Interim CRM and Loyalty Manager

Go Fractional; Greater London; Hybrid; GBP 60,000 - 82,000; Full time

Benefits offered by this job

Pension

Life assurance

Employee Assistance Program

Sickness scheme

Holiday entitlement 28 days

Job summary

Hand Picked Hotels is seeking a hands-on CRM leader to own the end-to-end CRM and email programme, shaping strategy, planning, and execution across lifecycle journeys while driving commercial performance.

You will develop segmentation and personalisation, manage automated journeys, and partner with Digital, Brand, Revenue and hotels to deliver elevated guest experiences and long-term value.

Qualifications

• BAU email ownership and CRM programme management across lifecycle marketing.
• Strong copywriting and editorial judgement with an eye for design.
• Hands-on with CRM or marketing automation platforms; Bloomreach Engagement preferred.
• Experience building automated lifecycle journeys and segmentation.
• Analytical mindset with CRM reporting experience (GA4, UTMs).
• Comfort working with data quality and technical/integration partners.

Responsibilities

• Own the CRM communications strategy, campaign calendar and delivery plan.
• Plan, brief, create, build and deliver BAU email campaigns with partners.
• Own quality of CRM communications to reflect elevated hospitality and achieve commercial goals.
• Develop segmentation, personalisation and A/B testing.
• Build and optimise automated lifecycle journeys (welcome, booking abandonment, post-stay, loyalty).
• Create audiences, campaigns, automations and tests in the CRM platform.
• Own CRM reporting and translate insights into action.
• Review and prioritise data, integration, identity and automation improvements.
• Support Hand Picked Hotels membership and loyalty development.
• Collaborate with Digital, Brand, Revenue and hotel teams; manage CRM partner relationships.

Skills

CRM management

Lifecycle marketing

Loyalty programs

Copywriting

Analytics

AI tools usage

HTML/CSS basics

Excel skills

Stakeholder management

Experimentation (A/B)

Tools

Bloomreach Engagement

Google Analytics 4

Job description

About the role:

This is a hands-on role combining strategic ownership with day-to-day delivery. You will be responsible for our CRM and email programme from strategy, planning and campaign development through to execution, automation, reporting and optimisation.

We are looking for someone who understands that effective CRM in premium and luxury hospitality must do more than drive an immediate booking. Our communications should be desire, tell the stories of our individual hotels and experiences, strengthen guest relationships and create long-term value, while delivering commercial performance.

• Own the CRM communications strategy, campaign calendar and delivery plan, aligned to commercial priorities, customer needs and the Hand Picked Hotels brand.
• Plan, brief, create, build and deliver BAU email campaigns, working with internal and external partners as required.
• Own the quality of CRM communications, ensuring copy, imagery, design, proposition and targeting work together to reflect an elevated hospitality experience as well as deliver commercial objectives.
• Develop segmentation and personalisation strategies that use customer insight to improve relevance, engagement, repeat visits and customer lifetime value.
• Develop, build and optimize automated lifecycle journeys, including opportunities such as welcome/database growth, booking abandonment, pre-arrival, post-stay/rebooking, lapsed guests, high-value guests, cross-property behaviour and member/loyalty journeys.
• Work hands-on within the CRM platform to create audiences, campaigns, automations and tests, continually improving performance through a test-and-learn approach.
• Own CRM reporting and analysis, providing clear visibility of campaign and lifecycle performance , bookings, revenue, conversion, engagement, repeat behaviour, customer value, and turn insight into action.
• Review current CRM activity, customer journeys, database use, customer data and platform capability, and prioritise improvements according to commercial value, customer impact and delivery effort.
• Identify and resolve, or clearly prioritise, data, integration, identity, configuration and automation barriers where they materially affect CRM performance or measurement.
• Own CRM activity supporting the Hand Picked Hotels membership and loyalty proposition and contribute to its ongoing development.
• Manage the relationship with our CRM provider and other relevant agencies or technology partners, ensuring the platform is used effectively and external support delivers value.
• Work closely with Digital, Brand, Revenue and hotel teams to align CRM activity with wider campaigns, availability, guest propositions and business priorities.
• Identify relevant new channels, technologies and AI-enabled ways of working that can improve CRM effectiveness, creativity or productivity, applying appropriate judgement and quality control.

About you:

• A minimum of 5 years CRM, lifecycle marketing or loyalty experience, with demonstrable ownership of a BAU email and CRM programme.
• Strong experience in premium or luxury hospitality, travel or an elevated lifestyle brand, with an understand of how CRM and build brand desire and tell compelling stories as well as drive revenue.
• Strong copywriting and editorial judgement, an excellent eye for design and a high level of attention to detail.
• Hands-on experience using a sophisticated CRM or marketing automation platform; Bloomreach Engagement experience is strongly preferred.
• Demonstratable experience building and optimising automated lifecycle journeys, segmentation, personalisation and A/B testing.
• Strong commercial and analytical capability, with experience using CRM reporting and tools such as Google Analytics 4 and UTM tracking to understand performance and identify opportunities.
• Strong customer data and database management skills, with the ability to interrogate data quality and work effectively with technical or integration partners.
• Confident and adept in the use of AI tools to support CRM planning, content development, analysis and productivity, with strong judgement and quality control.
• Advanced Excel skills; good knowledge of HTML and CSS would be advantageous.
• A confident stakeholder manager who is comfortable working hands-on across strategy, creative, development, execution, analysis and optimisation.

What's in it for you:

• A competitive salary package discussed at interview stage.
• Company pension and life assurance scheme.
• Employee Assistance Program to support you with whatever life throws at you.
• Company Sickness Scheme Benefit.
• 28 days holiday per year including Bank Holidays, which will increase with length of service to a maximum of 33 days per year including Bank Holidays based on length on contract.
• Forward career progression, with access to our In House and external training programs, including apprenticeships and other recognised hospitality industry courses which are all supported by our learning and development team.
• Annual loyalty awards (like afternoon teas and overnight stays)
• Online retail discount platform offering thousands of savings with high street retailers and restaurants as well as a health and well-being platform.
• Opportunity to make lifelong friendships and be part of a team that celebrates Diversity and Inclusion.

Contract Type: Temporary (1 year interim contract)Location: London Bridge corporate office with occasional travel to hotelsDepartment: Marketing