- Company Name
- Warner Hotels
- Job Title
- CRM Manager
- Job Description
-
**Job Title**
CRM Manager
**Role Summary**
Strategically lead the development, execution, and optimization of the CRM programme to enhance revenue, guest engagement, retention, and lifetime value. Manage multi‑channel personalized campaigns using Bloomreach, coordinate data‑driven insights, and integrate CRM activities across marketing, loyalty and broader guest journey functions.
**Expectations**
- Deliver a year‑long CRM plan aligned to business objectives.
- Own segmentation, personalisation, and journey design in Bloomreach.
- Drive test‑and‑learn initiatives, set KPIs, report results, and feed learnings into future planning.
- Ensure cross‑functional coordination and stakeholder approval of CRM strategies.
- Manage supplier relationships, governance, and regulatory compliance.
**Key Responsibilities**
- Lead and own the annual CRM strategy, shaping segmented, insight‑led campaigns across email, direct mail, SMS, and WhatsApp.
- Embed CRM best practices into planning and creative, guaranteeing relevance and brand consistency.
- Define and maintain Bloomreach templates, toolkits, and automation frameworks.
- Set the test‑and‑learn agenda, identify hypotheses, prioritize experiments, and collaborate with analytics for performance and segmentation insights.
- Monitor industry benchmarks and competitor activity to drive innovation.
- Own Bloomreach platform utilisation, explore new functionality, and guide automation and personalization initiatives.
- Define KPIs linked to retention, frequency, and revenue uplift; translate performance into actionable insights for senior leadership.
- Champion CRM’s role in the end‑to‑end guest journey, integrating with loyalty and broader marketing plans.
- Manage and mentor the CRM Executive and collaborate with the CRM & Loyalty Analyst.
- Oversee supplier relationships, ensuring value, governance, and compliance.
- Stay ahead of CRM trends, channels, and technologies; introduce testing opportunities.
**Required Skills**
- Proven experience managing CRM programmes in a consumer/hospitality context.
- Hands‑on expertise with Bloomreach (segmenting, journey design, template creation, reporting).
- Strong analytical ability, comfortable with data, segmentation, lifecycle optimisation, and campaign performance tracking.
- Ability to develop and execute multi‑channel strategy, ensuring consistent message delivery.
- Excellent stakeholder communication, negotiation, and collaboration across functions.
- Strategic planner, detail‑oriented, and capable of managing multiple concurrent initiatives.
- Commercial savvy with a guest‑centric mindset and passion for enhancing learner‑centric CRM experiences.
- Governance and compliance awareness regarding data privacy regulations.
**Required Education & Certifications**
- Bachelor’s degree in Marketing, Business, Hospitality Management, or related field.
- CRM, customer data platform, or data analytics certification preferred (e.g., Bloomreach, HubSpot, or similar).
Hemel hempstead, United kingdom
On site
13-11-2025