Loyalty and CRM Manager

As our Loyalty and CRM Manager, you are responsible for bringing to life the CRM platform and strategy for The Set hotels to drive retention, incremental sales and lifetime value for guests of The Set.

The successful candidate will deliver an industry leading CRM architecture to attract new guests whilst also building loyalty and retention amongst our existing guest base. We are at the beginning of this journey as we onboard with our chosen partner. You will be experienced in setting up a CRM platform and analysing all stages of the guest journey to maximise guest satisfaction so that we can deliver against the goals of the business.  

As part of the CRM landscape you will be the lead for developing a guest loyalty and recognition programme to capture the hearts and minds of our guests whilst supporting the growth of The Set and building a compelling reason for guests to return again and again. Our CRM capability will play a vital role in shaping the future of the company, how we grow and add new properties to the group.

What are you going to do?

Scope of work:

Delivering our promise – working closely with the operational teams on a daily basis to ensure our loyal and repeat guests are recognised as they should be and the appropriate benefits are being delivered.

System implementation - managing implementation of the CRM platform structure and architecture ensuring that it integrates seamlessly across the organisation and captures all required information at key points in the guest life cycle.

Customer journey mapping - to work with business analysts and UX designers to map end-to-end customer journeys and conduct analysis across all touch points to maximise commercial opportunities.

CRM strategy - planning and delivering a CRM strategy that spans all channels and touchpoints that deliver incremental sales, acquire new customers and build loyalty with existing customers.

Segmentation and targeting - leading the implementation of segmentation models enabling the delivery of more targeted CRM campaigns.

Multi-channel delivery - working with the marketing team to ensure effective end-to-end operational delivery of CRM programmes and campaigns across email, SMS, push and web messaging.

Continual Testing - working with the marketing team to develop testing strategies for all aspects of the CRM to optimise performance.

Reporting - managing reporting to track engagement and other CRM KPI’s.

Customer-centricity - playing a key role in ensuring communications are customer-centric and insight driven as well as fitting with The Set brand.

Loyalty and Recognition – design and implement a market leading and forward-thinking guest loyalty and recognition programme.


Main Responsibilities:

  • Lead the transformation of our guest and data analytics approach and strategy.
  • Ensure that teams have the appropriate reporting and system in place to identify and recognise our loyal and repeat guests.
  • Be the public face of ‘Friends of The Set’ loyalty and recognition programme, responding to and answering queries and questions from our guests.
  • Contribute to the team developing a guest recognition and loyalty programmes.
  • Managing the relationship with LHW and the Leaders Club.
  • Analysis and improvement of data collection strategies across the group. Unifying processes to build a strong and robust database of guests and clients.
  • Responsibility for guest profiles, the accuracy of the data, completing and merging profiles and cleaning existing data.
  • Contribute to the ongoing effort to reduce OTA business and convert guests to direct bookers.
  • Understand the overall CRM architecture to check the coherence of data coming from the integrated systems.
  • Work closely with the hotel digital marketing executives to build effective campaigns and engagement.
  • Create relevant dashboards to provide regular status, results with defined KPIs and updates on guest retention and loyalty including analysis by different segments and room types.
  • Will communicate effectively and work closely with other marketing department players such as Marketing managers, social media and PR.
  • Is data driven and can explain its complexities simply in order to drive actionable consumer insight
  • Ability to manipulate and integrate large levels of data in order to derive insight and build effective retention campaigns.
  • Will understand the legal ramifications of collecting and storing data with a good knowledge of the data privacy laws.

Who are you?

  • Experience working in a hotel or hotel group would be an advantage.
  • Working Knowledge and experience of using Opera PMS would be an advantage.
  • A results-focused approach, with a proven record of generating revenue improvements.
  • A proven track record of building loyalty and retention programs.
  • Excellent numeracy, with strong analytical capabilities.
  • A collaborative approach, combined with initiative and proactivity.
  • A ruthless ability to prioritise high-impact projects and execute them to completion.
  • Confident and articulate communication skills.
  • A proven track record of building loyalty and retention programs.
  • Educated to degree level or equivalent.
  • You have a good working knowledge of Word, Excel, PowerPoint and Outlook.

What can you expect?

  • A fitting salary and appropriate employment conditions, like a pension plan, travel expenses, collective health insurance etc.;
  • An inspiring work environment (it really is!) where you have the ability to grow and develop yourself and where sustainability is important (we are a certified Green Globe Hotel);
  • Discounts in our hotels, restaurants and bars;
  • Experience our ‘joie de vivre’ during various entertainment and sports events with all your colleagues!

Do we have your interest?

Does this sound like an interesting career step for you? Then please contact the Human Resource department via +31 (0)20-570 0000 or send your CV and motivation letter to: hr@conservatoriumhotel.com

  • The SET
  • Hotel Cafe Royal - London
  • Conservatorium - Amsterdam
  • Lutetia - Paris
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