CRM Lead

Dalata Hotel Group plc; Dún Laoghaire-Rathdown; Hybrid; EUR 65,000 - 90,000; Full time

Benefits offered by this job

50% off F&B

Hotel room rate for Dalata properties

Friends & Family discount (30%)

Hybrid working

Employee assistance programme

Cycle to work

Pension access

Dalata Academy

Job summary

Dalata Hotel Group plc in Ireland is seeking a CRM Lead to join the Central Office team during a period of growth. You will own the customer lifecycle strategy, drive automation, personalisation and performance across email, and help transform CRM into a data-driven engine delivering seamless omnichannel journeys.

Reporting to the Group Digital Experience Manager, you will develop segmentation from behavioural, transactional and demographic data, build automated journeys, and collaborate with

Qualifications

• 2-3 years' experience in B2C CRM roles.
• Direct experience of Adobe Experience Platform or similar enterprise-grade data architectures.
• Proven experience with marketing automation platforms and CRM tools.
• Strong understanding of GDPR and data privacy regulations.
• Analytical mindset with experience in multivariant testing, reporting, and campaign optimisation.
• Excellent communication and project management skills.

Responsibilities

• Own the end-to-end customer lifecycle, identifying opportunities to improve guest engagement and lifetime value.
• Develop segmentation strategies using behavioural, transactional and demographic data.
• Drive a test-and-learn approach to improve campaign performance and customer experience.
• Analyse engagement and campaign performance to identify trends, opportunities, and actionable insights.
• Create best-in-class CRM reporting dashboards on Adobe’s Customer Journey Analytics. Provide insights to senior stakeholders.
• Manage and oversee the use of first-party data across digital channels and ensure GDPR compliance.
• Manage and optimise Adobe Experience Platform (AEP) and Adobe Journey Optimizer (AJO).
• Build and maintain automated customer journeys, triggers, and lifecycle programmes.
• Partner with internal stakeholders and external vendors to deliver CRM enhancements and new use cases.
• Ensure compliance with GDPR across all CRM activities.
• Manage relationships with CRM technology providers, agencies, and implementation partners.
• Act as the subject matter expert for CRM, customer data, and marketing automation across the business.
• Mentor and lead the CRM team, fostering growth and innovation.

Skills

CRM strategy

Marketing automation

Data analysis

GDPR compliance

Project management

Communication

Leadership/mentoring

Tools

Adobe Experience Platform

Adobe Journey Optimizer

Job description

CRM Lead

We are currently recruiting for a CRM Lead to join our Central Office team at an exciting time of growth and development. The successful candidate will have the opportunity to play an influential role in an ambitious and expanding organisation joining the 2026 MII Marketing Team of The Year.

Reporting to the Group Digital Experience Manager, the CRM Lead will take ownership of our customer lifecycle strategy, driving automation, personalisation and performance across email. You will play a pivotal role continuing the transformation of our CRM function into a data-driven, automated engine that delivers seamless, omnichannel customer journeys.

Overview of position

We are looking for a driven, creative, detail-oriented individual with astute analytical abilities who loves to own and champion the end-to-end strategy across all CRM marketing channels. This key player will be responsible for:

• Owning the end-to-end customer lifecycle, identifying opportunities to improve guest engagement and lifetime value.
• Developing segmentation strategies using behavioural, transactional and demographic data.
• Driving a test-and-learn approach to improve campaign performance and customer experience.
• Analysing engagement and campaign performance to identify trends, opportunities, and actionable insights.
• Creating best-in-class CRM reporting dashboards on Adobe’s Customer Journey Analytics. Regularly providing insights and recommendations to senior stakeholders.
• Managing and overseeing the use of first-party data across digital channels and ensure all processes in place are compliant with GDPR policies.
• Managing and optimising Adobe Experience Platform (AEP) and Adobe Journey Optimizer (AJO).
• Building and maintaining automated customer journeys, triggers, and lifecycle programmes.
• Partnering with internal stakeholders and external vendors to deliver CRM enhancements and new use cases.
• Ensuring compliance with GDPR and data privacy regulations across all CRM activities.
• Managing relationships with CRM technology providers, agencies, and implementation partners.
• Acting as the subject matter expert for CRM, customer data, and marketing automation across the business.
• Mentoring and leading the CRM team, fostering growth and innovation.

Essential requirements

• 2-3 years' experience in B2C CRM roles.
• Direct experience of Adobe Experience Platform or similar enterprise-grade data architectures.
• Proven experience with marketing automation platforms and CRM tools.
• Strong understanding of GDPR and data privacy regulations.
• Analytical mindset with experience in multivariant testing, reporting, and campaign optimisation.
• Excellent communication and project management skills.

Preferred experience

• Experience in hospitality or multi-brand environments is a plus.

Benefits

• 50% Off F&B in all properties
• €/£60 Employee rate on rooms for all Dalata owned hotels
• 30% Friends & Family discount
• Hybrid working model
• Employee Assistance Programme
• Cycle to Work Scheme/Transport Schemes
• Pension access (Ask your HR Manager for local pension information)
• Development opportunities through our Dalata Academy to support your career journey

About Us

Dalata Hotel Group – We bring theheartof hospitality to every hotel we own and operate. We see our growth and expansion plans as a way of spreading our unique way of caring for our guests further around the world, bringing better experiences to more people. Currently, the Dalata difference can be felt at each of our hotels in Ireland, the UK, Germany & the Netherlands, and we’ll keep expanding this further, focusing on key UK cities, Dublin and Continental Europe.

Helping our people to grow and develop their careers is vitally important to us and is one of our highest priorities. We have many exciting and unique internal development programmes, each crafted to make sure our employees get the learning they need to be able to take the next step in their careers.

Dalata Hotel Group is an Inclusive Employer. We actively encourage people from all backgrounds and abilities to apply to be part of our team. However, we understand everyone's needs are different; therefore, if you require any accommodations with this application process, please highlight your needs when you are completing your application process.