks and other platforms), ensuring stakeholders have access to
  clear, actionable insights.
• Oversee Google Tag Manager and ensure accurate
  tracking across all digital touchpoints.
• Identify growth opportunities across rooms,
  restaurants, bars and wider hotel experiences through customer and performance
  analysis.
• Communicate insight-led recommendations, successes
  and key learnings to stakeholders, helping shape future marketing strategy.

Location and Hours:

• 9am to 6pm Monday to Friday, based at our Head
  Office in Soho.
• Comfortable working on-site across multiple hotel
  locations and maintaining a visible presence to embody and represent the brand.

REQUIREMENTS

• At least 5 years' experience in digital marketing,
  preferably in the luxury hospitality sector working across hotels and
  restaurants
• Strong knowledge of the Google Suite including GTM
  and GSC
• Comfortable working with large datasets and
  translating them into actionable recommendations
• Experience working with a restaurant reservation
  platform, preferably SevenRooms and/or OpenTable
• Strong understanding of Google Ads, SEO, GEO and
  paid search
• A good understanding of the evolving digital
  landscape, including AI
• Data-orientated and proactive
• A genuine interest in hospitality and design
• Highly organised with meticulous attention to
  detail
• Excellent communication and presentation skills