Are you an adventurous soul? A champion of good design and beautiful experiences? Are you in search of opportunity, growth, and a better world?
Then maybe you belong with us...
The purpose of the CRM manager role will be to grow customer loyalty and share of revenue from our existing customer base through delivering segmented lifecycle communications and interventions to our customer base, expanding the touchpoints and channels used beyond just email, underpinned by a revamped customer loyalty programme.
In this role you'll be responsible for the following:
CRM Strategy & Data
* Deliver the CRM strategy in line with the wider marketing growth plans, that goes beyond only email and only opted in customers.
* Create and maintain a lifecycle journey that decreases time to first/repeat bookings as well as increase customer LTV through upgrade and loyalty.
* Lead on defining our data and analytics requirements to support CRM strategy and priorities, working with Digital and Data team, and Commercial analysts to deliver.
* Create and deliver programme for collecting first party customer data (incl marketing permissions), in particular for first time bookers coming through OTA channel.
* Lead data audit activity to improve campaign capability and data integration.
Customer Segmentation & CDP
* Develop, test and optimise the use of the current segmentation model for email campaigns.
* Within the website/PMS, capture, cleanse, and analyze users’ journeys to discern preferences and habits.
* Using this insight create relevant communications delivered via targeted pop-ups, personalized email/SMS, paid media retargeting, personalised website experiences or interventions in property/at the front desk.
* Push future journey of shaping and evolving our customer personas to stay relevant to our guest first intentions in every facet of our communications by conducting internal and external research and data analysis.
* Work with Head of Digital Marketing to leverage investment in CDP (Treasure Data), creating a roadmap for improvements and operationalising to ensure is used to drive marketing and CRM performance improvements.
Loyalty Programme
* Lead on reviewing and refreshing Edyn’s current community loyalty programme to provide a greater range of benefits, reduce reliance on an always on loyalty discount and which drives the optimal customer and business benefits.
* Create a loyalty membership programme which requires customer registration and login, to enable targeted customer communications beyond just email, and enable promotion of membership offering across metasearch channels to support rate parity.
CRM Planning & Execution
* Plan, build and drive our customer recency, frequency and monetary value programme to encourage repeat bookings.
* Continuously optimise lifecycle and RFM based trigger email campaigns, increasing proportion of trigger vs manual/ad-hoc email campaigns.
* Build email HTML using best practice.
* Build and drive the CRM email calendar - working with the wider marketing function to ensure it’s fit for purpose.
* Manage the deployment of our transactional email communications.
* Implement a test and learn programs e.g A/B splits, using control groups to measure performance and uplift.
* Report on CRM & email channel activity providing insight on what’s working and improvements areas.
People Management
* Recruit and develop high calibre individuals who are curious and who have the potential to live our values.
* Inspire, engage and empower teams and individuals to live our values and achieve.
* Grow resilience and emotional intelligence amongst their team members.
* Build a sanctuary in which teams feel safe to question, evolve and be human.
* Provide clarity, direction and set the pace for change, growth and achievement.
* Proactively drive a strong community spirit across teams – seeking opportunities for team working and cross functional networking.
* Be objective, fair, ethical and consistent in the leadership and management.
Knowledge/ Skills/ Qualifications
* Expertise in CRM and email marketing and familiarity with channels like Push, In-App, SMS, and Paid Media.
* Proficient in marketing automation tools (e.g., Braze, Klaviyo).
* Familiarity with Customer Data Platforms (CDP) tools (e.g., Segment, Treasure Data).
* Strong proficiency in Excel and experience with analytics/Business Intelligence tools (e.g., Google Analytics, Looker).
* Proficiency in HTML and SQL.
Experience Required
* 3+ years of CRM marketing experience ideally in similar design led brand or organisation, or within travel/hospitality sector.
Diversity, Equity and Inclusion Statement
edyn’s Purpose is to build brands designed around Soulful Hospitality -we create sanctuaries where free thinkers can nourish and enliven their souls. This is only possible if the growth of our company is centred around a deep respect for humanity. Everyone at edyn should feel free and safe to express their ideas, state their opinions and share their lived experiences in an environment of openness, tolerance and curiosity.
This principle sits at the heart of our approach to improving diversity and inclusion. We have established goals and supporting commitments which will help us ensure that everyone in edyn feels a sense of belonging, regardless of their background or identity.
We are on a DEI journey that we have yet to complete, and we acknowledge our failures or weaknesses as we discover them. Our principle & goals are clear, and we travel together to seek to drive change, evolve ourselves and the edyn community.
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