Job details :
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. 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.MAIN RESPONSIBILITIESLead 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
SKILLS AND EXPERIENCE REQUIREDExperience working in a hotel or hotel group would be an advantageWorking Knowledge and experience of using Opera PMS would be an advantageA results-focused approach, with a proven record of generating revenue improvementsA proven track record of building loyalty and retention programsExcellent numeracy, with strong analytical capabilitiesA collaborative approach, combined with initiative and proactivityA ruthless ability to prioritise high-impact projects and execute them to completionConfident and articulate communication skillsA proven track record of building loyalty and retention programsEducated to degree level or equivalentYou have a good working knowledge of Word, Excel, PowerPoint and Outlook.
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