CRM Manager / Specialist

We are looking for a CRM Specialist to lead and manage The Grove’s CRM strategy, using customer data, insight, segmentation and automation to deliver relevant and personalised communications throughout the customer lifecycle. The role is responsible for developing and continuously evolving CRM activity to strengthen guest engagement, drive customer retention and support commercial performance, while ensuring the effective management of CRM platforms, partners and data.

This role is maternity cover and part time - working 4 days a week and based on-site at The Grove (Watford).

RESPONSIBILITIES:  

1. CRM Strategy

• Develop and execute the CRM strategy, ensuring activity delivers against agreed objectives and KPIs.
• Develop and maintain a rolling 12-month CRM campaign plan, aligned with commercial objectives, customer needs and business priorities.
• Ensure campaigns are delivered accurately and to a high standard, with appropriate quality control across audience selection, content, links and functionality.
• Drive the continued development and sophistication of CRM, making proactive recommendations to improve customer engagement and commercial performance.
• Work with key stakeholders to ensure CRM activity, including campaign timing, audience and messaging, remains aligned with wider business priorities.
• Champion a test-and-learn approach across CRM activity, using learnings to inform future strategy and activity.

2. Automation Management

• Develop, manage and continuously optimise automated and event-triggered communications across the customer lifecycle.
• Identify opportunities to introduce and enhance lifecycle journeys that improve customer experience, engagement, conversion and retention.
• Monitor automated communications, using customer behaviour and campaign results to optimise journey performance.

3. Segmentation Strategy

• Develop and evolve the customer segmentation strategy to deliver relevant, targeted and personalised communications.
• Use customer data, behavioural insights and commercial objectives to identify opportunities for more sophisticated targeting and audience development.
• Review and optimise campaign audiences to improve engagement and commercial performance.

4. CRM Platform & Partner Management

• Manage relationships with CRM technology and service partners, including contracts, fees, SLAs, performance and ongoing requirements.
• Act as CRM platform administrator and key point of contact, overseeing platform functionality, data feeds, user access and the data model.
• Ensure work delivered by CRM partners meets agreed requirements, timelines and service standards.
• Work with CRM partners to monitor and maintain email deliverability, sender reputation and database hygiene.

5. CRM Projects

• Lead CRM projects from development through to implementation, ensuring delivery against agreed objectives, timelines and KPIs.
• Coordinate internal stakeholders and external partners to ensure projects are effectively scoped, tested and delivered.
• Identify opportunities to enhance CRM processes, platform functionality and ways of working.

6. Data Management

• Monitor and continuously improve the quality, accuracy and integrity of the CRM database through regular audits and KPI monitoring.
• Drive effective data capture across key customer touchpoints, working with relevant stakeholders to strengthen CRM data quality.
• Review customer data sources and identify opportunities to improve the quality, value and completeness of data captured across the business.

7. Reporting & Insights

• Produce monthly CRM and email marketing reports, providing clear analysis, insights and recommendations to improve performance.
• Analyse customer and campaign data to identify actionable insights that inform segmentation, targeting, campaign planning and wider CRM strategy.
• Present CRM performance, trends and recommendations to senior stakeholders across the business.
• Stay up to date with CRM, email marketing and customer engagement trends, applying relevant insights to inform CRM strategy and best practice.

PERSON SPECIFICATION:     

Essential:

• Relevant degree or equivalent professional experience in Marketing, CRM or a related discipline
• Demonstrable experience developing and managing CRM and email marketing strategies and campaigns
• Strong working knowledge of CRM and email marketing platforms
• Experience with customer segmentation and personalisation
• Understanding of email deliverability and sender reputation
• Confidence working with customer data
• Excellent written and verbal communication skills
• Strong organisational skills, with the ability to manage multiple projects and priorities
• Exceptional attention to detail
• Proactive, self-motivated approach with a willingness to learn

Desirable:

• Previous experience working with luxury and/or hospitality brands  
• Experience using Ireckonu or a similar CRM/CDP platform
• Experience working with PMS, booking or reservation systems
• Basic knowledge of HTML and email build principles