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Custom Field 3:  17313

Director, Loyalty & CRM

Responsibilities

This is a newly elevated hands-on leadership role that sits at the intersection of commercial performance, guest experience, and strategic partnerships. You will own both our guest-facing loyalty programme and our corporate booker programme end-to-end - from strategy and CRM to campaigns and day-to-day operations. 

 

Loyalty Programme Leadership 

  • Own the strategy and performance of both our guest loyalty programme (B2C) and corporate booker programme (B2B), ensuring alignment with commercial and revenue objectives.
  • Lead the rollout and ongoing integration of the loyalty programmes across our properties - covering staff training, system setup, member recognition, and benefit delivery.
  • Strategically define and evolve the value proposition for both programmes, driving their development, growth, and optimisation. 
  • Serve as the main liaison and Brand Champion for the B2C loyalty programme, including participation in regional champion meetings and cross-functional committees.
  • Partner with Sales to grow corporate booker sign-ups, deepend engagement, and shift more business to direct channels. 
  • Build and manage the annual loyalty budget, including programme costs, campaign spend, and CRM investment. 
  • Manage partnership-related costs and fees, and work with Finance to ensure accurate budgeting and reporting to ownership. 

 

CRM & Lifecycle Marketing

  • Lead our CRM strategy across both programmes - covering onboarding, pre-stay, post-stay, win-back, and tier progression communications.
  • Ensure all CRM systems are well maintained, properly integrated with our PMS and other platforms, and used effectively across properties.
  • Drive segmentation and personalisation strategies so that the right message reaches the right member at the right time.
  • Own and develop the B2B corporate database as a strategic asset.
  • Define and implement CRM journeys specific to corporate bookers to maximise corporate retention and direct booking share. 

 

Performance & Insights 

  • Track and report on both B2C and B2B initiatives. 
  • Present performance updates and strategic recommendations to senior leadership and, where relevant, hotel owners.
  • Anlayse programme performance and customer insights using tools such as Microsoft Power BI and post-stay feedback to identify opportunities for optimisation and growth. 
  • Establish and maintain a KPI dashboard covering both B2C and B2B programmes, with regular reporting cadence to senior leadership. 

 

Campaigns & Member Growth

  • Oversee planning and execution of loyalty-led campaigns to drive member growth, engagement, and revenue, ensuring alignment with broader marketing and sales initiatives.
  • Identify and develop member benefit partnerships that strengthen our value proposition.

 

Operations & Governance

  • Define SOPs and standards for how loyalty programmes are run across all properties and make sure propety teams are equipped to delivery consistently. 
  • Ensure effective onboarding, training, and adoption of loyalty programmes and systems across property teams. 
  • Establish and oversee governance frameworks to ensure CRM data accuracy, integrity, and compliance across both B2C and B2B programmes.
  • Undertake exercise with deduplication and account ownership review. Manage CRM and technology vendors, driving system enhancements, integrations, and issue resolution at a strategic level.
  • Own data governance across both programmes: accuracy, integrity, and compliance. 

 

Requirements

  • Degree in Business, Marketing, Hospitality, or a related field
  • Minimum 8 to 10 years of experience in loyalty and CRM, ideally in hospitality will be preferred
  • Able to thrive in a fast-paced, dynamic environment, while being detail-oriented
  • Proven experience leading CRM and loyalty strategy across both B2C and B2B segments
  • Proven ability to build, track, and communicate KPIs and programme performance metrics to senior leadership, with experience using BI tools such as Power BI or equivalent.
  • Demonstrate experience managing B2C and B2B corporate CRM databases, including account segmentation, lifecycle marketing, and direct booking strategies
  • Hands-on with CRM platforms and comfortable with data tools
  • Strong commercial acumen with ability to drive revenue growth, direct bookings, and customer engagement
  • Strong communicator and relationship manager — you will work closely with external partners, internal stakeholders, property teams, and vendors all at once.
  • Organised and process-oriented enough to build governance frameworks and SOPs

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