Customer Relationship Management Manager

About Sunset Hospitality Group

Sunset Hospitality Group (SHG) is an esteemed multinational lifestyle hospitality organization managing an extensive portfolio including Hotels & Resorts, Restaurants, Beach Clubs, Nightclubs, Fitness Centers, and more. The group operates across 112 properties in 26 countries worldwide, committed to creating authentic and diverse hospitality experiences that unite people globally.

Role Overview and Key Responsibilities

We are looking for a highly capable CRM Manager to lead and execute the CRM strategy across the group's diverse brands. The role involves utilizing Salesforce Marketing Cloud tools for orchestrating campaigns, segmenting audiences, and designing customer journeys aimed at boosting guest engagement, retention, and revenue growth. You will lead the CRM team, optimize platform integration, and manage budgets effectively.

• Define and maintain the CRM roadmap that aligns lifecycle marketing initiatives with commercial goals across various brands.
• Develop and supervise customer journeys using Journey Builder, Automation Studio, and triggered messaging via SMS, WhatsApp, and email.
• Implement advanced segmentation and personalization strategies based on guest behavior, spending patterns, and lifecycle stages.
• Oversee Salesforce Marketing Cloud platform management and its integration with other systems, ensuring data integrity and continual improvements.
• Lead and mentor the CRM team, establishing priorities and delivery standards.
• Promote marketing best practices to maximize engagement rates and return on investment.
• Collaborate with Marketing, Operations, and Revenue departments to ensure CRM strategies translate into effective on-site initiatives, influencing cross-functionally without direct reporting lines.
• Conduct workshops and hands-on training to enhance internal team skills on Marketing Cloud functionalities.
• Track CRM performance metrics and provide insightful reports to senior management to support data-driven decisions.
• Manage the CRM budget, including Super Messages consumption, and provide weekly and monthly financial reports.
• Evaluate campaign and journey effectiveness through A/B testing to optimize results.
• Ensure compliance with relevant data protection laws concerning guest information across all operational markets.

Candidate Profile & Requirements

• At least six years of experience in CRM, loyalty, or lifecycle marketing, preferably within hospitality, travel, or consumer brand sectors.
• Comprehensive knowledge of Salesforce CRM integrated with Marketing Cloud.
• Expertise in Marketing Cloud modules such as Journey Builder, Automation Studio, Mobile Studio (SMS/WhatsApp), and email marketing.
• Proven experience developing lifecycle marketing and personalized communications through email, app, and digital channels.
• Ability to manage campaign budgets independently.
• Strong data-driven decision-making capability with advanced analytical and reporting skills.
• Experience in leading or mentoring teams effectively.
• Skilled in influencing cross-functional teams and clear communication with senior leadership.
• Excellent project management skills, attention to detail, and ensuring flawless campaign execution.
• Robust problem-solving and technical troubleshooting aptitude.
• Fluent in spoken and written English.