Manager, CRM and Email Marketing Automation

Radisson Hotel Group is are looking for a strategic and results-oriented person to manage, execute and develop multi-channel campaigns for Radisson Hotel Group including our B2C and B2B loyalty programs. The CRM Manager is responsible for Radisson Hotel Groups digital customer relationship and retention program including email, app messaging, and web channels. This involves the planning and executing of the campaign and promotional calendars to optimize the frequency, relevance and the design of multi-channel digital communications. This role will closely collaborate with Loyalty, Brand, Rev Ops, Analytics and Digital Marketing teams to develop an effective ROI-based and multi-channel communication plan. Our dream candidate is creative, methodical and passionate about user experience, communication and using data to orchestrate ecommerce growth.

Responsibilities:

CRM Strategy Development

• Collaborate on the development of goals and deliver on KPIs to increase performance YOY in email, mobile app, web campaigns and others that apply 
• Map customer communication journeys and prioritize improvements based on potential impact to the customer 
• Drive enhancements of our communication capabilities around messaging channels, targeting, marketing automation and personalization strategies 
• Develop a multi-faceted engagement communications strategy which is inclusive of guest segmentation, database triggering capabilities and customized lifecycle messaging to continually evolve guest communications and drive hotel revenue 
• Drive engagement with our hotel brands and loyalty program through effective campaign strategy, creation and execution

Communications Execution

• As customer data is established, develop cross-channel marketing strategy. Liaise between those channels as the “strategist” to help create campaigns that reach our guests 
• Own and optimize email and app programs, ensuring the implementation of best practices to maximize deliverability and maintain an appropriate cadence for our customers 
• Collaborate with Brand marketing, Loyalty, Revenue Optimization and the Digital team on a cross-channel customer journey approach 
• Report back to various stakeholders and continue to propose new opportunities to drive engagement and optimization

CRM Optimization

• Develop and manage the testing, reporting and optimization strategy for email and app communications. 
• Design and develop attrition and retention segmentations research for the customer base 
• Test new channels and strategies to acquire new customers and increase engagement with current customers 
• Develop and optimize the customer lifecycle strategic roadmap in order to develop communications that will increase customer engagement and decrease churn

Management and Administration

• Responsible for channel reporting and dashboards 
• Manage invoice processing and budget management for email and mobile app investments 
• Effectively manage the CRM agencies and tools within the yearly budget limitations 
• Lead, mentor, and manage direct reports (2) 
• Project management, including successful adherence to timeline and budget for delivery of both large- and small-scale projects. 
• Other duties as assigned

Requirements:

• Bachelor’s Degree required, Master’s Degree preferred. 
• 5-10 years’ experience in CRM/ Digital marketing strategy development and implementation 
• Strong analytics and marketing experience required. Familiarity with A:B and multivariate testing, able to analyze campaign performance to evolve e-mail/app strategies. 
• Comprehensive understanding of best practices such as subject lines, messaging, dynamic emails, customer segmentation, HTML/CSS, responsive design and deliverability 
• Experience in creating and executing email communications, required 
• Proven track record of delivering complex e-mail programs from inception to delivery at consumer scale (1MM+ list sizes) 
• Experience with Epsilon Harmony email tool or Urban Airship, preferred 
• Management experience of multiple team members, preferred 
• Experience with Marketing Automation, Behavioral segmentation/targeting and personalization 
• Hospitality or B2C/retail experience, preferred 
• Ability to summarize business and financial information accurately for planning and decision-making 
• Exceptional organizational skills and attention to detail. 
• Strong prioritization skills, with ability to direct multiple projects simultaneously, and monitor progress to ensure timely completion and quality work products. 
• Strong writing and presentation skills and the ability to effectively motivate and influence others.