CRM Lead: Data-Driven Customer Journeys (Hybrid)

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

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