CRM & Loyalty Specialist

Build and optimise automated journeys including:

• welcome;
• enquiry abandonment;
• booking abandonment where technically possible;
• booking confirmation/supporting communications where applicable;
• pre-arrival;
• upsell/cross-sell;
• post-stay;
• review/feedback;
• birthday/anniversary;
• repeat-stay;
• lapsed guest;
• win-back;
• loyalty communications. Campaign management
• Build, test and deploy email/SMS/other approved direct communications.
• Segment audiences according to campaign objectives.
• Personalise content and offers.
• Manage campaign QA.
• Ensure links, tracking, creative and data selections are correct. Loyalty
• Act as the day-to-day operational owner of StayVantage, the group's tiered loyalty programme, across enrolment, tier progression, benefit fulfilment and member communication.
• Manage the StayVantage roll-out programme, including member migration from the legacy database, launch communication, tier assignment and the first 12 months of member lifecycle messaging.
• Serve as the central point of contact for property teams on StayVantage, including training support, enrolment targets, benefit redemption queries and escalations.
• Drive member acquisition, activation, repeat-stay behaviour and recognition initiatives.
• Work closely with Reservations and Revenue Management to protect the member rate advantage, increase repeat bookings and drive direct booking share.
• Analyse member behaviour, value and opportunities to improve loyalty economics and guest value. Database health
• Monitor consent, deliverability, opt-outs and database quality.
• Support duplicate management and data hygiene.
• Work with IT/system partners on data integration.
• Maintain POPIA-compliant marketing practices and consent governance.

Analytics Use CRM, loyalty and guest data to measure performance, identify guest behaviour trends, commercial opportunities and planning insights, and provide commercially relevant recommendations.

• Produce monthly CRM and loyalty performance reporting covering database growth, active and marketable database size, engagement, deliverability, conversion, campaign revenue attribution, automated journey revenue and loyalty programme KPIs.
• Translate guest data into actionable recommendations for property General Managers and the marketing team, rather than simply producing dashboards.
• Analyse campaign and journey performance, including open, click, conversion, revenue per send, revenue per recipient and repeat booking behaviour.
• Monitor member performance, lifecycle journey effectiveness and guest lifetime value where data permits, using insights to improve CRM and loyalty activity.
• Use data analysis, trend identification and AI-supported insight generation to inform campaign planning, guest segmentation, loyalty optimisation and strategic steering across the portfolio. Key deliverables for success:
• CRM-attributed revenue
• Database growth
• Active/marketable database size
• Email/SMS conversion
• Revenue per recipient
• Automated journey revenue
• Repeat booking rate
• Loyalty enrolment
• Member activation
• Member revenue
• Unsubscribe/complaint rates
• Deliverability

• 3-6 years' CRM, lifecycle or lo