CRM Marketing Manager - Travel

CRM Marketing Manager - TravelLocation: Hybrid working - Hemel Hempstead office – 2-3 times a weekSalary: £40,000 to £45,000 plus 20% bonus and benefits

This is a role which will begin with innovation. Looking at introducing new channels to the company’s established CRM programme. Modernising the channels they engage with customers for both service based customer communications as well as promotional (cross and upsell).

This travel firm currently has an email heavy CRM programme, but is looking to evolve into a more modern multi-channel capability – introducing in-app, push, Whatsapp and SMS.

This change will also impact on the customer journeys, campaign content and creative too. So they also need to establish the right test and learn strategies and how to measure the impact of changes on customer experience and engagement across the customer journeys and the overall customer lifecycle. Ensuring they’re delivering an appropriately positive uplift across engagement metrics like open rates, click through, conversions. As well as commercial goals like cross and upsell ROI metrics.

The company is well established and going for many years. So their current programme is very well established. You’ll be taking control of two parts:

• Post booking customer comms – this includes all pre-travel related communications about the property or destination the customer is travelling to. Opportunities for cross and upsell within that pre-travel journey. What they need to know for arrival. Any pre-booking arrangements, important info about their destination, etc. etc. As well as post travel communications, customer satisfaction, rebooking, etc. too.
• Owner communications – Targeted at the property owners, bookings, things happening on property, any operational communications which need to go to the owner base, etc.

You’ll own the content and promotional CRM calendar, and be responsible for the creation and execution of campaigns. Including the introduction of new channels, their test and learn, optimisation of journeys and looking at how to continuously evolve and enhance the sophistication of personalisation by utilising tools such as Movable Ink.

There’s also a big stakeholder management piece to coincide with all this, as you’ll be liaising with resorts to keep up to date with changes, promotions and events going on at the locations and how they need to be woven into upcoming communications. As well as any tweaks and changes to operational communications which can help smooth the customer experience.

Naturally, being a role within CRM, data is going to play a massive part in your day-to-day. From looking at the performance of campaigns. Picking apart what’s working from what’s not in A/B tests, to working with data planning and strategy teams on best use of data for targeting and personalisation strategies for each respective channel.

Working with the CRM ops team on automation, as well as briefing out the technical build of journeys to support new campaigns and commercial opportunities.

There’s a lot of scope for creation within this role as the company looks to modernise it’s CRM capabilities. Which in turn will see your role and remit evolve as things progress too.

Experience Necessary

• Must have a solid background within a consumer/B2C CRM environment of scale and sophistication, ideally having worked across more than just email as a channel – so will also have included other digital channels like SMS, App, push & website
• A good understanding of CRM comms planning and CRM strategies, including journey planning
• Solid project management skills, and the ability to bring all the elements necessary as well as quality control, test and optimise campaigns to ensure they reflect best in class and will deliver on business objectives
• Knowledge of A/B testing and email journey enhancement/optimisation. With the ability to utilise the data from these to improve CRM strategies
• A real desire and mindset of ‘how can I make this better’ versus just churning out campaigns to meet deadlines – and not afraid to tear things up and start again if that’s what it takes to improve things.
• Have a solid understanding of things like dynamic content and personalisation, ideally having worked with tools such as Movable Ink or similar, and delivered highly personalised and effective 1-2-1 customer communications
• Experience mentoring and training within CRM would be highly beneficial

**Able to live and work in the UK unrestricted.**

Want to Apply? Here’s how:

You can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Colin DoreeHead of Recruitment, DataBlue Pelican