Crm & Lifecycle Marketing Specialist

Babylonstoren; Stellenbosch; On-site; ZAR 600,000 - 900,000; Full time

Benefits offered by this job

Daily catered lunch

Flexible working hours

Training and conference budget

30% discount at Babylonstoren

Cho ice of equipment (Apple common)

Quarterly socials and team building

Job summary

Candide, based at Babylonstoren in the Cape Winelands, seeks a CRM & lifecycle marketing expert to own HubSpot architectures across its estate brands. You'll shape segmentation, automation, and reporting, with a focus on data quality and scalable frameworks.

The role blends enablement, governance, and hands-on execution across multiple markets. Strong HubSpot experience, data modelling, and cross-brand collaboration are essential, as is a proactive approach to compliance and measurable impact.

Qualifications

• 4–5 years in CRM, lifecycle, email or marketing automation, incl. 3+ years in HubSpot Marketing Hub.
• Owns a CRM data model and cross-brand workflows, not just campaigns.
• Knowledge of email deliverability and authentication (SPF, DKIM, DMARC).
• Understanding of POPIA and GDPR for marketing consent and retention.
• Experience collaborating with marketing teams and documenting workflows.
• Ability to explain segmentation decisions and measure impact.

Responsibilities

• Build, QA and deploy emails in HubSpot Marketing Hub across brands.
• Manage send calendar, contact frequency, and suppression rules.
• Create and iterate lifecycle programs: enquiry to win-back and reactivation.
• Develop lead scoring models and assess conversion accuracy.
• Ensure data quality: deduplication, deliverability, and data integrity with BigQuery integrations.
• Design surveys, automate feedback flows, and maintain reporting inventories.
• Develop dashboards in Looker Studio or Power BI tracking CRM-revenue and engagement.
• Document architecture and train estate marketing teams to use the systems.

Skills

CRM systems

HubSpot Marketing Hub

Lifecycle marketing

Email automation

Data quality and governance

Reporting and analytics

Tools

Jira

Confluence

n8n

HubSpot CMS Hub

Looker Studio / Power BI

Job description

About Candide

Candide is an AI-first tech company based at Babylonstoren in the Cape Winelands, with a second office in the UK. We build the digital products behind some of the world\'s most celebrated hospitality and lifestyle estates — Babylonstoren, The Newt in Somerset, Vignamaggio, and others.

Our office sits on the Babylonstoren estate itself, surrounded by gardens, mountains, and farm-to-table food. We design, build and maintain eCommerce platforms, mobile apps, admissions and membership systems, booking engines, and brochure websites. Our team is small but high-impact, working across a portfolio of luxury brands that people genuinely love.

You will own guest lifecycle marketing in HubSpot across our estate brands, and the CRM architecture underneath it — segmentation, personalisation, automated journeys, lead scoring, the data model they all depend on, and the reporting that proves it worked.

Each estate has its own audience, language and data reality, so a large part of the job is doing enablement well in more than one market at once and then handing it over properly: documented, named consistently, and understood by the estate marketing teams who use it every day.

Key responsibilities

Campaigns

• Build, QA and deploy emails in HubSpot Marketing Hub.
• Own the send calendar across brands, and manage contact frequency and suppression so no guest is over-mailed.
• Run structured A/B tests with results logged so learnings compound.

Segmentation and personalisation

• Lists, custom properties, smart content and dynamic modules so messaging reflects what is actually known about a guest — segment-level content variations, not a first-name merge field.

Lifecycle and lead scoring

• Interconnected workflow series for enquiry nurture, pre-arrival, in-stay, post-stay, win-back and reactivation.
• Build and iterate the lead scoring model, and review its accuracy against real conversion outcomes.
• Turn estate-specific solutions into reusable frameworks so the next build is faster than the last.

Data quality and the wider data estate

• De-duplication, property standardisation, bounce and engagement decay management, inbox render testing, deliverability and email authentication.
• Maintain the quality of data arriving in HubSpot from BigQuery and third-party integrations, and raise data gaps that block segmentation rather than working around them.

Surveys and feedback operations

• Guest survey and feedback forms and the automation behind them, the export and reporting inventory that follows, and the conversion of manual reporting into something maintainable.

Reporting and insight

• HubSpot and Looker Studio dashboards on CRM-attributable revenue, repeat booking rate, engagement and list health.
• Report against a stated hypothesis: what was expected, what happened, what changes next.
• Surface the strategic findings too — conversion gaps, opt-in performance, channel effectiveness — with a recommended action attached.

Enablement and documentation

• Architecture and workflow documentation, decision records, diagrams and handover material.
• Train estate marketing teams to use what you build, and brief colleagues on system design and correct usage, so the pod is not a bottleneck and not dependent on one person\'s memory.
• Handle incoming requests and set expectations with estate stakeholders on what is possible and when.

Compliance

• Consent capture, records of consent and opt-out handling that satisfy POPIA in South Africa and UK and EU GDPR for our UK, Italian and Dutch estates — including lawful basis, soft opt-in, data subject requests, retention and cross-border transfer.
• Design these into the architecture rather than retrofitting them, and advise on the right email type and consent treatment for a given send.

What we\'re looking for

• 4–5 years in CRM, lifecycle, email or marketing automation, including at least three years hands-on in HubSpot Marketing Hub — building workflows, lists, custom properties and object relationships, not only sending from templates someone else built.
• Demonstrable ownership of a CRM data model, not only campaigns run inside one that someone else designed.
• Working knowledge of email deliverability and authentication — SPF, DKIM, DMARC, and what to do when a sending domain\'s reputation slips.
• Practical command of POPIA and GDPR as they apply to marketing communication: lawful basis, consent capture and retention.
• Experience working inside or alongside a marketing team: taking briefs, feeding back on creative, coordinating timelines with people who do not think in workflows.
• Evidence you have enabled other people — documentation, training or standards you wrote that outlived your own involvement.
• Able to explain, unprompted, how you segmented an audience and why that segmentation was the right call.
• Evidence you have measured your own work: a metric you moved, and how you know it was you.
• Clear written English, and the ability to write and edit guest-facing copy to brief.

Advantageous

• Multi-brand or multi-market CRM experience, and working in Jira alongside a documentation tool such as Confluence or Slite.
• Integration and workflow automation tooling such as n8n.
• HubSpot CMS Hub, and experience onboarding a brand onto HubSpot from scratch.
• Afrikaans in addition to English.
• Experience using BI Reporting tools such as Data Studio/PowerBI.

How we will know it is working

• CRM that holds up as the portfolio grows, rather than accumulating workarounds.
• Reporting the commercial teams trust enough to make decisions on.
• Compliance maintained without obstructing commercial activity.
• Documentation complete enough that the systems stay intelligible without you present.
• Estate marketing teams able to run what you built.
• Daily catered lunch.
• Flexible working hours - core hours are 9am to 3pm.
• Choice of equipment (most of us use Apple).
• Generous training and conference budget.
• 30% discount at Babylonstoren - online shop, hotel, spa, and farm shops.
• Arranged admission to Babylonstoren for you and immediate family.
• Access to Babylonstoren\'s recreation centre, gym, swimming pool, and studios.
• Quarterly socials and team building.