Digital Performance & CRM Manager

Firmdale Hotels; Greater London; Hybrid; GBP 70,000 - 110,000; Full time

Job summary

Firmdale Hotels seeks an experienced Digital Marketing Analyst to drive data-driven performance across its London and New York properties. You will own CRM data integrity, grow the guest database, and develop targeted campaigns for both B2B and B2C audiences.

You will analyse large datasets, uncover insights, and collaborate with teams across GA4, GTM, and reservation platforms to optimise acquisition, retention, and brand experience across hotels and restaurants.

Qualifications

• 5+ years of digital marketing experience, luxury hospitality preferred.
• Strong knowledge of Google Suite including GTM and GSC.
• Experience translating large datasets into actionable insights.
• Experience with restaurant reservation platforms (SevenRooms/OpenTable).
• Solid understanding of Google Ads, SEO, GEO and paid search.
• Awareness of AI in digital marketing strategies.
• Data-driven, proactive and detail-oriented.
• Excellent communication and presentation skills.

Responsibilities

• Own CRM data integrity and governance with the Marketing Manager.
• Drive database growth and improve guest understanding while upholding privacy.
• Analyse audience and booking data to identify trends and opportunities.
• Collaborate with teams to optimise integrations with booking platforms.
• Oversee third-party CRM integrations and data flows.
• Develop reporting and dashboards across channels (email, social, search).

Skills

Digital marketing

Data analysis

Communication skills

Hospitality knowledge

Strategic thinking

Campaign planning

Team collaboration

Tools

GA4

Google Tag Manager

GSC

Google Ads

TapClicks

SevenRooms

OpenTable

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

Compensation: To be discussed